#InConversationWith Kelly NG - Running rehearsal facility making an impact in Hamilton music ecosystem

We always hear musicians say “Every city needs a Main Stage”, to me, that just means every city needs a group or place that brings musicians together.

Main Stage Rehearsal Studios, founded by Kelly Ng and Justin Dobbin, and nominees for “Best Use of Music in Real Estate or City Planning” at the 2023 Music Cities Awards, is the largest rehearsal facility in Ontario, spanning 35,000 square feet and offering a wide variety of amenities. The studios are equipped with high-quality gear and sound engineering, ensuring a top-notch rehearsal experience for musicians of all skill levels and financial situations. Main Stage also houses a live room, showcase room, music store, and equipment rental service, making it a one-stop-shop for musicians.

Kelly and Dobbin are committed to creating a supportive and inclusive community for musicians. They believe in providing a space where people can feel respected, inspired, and part of a family. Main Stage regularly hosts open mic nights and open jam sessions, encouraging collaboration and networking among artists. Beyond music rehearsals, the versatile space can accommodate various activities such as dance, video shoots, live performances, and community events.

For this week's #InConversationWith we sat down with Kelly NG, Co-founder of the Main Stage Rehearsal Studio the unique rehearsal facility in Hamilton making an impact in the local music ecosystem. Kelly shares some insights, future plans and the vision to be a one-stop-shop for musicians. Scroll down to learn more about this project.

To begin, we’d like to ask you a bit of the history of Main Stage. How did the project come about?

Main Stage is entirely the vision of my husband, Justin Dobbin, who serves as the President of the studio. With two decades of experience in the rehearsal industry and having built over 200 studios, Justin has cultivated relationships with many professional musicians. During the COVID-19 pandemic, numerous musicians lost their rehearsal spaces as many large studios closed. When Justin's former boss decided to sell his business, we seized the opportunity to acquire the largest building in his portfolio and transform it into a one-stop-shop rehearsal facility that embodies Justin's vision—a space equipped with everything musicians need. We named our studio "Main Stage" because we recognize that every musician aspires to perform on stage, with the ultimate goal of reaching the biggest stage, the Main Stage. We want musicians to feel a sense of pride when they share, "I rehearse at Main Stage." 

What’s the difference between the Hamilton and Toronto Studios?

Both Main Stage locations offer hourly and monthly studio rentals, but the Hamilton facility stands out with its more functional studios, including a Live Room for off-the-floor recording, a Showcase Room, podcast studios, and dance studios. As the largest rehearsal facility in Ontario, Hamilton is being developed into a comprehensive music hub for musicians to rehearse, record, and collaborate. When we took over the Toronto location, it was already fully occupied and recognised as a historic site, a cornerstone of the Toronto music scene for the past 20 years, having hosted many Canadian and international superstars. In Hamilton, our team has the freedom to be fully creative within a spacious 32,000 sq ft facility, allowing us to tailor studios to local demands. This includes a 2000 sq ft Showcase Room designed as a soundstage for bands to rehearse or prepare for tours. Additionally, recognizing Hamilton's strong metal scene, we created Studio 12, a premium studio equipped with gear and equipment tailored for metal performances, attracting musicians from across the region who come to play in this vibrant music community.

What is your vision behind the project? Is there any problem that you are trying to solve within the local music ecosystem? 

With high real estate prices and a sluggish economy, many individuals, including musicians, are facing eviction and struggling to afford rent while seeking safe spaces to develop their craft. Hamilton, Ontario, boasts the highest number of independent musicians per capita compared to many top-tier cities worldwide and has been branded as "Music City" by the city itself. However, research by Sound Diplomacy indicates that awareness of this branding is low, and many musicians feel there is a lack of dedicated music workspaces or hubs in Hamilton. To address this issue, our vision is to create a permanent music hub where musicians can write, practice, collaborate, and grow—a musical engine that fuels live music across the city. We aim to provide a safe and creative environment that meets all their needs, allowing musicians to focus solely on their art while we manage the space and equipment. Since our opening, we have significantly increased Hamilton's rehearsal inventory, serving over 120 bands weekly, while many city governments are still grappling with the rehearsal space dilemma.

