If you knowCharli-Anne and I, then you know no-one does a theme, like we do a theme. NO exaggeration. And if you follow all things Deer Oh Deer Ltd., then you will also know that we've been in overdrive lately; preparing for a 3-day SUPER Exhibition starting at Earls Court this afternoon. HYPER JAPAN SPRING 2012 is the biggest Japanese Cultural event to hit London in recent times; where The Herd Family willexclusivelylaunch our 'Doe so Lovely' collection. As part of the planning, I of course had to ask my favourite Kawaii-lover what exactly, one wears for such an occasion? I was told in her most Diva-like accent: "Dahling, you HAVE to find your individual J-Style!" Well of course, thought I, with the blankest of expressions...Too embarrassed to enquire further after my recent little Sanrio faux pas (I thought it was a place); I departed my Kawaii-mentor's counsel more confused than ever, but bound for a few hours vacay in the Narnia better known as my wardrobe. A styling consult via BlackBerry messenger followed, but still nothing to my mind, captured 'the appropriate degree of quirk required'. Clearly it was time to seek the advice of a professional, so to Google I went...and that is how I chanced across 16-year-old Wonderkid, Beckii.
This young lady knows a thing or two about creating personal style from an unfamiliar culture. At the age of 14,she became an overnight Japanese sensation after posting a number of dance videos on YouTube. 2 years later and she's still going strong with music, television and most importantly for today - fashion, down to an exact Science. I sat down with the Isle of Man's teen sensationto talk about her whirlwind tale...
1. So Beckii, thank you for taking the time out to give me a crash course in 'J-culture' ahead of Hyper Japan! I think if we start at the core, I'll get to grips with it. So can you explain to me what exactly 'J-culture' is, how you got involved and what it means to you?
'Beckii' Manga artwork by Stevie Burton
Well how I got involved with it, was when I was doing my dancing, I originally got hooked into the Japanese culture through Manga, which I picked up in Waterstone's about 4 years ago now. Just because it was different, you read it back to front. So I read more into that and I looked online for more things like it and it was just sort of my gateway into the whole world. It all evolved from that really! It means an awful lot to me because of all the opportunities it's given me in my life so far...I've had the opportunity to go to Japan about 8 times in the course of one year, which was phenomenal! Also having the BBC3 documentary was really big for me as well...just all sorts of things that normal people don't tend to get to do, that I did because of my love for Japan!
2. Being recognised, asked for photos and autographs everywhere you go - that's quite a big culture shock that you wouldn't necessarily receive in the UK. Was there an inspiration or example you used to ease you into that transition of becoming more and more known in the spotlight?
Beckii onstage at Manchester's MCM Expo, July 2011
Not particularly, to be honest! There wasn't really anybody I could look to, because it was a very unique thing that happened to me, so there wasn't anybody I could connect to and ask for advice. I had to learn quite a lot of things along the way and just go with the flow a little bit. But I think that in itself did help me; it would be nice to have somebody to turn to for a bit of advice, but I think learning for yourself is probably the best way.
3. You seem to have acclimatised quite well to becoming something of a role model yourself, at a very young age. Do you find that a lot of young girl's reach out to you who are also interested in the culture?
I think that they do, especially after the documentary, it was a lot of British girls who wanted to do what I've done. I think for the Japanese girls, because of the difference in where we live and also cultural differences, they sort of looked up to me as an 'Idol'; but the girls in the UK look up to me as a role model, which is really nice! I've got a post box where everybody can write to me. I feel like the written letters tend to be the more heartfelt ones, because it takes a lot more effort. Especially nowadays, when you can just send a tweet and it's only 140 characters; compared with writing a letter and taking it to the Post Office. They really mean a lot. It's just lovely to hear from people who want to do the same thing that I've done.
