Bristol’s first international ambassador for music has been appointed to promote the city across the globe as a hotbed of musical talent with a vibrant and diverse music scene.
Bristol-born jazz musician James Morton is officially appointed to the role today by Mayor George Ferguson – and his first international mission will be to travel to New Orleans in October to set up an informal link between the city and the birthplace of jazz.
As revealed by Bristol Business News in February, Mayor Ferguson wants a loose ‘twinning’ with New Orleans with cultural and business exchanges between the two cities built not just around their common musical roots but also their vibrant street art and lively food scenes. 
James, a widely-respected saxophonist, influential figure in the city’s music scene and collaborator with Bristol jazz giant Andy Shepperd, will also visit Jamaica next year to explore musical link-ups and Bristol’s twin town of Tblisi in Georgia to strength cultural links around music.
The mayor also wants James, 32, to use his already busy international schedule to promote Bristol and its lively music scene to officials and musicians when on tour overseas.
Mayor Ferguson believes these exchanges of culture and musical talent with ‘tuned’ rather than ‘twinned’ cities will encourage some of the world’s top musical talent to play at Bristol’s many festivals – such as its International Jazz and Blues Festival – and ensure a better profile for Bristol artists abroad.
James will also be an advisory voice and advocate for music when working with Bristol City Council and forge or strengthen links with the city’s many organisations involved in music and education.
James’ ambassador role will initially operate on a pilot basis but could in future be expanded to include local talent and leaders in other fields.
Mayor Ferguson said: “Bristol has a great music scene which deserves a bigger global profile, and I’m delighted to have someone as talented and well-respected as James taking on this new role.
“It’s a great way for us to reach out to other like-minded cities in a more informal way, benefitting from trips which James will be taking anyway rather than just relying on formal visits from the usual ‘city officials’.
“James will be a great advocate for the city, and I’ll be making sure he’s able to meet with influencers and decision makers around the world to help build new informal links. I’m looking forward to working with him at home too, hearing his views on how we can use music and education to bring together communities and improve opportunities for young people.”
James said: “I’m truly passionate about helping the music scene in Bristol to thrive and grow, and also helping local musicians gain exposure in the UK and internationally. As someone who’s Bristol born I want to share our city’s story with the world and I’m really pleased to have the Mayor’s backing in this.
“Here at home there’s all sorts we can do to improve and diversify education, facilities and inspiration among young and up and coming musicians. I want to hear local ideas about this and work with the Mayor, the council and others to make things even better and help make more music education and facilities open to everyone.”
James’ visit to New Orleans – Bristol’s first ‘tuned city’ – will build upon the two cities’ established relationship and he will discuss potential opportunities for future jazz and blues festivals.
Mayor Ferguson added: “Bristol is blessed with many great musicians, but I feel that James’ talent and personality and touring opportunities make him the right person for the job. If all goes well I’m hopeful we can introduce further ambassadors for the city, be it for music or any number of other Bristol strengths.”
The ambassador programme is entirely voluntary and trips are anticipated to be as part of the volunteer’s existing commitments rather than specifically arranged or funded by the city.
To mark his appointment as ambassador James and his band is performing with Bristol soul singer Celestine and The Brass Junkies this afternoon at The Source café in St Nicholas Market.
James, who is from English, Russian and Polish descent, began to play at the age of nine and performed his first gig aged 12.
Four years later he played the Jazz/World Music stage at Glastonbury and soon became a regular at festivals across Europe and America.
At 22 he completed his Masters degree in jazz at the prestigious Guildhall School of Music.
A major influence and mentor to James throughout his career has been the enigmatic Pee Wee Ellis, and James remains a core member of Pee Wee Ellis’ - Still Black Still Proud, a tribute to James Brown which has headlined main stages at festivals across Europe.
Another mentor and influence has been Andy Sheppard. Since playing at numerous gigs with the quartet in Bristol, he is now a soloist in Sheppard’s Sax Massive.
For more about James Morton, visit www.jamesmortonsax.com
