Here's an anecdote: In the 50's an uncle of mine in Vietnam (who didn't listen to jazz or nor is he a musician or an afficionado or any sort) saw a flyer for a Louis Armstrong concert in Saigon, Vietnam (now Ho Chi Minh City). As you can imagine, there's not much of jazz tradition in Vietnam. He had no idea what it was about nor did he know what jazz was.
He went to the show, and fell in love with it all. Over the years, in living in communist VN, he stuck to his passion for it and got what he could find from the west: Kenny G (unfortunately), Miles, Louis, etc. etc.
When I finally met him again about 10 years ago he was excited to find that I was a jazz lover. About 4 years ago he came to visit, and before he left, my brothers and I sent him home with an iPod packed with 60 gb of jazz - almost my entire library at the time. He was in heaven. I included everything from Ellington to more modern stuff and he loved it all. There weren't many great shows at the time, but I managed to get him out to see a local big band. It made him extremely happy.
Of course, it wasn't until he visited me that he finally learned that the musicians were trying to communicate with eachother on stage, and how the structure of presenting a tune was done: head in, solos, trade 4/8s, head out. Completely ignorant of the details - much less more complicated matters like reharms and other treatments to the tunes, yet he enjoyed every bit of it .
Which reminds me I need to get him some new stuff.