Hoi Polloi Coffee Studio: Music for The People
Written by Jess Howell
Hoi Polloi Coffee Studio owner Cris Rettig has started his venue off with a unique approach. In keeping the live music ecosystem front and centre, virtually all proceeds from each show go straight into the band’s pockets. “Right now, we’re not taking any money from shows. All ticket money goes straight to the bands.” According to Chris, this is the key to growth. “If it’s a really good night, I might take 20,000KRW from the top because I spend money on posters and things like that.”
A few months in, and this artist-first approach has seen the venue pick up a lot of steam. After starting Hoi Polloi Coffee Roasters seven years ago, Chris Rettig has retrofitted the term for the Hoi Polloi Coffee Studio. One part roastery and one part live music venue, Chris has shaped this eclectic space into one he hopes live music lovers can call home in Nowon-gu, Seoul.
“After years of complaining that there was nothing fun in Nowon, I realised I should maybe just start doing my part in making something happen.” A year-long search led to the discovery of an open-floor space that already came complete with acoustic treatment on the walls and shelves of records and vintage music equipment. “Once we stepped into this place, we were like, oh shit, this is it.” This is Chris’s first time trying his hand at a venue, and so far the investment’s been worth it.
Rather than manufacture an identity for the studio, Chris instead wants the identity to manifest organically from its community.“We want to be somewhere that bands want to play. If the bands are comfortable, they’re going to want to come here. For example, we have a nice stage piano available, which is a massive thing for any band that uses keys. If the guitar amps are scratchy, that could be an issue. Same if the drums aren’t mic’d. So I need to put myself in the position of each musician and ask myself, “Can I just show up, plug in, and play? And is it going to be a good time?”
So far, he’s succeeded in that endeavour, as Hoi Polloi’s sound is as rich as its coffee. Bands like Beacon, …Whatever that Means, Sweet Gasoline, and Reasco have already been a proof of concept for Chris’s meticulous attention to detail.
“I run it just like my coffee business. In my cafe, my main concern is the well-being and happiness of our employees. If you build the thing you love with the people you love, that’s going to radiate out. The people who you want to gravitate toward it naturally will.”
There’s some truth in this natural attraction, as Chris states that rather than booking bands himself, most have reached out to him to play the stage. “If you asked me what my favourite band that booked themselves are, it’s, well…” Chris smiles and points to the Fail Fast shirt he’s wearing on the opposite end of the table. “They’re always an amazing time, and I can’t wait for them to play again.”
“However, the artist I’ve been most excited about after booking them myself was God of Universe. They’ve been around a while, and they’re just super fun to see and listen to.”
While punk bands have made up the bulk of the studio’s lineups, Chris is open to all genres that want to grace the stage. “We’re trying to think about getting some bigger names within the indie scene as well. I feel like we could pack the place out with a bigger name for a decently low price because it’s such a large space. I remember seeing Ghost Bookstore at Block Party. That’s very much up my alley in terms of music I would listen to.” After gaining a foothold and a reputation, Chris also has his own dream musicians in the pipeline. “DABDA would be sweet, we just have to work our way up to it.”
To that end, Chris is also working to make Jazz nights a permanent fixture at the studio. “I personally love jazz, and our space really fits it. On December 15th, Hoi Polloi lifted the curtain to their first jazz night to great success. Unlike most jazz clubs, Chris wants a more laid-back, casual atmosphere. “I’d love to host jazz groups at least once a week on a weeknight. I’m not really someone who can afford to frequent or drink at a lot of jazz clubs in the city, so it’d be cool if we could open the culture. Some nights will have catered drinks, others will be BYOB, and we’d like to provide buckets of ice to the attendees.”
The sense of community Chris fosters extends outside the studio’s walls as well. While posters with past lineups and upcoming shows adorn the windows of his own cafe, they can also be spotted in neighbouring businesses. “We’ve set up a partner program with other businesses in the area. If someone brings a receipt from one of those businesses to a show, they get a discount on entry for the night. Even if they don’t bring a receipt, it’s nice to be able to extend the studio’s reach.”
In the long term, Chris’s biggest goal is to grow the live music community in the Nowon area. “If anyone’s interested in that or has a similar motivation, get in touch with me. I’m always looking for help if you want to pitch in in any way. For now, he continues to prove there’s more than a strong demand for it, one gig at a time.
Chris would like to give a huge shoutout to Jeff and Trash Moses, and a huge thank you to the bands that have come out and played here. “Hope it has always been a good experience, and if it was, tell your friends! We’re open to putting more and more stuff together.”
For updates on Hoi Polloi Coffee Studio’s upcoming shows, follow them here:
Hoi Polloi Coffee Studio (@hoipolloi.coffee.studio) • Instagram photos and videos
For a cup of some of the best coffee you can find in Seoul, follow the cafe here:
호이폴로이 커피로스터스 (fka. 그루브커피) (@hoipolloi.coffee) • Instagram photos and videos