Young partygoers are turning away from the classic night life scene to embrace ‘soft clubbing’ – a new trend taking over around the world.
The idea of ‘soft clubbing’ centres on a nightclub-like environment with a DJ and dancing usually in eccentric locations, except instead of alcohol, younger generations are turning to coffee, ice cream or just plain water as the social lubricant.
It’s a craze equally popular with Bahrainis and expatriates alike. “It’s a very different atmosphere – the music is not as loud as it is at the clubs, and everyone is just having a good time,” 22-year-old lawyer Ali Selail told the GDN.
“I also got to discover some incredible new music. Previously, whenever I heard EDM (electronic dance music) or house genres – basically anything played by a DJ – I would brush it off as generic, but while soft clubbing, I could feel the music, and it made me go look up the music on my own and add it to my playlists.”
Around the world, the idea of soft clubbing has been catching on, with younger people, usually aged 18 to 29, preferring not to consume alcohol for health, cultural or personal reasons.
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According to a study done by American live events website Eventbrite, one in five 18-to-35-year-olds are seeking ‘sober-curious’ events, with 79 per cent of those surveyed saying they are interested in events that combine multiple interests.
Soft clubbing usually takes place in eccentric locations that cater to this variety of interests, ranging from art galleries to thrift stores and coffee shops.
In Bahrain, Sessions by Pomegranate have been organising the events at unexpected places like Art Station in Muharraq, Island Vintage Clothing Store in Saar, Smoothie Factory in Janabiya and Stroopwafel in Amwaj Islands.
“A lot of people we know are either tired of the nightlife where they’re not really doing anything new, or the music does not really match their vibes or age groups. This opened up doors to a lot of people who wanted to experience party life but not go through the hassle of Block 338,” Sessions by Pomegranate co-founder and marketing chief Ghassan Barakat explained.
The first Sessions by Pomegranate event took place in April this year at Biblo Café in Saar at 9am, and since then, the team, also comprising chief executive Romaan Ahmed, operations chief Rizwan Khalid and technology chief Anas Barakat, have organised 16 events, with four more booked until December this year.
When speaking about the first event, Mr Ahmed explained: “It was an unusual time – nine in the morning – and our DJ, Ninel, set the vibe perfectly.
“Around 30 curious people walked in. They ended up dancing, asking questions, and leaving with smiles, already wanting more.
“That’s when we knew this was just the beginning. Since then, we’ve held our sessions in all kinds of spaces – coffee shops, art galleries, juice bars, even at an embassy event.
“And we’re only getting started – imagine a Session in a launderette, supermarket, rooftop or shawarma spot. The more unique, the better!”
The concept has also helped fans discover local businesses that they might have otherwise missed in a relatively saturated market, while giving artists and disc-jockeys a platform to play non-mainstream music.
“I was DJ-ing at a thrift store, so I curated a set that was mostly from the 1990s to fit the nostalgic vibe of the shop,” 33-year-old Mike Donovan, who spins the tunes under the name ‘Donovan Michaels’, told the GDN.
“The organisers wanted to kind of bring the party back to the 1990s... and wanted to make a space where people felt comfortable, where they also didn’t have to worry about the social and religious implications of going to a place that had alcohol.
“I saw a wide range of ages there, but it’s mostly younger people aged 18 to early 30s.”
For 24-year-old civil engineer Zeph Vangarde, the sessions have helped expand his social circle and enjoy dancing in itself.
“Everyone’s more present in the moment, and it helped me realise you can experience those fun moments without alcohol,” he explained. “I went by myself for my first event, and ended up meeting people there, even hanging out with them later.
“Now, I have been to six or seven of these sessions, and always end up meeting new people.”
Another perk that some attendees find is that the events are more catered to a local crowd, and can feel safer, especially for women, than other dancing, clubbing and nightlife venues.
“At these sessions, people are not influenced by alcohol, so they can be themselves, and there is an atmosphere of connection, so I have felt quite safe going to these even on my own, though I’ll be taking my husband along to the next one, so he can also join in the fun!” said 27-year-old Sofia Ikhlef.
Whether this atmosphere can be sustained remains to be seen, and gender ratios can range from evenly split to more men than women, but the Sessions by Pomegranate team is committed to ‘satisfying the three corners of the triangle - fans, artists and venues’.
People walk away with a new experience, whether it’s great music, new friendships, or creative inspiration, the organisers say. Artists get the freedom to truly express themselves and, in turn, gain more recognition and gigs. Venues benefit from exposure, sales and a stronger reputation for valuing creativity.
naman@gdnmedia.bh
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