Artists

Curating a Sofar lineup

Sofar artists are the heart and soul of Sofar Sounds. Music is deeply personal, so it’s vital for you to approach all genres with inclusivity and respect. At the same time, curating a lineup requires a sharp eye and thoughtful design to capture the unique magic of Sofar. The goal is to offer audiences something they wouldn’t encounter at a conventional music event.

 

Sofar Artist standard

As you build lineups, it’s important to embrace diversity: different genres, varying levels of prominence, and sometimes even artists from other cities. Sofar’s magic is rooted in these three truths:

Artists understand live performance.

Performance is more than technical skill—it is about connection. A great artist captivates the room and creates moments that feel personal and memorable.

Artists are storytellers.

Through lyrics or instrumental melodies, artists share their stories. Their music evokes emotion, paints vivid imagery, and weaves compelling narratives.

Artists possess musicality.

Exceptional artists have a unique sound and mastery of rhythm, tone, and expression. This intangible quality sets them apart. Trust your ear to recognize talent and artistry that stands out.

Here are some great examples of what that looks like: 

Left: from Sofar London  Artist Tokio Myers performing Capricious

Right: from Sofar NYC Artist Yebba performing My Mind

The Goal

At a high level, our goal is to become the top provider of experiences in your city in a sustainable way. We do this by creating events in unique venues, delivering exceptional hospitality, and curating lineups that leave guests amazed. Every show is an opportunity to delight audiences and elevate Sofar’s reputation locally.

To succeed, a leader operating Sofar will embody the following qualities:

  • Growth Mindset: Even in a city with many competing events, there is room to thrive. Every challenge is a chance to learn, and setbacks are opportunities to improve.

  • Commercial Instinct: Running Sofar is like running a business. Make strategic, informed decisions by calculating risks and using data, tools, and critical thinking to guide your choices.

  • Tastemaker Mentality: Trust your creative instincts. From curating talent to enhancing venues, your taste shapes Sofar’s reputation in your city.

  • Connector’s Vision: See potential in every idea and person, and imagine how they can come together. This ability is essential for building relationships and growing your local Sofar community.

Show Formats

As you operate Sofar, your events will most likely fall under the following formats. 

  • Discovery Show: This is your standard Sofar show. It takes place in a unique venue with a secret lineup of artists of any genre. Guests know only a vague location, with addresses revealed 36 hours in advance. Artists are unveiled on the day of the show when doors open.

  • Partnerships or Private Events: These elevate the typical Sofar experience by collaborating with a partner, which can be a local or global brand. Each project is unique, but our commitment to delivering exceptional experiences remains consistent. When you’re ready to take your events to the next level, read about it here. 

City Models

If you’re leading Sofar events in your area, your city will fall under one of the following models. Throughout this handbook, there will be “‼️ Curator vs. Producer‼️” sections highlights where there are differences between the two city models.

  • Local Producer(LP) : If you’re based in the US, UK, or Canada, your city operates under the Local Producer model.

  • Curator: If you’re based outside of the US, UK, or Canada, your city operates under the Curator model.

Each section will outline the key differences and expectations for each model.