When talking about strengthening music ecosystems, a lot of the conversations tend to focus on supporting smaller venues so they can serve as incubators of talent. However, rehearsal spaces are somewhat left outside of the conversation. Why do you think this is so? What’s the value that rehearsal spaces give to music ecosystems? Do you think they should be supported in the same way as some grassroots venues are?

While small venues undoubtedly provide essential performance opportunities for musicians, I believe rehearsal spaces deserve equal, if not more, support. Music is an art form that requires significant time and effort to write and develop quality compositions. Musicians may invest 100 hours into producing a single song before performing it at a local pub for just 5 minutes. Rehearsal spaces serve as musician workspaces, fostering talent and development at all stages, enabling career growth for local emerging artists. These facilities occupy a unique place in the music ecosystem, as their operating models rely on business brought by musicians rather than the general public. Our industry reputation is built on providing musicians with dependable locations, services, and equipment, as well as helpful and knowledgeable staff, all at competitive rates. When rehearsal spaces are threatened or go out of business, there is often no public or media outcry, unlike the loss of a beloved venue. It's important to remember that not all musicians perform live shows; many teach, write music for advertisements, commercials, and movies. The general public may assume that musicians produce their music at home, but in reality, they prefer to work in a professional environment with access to a variety of equipment and minimal distractions. I believe the availability of rehearsal spaces directly affects the quality of music produced locally. If there is a lack of local talent, venues will have to import artists externally, which is more expensive due to accommodation and transportation costs.

We know that besides providing rehearsal and recording space, you have some community projects going on (open jams and a podcast/tutorials). Tell us more about these community projects and their impact for the local community.

To help connect musicians and create more bands, Main Stage Rehearsal Studios hosts the largest open jam in the city, the "Main Stage Open Jam," held in our Showcase Room. We collect each performer's information, such as their objectives and song preferences, and facilitate the jam according to their preferences. Our talented house band is ready to jump in whenever needed. So far, we have hosted 10 of these jams, successfully bringing together over 500 local musicians. These events have helped artists gain confidence on stage, step out of their comfort zones, and experiment with new music styles (e.g., a female rapper performing with a metal band). Participants have gained exposure through social media and interviews by local radio stations and magazines. Some have even formed bands, been hired for local gigs, and invited to perform at festivals. Additionally, we recognize the importance of podcasts as a tool for musicians and artists to express themselves and reach new audiences. To remove the barrier of operating studio equipment, which can be intimidating for beginners, we offer a "Your First Podcast Program" where we guide participants through the entire production process, from recording to editing. Our goal is to provide all the tools and skills needed to produce their own podcasts with confidence. 

Tell us a bit about the community that gathers around Main Stage. What kind of musicians use the rehearsal space? What music scenes are they part of? Are there any bands being formed there? 

As an all-inclusive music hub, Main Stage serves individuals from diverse musical backgrounds, ranging from hobbyists and music students to part-time musicians, professional artists, and even international big-name performers. Our studios are utilised by music teachers for lessons and clinics, while recording companies send their musicians to practice before recording sessions. Musicians and bands come to us to write, rehearse, audition, and prepare for their next gigs. We also facilitate audio and video recordings, such as demos and promotional materials; for instance, Drumeo.com is scheduled to come to Main Stage next week to shoot drumming tutorials and host an in-person conference. Additionally, musicians have booked our Showcase Room for listening parties and live shows, and international artists use our soundstage to test their touring equipment. Our space is also popular among various community groups, including church organisations, school districts, dance companies, theatre groups, and cultural organisations, all of whom appreciate the variety of studios and rates that cater to their different needs. Churches hold Sunday services and conferences in our studios, while theatre companies utilise our spaces for play development programs. A Latino radio company even hosts its festival in our Showcase Room. We take pride in the numerous bands that have formed through our open jams, open mics, community board, or simply by connecting with us. With the highest musician footprint in the city, we have a deep understanding of the local music scene and what’s happening with musicians and bands. 

Are you doing any collaborations with other organisations or projects from the city (for example, are you collaborating with Hamilton Tourism authority in any way, do you have any alliances with local venues so artists from the studios can have slots in their events, do you offer scholarships to musicians from schools or coming from low income backgrounds?)