4. What about your friends; how have they taken to what's happened to you and how you've taken off? They always knew that I liked the dancing online and the J-pop thing, then when I became famous they were just like "Wow, ok!" They've just been really supportive all the way through; when the people from the documentary wanted to interview them, they were more than happy to do that. I don't think it's changed our friendship at all to be honest; they still stayed the same and I've stayed the same for them. I think they appreciate that and I appreciate them a whole lot.
5. I think it's fair to say that you've gained quite a bit of experience now, so I can ask about the differences between the way you're received in Japan and the response you get in the UK. Which audience are you more comfortable with and why?
Beckii live on SANKEI TV, February 2010
The Japanese audiences, definitely! I prefer performing to them solely for the reason that it's a different kind of relationship. I think because of the language differences? In Japan, you don't necessarily know what's being said about you but in the UK, you can understand those comments...not all of them are going to be good of course, you do get those bad comments...but I think it's easier to perform to people in Japan because I don't really tend to worry about that. Also because the audiences in general, they're very energetic and really supportive of their Idols. Like, if you see AKB48, who are a very popular girl group, you see their audiences and they're jumping in the air with glowsticks and everything! it's really high energy, so I love that aspect of the Japanese culture. But of course I also like performing in the UK, because it's nice to see people who like the same things as me, enjoying what I do. I think that's really fun to see and it's nice to connect with people that way.
6. We talked about the reception of J-culture by British audiences. Is there a particular area that you think the UK needs to be more aware of?
Beckii covers Shonen Magazine, July 2010
The whole of the Japanese culture in itself is very powerful, they're all level to me, they all match up to each other? I don't think there's any specific one that need more attention. But I'm really into the Japanese Idols and I feel like that's something that's really interesting, just because it's like nothing we have over here. When you have an Idol, they're on a pedestal and you buy everything that they make; all the keyrings, the DVDs, photobooks, CDs, you watch all of their TV appearances, that fanbase is really, really so powerful. I think that the only things that I can compare it to over here, I guess, are the Korean boybands, they have massive followings and I think it's kind of similar to One Direction over here, because I think they're trying to model themselves around that. I mean it's different because it's British music and British people; but at the same time, it's those similarities that I think are interesting.
7. So what you're doing right now, with your music and the fashion, all of the many endeavours you've engaged in so far; is this officially a career choice now? Where do you plan to take 'Beckii Cruel' in the future?
I kind of already have made a career out of it, I guess! But I'd love to continue it onto bigger things. This year especially, I'm trying to work more on the fashion side of things. I've paired up with a really great designer called Faye and she's been working on some designs for me. She's designed the outfit which I'm going to be wearing this weekend, which is exciting. It's a sort of reinvention of my original 'Danjo' outfit, which was in the video that 'launched me to fame', I guess!
"My life is amazing because of these 2 minutes and 20 seconds." - Beckii
Beckii was the face of Lotti Fit's Gum in 2009
She's also designed the dress for a collaboration that we're going to be doing with NHK, which is a Japanese broadcasting company, who want to do a feature about me and the Olympics. So she's designed a dress for that and it's really gorgeous! I'm looking forward to working more with her. We're also going to be appearing at London Alternative Fashion Week together as well, which is just amazing. So I'm looking forward to just exploring things with her and seeing how we can expand in other ways that we haven't yet tapped into.
'Beckii de Eigo Mimi' (2010), released through ACSII Media Works
I paired up with a popular book author called Mr (Kiyoshi) Matsuzawa for my language DVDs called 'Beckii de Eigo Mimi'. It was really fun to be able to work with him and also do the DVD side of things which was talking with another girl, doing these conversations. Because it's for a textbook it's got to be very specific, so it's not as natural, but it was interesting to see how I could do with that, I worked very hard on it. Hopefully I'll get more opportunities like that in the future.
