British billionaire Richard Branson has invested in Sofar Sounds, a start-up that specialises in organising secret music events around the world.
Branson, owner of the Virgin group, wrote in a blog post on the conglomerate’s website that he was backing the venture due to its “distinctive” style, and to help it reach its potential.
Sofar, which is short for ‘songs for a room’, has held events in 260 cities and provided a platform for 12,000 artists. Branson said Sofar’s average event is oversubscribed by 10 to one.
“I like how Sofar embraces diversity too, with cellists, beatboxers, hip hop and spoken word artists just as welcome as folk or electronica acts,” he wrote. “The artists come away with new, engaged fans who have been immersed in an authentic, eclectic night, and maybe met a new friend or two as well.”
He added: “Sofar is bringing communities of like-minded people together to create a global network of members, artists, hosts and ambassadors who can be grouped by a more simple term: music lovers.”
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