preview / By Andrew Goff

Tapping the Fuzzy Market

(June 24, 2010)  To an artist in today’s music industry, finding your voice and your demographic is key to sustaining a career. But with so many different avenues available to the consumer to find new sounds, more people are likely to indulge unique tastes, and as a result there are fewer and fewer artists that enjoy huge success and mass appeal. At the same time, with the abundance of readily available technology for recording and live performance, more music is being made than ever before. The musical landscape is indeed changing. So, how do you find your audience?

How about seeing to the aural needs of an oft overlooked species? Maybe catering to canine ears is a savvy move to seize a new, untapped market by the organizers of the Sounds 4 Hounds concert, which takes place Saturday, June 26, from 6 p.m.-midnight at the Loleta Fireman’s Pavilion. Dogs have great hearing, right? Sure they don’t yet have much purchasing power, but bands that capitalize on this new demographic are sure to have a rabid fanbase (at least until that fanbase has to be put down).

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Okay, in truth, Sounds 4 Hounds is not a concert for dogs (which would sound something like the end of Sgt. Pepper’s), it’s a benefit show for Miranda’s Rescue and Bless the Beasts. A diverse musical line-up features blues by Black Catbone, classic rock from Big Quake, oldies by Bare Necessities and folk numbers by Joe Garceau. They’ll have a raffles, tri-tip BBQ and cocktails. Tickets are $20 apiece, $35 for two and are available at Mantova’s Two Street Music.

Then again, why limit yourself to one species? Sounds for hounds is nice enough, but what about the rest of the animal kingdom? The fine folks at the Sequoia Park Zoo have decided to test the sound tolerance of its residents by offering monthly musical evenings as part of their Summer Concert Series, kicking off (also) on Saturday, June 26, from 5-7 p.m. We hope the jungle digs electro-funk. Moo-Got-2 is slated to fill the first slot. Tickets are $4.50, $2.50 for kids. Zoo members get $1 off.

Future dates are as follows:

Saturday, July 17: Lisa Monet with April Mae

Saturday, Aug. 21: Modern Day Moonshine

Saturday, Sept. 25: Blue Rhythm Revue

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