published on in Knowledge

How Sofar Sounds Helps Indie Bands Find New Fans

In a white-brick mansion in the north London neighborhood of Hampstead, about 50 people sit on the floor of a high-ceilinged living room. Just past 8 p.m., the four-piece band fronted by Irish singer-songwriter Lisa Canny steps onto a makeshift stage. As Canny picks up her harp and launches into a 25-minute set, attendees sip booze they brought to the event. Most of those in the audience, who paid £25 ($32) each for the show, are hearing her for the first time—and no one knew she’d be playing tonight.

What’s brought everyone together is Sofar Sounds, a London company that organizes pop-up concerts featuring budding musicians in intimate venues. Tickets top out at about $30, the location is announced just one day in advance, and artists’ names are kept secret until they walk onstage.

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