How to Build a Sound System Community in 8 Steps
Sam (Fourth in from the right) at Culture Yard with New Era Soundsystem crew and his partner Rachel Wallace
I caught up with Sam Killiman Jago to get his top ways to build a Sound System Community. As he’s owned New Era sound system for around 8 years, hosting an authentic roots dub sound, and attracting a mixture of ages, races and religions, I know he’d be a great person to ask. In the spirit of community, dub reggae selecta Antz Boogie from DnA Vibrations also joined us. He's been learning the ropes and helping Sam set up at his events.
Antz Boogie (Right) and Durell Cheeks McBain (middle) are DnA Vibrations. Feat Baba Ras from the Majestic
1) London venues have tight sound restrictions, so finding venues is a hustle
Sam: You’ve gotta grab every opportunity you can nowadays. Not many venues will give you the opportunity to bring your system and sound restrictions are tight. It's very difficult. I've contacted anywhere and everywhere, all over London. You gotta have an energy for it. You’ve gotta keep going.
I've done old school snooker halls through to modern halls. Anywhere I think we can play with my sound! The last thing you want a specifically built Sound System sitting in lock up. You can loose sleep over that!
2) Make your events available to everyone in the community
Antz: Back in the day Sound Systems would play in local community centres. There were less sound restrictions, and they would charge 1 or 2 pound for people to come in. That way everyone in the community could go to that place.
Sam: With Culture Yard I’ve tried to replicate the community centre vibe. For starters I keep my door price down. Most people in a sound system might charge about 10 minimum. I charge between 5 and 7 pounds absolute max. That means everybody can afford it.
3) Consider your area and sound, as this will attract your crowd
Sam: Sam: Out of all the systems, Jah Shaka brings a varied crowd. Asian, Black, White... Reggae/Roots music really is an inclusive music for everybody of all religions races and ages to enjoy. Shaka is from Lewisham, but used to play at different venues around London. This pulled in communities in that area. For example when Shaka played over in Southhall at Tudour Rose, he started to build an Asian following...and so on.
With Culture Yard in Stockwell, it attracts different types of people. I like to pay respect and try keep those traditional Rasta Sounds like Jah Youth , Entebbe sound. We only play Roots Dub music in its traditional way. It’s authentic. So that way the musics message and the way it gets played doesn't get lost!
4) Visibly appreciate your crowd and your community
Antz: Every time I go to an event I’ll meet someone new. You always see the same people skanking out. When you see that familiar face you feel welcome to go and say hi, how you doing.
Sam: That's a good point. All my friends nowadays really are to do with music. That’s how I know you Antz! I have a lot of respect for people who come and support my events. I know who they are as well. It means so much to me, it really does.
Peckham Carnival with MCs Natty Campbell and Deemus Jay
5) Differentiate your sound with sound effects and dub plates
Antz: Sound system has its competitive nature. But it's not as blatant in roots as it is with dancehall sound systems which is all about "Killing Sound". It’s about having a better sound, playing a high rated artist dubplate. And DJ's/ MC's will cuss the other sound system in mockery to win votes. Roots is undertone… more about the dubplates, the sound quality of the system and playing a good selection of tunes.
Sam: Yeah, people at Culture yard are really knowledgeable. There’s a lot of Soundboys, sound system enthusiasts, collectors etc...I always like to dig out some rare old UK Dub vinyl, and new releases. But my favourite is playing Dubplates/exclusives (unreleased material) they’ve never heard before. I don't play the killa sound thing but I do still play Dub Plates specifically for your sound.
I’m also really into my sound effects. Dub Sirens etc My favourite is the the analogue snare drum and my prized possession The HH Tape echo! The first time I saw the HH was at a Shaka Dance. You get certain authentic 70s sounds which is hard to get digitally. A warm mono sound and with the crazy echoes, it can take you somewhere else with the music...like a trance effect…
6) Respect the spiritual aura of dub roots music
Sam: In dub and roots music, the message is deep. It’s got a lot of links to Rastafari and African Culture. You’ve got to respect that and understand the message. Especially being a white guy from England. To some people it’s a very serious message but can be enjoyed by everyone.
For me, when you hear congos over the heavy dub, you can tune in. It gives it that tribal feel even with new productions. You get and hear the spiritual feel from it. The echoes and reverbs takes you to that other place the spiritual place you know? that helps you and the crowd get into that trance state. I can build my own recognised style ... which I hope people will want to come back, hear more of, have fun and tune in.
7) Embrace community spaces outside the events, like record shops
Sam: Supertone Records in Brixton is truly a magical place!!! It’s been going since 1983. I go in there and spend hours chatting to the many faces who pass through. You'll meet many characters involved in the Reggae world...you see some legends pass through...singers, selectas, MCs, soundboys, and dedicated lovers of vinyl. That brings a lot of community to the vinyl shops. They used to be the hub of the areas and are the real glue of a community like this.
If you’re in Brixton, please go and spend some time at Supertone. There’s not many left like it and that what makes it so special..its like stepping into another world.
If in Brixton check out Supertone and Jah Lingwa at Universal Roots...
8) You have to be driven by music, not money
Sam: My drive isn’t about making money. It’s dub reggae music. I do it because I love it. So unless you’re really established like Channel One, you gotta have a sideline job. I have my own carpentry business so I work flat out with that too.
To learn the whole soundsystem thing takes years and years. There's so much to it you lose yourself in it. To do this you've gotta be fully committed. You just gotta have almost like an addiction to it you know?
Want to join the Culture Yard community? Join us on Sunday 24th November in Stockwell for New Era Sound vs Entebbe Sound (AKA the Rasta Chanters).
Expect a spiritual and heavy dubwise selection played in its traditional way. I can't wait to experience the vintage effects and vinyl sirens in an old school venue. See you there!