MUBUTV Insider Podcast Episode Transcript
[Shane Tobin]

Ritch Esra: Shane thank you so much for joining us we really appreciate it

Shane Tobin: Good to be here thanks Ritch

Ritch Esra: Good to have you Shane, when in your life did you know that the music business was going to be your professional career path?

Shane Tobin: Thats a funny question I did after college, I actually worked down in Washington d.c. for a congressman. I worked on his campaign and then it led to you going down to DC and working with him for a year and I kind of just was do that time thinking about well if I'm going to get low pay long hours I should do it for something I love. So I left and I moved out to LA in 97 and just kind of jumped right into music, actually an internship with Mark Gigar when he was doing artist Direct and have stayed in touch with him over the years he's been a good Mentor and friend. then did an internship with A&M records and then finally ended up with a full-time job at Steve Moyer’s company, Moyer Marie entertainment working for Benny Kaufman and Tom Trombo were managing record producers. So at that point right now got a full-time job I'm in the industry and it was a great starting off point being able to connect with artist managers with record producers, mixer, engineers, A&R teams, with attorneys in the space and there's a lot of people I met those years that I still stay in touch with or you know see out at a different events especially now that we're back doing that was kind of events again so yeah

Ritch Esra: absolutely absolutely.

Shane Tobin: And that's kind of like you do a job and you realize, maybe I should be doing something else and that's happened for me so I'm thankful that I'm still doing it.

Eric Knight: Shane, let me ask you So Far a great and Innovative concept for artists and live performances can you tell our audience a little bit about it and how it came to be?

Shane Tobin: Sure yeah the company is actually 13 years old it was started by Rafe Offer who is chairman of the board now still involved on a day-to-day basis. He went to a big concert with a bunch of friends to see an artist use really passionate about. It was you no kind of your typical Concert Experience, people were talking, they were scrolling on their phones, and he just couldn't understand why people weren't so focused on an artist that you love so much. So the concept of house concerts wasn't anything new but he turned it into a format and people would come to his house. They had no idea who they were going to see. Three artists would perform you would introduce each of the artists, ask people to keep their phone in their pocket and just say hey for this 20 minutes that you're going to see this artist perform, give him your full attention. And people love that you know there was kind of like a wellness aspect to it for people in the audience to just not be on your phone and then there was for the artist this opportunity to play in front of people who were predisposed to music Discovery by the very fact that they had no idea who they were going to see when they came to Rafes house that night and so starting to do that over and over again a lot of artists said, hey how can I get involve? People who came to the show said hey I have a space and I want to do this in my house or my place of business. It kind of grew in a very Grassroots manor from there. I joined in 2019 I think at that time you know that the culture of So Far was very strong in the community aspect. People coming to the shows was was was something that new people love that experience and the part that we felt like we could have a bigger impact on was how do we create more value for artist. How do we make it easier for them to tour with So Far, like open up new markets you know you're maybe you turn it down a bunch of So Far as you've built your fan base in your hometown but how can I go outside of you know where I've played a lot and develop those other markets the same way. I did it you know with So Fars in my hometown. So we've been thinking a lot about how we create more value for the artist who play our shows. We've had a credible artists throughout the years who done shows with us Billie eilish, you have a Leon Bridges and those performances are really special but we kind of think about it through the lens of like what if they did more with us word if they didn't just do that one show what if they did 10 or what if they did 100 shows with us we have artists who have actually done that and it kind of talk about how So Far has truly helped them so you want more of those stories and so as we build out new features and and kind of think about other things So Far can be doing for artists that's the lens we will get through, how do we bring more value to them.

Ritch Esra: Let me ask you then how do you select the artists that get to perform at the So Far shows. What's the process? Can you take us to that?

Shane Tobin: Yeah we've got a great artist booking team and they are responsible for kind of keep in their ears on the ground. Throughout the years they've been there if some of these people been there for quite a long time so that they really know the markets well. But there are other avenues to I mean the one great thing about Sofar Sounds has 75% of the people who work at our company are also musicians so you know it isn't just one way that they're coming, these new artists are coming to us there's recommendations there's this vast network of people who work at the company and they may be doing jobs that aren't artists booking who can say hey these guys are great we should get them play a Sofar so we certainly have a process but the same time we want to keep it open so that we're finding out about new voices new artist that would be great for our shows.

