When I was a teenager, I started hanging out at a hole-in-the-wall dive bar on campus called Bernie’s to see punk rock shows. About 12 years later, an old friend convinced me to go to a local show at the old watering hole where I randomly met Matt Jensen, drummer of local punk band The Scratches. Jensen performed that night first with his side project (going by band name Earthworm Tim at the time), and later with The Scratches, who put on a punk rock show truly fitting for the atmosphere. It wasn’t until later that I realized I also knew the band’s bass player, Darby Antle; having met him at ComFest many years earlier. Since seeing The Scratches for the first time, my girlfriend and I have seen them around town several times, playing venues all over the city and truly paying their dues.

I sat down with Mr. Jensen recently to discuss some of the best venues in Columbus to see local bands, and it was only fitting that we started with Bernie’s.


Matt Jensen Press Photo
Matt Jensen on the throne


Venue
: Bernie’s

Location: 1896 N. High St. (North Campus)

Crowd Type: Punk. Says Jensen: “If you want to feel like you’re going to a true punk rock show, you should probably go to Bernie’s. You’ll probably get your teeth kicked in and a broken nose.”

Music Scene: Mostly locals. Some touring bands, but not as many as there used to be. Punk rock is the mainstay, but on any given night you can find anything from alternative to hip-hop.

Bar: Bernie’s bar is tiny, crowded, and usually only staffed by one person at a time, but it’s probably the cheapest domestic beer you’ll find in the area.

Average Admission Price: $8, and the occasional free show.

Food: Though colloquially known as just Bernie’s, its full name is actually Bernie’s Bagels & Deli/The Distillery. During the day, Bernie’s is just like any other campus deli serving affordable sandwiches, soups, and sides to Ohio State University students.

Parking: Not the best. If you’re lucky enough to find a meter on or near High St., you had better take it. Otherwise, you’re relegated to driving through neighborhoods filled with frat houses trying to find a spot to wedge into. If you have money, (what punk rocker does?), you can park at the OSU Union parking garage across the street for a few bucks.

Stage and Sound Quality: Much like the bar, Bernie’s stage, if you can call it that, is small and backed into a corner. Rising only a few inches off of the ground, it puts enough distance between the fans and bands for nominal comfort and boasts two large PA speakers. Though the sound quality is not the greatest, the performing bands sound very authentic and live- which only adds to the experience.

Takeaway: Bernie’s is the place to be if you want to see an authentic punk rock show. Find a decent place to park and bring a few bucks for beers, and you’re likely to have a hell of a night.


Venue: Scarlet & Grey

Location: 2203 N. High St. (another North Campus favorite)

Crowd Type: College crowd. Shows are ages 18+, with a big presence of students from Ohio State University.

Music Scene: Anything goes. You might have touring bands, locals, electronica and dubstep, and acoustic music all in the same weekend. S&G’s slogan is “we treat bands like rockstars,” offering a green room backstage with private bathrooms for performing artists as well as couches and a TV, which helps bring a lot of bands (and their fans) coming back.

Bar: You can expect a fully stocked bar with average “campus” prices. There are generally a few staff on hand who offer good service and treatment.

Average Admission Price: $7, with several free shows each month.

Food: Just like Bernie’s, most people leave the “café” out of the Scarlet & Grey Café’s name. Though the menu is small, patrons can choose from pizza, burgers, fries, and wings, adding to your typical college campus bar experience.

Parking: Parking is available on many of the side streets off of High St., and will usually require driving around 3 or 4 blocks on a busy night to find a good spot.

Stage and Sound Quality: The stage at Scarlet & Grey is noticeably big, with drum risers and enough room for a full-sized band to perform with all of their instruments and have room to move around. Jensen says that S&G has some of the “best lighting and sound” of the many venues The Scratches have performed in Columbus.

Takeaway: Scarlet & Grey is a good venue for an all ages (18+) show, has a great atmosphere for the performing bands, and you can see touring artists there without having to go through the hassle of TicketMaster.


The Scratches at Victorys
The Scratches performing at Victory’s Live

Venue: Victory’s

Location: 543 S. High St. (Brewery District)

Crowd Type: Post-college adults there to hear local music. Located between downtown Columbus and the Brewery District, Jensen usually finds the crowd to be around 25 – 30 years old.

Music Scene: Mostly local rock, alternative, and punk bands. Just like Bernie’s, you’re likely to hear a lot of unique music from Columbus’ underground scene.

Bar: Micro-brews, local-brews, and popular domestics are staple finds at Victory’s bar. Prices are a little higher than your typical dive bar, but remain standard for any local music venue in town. Fully stocked and spacious enough for comfortable seating.

Average Admission Price: Free

Food: Adjacent to the music room, Victory’s offers an in-house pizza place with subs, sides, and all your favorite pie varieties. Prices are average and service is tableside.

