Empirical have broken new ground in bringing Jazz music to a new audience. Their ongoing experiment - the Empirical Pop-up Jazz Lounge - has connected more than 6000 people to the band and the music.
The concept came about in early 2015, with a self created 5 night residency at the flagship Foyle's Bookshop, Charing Cross, London. The band wanted to recreate the multiple set, multiple night performances that were common place for Jazz ensembles in the 1950s and 60s, and combine it with reaching an audience that conventional promotion and gigs could not.
The success of the residency was documented in both the recording and release of the bands 5th studio album, Connection, and also in the 60+ audience feedback forms that were submitted. The 'commuter time' concerts built in number throughout the week, culminating in a packed Saturday eve gig.
In Feb 2016, with the help of project manager Claudia, the concept was developed to include more performances to reach a wider audience. With the support of Art's Council England and the Worshipful Company of Musicians the Pop-up Jazz Lounge was born, in a retail unit in Old Street underground Station, London. 6 days, 30+ sets of music at different times each day saw around 3000 commuters, shoppers, passers by and music curious members of the public come into the lounge and engage with Empiricals music. Watch the video by Dan Redding.
Following the growing excitement around the concept, Empirical, with the support of Art's Council England, the Jerwood Foundation and the Worshipful Company of Musicians, have taken the project nationwide throughout 2017. Starting in Birmingham in April 2017, in a shop unit in the Great Western Arcade with the support of Jazzlines THSH. Watch a video by Hark Pictures.
June 2017 saw a return to Old Street station where, not deterred by the heat, a further 3000 people passed through the Popup. The band developed new music for their forthcoming recording throughout the week, further engaging with new audiences.
November 1st-3rd 2017, Empirical are collaborating with Jazzfest Belrlin to present the Popup project in Alexa One Shopping centre, Alexanderplatz. This will mark the first time the project has been international and in collaboration with a major Jazz festival.