All activities were committed to serving the public benefit. Activities included, but were not limited to, supporting and organizing concerts and albums, co-creating music projects and platforms, advising other organizations and foundations about the jazz landscape in the Netherlands, and establishing (inter)national partnerships.

New Amsterdam Jazz believed that an effective way to help musicians get to the next stage in their careers is by playing on bigger stages with more renowned musicians, which is why mentorship and intergenerational pollination were two core values of the organization.