Parking: This may just be one of the most convenient venues for parking. Because most of the businesses in the area close down at night, Jensen finds the area to be “safe, with great parking at the meters on High St.”

Stage and Sound Quality: The stage is a little small, and forget about seeing the drummer once the fog machine comes on, but Jensen describes the sound system and lighting as an “awesome experience for both fans and audience.”

Takeaway: If you want your audience to have a good time, be well fed, and have a great selection of drinks, Victory’s is the place to be.


Venue: The Basement

Location: 391 Neil Ave. (Arena District)

Crowd Type: A marketer’s dream. Being a part of the PromoWest family, the Basement attracts fans of all ages who attend to see national and international touring bands. Jensen feels “you’re more likely to find a commercial target audience there than locals just there to drink and see their friends’ bands.”

Music Scene: DJs, indie, electronic, pop-punk, rap, etc. Mostly touring bands, but PromoWest is very good about getting locals to open, such as when The Scratches opened for Anti-Flag last month.

Bar: Long and shallow, the bar offers a lot of seating and several TVs to watch the stage or something else on television. Jensen describes prices and selection as “typical for any music venue, with big brand drinks and quick service.”

Average Admission Price: $13 plus TicketMaster fees.

Food: Though the venue itself doesn’t provide food, it is connected to the A&R bar upstairs which serves Mikey’s Late Night Slice; arguably one of the most popular food truck enterprises in town.

Parking: Jensen describes parking in this area as another safe bet, with parking garages across the street on Neil Avenue as well as a large lot behind the venue.

Stage and Sound Quality: Being a part of the PromoWest family, The Basement offers “a nice stage with great lighting and a professional sound engineer.” The stage is sunken, unlike almost any other venue in Columbus, but still provides an interesting experience.

Takeaway: The Basement is not your local mom-and-pop venue. It is professional, commercial, and you’re far more likely to walk into a show from a touring band than a local.

The Scratches at The Basement
The Scratches’ setup for a performance at The Basement

Venue: Ace of Cups

Location: 2619 N. High St. (Just north of North Campus)

Crowd type: Without sounding cheeky, the crowd type at Ace of Cups is your typical college hipster.

Music Scene: Popular local groups, some touring bands, mostly indie and alternative. The Scratches played there once, so sometimes pop-punk.

Bar: Ace of Cups is certainly unique in this article as it probably provides the most imports, micro-brews, and other rare finds for beer connoisseurs. Prices are what you would expect to pay for an imported lager from The Netherlands, but having a wide selection is a distinctive factor.

Average Admission Price: $7, and the occasional free comedy show.

Food: Though AoC has eclectic food finds such as sweet coconut rice porridge, easter pie with kale salad, and vegan empanadas, Jensen was quick to remind me of the cornerstone campus establishments in the area such as Hounddog’s Pizza and Mikey’s Late Night Slice. Ray Ray’s Hog Pit & BBQ also delivers to AoC’s parking lot each weekend.

Parking: There is a small parking lot available, but once it fills up, you’re back to circling the neighborhood to find a side street to park on.

Stage and Sound Quality: Jensen described the sound quality as good, with a big, wide stage which gives the audience a better chance at visually seeing the bands.

Takeaway: This is a bar for the in-crowd. Micro-brews, indie bands, and food you’ve never heard of will leave an inimitable taste in your mouth.


Venue: Spacebar

Location: 2590 N. High St. (North Campus, across the street from Ace of Cups)

Crowd Type: A “noticeably younger crowd, with hardcore, pop-punk, and other alternative bands.” When discussing the crowd, Jensen and I both felt that the crowd was very inclusive and friendly.

Music Scene: The Spacebar definitely caters to local bands, as the one time that I was there, members of local bands who were not performing that night made up a large population of the audience and even staff. Jensen describes the music as having “a lot of locals, some touring bands, and other popular bands from the Midwest. Lots of acoustic, alternative, and pop-punk.”

Bar: Fitting to their name, this venue has an excellent bar tucked away at the back of the room. “There are a lot of craft beers on tap as well as popular domestic beers.” Prices are average or even a little higher than average, but you definitely get what you pay for.

Average Admission Price: $7, and the occasional free show.

Food: Though the venue doesn’t have food available, the building is right next door to Mikey’s Late Night Slice (which I’ve plugged three times now in this article).

Parking: There is a small lot, but typical to campus, you’re more likely to find a spot on one of the residential side streets.

Stage and Sound Quality: Jensen describes the stage as “big and open, with good sound quality.” He also mentioned that the owners of the venue were still in the process of acoustical soundproofing, as the Spacebar was recently renovated from now-closed venue Kobo.

