The Numero Group Comes to San Diego’s Friends of Friends Listening Bar, Gathering Music Fanatics from Across the City – The Daily Aztec

Delving deep into the music world means knowing The Numero Group. The self-proclaimed group, “The Alternative History of Popular Music,” operates as an archival record label that sources, curates and distributes the works of Duster, Ozean, Blonde Redhead and more.

But The Numero Group is not just any record label; it’s almost a museum – “an art project disguised as a business” as described on their website website. The label began a pop-up tour in early October, arriving in San Diego on October 9. The event, held at National City’s Friends of Friends cafe and listening bar, offered more than just records.

The room was decorated with CDs, shirts, pins, postcards, zines, books, lights and people, including two of the label’s founders, Ken Shipley and Rob Sevier. They are not only the minds behind the label, but also the bodies behind the event.

They chatted with customers, helped with checkout and looked for t-shirts. In a packed room it felt genuine. Of course the discounted prices and unique items draw a crowd, but they seemed to stick around for something else.

Where else is such an audience produced? A concert perhaps, but probably at a price tag. This event was free. Nothing was paid to enter, and although a few items were purchased (a record for a friend, a postcard for my wall, a pin for my bag), it would have been possible to leave without spending zero dollars spent and still feel satisfied. This is an honor for the people. No other label does what The Numero Group does: they invite you into their world.

I understand why no one else does this, it’s hard work, essentially a guided tour. In conversation with Ken Shipley, he sketched the picture behind the scenes.

“We drove this truck from Chicago to here and the first day we set up shop in Phoenix,” Shipley said. “There were 108 degrees in Phoenix it was closer to 120 in the truck. But there was a three-hour line outside the store, so we had to set it up.”

It’s not easy, but they are committed. And the fans are involved too. The event ended at 8pm, but at 7.45pm there were still large numbers of people inside looking around, eating and socialising. It was a special feeling, one that is becoming increasingly rare.

As activities like in-person shopping and theaters become less popular, concerts have consistently proven to be a way to bring people together. Likewise, this event was an opportunity to connect. It attracts a certain audience, like-minded fans with the same interests, there is an overlap.

“It’s an opportunity to connect our audience with cool music, cool records, and then also with people who like the same thing (…) in a city of several million people you have to find that way to bring people together, Shipley said.

It attracts a niche audience, and it’s not a place that has something for everyone, but it’s a place for someone.

“I sold twelve Ozean LPs today,” Shipley recalls. “I know all the Ozean fans don’t know each other in San Diego. Maybe this will bring us a little closer together.”

This is what The Numero Group has created with these pop-ups: a place where music lovers can interact directly with the music and with each other. In a world with so much, maybe this is all people need: a way to bring us a little closer.