Why Fans Crave Intimate Live Shows
In a world oversaturated with large-scale productions, intimate concerts are creating meaningful connections and unforgettable moments. Nate Auerbach of Versus Creative and the OFFAIR intimate concert series shares his success with stripped-down intimate live shows and why they strike a deeper chord with fans and artists alike.
Why Fans Crave Intimate Live Shows
from music advisory Shadrach via Linkedin
Brands love big moments. But audiences crave real ones. The OFFAIR series was created out of LA-based Versus Creative, founded by Nate and Rishi Shah, as a way for artists to create experiences that invite fans to take some time to set aside their worries, ditch the daily grind (and their phones) and get lost in the music.
We caught up with Nate to unpack the thinking behind OFFAIR, and explore how stripped-down shows are creating stronger emotional resonance for artists, fans and brands.
Rishi Shah & Nate Auerbach of Versus Creative and OFFAIR concert series
Why do you think intimate music experiences resonate so deeply with audiences right now?
Intimate experiences have always resonated with audiences, because they’re unique, special and have the potential to be memorable. In current times, people crave connection and they crave intention. And post-COVID, we’ve had a mix of a recalibration of what is most meaningful to us, as well as an over-saturation of over-produced live music experiences. Audiences have ticketing fatigue and artists want to see faces.
What do you think the industry is missing by focusing so heavily on scale and spectacle?
They’re missing the opportunity to slow down and to show audiences how important the music itself is. We’ve spent 20+ years prioritizing access to as much music as possible, as fast as possible and as cheap as possible, all through tiny tinny earbuds. The opportunity now is to compliment that with intention.
How do these types of events differ in energy and intention from large-scale concerts or festivals?
People see each other. Everyone feels like they’re in it together as one community. This allows you to facilitate different social agreements. It also allows artists to connect more with the audience.
Have you witnessed any moments or stories at your events that capture the emotional power of these shows?
Oh yes. At almost every single one of my shows. This emotional connection is what we specialize in, whereas most people just go through the motions. The OFFAIR community has seen Richard Reed Parry (of Arcade Fire) and Susie Ibarra perform to the rhythm of an audience member’s heartbeat, and a 2+ hour performance by Moses Sumney during which he sung with audience members in his arms, just to name two. And OFFAIR has forged at least one known loving couple who had a beautiful baby last year.
How do you think these intimate formats are changing the relationship between artists and fans?
Fans want to feel seen! And this is where they get to do that. Artists need to be relatable offline as well as online. This is where artists establish fans for life and validate the day ones.