Takeaway: “It’s a nice little place to play or see a show, with a good atmosphere and newly-renovated improvements upon the old venue.”


You can catch The Scratches at their next performance at Vans Warped Tour in Cincinnati on July 16th on the Ernie Ball Stage or tune in to 99.7 The Blitz Local Stuff to hear their latest studio single, “Left Sunk In.”

ZF.

http://www.thescratches.com/

https://www.facebook.com/thescratches614

https://twitter.com/ScratchesBand

Purchase at iTunes

The Scratches Cartoon Press Photo

As an artist, you are your product. Your album, your live show, your image, your prose. Out of all of these factors, recent studies show that musicians earn the most income on the road. I’ve always been more of a studio geek than a stage presence, so in this article I’m going to focus on one of the most important products in the music industry: your album. First of all, let’s define album. Is it a single? EP? Full length? Is it digital, or on CD, or vinyl? You’ll likely want to choose the right kind of format for your genre; for example country artists are still moving CDs, many indie artists are selling large numbers of vinyl records, and digitial releases have never been more successful.

Once you’ve figured out what your release will be, you’ll want to start focusing on packaging. Packaging is the visual and physical representation of your product before it hits listener’s ears. Important aspects of packaging consist of cover art, track listing, and liner notes. Cover art is easiest to achieve with digital releases, as you often only need one image to act as the cover of your album. Track listing is also as simple as writing up a text document of the songs included on the album, which order they’re in, and each song’s length. Liner notes may take a little longer to create, as they include lyrics, credits, art and photography contained within a .PDF document. Barriers to physical releases (CD, vinyl, cassette) consist of creating front and back album art including barcode/UPC, designing the actual CD face, and artistically creating the layout based on the format’s physical space limitations. Not only are physical releases more costly to produce, but they often take longer to complete.

discmakers
DiscMakers has about a million options for physical packaging

In order to create a successful product, the music, lyrics, and recording quality need to be good, but I’ll leave that topic alone in the hopes that you’ve already achieved those traits before preparing for release. When you are finally ready, you can use the checklist below to narrow your focus.

– Your album is a single, EP, or full length
– Your product will be released digitally, on CD, vinyl, cassette, or all of the above
– You have album art/professional photography, track listing, and liner notes

Above all, you should only release your album once it’s ready. If the songs are poorly performed, or the art isn’t appropriate, the audience will recognize that and respond accordingly. One question I always ask myself is “am I proud of this?” If I am, then I can move forward. If I’m not proud of my work, I go back and tweak every little thing I can until I’m satisfied. I encourage you to take pride in your work and never try to run before you can walk.

Next Phase: Learn How to Price Your Album

Marketing is often known as selling or advertising a product or service, but it’s actually part of a much larger process. The marketing mix, or “4 Ps”, consist of product, price, place, and promotion; individual concepts which we will explore further in future blog posts. When you are ready to begin the marketing process, the first step is to define your target market. Your target market is the group of consumers who have common traits, needs, and desires. The essential question you have to ask yourself is, who are my customers? Males aged 18 – 25? Hispanic women? Jewish pre-teens in New York?

Marketing MixThe easiest way to define your target market is through demographics. A market’s demographics often consist of age, gender, race, occupation, and location. Other statistics included in a target market’s demographics are how they buy what they buy, where they buy what they buy, etc. If you’re a musician, how will your target market access your songs? Will they have enough money to purchase a vinyl record instead of streaming your album online? Do they live in the location in which you’re touring? Are they old enough to get into the club that you’re playing this weekend? These are all important things to think about when trying to increase your visibility among your target market.

Visibility is exactly what it sounds like. How visible is your music? Do music fans even know you exist? How can you increase visibility? Visibility goes hand in hand with reach. Reach is the total number of people that have been exposed to your music at any given time. Thanks to the internet, reach and visibility are limitless, providing millions of ways to get your music out to fans and gain new ones. Websites like Facebook, SoundCloud, and BandCamp allow for you to connect with consumers socially in ways that you never could have before, guiding them toward your brand and your products. Unlike the internet, geographical location can drastically limit your reach. For example, if you live in a small town of 5,000 residents and you’ve played the same bar every weekend for a year, your overall reach starts to dwindle as you begin to tap out your market. This is why touring is the most lucrative industry for musicians right now.

bandcamp
One last thing to think about before you begin your marketing campaign is branding. Your brand is who you are, what you represent, and what you hope to sell to your audience. A brand can be a lifestyle, a logo, or even a political or religious ideation. Just off the top of my head, California punk rock band Black Flag’s logo is something that has nearly transcended the band itself, representing “rebellion and anarchy” in the punk community and beyond. Branding can be one way to increase visibility, and acts as an overall component of every successful marketing campaign.

Black Flag logo
Next Phase
: A 4-Part Series on the Marketing Mix