What do Discord and trendy nightclubs have in common? Apparently, more than you think! As the internet becomes increasingly integral in our social lives, clubs and live music venues are harnessing the power of social media to cope with a nebulous future.
Even before COVID-19 shut everything down, nightlife was a turbulent industry. Between managing artists’ schedules, drumming up ticket sales, accounting for weather and other disasters, industry insiders fought uphill battles every day to produce high-quality live music events. Now, the world is even more upside down and clubs are finding creative solutions to tackle the problem.
Bushwick nightclub Elsewhere has switched it up by introducing a digital membership program. The venue–known for its promotion of underground music and inclusion–assures guests that the program is not meant to create “VIP status” guests but rather to empower regular and new guests to attend shows at a cheaper rate.
Cofounder Jake Rosenthal puts it this way:
“This membership is really about taking all these rad people we see at our club every week who care about emerging culture as much as we do, and gathering them together in one place to talk and connect. As independents and creatives, we have the unique advantage over the corporate spaces to build community-centered models, like membership, that are designed to bring people together genuinely.”
The membership has three tiers ranging from $2 to $30 a month. At the $2, Freaks With Benefits are offered front-of-line privileges, free coat check, access to a community discord server, and membership discounts.
At the next level, Sonic Explorer is priced at $6 and offers the same benefits as tier 1 plus unlimited half-priced tickets for the member and a guest, and show discounts.
Finally, Patron Saint priced at $30 is perfect for an Elsewhere regular. In addition to the benefits offered at tier one and two, tier three members are granted free access to all shows and parties, half-off tickets for a guest, reserved tickets for sold-out shows and events, and free merch.
In true Elsewhere fashion, the venue has been testing this membership platform with its most loyal fans and is finally ready to unveil the system to the public. The membership program hopes to bolster community at the nightclub and allow the venue to take creative risks. As a cultural institution that prides itself on “[celebrating] creativity, diversity, and multi-disciplinary artistic expression and experimentation”, this model is perfectly suited for experimentation that allows both fans and the venue itself to take risks. If a Patron Saint feels like going dancing every night for the next month, they’re more than welcome to––free of additional charge! This service also decreases the dependence on nightly ticket sales, meaning that the venue can expand its horizons and offer essential opportunities to newer artists.
Even though the discord server is criminally low on Sagittariuses (one of the first questions you’re asked upon joining), it’s a fantastic place to bond with like-minded individuals. Filled with musicians, producers, DJs, and writers, Elsewhere has created a cultural hub of creative people who love and support live events. This platform has something for everyone, from the casual clubgoer to the live music junkie.
To purchase the membership head to Elsewhere’s Website.