8. How did you get involved with the HYPER JAPAN event?
Beckii under Press Siege at Doki Doki, November 2011
I've heard of HYPER JAPAN before and I've always wanted to go to be honest, because it looks like it's really nicely put together. It would be a nice experience just to see how everything goes. We got in contact with them to see if they'll have me, and they did, they were really interested! It will just be really lovely to go! Aside from MCM and Doki Doki, which is a brand new one in Manchester, this will be the third type of event that I've done in the UK, which is quite cool!
Happening RIGHT NOW! Running ALL WEEKEND!
9. We'll be seeing you on the Hyper Japan stage this Sunday morning (10:30). How are the preparations going, what can we expect to see and who are you most looking forward to seeing this weekend?
It's been kind of bad, because I've been ill for like, two weeks so I've not had much time to prepare! But I'm kind of on the mend now, so I'm rushing, trying to fix it all up which is kind of stressful, I'm trying not to think too much about it! I've got a whole reserve of dances in my head which I know so hopefully, I'll be able to do something! I usually tend to just do my dancing at my live performances, with a bit of a Q&A between people. I've only got a half hour up on the stage so just sticking to that really, what people know me for, best!
I think for me personally, who I'm looking forward to seeing most are my friends because a lot of my friends live in England, these conventions are the only time I ever get to see them, so it's lovely to meet up with them again. Also I'm looking forward to just seeing who's there to be honest! I've not looked at the setlist too in-depth; but I think a lot of Internet people, people I look up to as well, not just my friends, I'm looking forward to seeing...Living here just kind of shuts me off from the rest of all my friends so it's nice to go and see them. Also I just want to go and see all the sellers and see what's going on and the performers...everyone really!
10. Now this is the part where you can help me. The Fashion and Jewellery label that I work with DEER OH DEER, will be showcasing a specially designed collection. When I asked what to wear to Earls Court, I was told to "find my individual J-Style". Can you help me find mine, by telling me how you found yours?
Backstage, TOKYO GIRLS COLLECTION FASHION SHOW At 14, Beckii was the youngest model in Spring of 2010
I feel like over the years, going from 13 to 16 - which I am now; I've gone through quite a lot of different styles. I think initially, when you first discover Japanese Culture, it's a massive culture shock. you get into things like Visual Kei with the massive hair; they're all these really visual styles which is amazing to see. I think especially when you come from over here where our rockbands aren't necessarily so extravagant with their style; just having that big influence of culture andfashion, seeing all the magazines with all the different niche styles...it's just amazing how diverse it is.
So for me, I was very much into the Rock/Punk style and that influenced how I used to dress; but for now I'm more into the florals and the really girly styles. It's interesting because all these different styles have a different area in Tokyo; like the girly styles are from Shibuya, the extreme, high fashion styles are from Harajuku...there's all these avenues by which people express themselves and I think it's lovely. It just takes a lot of getting used to all the different kinds of variations and choosing which one you feel expresses you the most.
Many thanks Beckii! I think I have an idea of where to start now! I would just like to take this opportunity to say how very impressed I am with the way this gracious young lady handled herself.
Over the course of my research, I was truly saddened by the online abuse I witnessed across every, single forum I visited - including Beckii's personal accounts. I saw numerous posts asking why she is famous? From what I saw, the reason is simple; she is extremely astute and enterprising, with an initiative that belies her years. She works hard whilst many devote their time to posting harassing statements. Each day, her actions contribute to the increase of her portfolio (and bank balance by extension); I would like to know what results the 'keyboard warriors' achieved in the same duration?
Back to the fun part - I'll get this inspiring young lady's assessment of my attempts this Sunday; but if YOU want to see how I fared, make sure you check out this week's Sunday Sauce and LIKE Deer Oh Deer on facebook, to see the pictures from our biggest showcase yet, as SOON as they are posted!
Better still, why not come down and see us, the one-off 'Doe so Lovely' collection and Beckii's performance for your self?
