Performers aren’t advertised in advance so there’s no complication with official gigs the artists receive just $100 (a small amount but one which, realistically, is more than many unknown artists make for a more conventional appearance), but are guaranteed an attentive, invested audience that is far more likely to buy merchandise and music than a disinterested one. The Sofar stamp of approval provides its own form of curation. Prospective audience members enter their city into the Sofar website, apply to purchase a ticket, and within a few days receive a link to buy tickets through the company’s system for $10-$25 the venue is disclosed a day or two before the performance, and the artists are not revealed until the audience actually arrives at the gig. Three or four artists play brief, often acoustic sets, and audiences, which usually average 60-70 people, are encouraged to be quiet, polite and attentive. The concerts are staged in non-traditional venues: offices, retail spaces or even people’s homes. Launched in London in 2009, Sofar has spread to four countries (the U.S., Canada and Spain in addition to the U.K.) and claims to hold hundreds of shows per month in over than 350 cities. Its model has been a rousing success, in terms of popularity and, presumably, profitability. Sofar Sounds has made a name, a culture and a thriving business for itself by staging “secret gigs and intimate concerts” featuring emerging artists for an invited, engaged audience.
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