Eric Knight: I’ve seen a lot of your videos from the Sofar shows on YouTube, are all the performances filmed typically?

Shane Tobin: No not all of them we certainly have a amazing catalog of performances and there was a time I think where they were filming a lot of shows. Since we’ve been back from covid-19 giving the space to the people in the show. So, not having an extra production person in there or audio person. We’ll get back to filming this year and we want to be intentional about it too. we want to make sure that it's the right time for the Artist as well so we want, there's so many artists that say hey I'd love to get a video, but you want to make sure it's like something they're going to be proud of it in the end to and it's a snapshot, the best possible snapshot of who they were at that time so that you know a year, 2 years, 3 years they can come back and look at that and say oh yeah, you know that's a representative of who I am and so we want to make sure that it's the right time for the artist, they are confident in their performances and then you know they can use it to hopefully create awareness about who they are in a open up new markets for them and create some visibility through our our YouTube channel and potentially other networks of distribution that we might look into. We started doing things on Tik-Tok as well so we’re looking at you know as many ways as possible that we can shine a light on those artists as we can.

Eric Knight: The reason why I asked is because they're so beautifully shot. I told you know before we started the interview, I've been a big fan of it and they're just really wonderfully shot so that's why I was curious if they're all typically shot or depending, you know.

Shane Tobin: Yeah I mean they are really well done and they really capture a lot of what it's like to be at a So Far but yeah we got great teams and in a lot of different markets all over the world and I think that's again like what make makes it so special is that you kind of get to see artists from all over many different genres that it really makes So Far as special community.

Ritch Esra: You know following up on that, you'd mentioned earlier that the idea of So Far tours and you know people performing. Can artists perform in more than one So Far show, when can they do multiple shows and if so how does that work?

Shane Tobin: Yeah so we actually have built out capabilities through an artist dashboard where they can log in and then they can say hey you know what, I'm going to be on the East Coast can you get me in Boston can you get me a New York, Philadelphia, DC and we can put that routing together for them so it's very simple and very easy for them to just go and give us the information tell us when you're going to be there and then our team will help figure it out so hey we got slots open during this time period. So yeah we want artists to be able to do more with us and that's a great way for them to develop those markets. A lot of time they are playing multiple shows in a city, we don't have any radius Clauses against ourselves and actually the nice thing about an artist doing a Sofar is that what he's doing is unannounced. We have a lot of time when artists might say hey I'm doing a show on Thursday night at Mercury Lounge or somewhere else and we like that we want them to be able to use So Far to help them to do more things and create more opportunities for them so that's another way that they're kind of using So Far that help bring more people to other shows they might be doing.

Eric Knight: Shane from watching your videos on YouTube it looks like you guys choose some really super unique venues to host your events. Could you tell us how you guys find these unique locations?

Shane Tobin: Yeah I mean, over the years a lot of people certainly in the commercial side there's a lot of people that just said hey I want to show the community that I'm connected to them and I'm a huge music fan. so for a lot of shows at least on the commercial business side it's a way for them to just raise their hand and say hey I'm here you know I love music I want you to come into my place of business when it maybe not a so-far show and so there is that sense of community that they're looking to create that fits in nicely with what we're trying to do. I mean our kind of one of the things that we talked about all the time is creating a space where music matters and so that's kind of you know a key part of it like does this space feel right? Can we do a show in here? We’ll walk through those spaces and make sure it does fit. And certainly on the other side where you know it's in people's homes a lot of times it's just people who have come to a show and they said hey I’m a huge music fan. I've got the space to do this whether it’s a backyard or a rooftop or just a big room and yeah they open it up and they just love that they can have all these people come in here celebrate artists and music and do something that's unique. So yeah comes from all different places but we kind of focus on making sure it feels like a special place and you know it's not going it's not a music venue it's not a traditional space so it we have to do a little bit of work to make it feel right for a So Far but yeah I think that's one of the things that makes it special.

Eric Knight: That’s fantastic

Ritch Esra: Are the artists that are chosen to perform at So Far shows are they compensated or or how does the end and if they are how does that work?