The original 'Herd Family' members will be exhibiting throughout the event; catch opening times here:
FRIDAY - 15-21:00
SATURDAY - 09:30-21:00
SUNDAY - 09:30-17:00
'Doe so Lovely', the SUPERexcluuusive collection designed especially for the event launched today,AND in addition to the 'Carnivale' SS12 Previews, the feedback we've had so far told us that you're loving them!
If you're coming to see us this weekend like competition winners Sasha Bailey and Kelly McGiff; make sure you #STAYTUNED to @deerohdeerltd and @theherdfamily twitter accounts, as well as check out our Facebook page, there may just be some BREAKING NEWS, live from the event that you WON'T want to miss!
What I love about this week's feature, is that in addition to focusing on a duo that are making some serious waves in the entertainment industry, it also give me a sneaky opportunity to continue all things love and make this my calmed-down, 'Valentine's Part 2' after last week's rabble-rousing and tomfoolery. If you're familiar with them, it's no surprise; if not then let me introduce you to a Power Couple on the rise...
Sophie Horne and Ben Anderson are DoubleM Entertainment. A literal 1, 2-Punch, they have taken the live music and event management circuit by storm in 8 short months with their Musicalize brand. Hot off the heels of their latest show, they took some time out to have a chat with one of their favourite supporters...
1. SO you two! Let's start with something simple, because there's a lot that I want to cover with you... 'DoubleM': what's the meaning behind the name?
Sophie: Nothing too cryptic! Just 'Music and Media' to cover all the aspects of what we do, and what we plan to add to our roster in the future.
2. You've done more with Musicalize and DoubleM by extension, than either of you can have imagined possible in this short time. What were your goals for the brand 12 months ago and how do they differ today?
Ben: There's more Stress! There wasn't really any this time a year ago, because the actual content of what's gone on to become Musicalize didn't exist! Really, how it all came about, was that I started coming down to London regularly around November 2010. I was going to all of the well-known events, your Sunday Shows, Sunday Night Lives...I started networking and expanding my circle because I was interested in what was going on and the contrast between here and the club-nights in Birmingham, where I'm from. I was doing some music-related work there anyway and I kept getting asked if I planned to put on my own nights. By January/February of 2011 we were coming down more regularly and "No" replies somehow started turning into "Yes's".
Sophie: To my surprise! People would ask Ben and when he'd say "Yes", I'd just think "We are?!"
Ben: (laughs) It wasn't until March of 2011 though, that the ideas really started to take shape. I remember we'd already been to Get Gassed in Bracknell to see Ed Sheeran....
Sophie: I had no idea who he was, but Ben had been going on about him for ages!
Ben: We'd decided from then that we wanted him at an event, but his Management had explained that he was going to be away in America. Beyond that, I just started speaking to the Organisers. I told them we were in the Industry and really just found out what we could. 5 weeks before our first event, I found myself sitting at home one Saturday night and just decided to reach out on Twitter to see what the feedback was like. I was flooded with responses from all of these unsigned artists. That just cemented what I'd already been thinking, that "We COULD do this!"
Ghetts and SB:TV's Jamal Edwards at the Musicalize launch in April 2011
Sophie: Our first venue (Club Alto, Soho), was one of 15 that we looked at! Ben would collect me from work at 7PMeveryday for go-sees. We had to change venues about four or five times, because we didn't know that tagging our event with the word 'Urban' would have such a negative knock-on effect.
For us, the question was never "How are you able to get Ghetts - a Black headline artist, to perform live, in a West London venue?" The question was only ever: "Why is no-one else doing it?"
Ben: Yeah, it probably seemed as if we had loads of confidence that we would assume we could pull something like that off, but really it was more that we had no idea you couldn't!
Sophie: In terms of goals for this year; we're aiming for Bigger and Better!
Ben: Definitely. Media-wise, we're improving our relations. We're building an increasing brand on twitter and facebook. I think because it's just us, people are more willing to interact. But for specific goals, we want to secure a more targeted audience. I'd much rather Musicalize have 5,000 music-related followers than 10,000 random ones. Not that we aren't happy for the interest, but the point is to build a network of like minds.
