FEATURE: Sofar-Surfing: A Unique Brand That Has Changed How We Experience Live Music

FEATURE:

Sofar-Surfing

A Unique Brand That Has Changed How We Experience Live Music

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IF you are new to the concept and joy…

of Sofar Sounds then you are really missing out! I have become more aware of them as I plan an ambitious music T.V. show. It (the show) will mix mainstream artists, features and music news with unsigned, newer acts that do not get a lot of press coverage/T.V. spots. It is in the planning and pitching stage at the moment but, as I go forward; Sofar Sounds is on my mind. One of the reasons I bring the live gig organisation (if that is the right term?!) is because they feature three artists – each performing four songs – at a random, unique venue. That venue might be anything from an antique shop to a living room to a strip joint (I might have made the last one up!). In essence; it is intimacy and originality that drives the Sofar Sound ethos. If you go to the official website and you can check out where your favourite artists are playing. Creating huge markets around the world, especially the U.K. and U.S.; you can keep abreast of where Sofar Sounds is pitching its tent and apply for tickets. The competition for spaces is intense but there is every likelihood you can find yourself swinging to a Dalston living room to see a well-known band perform to you and a small selection of excited attendees.

One of the reasons why the Sofar Sound name has expanded and gained mass popularity is because of its simplicity and effectiveness. It does not rely on huge record labels interfering and complex booking systems. One goes to the website and can apply for a ticket; wait to see if they have been selected and then, as you are getting ready, all the details will be emailed/sent to you. When you are at the gig; it is a nice and safe environment that has soul and character – rather than crowded pubs or vast arenas. You never quite know where you’ll end up and the actual location itself can be as memorable as the performances themselves. Sofar Sounds now has its name in 412 cities around the world. How, then, did Sofar Sounds begin its life?! The website tells you all you need to know:

“At Sofar, we like to ask: who's ever been to a bad gig?

For some, the crowd was too loud or maybe the beer was warm. For others, the sound system wasn't doing the artist justice. Or maybe someone was in the line of view, snapping selfies all night. Whatever the experience, it just wasn't what you hoped or expected. The magic of a live event experience has been lost.

Sofar Sounds was founded to bring back that magic.

IN THIS PHOTO: The Vamps will play an intimate show for Sofar Sounds London on 10th July

In 2009, Rafe Offer invited some friends over to a London flat for a low-key, intimate gig. Eight people gathered in the living room to listen to live music performed by friend and musician Dave Alexander. They shared a drink, and sat on the floor, attentively listening to the music. The room was so quiet, you could hear the clock ticking in the background.

Quickly, what started as a hobby in London spread into a global community for artists and audiences to come together in unique and welcoming spaces - with an added element of surprise - to share, discover, create and, hopefully make a friend or find their new favorite band along the way.

Today, Sofar Sounds is a community of thousands of artists, hosts, fans, travelers and more, putting on hundreds of secret, intimate events per month, across 412 cities around the world.

You're invited. Come on in”.

We have all been to those gigs where we’ve been crammed and stuck to people and there was hardly any room to breathe. Maybe it is a big arena show or a pub performance where beer flies and the sound is intense. It can be an exhilarating experience seeing these gigs but a draining and predictable routine. After the buzz has gone and the week has ended; you do not often look back and notice the venue and the people you were there with.

Sofar Sounds prides itself on providing a very connective, interpersonal and safe gig where you can sit (a lot of the gigs are seated) and enjoy music in a pleasant and brilliant location. From repurposed retail spaces to side streets and outdoor gigs; no two performances are alike and there are no headline acts – it is an equal and democratic performance without those endless sound problems, delays and rowdy punters. I have been thinking about Sofar Sounds because of the threats we face regarding live music. So many venues are closing and a lot of it comes down to rent prices and a lack of socialisation. We are less social and unwilling to end our hectic and stressful days with a gig – we’d rather stay in and catch some T.V. Drink and food prices can be pricey, especially in the city, and it is hard finding artists you like near you. Sofar Sounds, therefore, seems like the perfect response. Rather than see your favourite local venue close or have to travel miles to go to a decent gig; you can go pretty much anywhere and see a gig. It might be a shop a few metres down the road or a coffee shop just down the road. You can bring your own drinks and do not have to worry about high costs and being hustled. Look at Sofar London to see what is happening in the capital right now.

