Wasn't my experience there, what'd you see in particular? They usually had artists their own show in addition to their collaborative performance(s). The fest definitely promotes it to get the most out of the artists they sign on but I think it happens on an organic level too. Lots of jazz artists get most of their income from festivals like these and as a result, they usually find new collaborators that they would've wanted to work with anyways while they're there.
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Studies show that when a given norm is changed in the face of the unchanging, the remaining contradictions will parallel the truth.
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