![]() ![]() This is Sofar Sounds, a venture capital–backed enterprise that has spent the past decade co-opting the timeless traditions of house shows in order to extract profits from the music world. ![]() “Our leasing team is over here in the corner!” “We have some information and some business cards!” they shouted over the applause. When they offered tours to interested parties, the crowd roared. The staff urged attendees to tag American Copper in all photos, and then talked up the building’s newly opened east tower and its fabulous amenities-rooftop pool, yoga studio, juice bar. “How’s everybody doing?” one of them asked excitedly, shouting over the hum of the crowd. I never thought I’d end up at this so-called house show either, but there I was: Friday night, sitting on the ground amid a sea of young professionals and residents of the lavish complex, in its twenty-ninth floor common room, sipping BYO wine from plastic cups and listening to a three-act lineup of purposefully anonymous folk and funk guys.īetween performances, employees of this $660-million-dollar apartment complex hopped on the mic. “I never thought in my life I’d be playing on the top of the American Copper,” he told a crowd of about fifty, referring to the name of the Murray Hill luxury apartment building in Manhattan where we were gathered, surrounded by floor-to-ceiling windows overlooking the East River. “Thank you so much for this magical moment,” whispered a French singer with a leather jacket and harmonica. ![]()
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