If you think it might be a pretty going to a Sofar Sounds gig; the website tells you what an average ticket costs and what it entails:

“It depends on the city. We currently have two different pay structures:

Fixed-price tickets:

Tickets are $15-20 in the United States; £10-18 in the UK; 200kr in Norway and €10 in Spain. All ticket costs are per person. Please check your city’s page for specific price details.

Pass the hat:

In the majority of our cities where shows only happen once or twice per month, audiences do not pay beforehand, but are encouraged to make a cash contribution at the show”.

Sofar Sounds is mission-driven, for-profit business where the desire is not to make millions: they want to connect people through gigs and create a wonderful experience. For those wishing to host their own Sofar Sounds; you can apply and have your location selected:

“It’s easy! Apply on our website. We’ll just need to know what city and neighborhood you live in, and how many people you think your space can hold. If your application is successful, you’ll hear back from someone from your local team within a few weeks”.

The possibilities are endless when you think about settings and locations. In many cases, Sofar Sounds might not be known where you – the live scene might be dwindling and many might have access to gigs. It can reinvent towns and provide a fantastic experience to those who might never have seen a gig.

It is easy enough for an artist to get their music selected and be considered for a performance:

“If you’re an artist interested in playing a Sofar, you can submit your music. Your application will go directly to the listening team in the city you’ve requested to play. If it feels like a good fit, that team will get in touch to book your first Sofar show.

Due to the high volume of applications we receive, this process may take at least a few weeks. If you don’t hear from us, your application has been unsuccessful. You can submit again when you have new material for consideration”.

The likes of Wolf Alice and Leon Bridges have played a Sofar Sounds set and the rise of the empire continues unabated. One of the dangers might be Sofar Sounds consorting with big advertisers and businesses like YouTube and Spotify and embarking upon big-money deals. I hope the name and personality of Sofar Sounds remains focused and there isn’t the temptation to become too big and look at advertisers. Of course, they make money through ticket sales but there is not an enormous profit to be made for something like this. Whilst I am reticent to encourage Sofar Sounds to sign contracts and conspire with technology giants; it seems like there are opportunities for diversification and cross-pollination. I have been inspired to mix mainstream acts and intimate newcomers in a music show – Sofar Sounds sort of does that already.

IN THIS PHOTO: Sofar Sounds Madrid Director Almu

I think a televised – outside of YouTube – show could bring all the international performances together…maybe a Sofar channel? Mainstream stars have been known to play but I wonder whether there could be a link with those bigger acts. I am sure most of the artists you see performing on a show like, say, Later…with Jools Holland would love to play a Sofar Sounds set. There are a few possibilities that can be explored. A recent article talked with one of the founders, Rafe Offer, about the best experiences and how things started out:

‘Our first show was really casual. My friends and I gathered about eight people into a living room in London. One of them, Dave Alexander (a musician at the time), played us some songs on his guitar. We had some drinks, sat on the floor and just listened. I remember it was so quiet, you could hear the grandfather clock ticking in the background’.

The creator goes on to explain how celebrities mix with unsigned artists and how you never know what you might expect to see:

‘We’ve had a lot of different celebrities cross our paths over the years, but early on Robert Pattinson was a surprise – even for us – performer. That night one of our acts, Marcus Foster, brought his friend with him. He said to me, “This is my buddy Rob. Do you think he can play a few songs later?” Of course no one recognized him outside of context. We have a full line-up when the night starts and our artists go through extensive review, so we said no at first.

‘The night goes on, and Rob was sitting in the back, quite introverted…or a bit nervous about playing, maybe? At the end of the show, Marcus asked me again if Rob could play and I said, “Sure thing, one song.” Rob gets up to the front of the living room, fiddles with his guitar and asks us to stop filming. We didn’t understand. Why was this random guy asking us not to film? He was nervous, and it took him about a minute to hit his stride in the song. But after that, he settled down and hit us with this lovely gravelly voice and really got into it’.

Sofar Sounds is a supplement to the regular gig scene and is not trying to step on anyone’s toes. The fact it is a unique experience means it is not ripping anyone off or trying to steal their idea. So many people I know struggle to muster energy to go to a gig of any sort and worry they do not have enough money to afford a night out. The reason Sofar Sounds keeps getting better and gaining new support is its pure simplicity and unspoiled recipe. More and more locations are being conquered and endless memories made. Attending one of their special gigs provides great memories and a chance to sit in quiet and watch a gig with fellow music-lovers. If you are stuck for a gig and want to experience a special and un-stressful night then keep Sofar Sounds in mind – coming to a living room…