Shane Tobin: I'm so all artists are paid to perform at So Far. The way it works is, in the US Canada and UK those are owned and operated shows from sofar sounds, from the business and so we pay artists based on how many people are in the room and they're going to get a minimum of $100 for their 20 minutes set. If there's 71 to 100 people in the room they can get 125. If it's 101 and over is 150 and any artist can go and look on our website we kind of mapped this all out so they can understand. bUT really we wanted to make sure they had an understanding of like if, I play a show how much can I expect to make and that's the payments that we make to artists or about 70% of the net revenue that that is earned from the show so we take care of insurance for the room, we take care of him putting on the show, we take care of public performance licensing, marketing the show, Staffing it, sound engineer so all of that are cost that we taken and then you pay the artist than that of that

Eric Knight: Shane, can artists sell their own merch at So Far events?

Shane Tobin: Absolutely We encourage artist to bring anything they'd like to sell we encourage them to bring their email last we want them to you know to be able to earn my we don't take any cut if they want to sell Tshirts if they want to sell vinyl whatever they've got on hand that's, all money that goes directly into the artist pocket. We're not standing in the middle of that and on the other side like we want them to grow and connect with the people that are getting to see them that evening. So we say bring your email list like get people on there you know we want them to feel like when they play at So Far that they're building a community through the people that we’re bringing to that show that night.

Ritch Esra: How do artists get on the radar of So Far in order to play? Is it strictly through the system that you have? Is it to the site website or is it to contacts, how does that work?

Shane Tobin: Yeah I mean the easiest way is just to go to the website, apply. Have a YouTube video that shows you in a live performance setting. We want to get a sense of like what your show is like and so having that kind of helps the artist Booker's understand your vibe and know what you kind of, where you're at in your career but it also comes from you know comes from managers who you know, are working with developing artists you can come from Agents that can come from friends, can come from all different places. So we try to keep the doors open as much as possible and get recommendations and hopefully slot those people in but yeah the easiest way is just going through the website and applying that way just so you're in our system and we can make sure that we're tracking it

Ritch Esra: One other question is because it's Unique venues and a lot of them are homes. Is there a specific style that you are looking for in terms of music? I mean I can't imagine you know a hard rock band playing in someone's home, Outdoors it wouldn't seem practical but maybe I'm wrong.

Shane Tobin: Yes, so I'd say it's about 50/50 in terms of commercial spaces and residential spaces and thats going back to pre covid. We just started doing or reintroducing Residential shows this year so you know you want all different genres of music represented at our show so that you know can mean and Hip-Hop, spoken word, jazz artists. I've seen everything at a So Far and I was at 12 weeks ago in New York and there was like a pop-punk band that played a little bit differently than they would at the festival that they were going to be playing at that weekend but you know the music came out great and it was a good vibe. So just about you know it's not like is this the right genre for So Far it's how do you kind of take your style and kind of apply it to a stripped-down set. And so yeah we don't feel like the strength of So Far. And what makes it so special is that you can walk in and see all different genres of music and here you might see someone playing a harp, you might see, you know, 3 Sisters from Ireland playing cello. I've seen that. You might see a full Jazz set up at Rafes house. So you know you were only as good as the diversity of our lineup and the unexpected. You know you want to have people walk in and see something that might be out of their comfort zone but also kind of excites them so that's really what makes the experience so special.

Eric Knight: Are there any books or films that have really resonated with you professionally speaking that you could recommend to our audience?

Shane Tobin: Wow, that's an interesting question. I mean I think for me, music documentaries are always exciting for me to watch. Just to get the Genesis story of an artist, I just watched the Bob Weir one that was on Netflix and that's kind of fun to see such a unique and quirky individual. But I love the Ken Burn’s Jazz series as well like the history of jazz. I mean I don't know if that's like anything foundational for artists. Go watch this and you'll learn how it's done…

