Getting Started

Welcome to Sofar

Welcome to Sofar! This handbook is your go-to guide for running Sofar successfully in your city. Bookmark it, reference it often, and remember you are never alone. Lean on your local community or the Global Communities team whenever you need support.

Sofar thrives on local voices, connections, and relationships. ou play a central role in that mission by creating unique events, building partnerships, promoting shows in your city, and making sure every experience is executed with care.

Whether you are just starting or a seasoned producer, this handbook will evolve with you, offering the tools and guidance you need to succeed. We are thrilled to have you on board. 

Let's get started! 

Our History

At Sofar, we like to ask: who's ever been to a bad gig?

For some, the crowd was too loud or maybe the beer was warm. For others, the sound system wasn't doing the artist justice. Or maybe someone was in the line of view, snapping selfies all night. Whatever the experience, it just wasn't what you hoped or expected. The magic of a live event experience has been lost.

Sofar was founded to bring that magic back.

In 2009, Rafe Offer invited some friends to a London flat for a low-key, intimate gig. Eight people gathered in the living room, shared a drink, and sat on the floor, fully present with the music. Since then, Sofar has grown into a global community of artists and audiences. We come together in unique, welcoming rooms to create spaces where performance matters.

Today, we’ve dropped the Sounds in our name and simply go by Sofar. That’s because our experiences now go beyond live music. We also host comedy, dance, mixers, and more. Wherever we are in the world, it’s all about building memorable experiences that are globally connected, but powered locally.

And now you’re part of it; growing Sofar in your city and cultivating community through your city’s authentic voice. We’re so excited to have you here!

Our Values

Creativity: We exist to support artists. We empower everyone in the Sofar community to bring their own creative energy to connect artists and audiences.

Community: We come together to create the spaces where music matters, intentionally welcoming and respecting all music lovers from around the world. Be sure to familiarize yourself with our community guidelines. 

Joy: We believe in the transformative, unifying, and joyful power of experiencing live music together.

DIVERSITY EQUITY INCLUSIVITY (DEI) MISSION STATEMENT:

To serve and support the most inclusive and diverse global community of artists, concert organizers and music lovers with empathy and care.

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.