Guest Post: SHADRACH 1:1 with Versus Creative's Nate Auerbach
Friend of the newsletter Andy Cohn of Shadrach (see our conversation here) has graciously offered an excerpt of his recent conversation with Versus Creative's Nate Auerbach. Click here to read the whole post here, and definitely subscribe to the Shadrach FM newsletter.
Brands love big moments. But audiences crave real ones. The "OffAir" series was created out of LA-based Versus Creative, founded by Nate and Rishi Shah, as a way for artists to create experiences that invite fans to take some time to set aside their worries, ditch the daily grind (and their phones) and get lost in the music.
Andy caught up with Nate to unpack the thinking behind OffAir, and explore how stripped-down shows are creating stronger emotional resonance for artists, fans and brands.
Why do you think intimate music experiences resonate so deeply with audiences right now?
Intimate experiences have always resonated with audiences, because they’re unique, special and have the potential to be memorable. In current times, people crave connection and they crave intention. And post-COVID, we’ve had a mix of a recalibration of what is most meaningful to us, as well as an over-saturation of over-produced live music experiences. Audiences have ticketing fatigue and artists want to see faces.
What do you think the industry is missing by focusing so heavily on scale and spectacle?
They’re missing the opportunity to slow down and to show audiences how important the music itself is. We’ve spent 20+ years prioritizing access to as much music as possible, as fast as possible and as cheap as possible, all through tiny tinny earbuds. The opportunity now is to compliment that with intention.
Have you witnessed any moments or stories at your events that capture the emotional power of these shows?
Oh yes. At almost every single one of my shows. This emotional connection is what we specialize in, whereas most people just go through the motions. The OFFAIR community has seen Richard Reed Parry (of Arcade Fire) and Susie Ibarra perform to the rhythm of an audience member’s heartbeat, and a 2+ hour performance by Moses Sumney during which he sung with audience members in his arms, just to name two. And OFFAIR has forged at least one known loving couple who had a beautiful baby last year.
What role do smaller, non-traditional venues like rooftops, gardens, or community spaces play in shaping a meaningful live music experience?
I actually see this as a cliché situation. I see too often that brands think that just hosting a performance on a rooftop or outdoors in nature is some groundbreaking cool thing. It has to be done beautifully and with some intention. Some just people put these on for the Instagram.
When done right, it’s getting to experience music in a space that contributes to the intention of the moment. People feel differently in a unique setting. They’re more aware and more connected to each other and to the present. The setting needs to be part of the story, not just a stage.
In what ways can intimate shows better support up-and-coming artists?
Underplays are great. I like when an artist’s live strategy is to sell out smaller rooms to build urgency and demand.
What’s one thing you believe about live music that might go against industry norms or trends?
You need to be a prolific artist to have a strong touring career, but it doesn’t matter how many hits you have, you still need to have a good live show. And live experience can’t be replaced by streaming platforms.
SHADRACH 1:1 is a conversation series featuring top voices from across the music ecosystem including artists, execs, curators, creatives, sharing real insights from inside the culture. Powered by Shadrach, a music strategy and brand advisory, these interviews spotlight the people shaping what’s next in music and why it matters for brands.