A funk band plays their first show after the release of their debut album. The band is signed to a small-time record label owned by the co-lead singer’s brother. However, tension comes to a head when an executive from Columbia Records looks to sign away the band during the show.
This lore is what leads Brassroots District: LA ‘74, a live show that’s half concert and half immersive theater located at Catch One on Pico Boulevard.
This story concept is the brainchild of musician Ari Herstand and music executive Andrew Leib.
The genesis of the idea, according to Herstand, came from two experiences: a trip to New Orleans where he was inspired by the city’s funk and soul music scene and a trip to New York where he watched the city’s Sleep No More immersive play. He took the idea back to Brassroots District’s co-creator Andrew Leib and formed the show’s first iteration during the COVID pandemic as an outdoor show in a parking lot pegged to a fictional venue.
“ The concept of this was — the year’s 1973. Brassroots District is this hot band in L.A. on the rise,’” Herstand said. “We get our big break opening for Sly and the Family Stone at the fabulous Orbit Arena in L.A. But we're not opening inside the arena. We're opening the parking lot tailgate hang outside the arena, but it's our big break because a record label’s coming to check us out.”
Transforming into the 70’s & what theater-goers can expect
Audience members attending this latest iteration of the show are encouraged to dress in 70’s style threads. When they arrive at Catch One, they’re asked to put their phones in black bags to avoid using them during the show. (Don’t worry, the phones will still be on your person).
From there, patrons enter the venue and meet “Gem,” who guides the experience of the show. The show, directed by DeMone Seraphin, engages people to participate in activities all throughout the venue, including group dances led by fan club leader “Cassie the Brassie,” backstage breathing exercises, call and response in songs and a soul train line on the dance floor.
The music is performed by a nine-piece funk band led by co-lead singers “Copper Jones” (played by Herstand) and “Ursa Major” (played by Celeste Butler Clayton). And the music pays homage to popular 70’s bands like Sly and the Family Stone.
”My whole family definitely is stuck in the seventies, so it was really nice to come. Like I grew up with this type of music," said audience member Brandon Lipsett.
Meanwhile throughout the night, different storylines show tension on the dance floor between the two label owners, the band and many side characters.
At a recent performance, before Brassroots District came onstage, LAist talked with “Barry Baker,” a reporter embedded within the show who’s looking to uncover a big story brewing throughout the night all on his vintage Sony tape recorder.
“ There's a lot of big personalities in the band, so I'm hoping it goes smoothly for them,” he said, alluding to the tension between the record labels throughout the night. “But if it doesn't, it's kind of good for us.”
The storylines all play out simultaneously, which Brassroots District organizer Herstand explains are by design.
”[It] is a reason for you to come back because there's no way that you'll be able to pick up all the different scenes and storylines just attending one time,” Herstand said.
References to Los Angeles
Beyond historical tidbits on Richard Nixon and Vietnam that dominated the news in 1974, characters in the show make references to the Southland, including the Malibu Pier and Crenshaw Boulevard.
“ It's very important to us to honor the tradition of Los Angeles, of music, of cultures,” Herstand said, “like what is happening in Los Angeles in 1974, politically, socioeconomically, culturally, racially, all of that… And then the allusions to the bands that are coming up in L.A., the clubs in L.A. like the Troubadour, these institutions of Los Angeles. So, because we love L.A. so much and L.A. is our home now, we wanna honor all of that and really pay tribute to the history.”
And the character of Gem pays homage to Catch One’s original owner Jewel Thais-Williams, who was known for helming the L.A. nightclub as a safe space for the Black LGBTQ+ community.
”We wanna respect and continue the legacy of the space that we're in. We believe that [in] this venue, the walls can speak and they're alive,” Herstand said. “And so there is a bit of her legacy that is written into this current script with Catch One.”
Brassroots District: LA ‘74 runs until March 28. Learn more about the show here.