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Sofar Sounds

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Sofar Sounds
IndustryMusic
Founded2009; 16 years ago (2009)
FounderRocky Start, Rafe Offer, Dave Alexander
HeadquartersLondon, United Kingdom
Area served
Worldwide, over 350 cities[1]
Key people
Warren Webster (CEO)
Rafe Offer (Executive Chairman)
Websitehttps://www.sofarsounds.com

Sofar Sounds (Songs from a Room), is a music events startup company known for organizing intimate, secret gigs in unique spaces.[2] Founded in 2009, the company has headquarters in Boston and London.[3]

History

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Sofar sound was founded in London in March 2009 by Rafe Offer, Rocky Start, and Dave Alexander. The concept began when Rafe Offer invited eight friends to Alexander's North London flat to watch him perform.[4] The second event, and first ticketed show, also took place in London. The company expanded to cities including exoanded to major cities such as Paris, New York City, and Los Angeles in early 2011.[5][6][7]

Jim Lucchese became the CEO of Sofar Sounds in February 2019.[8]

In May 2019, the company raised $25 million from Battery Ventures and Union Square Ventures, adding to $6 million previously raised from Octopus Ventures and Virgin Group.[9][10] As of November 2019, the company had hosted over 22,000 performances.[6]

In 2019, Sofar Sounds announced the creation of Sofar Crew, part-time employees hired to work alongside Sofar Ambassadors.[8]

The company was investigated in 2019 by the New York Department of Labor regarding its use of unpaid labor,[11] which resulted in a settlement. The settlement included ending the use of volunteer workers within their business model.[12]

In August 2019, Sofar Sounds relocated its headquarters to Roundhouse, a creative hub in London that also includes the Bucks Music Group.[13]

In March 2020, Sofar suspended all shows due to the international coronavirus pandemic. The company reportedly compensated all artists for cancelled performances, worked to reschedule them, and created a Global Artist Fund with a goal of $250,000 for live music relief.[14] At the end of March 2020, the company launched daily livestream to support independent artists during the pandemic, allowing viewers to donate directly to artists or to the Global Artist Fund.[15]

Events

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Typically, three artists perform at each Sofar gig without a dedicated opener or headliner,[16] providing a similar opportunity for all featured artists.[17] Musicians of any genre can apply to perform via a form on the website.[18][16][19] As of February 2020, an Artist Dashboard allows artists to request to play shows in specific cities and on certain dates or within a date range.[12]

Attendance is managed via an email ballot guest list;[20] the line-up for a concert is not revealed until the event begins; the location is announced 24 hours prior to the show.[21] Events normally operate under a BYOB policy, and attendees are asked to arrive on time, stay until the end, and listen quietly without phones or other distractions.[22][12]

Artists' performances are often filmed, with edited videos uploaded to the Sofar Sounds YouTube channel[23] and shared on the website.

Operating model

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Sofar cities are classified as either full-time cities or ambassador locations. The majority are run by ambassadors who typically organize one or two shows per month.[16][24][25]

Sofar operates in approximately 444 cities worldwide.[26] In about 90% of these locations, shows are free with a pass-the-hat system used to collect donations which pay artists and cover expenses.[27] In the remaining 10% of cities, tickets are sold online. As of February 2020, there are three payment levels in the ticketed Sofar cities, and artists are paid based on ticket sales.[26] In major cities with Sofar shows, the reported profit split averages 63% for artists and 37% for the company.[28]

As of 24 January 2017, non-discounted tickets range from $10–$30 per person in the US,[4][29] £10-18 in the UK, €13 in Madrid, and $12–18 (CAD) in Vancouver and Toronto.[30]

Notable partnerships and performers

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Bastille performing at the Sofar Sounds x War Child charity event in London.

