Two weeks ago, my husband and I went to experience a live musical gig organized by the local chapter of Sofar Sounds in Milwaukee. It was our first time with Sofar Sounds, and we were mighty impressed by the whole concept. This initiative was started by two people, who couldn't hear the music in a loud pub. In the big picture, Sofar encourages people to be present giving less emphasis to productivity. Here is why.

The concerts are held in secret and are only open to the tribe members. The artist lineup was a secret as well, and we will get to know it only after arriving at the venue. The setting was kind of intimate and personal and was at one of the weirdest, unusual places. It was a no fluff deal, and the focus was entirely on music. There was no talking in between, and we can feel the artist looking into our eyes and singing exclusively for us. We must stay for the entire concert, and no latecomers were encouraged as a mark of respect for the performing artists.

I loved their business model as it was based on scarcity and value. The element of surprise/serendipity in a Google era, which is becoming more of an echo chamber, does encourage us to have an open-minded attitude to new music and artists.

The (secret) artist lineup was - Anthony Jay Sanders, Via Rosa, and Calliope Musicals.

Here are the pics we took at the gig.

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