Every Monday night, at the intimate The Double Seven club by the Hudson River, three new music talents are being heard. Here, signed and unsigned recording artists are performing private concerts to crowds filled with music industry, fashion, and the arts insiders – people passionate about music. And if you’ve ever wanted to witness an unsigned artist finally get discovered by all the right people, then say hello to your new Monday night plans: Avenue A Soundcheck’s “Mondays Rock" series.
“Soundcheck is the peoples’ champ, the underdog," says Nima Yamini, the production company’s founder. “We’re sticking up for the little guy.”
Yamini, with a team of music managers, artists, and record labels (Universal Music, Interscope, Ultra), and the support of The Double Seven’s owner Jeffrey Jah, crafted the weekly “Monday’s Rock” concept, in which talent is carefully curated, and three new indie-rock-alternative artists are showcased to a crowd of music industry executives, artists, and all-around music-lovers. Tonight’s show will feature the erotic, lingerie-clad troupe Roma! (recently featured in Billboard), while last week’s crowd witnessed a performance by electro-rock-pop artist Zander Bleck, who has toured with Lady Gaga.
And so far, the series is a hit, with past performances consistently packed.
“This show isn’t targeted toward models, celebrities, Wall St. guys – that stuff is the least important thing to me,” Yamini says. “The most important thing is that the musicians feel like they have a home."