In June 2015, Sofar Sounds partnered with Uber to host a series of secret gigs in London.[31]

In July 2016, it was announced that Virgin Group's Sir Richard Branson would invest in Sofar Sounds.[32]

In March 2017, a partnership was announced with Airbnb for their new Music Experiences format,[33] enabling Airbnb customers in San Francisco to reserve seats at a Sofar event via the Trips platform.[34]

UK and Irish acts who have performed at Sofar shows include James Bay, Hozier, Emeli Sandé, Will Young,[35] Tom Odell,[36] Shura, Benjamin Clementine, actor Robert Pattinson,[37] Wolf Alice, Bastille, and Lianne La Havas. Bastille[38] and Lianne La Havas[39] performed at special events in London organized by Sofar in collaboration with the charity War Child. Bastille also participated in a special live-streamed Sofar Sounds #Voting show[40] held in London in June 2016 to encourage voting in the EU referendum.[41] Other London performers include Lucy Rose, The Staves and Kae Tempest. In 2013, Robert Pattinson performed at an event.[20]

US performers who have appeared in Sofar concerts include Giselle Bellas, Leon Bridges, Fantastic Negrito, Saba,[42] X Ambassadors, Tank and the Bangas, Yeasayer,[43] and Yeah Yeah Yeahs frontwoman Karen O,[44] while acts such as Núria Graham and Ali Somay have played Sofar Barcelona[45] and Sofar Istanbul, respectively.[46]

The local Sofar Sounds branch in Los Angeles teamed up with the charity Movember for a Giving Tuesday event,[47] while the New York City branch previously organized a gig in aid of Planned Parenthood.[48]

On 20 June 2017, World Refugee Day, Sofar Sounds announced a global event series called 'Give a Home', in partnership with Amnesty International. 'Give a Home' took place on 20 September 2017, featuring thousands of performances in over 300 cities and 60 countries, in aid of refugees.[49] Confirmed artists included Ed Sheeran, Moby, Gregory Porter, Daughter, Jesse & Joy, Hot Chip, Ludovico Einaudi, The National, Mashrou' Leila, among others.[50]

At the 2017 Grammy Awards, several nominees, including Leon Bridges, Fantastic Negrito and Saba, had previously played Sofar locations.[51]

