The point of the Belly Up's new series? 'You want to catch them here before they're too big to play here'
By Chris Nixon
For The Union-Tribune
December 28, 2006
At first glance, the Belly Up Tavern's new music series Artists on the Edge evokes an obvious question: Is this just a marketing ploy or is it a music series with substance?
After spending a few minutes with the club's director of marketing and events, Beth Bennett, and talent buyer Chris Goldsmith, it's clear the answer is affirmative in both cases: It's a marketing ploy with an altruistic purpose.
In the interest of attracting a younger audience and rejuvenating the club's image, the 34-year-old establishment in Solana Beach ramped up Artists on the Edge to selectively give exposure to cutting-edge bands making a stop in North County.
“There's definitely been a conscious effort to reconnect with younger audiences,” said Goldsmith, a veteran talent buyer in his second stint with the club. “When I was here in the late '80s and early '90s, I think the club was very in touch with that audience. But, I think then the booking philosophy froze in time and musical tastes didn't.”
Beyond the benefit for young bands and young audiences, series like Artists on the Edge give music lovers a way to experience emerging music without being told “this is the latest thing and you have to listen to it.” Young or old, audiences don't need corporations deciding their musical tastes for them. As Goldsmith put it: “This series is great for people, whether consciously or unconsciously, who are fed up with having their music mashed up and spoon-fed to them.”
Bennett and Goldsmith joined the Belly Up staff at the beginning of 2006, in the wake of new ownership and a new focus on updating the artists booked at the venerable club.
“Since Beth and I have been back, we really tried to readjust and go out of our way to bring in younger music and developing music,” added Goldsmith, speaking by phone from the venue's offices. “As opposed to sitting back and booking the same stuff we've been booking for years, although we still do that as well; we tried to avoid booking exclusively what we've been booking and try new things.”
So the duo set upon the task of revamping the perception of the Belly Up as solely a roots rock venue. Since its inception four months ago, the Artists on the Edge series has highlighted varied artists ranging from the dub reggae cover band the Easy All Stars to the synth-pop scenesters Ladytron.
The one factor uniting this diverse group? Come and see these bands now in a small, intimate setting before they blow up big.
“These artists are on the edge of being discovered, and being discovered by the mainstream,” said Goldsmith. “I think that's our point here. You want to catch them here before they're too big to play here. And these are artists that we think are going to take that trajectory.”
Bennett added: “For example, one of our November artists was Silversun Pickups. We had a great sold-out show here. They just played 94.9's Christmas show at an arena in front of 4,500 people (a few weeks ago). So the people who came to the club got an intimate experience and got to see them close up on a $6 ticket, versus (the band's) next show where you were with 4,500 other people.”
The series' selection process is simple: Goldsmith books the bands, then he and Bennett choose the artists to highlight by including them in the series. In essence, the Belly Up hasn't drastically changed the bands it's booking within the past four months, just the way it promotes them.
The Belly Up's booking of Phoenix – one of the early featured bands – gives a little insight into the thought process behind the Artists on the Edge series.
“A group like Phoenix, we really didn't know how it was going to go one way or another,” admitted Goldsmith. “But we put them in Artists on the Edge. We gave a context to promote with, an additional context beyond just the band. I booked them because they are great. People from Lou's Records and people who saw them at Coachella said they were a great band and you have to get them in.
“Even though they hadn't sold a lot of records and didn't have a lot of radio play, we just wanted to have them in,” adds the club's talent buyer. “We ended up doing 450-500 people, close to selling out. It showed us that we were really on the right track.”
Bennett said the extra promotion for emerging bands seems to be working, drawing crowded rooms for almost the entire series. But beyond the benefit to the club, Bennett and Goldsmith feel they are doing the San Diego music community a service by exposing them to new music.
“There is a lot of corporate spoon-feeding that goes on in the music industry,” said Goldsmith. “I think it's bad for the music industry and it's bad for the music scene.
“That's why it's important to emphasize new music all the time. The sense of discovery is one of the driving forces in music and it's what sustains it.”
Chris Nixon is a San Diego music writer.
A FEW FAVORITES
The Artists on the Edge series brings attention to such worthy artists as acoustic masters Andrew Bird and DeVotchKa, with their quirky take on Eastern European folk music.
Series organizers Beth Bennett and Chris Goldsmith don't want to play favorites when it comes to past shows, but here are a few shows that stood out in their minds:
Bennett: “I think I would definitely say Phoenix. It was just a really upbeat, rocking show. There were a lot of really good people in the house and everybody was just having a good time with it.
“I would say BT is another one. BT is a DJ who usually does this techno club-vibe thing. But this show was with a live band; it was called 'This Binary Universe' (also the name of his latest album). (The show) also had a lot of visual effects. It was just really interesting and different.”
Goldsmith: “I think seeing Phoenix was the ultimate in what we hope this series accomplishes. For me, another show I loved was the Silversun Pickups, which was just a great show. I just love them and I think they're going to be something to watch.
“We also like to emphasize the local connection and include local stuff. That Greg Laswell show is a great example of that. We try to make it not just about national touring acts. We want to include some of the great local talent as well.”
– CHRIS NIXON
THE INDIE CROWD
The Artists on the Edge series runs four or five times a month at the Belly Up Tavern in Solana Beach. To check for upcoming shows at the club, call (858) 481-8140 or log on to www.bellyup.com. Prices per show vary.
Here's a look at bands that have performed under the Artists on the Edge banner since the program began:
September: Phoenix, Rogue Wave, Andrew Bird
October: Ladytron, Mofro, Easy Star All-Stars, Bonnie Prince Billy, Citizen Cope
November: BT, The Aggrolites, Sonya Kitchell & Ben Taylor, The Album Leaf, Silversun Pickups
December: Amos Lee, Shooter Jennings, Vegitation, DeVotchKa
Down the road
Here are January's Artists on the Edge shows:
Jan. 11: Greg Laswell, with Anya Marina and Ryan Calhoun
Backed by cascading guitar riffs and his world-weary vocals, San Diego singer-songwriter Laswell writes beautifully crafted indie pop songs that are gaining an audience beyond the confines of Southern California.
Sounds like: Coldplay on a rainy day
Tickets: $10 advance, $12 day of show
Doors: 8 p.m.; show: 9 p.m.
Jan. 14: Rhett Miller
Shucking the cow-punk twang of his old band for more traditional songcraft, the Old 97's lead singer heads in his own direction in support of his sophomore solo effort, “The Believer.”
Sounds like: Elliot Smith all pumped up on pop production and mainstream accessibility
Tickets: $18 advance, $20 day of show
Doors: 7 p.m.; show: 8 p.m.
Jan 22: Cold War Kids
Embracing oddball pop wrapped in rock sensibility, this Fullerton-based quartet created its own sound on the 2006 debut “Robbers and Cowards.”
Sounds like: Rock band Spoon fronted by psych-folk artist Devendra Banhart
Tickets: $6
Doors: 8 p.m.; show: 9 p.m.
Jan. 25: Carbon Leaf
Poised on the edge if mainstream radio airplay on the heels of the cleverly titled “Love, Loss, Hope, Repeat,” this five-piece oozes effortless pop songs.
Sounds like: Gin Blossoms and Counting Crows, a decade after the fact
Tickets: $12 advance, $14 day of show
Doors: 8 p.m.; show: 9 p.m.
– CHRIS NIXON
