The atmosphere, the people, the amazing sound, as well as being close to the artists who create the music I love is what makes the experience of going to a gig so unique. A band I have seen many times for just those reasons is To Kill A King; when they play live in my area I make an effort to be there. Recently they announced they were playing a free gig in something called the “Music Cube”; a virtually sound proof glass box located in the centre of Westfield shopping centre in Stratford, London. The audio is streamed to the audience through headphones silent disco style and the floor vibrates along with the bass in the songs to mimic the effect of live music. Intrigued, I booked tickets and went along.
Upon arrival we were handed headphones and given a brief tutorial on controlling the volume before heading up to the viewing area. The curtains lifted and the audience were flooded with the light and sound emanating from the box. Hearing the music through headphones rather than as you would in a normal live situation was fascinating, instead of a blanket of noise each instrument and harmony could be clearly heard and it was a really refreshing experience to hear To Kill A King perform in this way. I was worried that the lack of atmosphere at the gig could detract from my overall experience, and even though it couldn’t compare to a normal concert the organisers had made an effort to improve this with the slightly vibrating floor to create the feeling of the music pulsing though your bones. Singing out loud seemed very weird to begin with, however as the setlist progressed the shoppers’ presence was almost forgotten and the audience joined in.
Although there were some advantages to the performance, such as the crystal clear adjustable sound, there are just some things that can’t be recreated in a shopping centre. To Kill A King perform bold and touching songs, and somehow the glass wall between us and them broke the connection which they so often create. Even though the band could speak/sing and be heard clearly by the audience, it was a lot harder for them to hear how the audience responded and whether or not we were singing along too. This must be a very strange experience for a band, being able to see the audience clap and yet not clearly hear. This did not seem to deter To Kill A King from performing amazingly, but the audience to band connection which occurs at live gigs is part of what fills the room with electricity and makes live events so enjoyable.
[vimeo 137896620 w=500 h=281]
TO KILL A KING – KISS FM – LIVE from Westfield Stratford City #MUSICCUBE from Westfield UK on Vimeo.
As well as providing me with a new concert experience, the event also made me think a lot about how brands are more and more frequently using musicians to be the face of products. The event was very clearly sponsored by companies such as Sennheiser who supplied the headphones, and they used it to promote their latest product. Multiple sponsors enable the event to be free, and this bond between product and musician benefits both as it works in two directions. Celebrities have always been used to promote products and be seen showing loyalty to a brand, but as musicians have become an important part of our lives they are increasingly being used. There is a danger that the link between a commercial product and an artist could end badly. For the company, there is the fear of bad behaviour having a negative effect on the brand; for the musician, there’s the risk of being perceived to be selling out.
This event, however, seemed to have perfected the balance between product and musician. The musicians attract fans who get to try out the technology and possibly become customers at the shopping centre. The location means that shoppers nearby who see the glass cube filled with musicians may become fans of the band. The cube creates an attraction and increases the number of shoppers in the centre. The brands show themselves in a positive light by supporting free events and increase their sales. The bands, sponsors and shopping centre work together and in turn all reap greater rewards for the successful partnerships.
To Kill A King’s slot in the Music Cube lineup was an amazing experience and I thoroughly enjoyed the chance to see them perform in such an unusual way. I’d highly recommend keeping an eye out for Music Cube events in the future and watching artist performances on their website.
Words by Lizzie Wood