References

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  1. ^ Sofar Sounds website
  2. ^ "Music Gateway". Sofar Sounds: A Complete Review.
  3. ^ "Chalk Farm becoming hub of creative industries talent". Roundhouse. Retrieved 16 April 2020.
  4. ^ a b "How Sofar Sounds is redefining the live music scene around the globe". CBS News. 24 January 2017.
  5. ^ "How Did a Secret Concert Series With Mostly Unknown Bands Get So Popular?". LA Weekly. 16 September 2016.
  6. ^ a b Hancock, Amanda (November 2019). "At Sofar Sounds concerts, you don't know who's playing or where. You should go anyway". Colorado Springs Gazette. Retrieved 11 March 2020.
  7. ^ "Barges and breweries: Sofar Sounds hosts secret concerts in Brooklyn's most unique locations". Brooklyn Eagle. 29 April 2019. Retrieved 11 March 2020.
  8. ^ a b "Sofar Sounds Augments Volunteers With Paid Crew". Billboard. 16 September 2019. Retrieved 11 March 2020.
  9. ^ "Sofar Sounds Raises $25M From Investors: Here's How It Plans to Use the Funds". Billboard. Retrieved 11 June 2019.
  10. ^ Cirisano, Tatiana (11 March 2020). "Sofar Sounds Raises $25M From Investors: Here's How It Plans to Use the Funds". Billboard.
  11. ^ "Sofar Sounds: Concerts, Community, and Controversy". Talkhouse. Retrieved 11 March 2020.
  12. ^ a b c "Sofar Sounds Unveils a Battery of New Programs for Artists". Variety. 18 February 2020. Retrieved 11 March 2020.
  13. ^ "Chalk Farm becoming hub of creative industries talent". Roundhouse. Retrieved 11 March 2020.
  14. ^ Hissong, Samantha (25 March 2020). "Music Startup Sofar Sounds Will Pay Artists For Canceled Shows". Rolling Stone. Retrieved 16 April 2020.
  15. ^ Aswad, Jem (30 March 2020). "Sofar Sounds Launches 'Listening Room' Livestream". Variety. Retrieved 16 April 2020.
  16. ^ a b c "Frequently Asked Questions" Sofar Sounds (Retrieved 31 May 2017.)
  17. ^ Morgan, Claire (16 April 2020). "Secret shows: Sofar Sounds Sacramento aims to connect community with local musicians". The Sacramento Bee.
  18. ^ "The best audience in the world" Sofar Sounds (Retrieved 31 May 2017.)
  19. ^ "Are living room concerts the future?". BBC. 27 January 2017.
  20. ^ a b "Sofar Sounds: the story so far". Time Out London. Retrieved 16 February 2020.
  21. ^ "The Modern Concert, Pt. 2: What Is Missing From The Artist-Brand Relationship in Live Music?". Forbes. 29 February 2016.
  22. ^ "East End Review". East End Review.
  23. ^ "Sofar Sounds YouTube channel", Youtube, retrieved 31 May 2017
  24. ^ "Sofar Sounds and Cinzano Throw Intimate Concert in Brooklyn". Jambands. 29 October 2019. Retrieved 22 March 2020.
  25. ^ Moore, Erin. "In the House". Salt Lake City Weekly. Retrieved 22 March 2020.
  26. ^ a b "Sofar Sounds Unveils a Battery of New Programs for Artists". Variety. 18 February 2020. Retrieved 22 March 2020.
  27. ^ "Sofar Sounds Will Pay Artists More, Opens Its Books on Event Profits". Billboard. 19 December 2019. Retrieved 22 March 2020.
  28. ^ "How much are Sofar Sounds artists paid?". How much are Sofar Sounds artists paid?. 19 December 2019. Retrieved 22 March 2020.
  29. ^ Aswad, Jem (6 September 2019). "What's Next for Sofar Sounds and Its 'Genius' Volunteer-Based Business Model?". Variety. Retrieved 22 March 2020.
  30. ^ "Be still and listen". Sofar Sounds. Retrieved 22 March 2020.
  31. ^ "Event Magazine". Event Magazine. Retrieved 31 May 2017.
  32. ^ Curry, Rhiannon (14 July 2016). "Richard Branson invests in secret gig start-up". The Daily Telegraph.
  33. ^ "Airbnb Breaks into the Music Scene with Newly Launched Music Experiences". Airbnb Blog. 8 March 2017.
  34. ^ "Sofar Sounds announces Airbnb Partnership". Virgin Blog. 9 March 2017.
  35. ^ Corner, Lewis (June 2015). "Digital Spy". Digital Spy. Retrieved 31 May 2017.
  36. ^ Photo from Sofar Sounds Facebook page (Retrieved 31 May 2017.)
  37. ^ Cowan, Matt. "Reuters". Reuters Video. Reuters. Reuters. Retrieved 31 May 2017.
  38. ^ "Bastille Performs U.K. Gig in a Living Room for Sofar Sounds". The Observer. 24 February 2015.
  39. ^ War Child UK presents: Passport to Brits Week, Lianne La Havas' official website, 20 January 2016, retrieved 31 May 2017
  40. ^ Video from Sofar Sounds Facebook page (Retrieved 31 May 2017.)
  41. ^ "Bastille to play intimate EU referendum gig". NME. 13 June 2016.
  42. ^ "Fans Flock to Secret Home Concerts". The Wall Street Journal. 8 February 2017.
  43. ^ "Yeasayer". Time Out New York. 27 April 2016.
  44. ^ "Tiny Concerts at Coffee Tables Near You". The New York Times. 20 October 2014.
  45. ^ De Puig, Carla (2 March 2015). "La Vanguardia". La Vanguardia. Retrieved 31 May 2017.
  46. ^ Akyildiz, Tolga. "Hurriyet". Hurriyet. Hurriyet. Retrieved 31 May 2017.
  47. ^ "Partner Spotlight: Sofar Sounds". Movember Foundation Blog. 5 November 2016.
  48. ^ Photo from Sofar Sounds NYC Facebook page (Retrieved 31 May 2017.)
  49. ^ "'Give a Home': Massive global concert series will show solidarity with refugees". Amnesty International. 20 June 2017.
  50. ^ Sofar Sounds Website (Retrieved 16 August 2017.)
  51. ^ Karp, Hannah (8 February 2017). "Fans Flock to Secret Home Concerts". Wall Street Journal. ISSN 0099-9660. Retrieved 22 March 2020.
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