/Interview/ The brains behind: Black Cab Sessions
28/07/2008 | Filed under Discover > Interview
If you try to hail a cab in London, there’s a good chance it’ll already be occupied by a band playing a gig in it. We talk to Gen Stevens, director of Hidden Fruit promotions and founding member of the ingenious Black Cab Sessions
.net: How did you come up with the concept for Black Cab Sessions?
GS: My brother, co-director of [film production agency] Just So Films, came up with it as a way to help promote gigs I was putting on for my promotional company, Hidden Fruit. Adverts were too expensive. So he called me one night, excited, and said: “I’ve got it! Cabs!” and therein lies the Eureka moment. Cabs are everywhere, we had a camera, I chose the artist, Jono and his team filmed and YouTube was ready and waiting. The first one, with Johnny Flynn, was a bit shambolic but a lot of fun – none of us knew what was going on, and certainly no one knew it would be the first of over 50 sessions.
.net: How influenced were you by the similar Take-Away Shows produced by French music blog La Blogothèque?
GS: Ah, Vincent Moon. A good friend of ours. And an inspiration. What he and his team do for Blogoèthque is different to the Black Cab Sessions – but there are similarities of course. And like millions of people, we love watching his shows, as he does our sessions. “We have the same blood running through our veins”, he said when we first met him.
.net: How do you decide which artists to include?
GS: If we like them or not. The only criteria.
.net: How difficult is it to get the artists on board? Are they all happy to do it and what’s the appeal for them?
GS: Very easy. We have had no problems yet with this. Obviously it was harder at first when we had to explain the concept, but now that the project is pretty far reaching, it speaks for itself. As most labels/management/artists come to us now, there’s a lot of turning down. I don’t like that bit, unless it’s a major label who assumes we’ll say yes. Then I enjoy it very much.
The appeal for the artist is, we think, that it’s fun and different. Unlike a lot of ‘promo’ that they’ll do, the sessions are un-doctored and un-commercial and despite the small confines of the cab, they’re pretty unobtrusive: we don’t ask questions about their life, inspirations, private life… it’s just them and their music. It’s short lived and fleeting and un-sexed up. We reckon that’s half interesting in today’s world.
.net: How do the cabbies react when you turn up and start filming a gig in their cab?
GS: Some love the idea. Others drive off bemused. Others are camera shy. Most are polite and agree at the start, then once the session is over, they are beaming and ask where they can buy the CD or where they can see the session or if they can have an autograph…
.net: What’s been your favourite session so far and why?
GS: No favourites. Sounds naff but all the sessions are very different and bring back great memories. Obviously amazing to have Daniel Johnston on board. More recently, I was blown away by the Sunset Rubdown session…aggh, there are so many…
.net: How do you prepare the video for the web?
GS: We do very little post production. Just So checks the sound is ok and maybe change contrast if it’s too dark, et voilà, c’est tout.
.net: How much does an average session cost you?
GS: About £15.
.net: How many views do you get? Is there an overall favourite?
GS: I think we’re getting about 4,000 hits a day on the website now. And each session on YouTube is averaging over 20,000 hits. I believe Benjamin Zephaniah got the most at 250,000 hits. Death Cab for Cutie is leading the way on the website.
.net: What effect have the Black Cab Sessions had on film agency Just So Films’ and music promoter Hidden Fruit’s businesses?
GS: The most significant thing the sessions have done is help get our names out there. Once people listen to the noise and recognise your brand, you’re off to a good start.
.net: What’s lined up next for the Black Cab Sessions?
GS: Festivals, parties, sessions and maybe a few days off.
Comments
Simon / 07/08/2008 / 11:22 / http://www.50000steps.co.uk
Such a simple idea...reminds me of the busking part of The Culture Show