Eric and Ritch: everything is influential, inspirational, absolutely

Ritch Esra: Exactly it could be movies it could be documentaries. Absolutely

Shane Tobin: I mean well I am a deadhead so I'm currently reading one of Jerry Garcia's books but you know, that's been fun. But I mean certainly Don Passmann’s book is you know instructional. I think for artists like you can't discount how important it is to understand the business side of what we do and that you know,I think it causes a lot of stress for artists too. One of the things that we've done is created a video series called “In Session” we’ll have experts from the industry, and it kind of break down all different aspects of the industry might be you know music royalties. It might be how do you submit to ASCAP or BMI or SESAC. How do you make sure you're collecting your money, that people from soundexchange but it could be like health and wellness. We've had people come on from Turn Up for Recovery and talk about hey I need some help you know. I'm not dealing with things well right now and I know your question was about movies and books but it kind of like you know, I think about that because so many of the stories that we see whether it's on film or you’re reading about it is, the challenges in the industry and so that's why I think that any way we can help artists understand the business side can alleviate things that cause them stress down the road. How do we keep it, it's a complicated industry that were in but if we make it a little bit more accessible or understandable, hopefully it causes less stress down the road for those artists who get popular very quickly and just don't know. Think about it, most of the artists that we work with, what they’re focused on for the last five years, are their songs. That's it. They just want to create great music so they've had those five years and ten years however long they spent on the creative process without thinking about the other side of it which is the business side so I always recommend Don Passmann’s book. It's kind of the bible but it's worth the time to understand that because that's the next phase like okay now I've got my music but what happens next and so you know I think a lot about that through the lens of how we can be helpful at So Far to artists too. Like we do more to educate artists make them feel comfortable so that if they are successful and things really start to happen for them that they at least have like a general understanding of like these are the things I need to be thoughtful about

Eric Knight: I think that's great because that's one of our initiatives here at MUBUTV and I think that's fantastic that you're doing that at So Far because you know our approach is doing this holistic 360-degree your Financial Health, your mental health, well-being, which is the which is a big one so it's really great that you guys are doing that

Ritch Esra: What advice would you have for artists who are listening who really want to pursue a career as a recording artist in this day and age?
Shane Tobin: I mean I kind of always say this, no matter what time it is but, focus on the things that you're passionate about in terms of like your music and your art. You know, there are no guarantees in music, there's no guarantees in the art world. That's one of the hardest things about what we do and I think the only reason we're still doing it is because we're so passionate about it and you know you're almost so passionate about it you can't do anything else but focus on the things that are your strengths you know. I know it's easy to get sucked into like, I got to do Tik Tok or I have to do Twitter you know when that was big. I have to do this I have to do that, it's not a fit for everyone to do all of those things. Some people just aren't, they don't want to do it and it's not right for them. Don't worry about it, it's okay you know focus on your fans, building that fan base that you have. What's right for you as an artist, and how do you grow the fans that people that are really appreciative your art because that's kind of at the end of the day, like that's how as an artist you're going to be successful is cultivating the fanbase. Making them feel part of your journey and how do you make it bigger. You know how do you add more people in and there's a lot of different ways to get there. You know if you let me, if you watch all those music documentaries and you read all those books, none of them are the same, they're not all doing the same thing. Like what works well for Metallica was different than the Grateful Dead, which was different from you know John Coltrane, which was different from you know My Morning Jacket. So everyone's got a different story on how they get there but it's a long journey too. I mean that's the other thing is that you know even the artist you have been successful very quickly is a whole bunch of other years on the other side of that and so what's going to sustain you in your career what's going to give you longevity and it always comes back to the same thing which is that core fanbase like, how do you cultivate that, treat them with respect and bring them along for the ride you know because it's going to be a long ride if you’re truly committed for the long run. Be thoughtful about the things that you're really good at and focus on that.

Eric Knight: Shane, where can people best connect with you and So Far sounds?

Shane Tobin: Yeah I mean if they're looking to apply certainly go through the website that's the best way for artists to engage and get on there. I'm on LinkedIn so people can always hit me up there. That's probably the easiest way to connect with me directly and I'm also on Twitter just at Shane Tobin so I'm on there too. I’ve had people reach out to me through that so yeah certainly our websites sofarsounds.com pretty easy to remember and yeah

Ritch Esra: Shane, thank you so much for doing this, we really appreciate it.

Shane Tobin: Yeah great to be here thank you.

Ritch Esra: Thank you

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