Sophie: We want to have one a month, and we want to make them events that artists are happy to come back to.
3. 5 events in and you've managed to secure a varied stream of talent at each. No two shows have been like the last - a trap that I think a lot of live shows run into. Which has stood out to you the most and why?
Ben: The reason that was such a good show for me; was that it matched up with the concept behind it - 'Music' and 'Socialising'; that's where the name came from. So for us, Cargo worked amazingly because you had the seated area, it was the middle of Summer, you had the beer garden where, when the Artists weren't on stage, they could go and have a chat. The challenge with us is that because our line-ups are so diverse and so packed, there has been a loss of that opportunity sometimes. So that's why for 2012 we've changed the format. We now run the event from 7-11PM and that first hour is dedicated networking time. We invite Media, Press, PR, A&R, to just come down and have a chat, and artists have the opportunity to mingle, give out their CDs and make real use of that time.
'Ladies Night' Sophie and Ben's first All-Girl line up
Sophie: For me as well, thinking about it; XOYO was a good one because it was obviously an all-female line-up which, on paper, sometimes people think that's a bit peak because in music, if you look at the scene now, there's a lot more male rappers and male singers, especially; males are pretty much on top at the moment. So our having had an all-female line-up, with such a good variety of artists, only contributed to making it an absolutely fantastic night. I mean obviously Lioness was FAB. Wretch 32 came down to support Kyra that night, we had Premier Footballers down there...I think that was the one that had that 'WOW Factor' for us. Every time I turned around, somebody well-known to the public was there. Even for the quality as well; there was not one weak act on that line up.
'The BiG One' - The November event was the pair's biggest yet.
Ben: For us as well, for the gig that we did in November...It was a BIG statement to show how much can be achieved in a short space of time if you work hard. Because that was all we did!
Sophie: We spent a fortune...I mean this was before we could get in anywhere for free, before we knew anyone! We'd literally be at the Sunday Show every week for 7:30PM; we'd be queuing outside of Sunday Night Live as early as we could, to get in as cheaply as we could...we'd literally go and talk to random people. It's not until you really put yourself out there, that you realise that the music scene is actually very warm, everyone will talk to everyone; you know this, I've seen you talking to everyone at events (talking, harassing with a camera in a friendly manner...same diff! ES)! It's one of these situations that everyone is either an Artist, or a Manager, or an A&R or an Event Promoter, everyone does the same thing. This time last year, we did not know anybody; not one person...now, I feel confident that if I wanted to book a top artist, I'd be able to. Or if I wanted to have a massively star-studded event, where I could pull in a lot of people to make the cameras happy like we did at Proud2, where we had 'The Only Way Is Essex' people, we had Loick Essien come down, we had Big Brother contestants...pulling in those sorts of people is now very, very easy. Originally, we would email all the BIG booking agencies begging them to let us have an Artist and we'd get ignored, or told "your event isn't big enough"...now we have a fantastic relationship with bookers at many of them, they'll send us over their rosters and we'll get to view the Artists they have on their books. So to be in that position, where we are now being targeted as an event that people want to be at; even if they've never been themselves, their management know about us and our reputation.
4. I think that you two are starting to be seen as something of a beacon for 'Team UK' now; in that every show so far has had a 'Strictly-Brit' line-up. Was that intentional? Or is it that you're simply building the bridge, through building the brand?
Ben: I think last year was a really exciting year for 'Team UK' in general. For us, it was all about, let's go for the people who we believe, genuinely, if they stuck at what they are doing, could really make it.
