[Granz] instituted the famous Jazz At The Philharmonic concerts, launched and ran four record labels, including one of the most significant imprints in jazz, Verve Records, and managed the careers of two of its most widely known performers, Ella Fitzgerald and Oscar Peterson.
In the process, he became jazz’s first official millionaire, a fact held against him in some quarters. At the same time, he fought tirelessly on behalf of both his artists and audiences, demanding the same treatment for jazz musicians as accorded to classical performers, and refusing to book his JATP tours into segregated concert halls in the 1940s, long before the major civil rights breakthroughs of subsequent decades.
Granz was of Ukranian-Jewish descent. His family had lost their business in the Depression, and he worked his way through college, then joined MGM as a film editor after his wartime military service. His passion was jazz, and he began a long involvement with the music by persuading Billy Berg, a well-known Los Angeles club owner, to allow him to promote a jam session at his club, the Trouville, on Sunday nights. One of the conditions he imposed was that Berg abandon entirely his whites-only audience policy.
The jam session proved very popular, and set the mould for most of what would follow. Granz took the idea a step further when he booked the Philharmonic Hall for a concert in July 1944, which was also a big success. The rather stuffy venue, the home of the Los Angeles Philharmonic, soon evicted the noisy jazz types, but Granz retained the name for the most successful jazz touring show of the era. His JATP packages crisscrossed America for over a decade, ceasing only with the advent of the rock and roll era in 1957 (he continued to promote tours under that name in Europe into the 1960s).
The formula was simple, but also revolutionary. The artists would operate in the free-wheeling but competitive jam session ethos fostered in after-hours clubs, but would perform in a formal concert hall, and to a desegregated audience. If these conditions were not met, Granz would refuse to accept bookings (regardless of loss of revenue), and even went as far as cancelling a sold-out show in New Orleans because the audience had been segregated.
On stage (and in the studio), Granz encouraged the musicians to grandstand as much as their hearts desired. Musical “battles” were not only encouraged, but were positively mandatory. Critics (a breed for which Granz had only disdain) complained that much of this was crass, and with some justification, but Granz looked after his musicians in a fashion unprecedented in jazz, and audiences revelled in what he had to offer.