Up-and-coming. Next big thing. tmrw.
If ever Sofar Sounds was to be a magazine, it would be similar to tmrw. The similarities between the two are practically endless. It goes without saying that both are intelligent and ridiculously good looking but, fortunately, the likeness goes beyond appearance. So too, for example, does tmrw see much potential in the future, in ‘tomorrow’. Belief that is less Star Trek, more current creative talent.
With the likes of Bastille, Little Comets, Al Lewis, Fenech-Soler and several others having already featured in #1 and #2, and Flume, The Lumineers, PEACE &Co. to come in Spring 2013 in the form of #3, the ‘zine for the modern professional’ more than warrants claiming to be ‘Aimed at individuals who like to be ahead of the game when it comes to new music and the latest fashion’. But with the brains of tmrw, Joe Brine, having interviewed the now household names of Ed Sheeran and Rizzle Kicks before they were so ‘household’ for his music blog that preceded his aspirations turning into thick A5 pages, it was always likely this was going to be the case.
But the similarities between Sofar and tmrw do not stop there. So, too, does the latter have a soft spot for the alternative. So, too, does the latter believe that, in some cases, the ‘done’ and ‘accepted’ have it wrong. We believed that ‘normal’ gigs, with their overpriced beer and inattentive crowds, were robbing the paying public of a genuine musical experience and so started hosting free, secret, intimate living room gigs. Joe Brine believed that traditional interviews, with their dull, monotonous question-and-answer passages, were robbing the paying public of an interesting, intriguing read they, the writer and the interviewee deserved, and so replaced them with narrative driven, story-like creative pieces.
But still the parallelism between the two grows. There are some out there who do it for a quick buck. There are some out there who do it out of the heart, for passion, to help give attention to those who deserve it. With Brine explaining that ‘every penny from sales/advertising goes into the production of the next issue’, it is clear, similarly to Sofar, which of the two camps he is in. It is this passion, this enthusiasm, this sacrifice, that keeps the creative world so exciting, so just as you better get your hands on #1 and #2 and look out for the release of #3, we best find out what Joe’s dream Sofar would be comprised of.
tmrw sees the future in today’s aspiring creatives. With the likes of Harrods and Selfridges as stockists and a worldwide trend on Twitter to its name, it’s clear that the world sees the future in tmrw.
tmrw’s dream Sofar would be:
‘These boys are so talented, I'm so pleased to see them now getting the recognition they deserve. Everyone should check out their mix tapes; some old school tunes given a Bastille twist.’
‘When I first heard this song, it made me stop everything I was doing, I sat down and just appreciatively, nodded along. Such down to earth lads as well, 2013 is their year.’
‘Ellie's Starry Eyed was the soundtrack to my 2010 Summer. So proud to have her on the cover of TMRW issue #3.’
‘Brave move putting this into a #DreamSofar set. Probably could lose some rep points for this! But it's got to be a few peoples guilty pleasure! I loved this track when I was growing up, so good to see that they're still together!’
‘My brother passed away when I was 8 years old. He is still my hero. This was his favourite song and it always comes on the radio whenever I'm feeling down. I know he's still here and forever will be. For me, this would be the perfect track to end my dream Sofar.’
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