Sophie: And we've done really well with that; people like Clement Marfo, Bluey Robinson...you're seeing a lot of them. Those that you see who've been pegged by MTV and (Radio) 1Xtra as 'Ones To Watch', these are all people that we're looking at for our events. People who, have got a bit of a buzz around them, but maybe haven't been signed yet or they've just signed a Publishing deal, or maybe haven't been Managed for awhile, but the talent IS there. We can't wait to look six months to a year down the line, see them in the charts and know that we had them, that's the exciting thing. Plus the UK has SO much talent! It's nuts when you see a lot of not so good people on TV, that are getting signed because of their comedic value. The fantastic artists that we've had on our stages, we're just happy to have given them a platform.
5. You may not be aware of this, but you two are actually one of the main reasons I wanted to bring back this feature. It's all very well and good that you give this platform to artists; but for what you have done and in the short time that you have done it, frankly, it's not quite normal! So tell me how it all works:
Ben: A few people have contacted us about this, and are really keen to see what's going on behind the scenes. The thing that always stands out to them is A) I'm not from London and B) that Sophie has her own business that she runs full-time as well. On paper, it just shouldn't work.
Sophie: And that we're young as well; I'm only 24, he's 27. Ben: I'm thinking about inventing a stage age... Sophie: Alright, we might make him 25, he's feeling a bit too old... Ben: I am.
"It's just the Two of Us" - Sophie
Sophie: But the fact that we're both young...I mean my background is somewhat related in booking dancers and whatnot but it's a very different world to anything we've done previously. Our backgrounds; Ben was in the Banking Sector, I was a Performer! I was a Dancer, with a degree and I was going to go on and be a Teacher, that's the path I was going down. Business wasn't really anything I'd looked into. Obviously I had developed some Business skills from opening my Academy two years ago; but the two of us together, on paper, shouldn't really work as well as we do, in the way that I have my section, Ben has his, we check in with each other every now and then to make sure everything's been done. And that's kind of just how we work. Venues are always very surprised that it's just the two of us, they always think there's 6-7 more people involved!
Ben: I didn't leave my day job until July of last year. It's all part of the battle, in that we were trying to sell this brand while also trying to do a 9-5...It's only when we sit down and talk about it, that we start to realise that maybe what we're doing isn't actually the norm!
6: So you're in sync with each other, but what about the other shows on the Live Music circuit? How do you distance yourself from the competition?
Sophie: The good thing about us is that although there is this competition between some Live Musicevents; we'll call them Group A, talking about Group B, talking about Group C...We've literally been to all of them. There was a period last Summer where we were at Sunday Show every single week! We've gotten to know the Organisers of them all really well and actually built up great friendships. I don't want to be sitting here going, "don't go to that show, or that one or that one". We go to their shows as well and potentially there's scope for collaborations later in the year. To us, we all have very different audiences, so there's room for everyone, I think.
Ben: The only thing is that people will always say to us, "is ILUVLIVE your competition?" Which is strange, because it's not really! I mean it is in the sense that, if anyone comes to London and asks, 'What's THE night to go to?' Then they come to mind. But they've been going for what is it, five odd years now. I saw a tweet from them recently saying they had Ed Sheeran a year ago...yes they did, but we had him in November...
Ed Sheeran on the Musicalize Stage for 'CoppaFeel', Nov 2011
Sophie:When he had a Number 1 album...and he shared our stage with Wretch 32; who also had a Number 1 album, they were both up there on our stage at the same time. So for me, having Ed a year ago is great, it shows that you really support artists from the grass roots; I mean they've had Jessie J early as well and that's fantastic; but for us, I think the thing is that A) they've been going for years and years and years which is great and B) they're very happy with the size of their events, which they will always sell out, because they're very good at what they do. We enjoy what they do, we go to their shows. But we're trying to make Musicalizea brand that can work on all different levels.
Wretch headlining the same Stage; Nov 2011
So we can still have our monthly 600-event with the up-and-coming for showcases; but once a quarter, we can also have a MASSIVE event for Charity, where what we do is going to a great cause to help other people, raise awareness of things, get big Artists involved and so on...I think our views and our aims are slightly different. About 6 months ago, if you had compared us to ILUVLIVE, we would have been over the moon with that, even being put in the same category. But I think now that we've found our feet and know what direction we're going in, we've established that we're very different, I think.
