In order for an independent music store to compete in today’s marketplace successfully, it must stand out from the crowd. It is no longer enough just to be gear-centric or conveniently located, because with a click every product made is readily available online. In today’s local markets, it’s more important than ever to be unique; that single quality can make the competitive difference.
Fortunately for local shops who thrive off vibe and human interaction, music is a craft with an important “performance aspect.” It’s no secret that for a young musician to succeed, having access to the right performance tools can make all the difference. Contemporary Music Center saw this trend coming a decade ago and changed our design model, incorporating a state of the art performance venue. @4410 was opened on Make Music Day in 2013.
By most standards, it was a very risky proposition because it meant committing to an idea that was different from the industry’s norm. Resources had to be redirected to an untried and un-proven proposition, but if our instincts proved right, we could have a huge impact on the local music industry. @4410 took a full year to build, and most folks thought we were crazy – and in some ways they were right.
The design of @4410 was influenced by a few iconic small venues: The Cavern Club in Liverpool, England; Blues Alley in Washington D.C.; and The Bluebird Café in Nashville, TN. The plan was simple: build a club for today’s rising musicians – a club they could call their own! We wanted a performance venue that would inspire them to strive to be their best. Our aim was a “university model.”
We had no idea when implementing this project that terms like COVID and shut-downs even existed, but even during that period, we were able to help school directors and community bands have a special space that enabled the band directors to rehearse.
What has transpired since 2013 when the undertaking of @4410 began? The month of July 2023 really put the story of @4410’s impact into perspective. It was a Wednesday night when the first text hit. The Thistle Brothers, longtime CMC students who played numerous shows in @4410, sent CMC a picture of them meeting with Anderson Paak of Silk Sonic Fame in LA. Paak asked them to meet at his studio to discuss ways of partnering. But that jaw-dropping moment was only one of two events that happened that same day. The second event was a post by Alex Williams, also a longtime CMC student and Rock Camp coach, and now co-owner of Alegra Music Academy in Los Angeles. Alex texted a photo of his performance at the Hollywood Bowl with Charlie Willson. Those two, special events happening in tandem got me thinking… What has been the true impact of @4410? Did it work? Has @4410 and CMC really impacted the outcome of events?
Well, let’s have a look. We recently received a communication from former CMC staffer Derek Garten. He wanted to let us know that Nashville has worked out well for him. He is now engineering records for Taylor Swift.
When Michale League, founder of Snarky Puppy visited Virginia a while back, he dropped by CMC to visit his former teacher Dan Leonard. Together they decided it would be a fun idea to do a show together in @4410. It’s fair to say that’s a night we will surely remember.
The story goes on from there. Whether it’s Nik Hughes who now drums for Bush, or Dave Previ who teaches drums at The Collective in New York, or Josh Kearney who plays guitar in Keith Urban’s band, students who have cut their teeth in @4410, have gone on to study at Berklee College of Music, Belmont University, North Texas State University, and The Liverpool Institute for the Performing Arts.
We think it’s fair to say that @4410 has proven to change lives in a very positive way allowing more students to experience the joys of participating in live performances, and the ability to hone their music skills in front of a live audience. You can’t do that online!
In a time when phone distractions are a normal everyday occurrence, what could be more productive than providing a state of the art performance venue to help musicians hone their creativity and craft? We think the risk was worth it! It’s because of @4410 that more students are making music. We see that as a win for everybody.
Happy 10th anniversary @4410!