Here was where a first happened that was absolutely necessary to include, because it just went to show and prove how different these two really are...They turned the tables on ME!
7. Ben: As someone who's been to all of our events, what has changed about what we're doing from your perspective?
ES with Mike Hough, Musicalize Launch, April 2011
ES(!): Do you know what? If anything, I don't think that you have changed. Which might seem like a very strange thing to say, because I do think that your events now, have a completely different feel to what you started out with.
With FEMFEL, July 2011
I think that because the way that you've always approached them, and what you've tried to do is very, very different from anything else, to me, all you've done is taken what was initially your 'start up' formula, which I'm now learning wasn't really a formula at all(!) and carried that same ethos through from the very first show to now, on bigger and bigger stages.
At October's 'Female Takeover'
You've just taken the initial idea, put it in different environments - because each venue has been as diverse as your line-up - and just seen how it works, let it do it's own thing. I really hate when people overuse the word 'organic', but to be honest, it's exactly what you've done. So that's just another reason that I've always been really intrigued by your story and how you do things.
With the lovely Kyra at November's 'CoppaFeel'
You are completely different to the other shows out there, and I personally feel that with you two, your audience never knows what they're going to get, which is a huge part of your appeal.
8. So on that note, we have to talk about that November show; it was that MASSIVE. Recount 'CoppaFeel' from your perspective:
Just ONE of the packed floors at November's 'CoppaFeel!' Charity event for Breast CancerAwareness.
Sophie:We finished soundcheck and there were about 40 people there, from Artists, to Management, to extras. We went to go and move all of the bags out of the room and they told us they were going to open the doors - that was fine. I saw about 20 people drift in and run to the front, obviously Ed Sheeran fans...I was literally gone, and this is no word of a lie, about 20 minutes...I came back into the room and it was PACKED! Then I went outside to get some friends in the queue and it was still packed outside and I didn't understand! I could see my friends, people I've grown up with, about 100-deep in a queue, and I just kept thinking, "I don't understand where all these people have come from?!" Ben and I were a bit emotional actually, it blew us away a little bit.
'Knowing your boobs could save your life!' The first Charity event promoted Breast Cancer Awareness
What was funniest for me, was that this was the first one that my Sister has travelled up for. She doesn't really know much about events, or what we do, but she's very much into whatever's in the charts. So as soon as she it was packed, and she knew Ed was backstage in the dressing room; she rang my Mum and said "Mum! They're not lying! It's definitely big, there's lots of people here! Ed's here and I've met lots of people off the telly!"
Ben: It is quite strange. it was something that, you won't believe that anybody could have done it.
Sophie:Ed Sheeran and Wretch 32 make it very easy to sell tickets. But getting Ed Sheeran and Wretch 32 to perform together, on your show, at the end of their biggest year? Without good networking, good people skills, the hard work we put in and the relationships we've built, it would have been impossible.
Ben: If we started off very, very small, we would never have been able to approach some of the people we did with that level of confidence. Even down to the venue; that was a very big gamble for Proud2 to take with us, because we had not done anything of that size. We've always tried to think big. We didn't want to do our first event somewhere where there was a 150-capacity. That's never been the vision. For every venue, it's been "how can we get 500 people?" Because the other thing we didn't want - and that's something that we picked up during that January to March period - is that some of these events were celebrating their 3rd, 4th, 5th anniversaries in the same 250-capacity venue. No disrespect to those venues, because they're great live music homes...
Sophie: ...but you want to make your way up. Ben: Right. You've got to progress.
Sophie: I remember having this chat with Marvyn from Sunday Show and he was saying that he remembered having their first event. There were about 30 people there and they slowly built it up, moved venue to venue and obviously now, they sell a lot of tickets every week. We've had the same kind of approach I think; once you've mastered one capacity, try and go for the next level and work your way up.
Ben: It's just frustrating for us that we can't put on a show for 2000 people every single month, otherwise we'd do it!
9. So. For the budding Organiser out there, who wants that line-up that will secure the 3-4 figure attendee mark and is looking to your example; how should they do it?
Sophie: It's all very well and good going, "Right, we know who we want for the next one; let's get A, B, C and D"; but you have to become so clever by looking at their schedules, looking at who's booked for festivals this year, who's got albums coming out...You almost have to become all of their PAs in one go. It's funny, because we did filming with Kaleem Taylor and Charlie Drew recently and I knew more about their careers than they did! They were being asked who they've worked with and what they've done; and they needed to have a think, whereas I was just reeling off their CVs! You really do need to know the Artist you're booking inside out.
Ben: Something that started in 2011 and is going to go over into 2012; we used the term earlier - 'Team UK' are doing so well and only becoming more popular. Although we know that they've been working hard behind the scenes for quite awhile, on the surface they're becoming almost overnight successes and that does make them that much harder to get. If we look at someone like Dot Rotten, who we looked at getting last April...
Sophie: For our launch.
Ben: Which now, is going to be really tricky because he's hot on everybody's lips so people will want to book him left, right and centre.
Sophie: You have to be really on the ball and know who's going to blow up before they do. We have somebody booked for March or May who, is really doing BIG things on the scene at the moment. Luckily we were quite clever with our email timing so that we've gotten them before they properly blow up or become too expensive!
10. If I had to pick anything that combats all the amazing things that you are both doing, it would be this: as the shows have grown, so has the status of the Artists on the bill. Do you plan to reintroduce the Unsigned, who don't already have a name and backing to your line ups?
The first event of 2012, Lady Leshurr headlined
Ben: What we started out doing was giving the Unsigned the chance to perform on the same stage as the established Artists. It's such a gamble though, because you don't want to pick someone who is so inexperienced, that these opportunities are so massive that it doesn't work out for them. We do want to support Unsigned Artists; it's the bread and butter of what we do. But at the same time, I suppose because it's now a business, we have to think well ok; are these Artists going to pull in a crowd? At the same time, our experience would suggest that it's the one's who haven't performed so often that are going to pull in support because all of their friends and family will see it as a massive opportunity.
Sophie: You'll find as well that with the more established Artists - and it's something that we've found to be a bit of a bug-bear, not with all of them, but with some - because they perform so regularly, they don't really promote it, market it or tell people to come down. Whereas with the 'newbies', I swear, our best guestlist section will always come from them!
Ben: For us, that's going to be the balancing act from now on. How do we put on the big names that have got a bit of a following as well as supporting those up-and-comers?
Sophie: If we believe that an Artist has the potential, and either we've seen them live or we've heard about their music and think that they're great, then to be honest, I don't really care if they're established or not, I want to hear their music and I want to promote them at my shows. That's kind of where I come from on it really.
I have to give an Honorary Mention to one of my favourite answers from Ben and Sophie that didn't make it into their 10 best answers...Meet 'The Board':
Sophie's Mum gifted the pair with this to help them organise their first event. It's been with them ever since and lists all of the Artists that they wanted to secure. The Hopeless Romantic in me LOVES the nostalgia of it, the Philosophical Follower loves the motivational quote dated 01.01.11, to 'Make this Year Count'; but the comedy lover in me was floored when Sophie told me that they usually stick the shopping list in a free corner!
You might have Stars the World over knocking down your door, but NOTHING says 'Down to Earth' like 'Don't forget the milk'! Many thanks to you Sophie and Ben, your interview was a pleasure and I, for one, can't wait to see what you do in 2012.
Keep up with Sophie, Ben and all things Musicalize via their various Social Media platforms. The next event will be taking place SOON, and you always hear about it on their facebook page first, so make sure you stay tuned.
Thanks for reading, see you for the next one! ES :)
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