While there are many organisations focused on providing quality music education to children and youth, Main Stage Rehearsal Studios' efforts are directed towards promoting music in a more community and industry-based manner. We have sponsored an open stage session at the City of Hamilton's creative exchange event, provided gear, full backline, and audio staff support to local charities and non-profit organisations, and collaborated with the Tuned in Foundation and Hamilton Art Council to host the BIPOC Artist Development Program in our studios. Additionally, we offer discounts to musicians struggling to afford rehearsal space and provide opportunities to exchange small studio tasks, such as being a house musician, music host, or sound technician, for studio time. We have received numerous inquiries from venues and corporations seeking performer referrals, and we have been connecting our clients to various gig opportunities. People are often impressed with our recommendations, finding the musicians we refer to be reliable and musically talented. They are surprised by the caliber of talent in Hamilton and how affordable it can be to incorporate live music into their events.

We know that one of the main features of Main Stage is that it offers rehearsal spaces at a very competitive price. How can you make this possible?

Providing affordable pricing for rehearsal studios is no easy feat, but it is the result of a combination of strict cost control, experience, and economic scale. With 20 years of experience building rehearsal studios, our team knows precisely how to construct high-quality facilities in the most effective way, including selecting the right materials and sourcing them from the best suppliers. We carefully curate the amenities we offer to ensure they add value to musicians while eliminating unnecessary expenses. Our goal is to deliver a product that meets the exact needs of musicians, nothing more or less. This strategic approach allows us to keep costs low. We have cultivated strong relationships with our vendors, and we prioritize sourcing locally and working with new business owners. While local sourcing does not always guarantee the lowest price, our vendors take excellent care of us because they value our reputation and referrals. Additionally, we maintain detailed logs of our inventory and repair history, enabling us to make informed decisions about which equipment is worth fixing. Some gear can be expensive to repair and may not be worth the investment, and our technicians are selective about the projects they take on to avoid excessive charges. We have a network of repair specialists for every brand we work with, ensuring efficient and cost-effective maintenance of our studio equipment. 

What have been the main highlights and challenges of the project?

Main Stage Rehearsal Studios has been recognized for its innovative approach to providing rehearsal space in the Hamilton community. The company was nominated for the Best Use of Music in Real Estate award by the Best Music Cities Awards and received the Young Entrepreneur & Professional Award for Outstanding Business from the Hamilton Chamber of Commerce. Main Stage even received a personal congratulations letter from the Mayor's Office for its efforts in nurturing and supporting the next generation of musicians, which filled a crucial need in the Hamilton community. These accolades highlight the significant economic and social impact music can bring to the local economy, and Main Stage hopes to inspire other businesses to recognise this potential. However, the company's rapid expansion has presented challenges in securing funding to acquire necessary resources and address operational questions. By connecting with the Hamilton Business Center, Main Stage obtained one-on-one consultations with legal, tax, and marketing professionals, and successfully switched its grant applications to the small business route. In 2023, Main Stage obtained a total of $14,500 in government grants, which they used to upgrade their Showcase Room, obtain a new computer for their front desk staff, and enhance their website and social media advertising. 

What do you think is what makes Main Stage stand out from other rehearsal spaces around the world?

What sets Main Stage Rehearsal Studios apart is our successful creation of an all-inclusive space that allows musicians at all levels to grow together. Our studios come in various sizes, equipped with different gear and priced to accommodate a range of music styles and budgets. We have become a second home for thousands of musicians, offering a variety of opportunities:

• Musicians can start by renting our hourly studios to learn, practice, rehearse, and write.

• Those looking to join a new band can post ads on our community board or participate in our open jam sessions.

• To advance their music knowledge, musicians can enroll in our artist development programs or attend music clinics.

• As they gain success and transition to full-time musicians, they can rent our monthly studios for their private use.

• For recording projects or quick demos, musicians can utilize our Live Room and then rent production studios for mixing and mastering.

• When ready to perform, they can book our Showcase Room for concerts, listening parties, or album release events.

• Additionally, musicians can shoot music videos or create podcasts to promote themselves.

This comprehensive approach ensures that we support musicians throughout their entire journey, fostering a vibrant community of creativity and collaboration. 

What are the upcoming plans for Main Stage in the following years?

At Main Stage Rehearsal Studios, we are committed to developing products and services that encourage collaboration and strengthen our community. Currently, we are in the process of building a production studio that will allow musicians to process the music recorded in our Live Room while also providing opportunities for young audio engineers to gain valuable experience working with our clients. Additionally, recognising Hamilton's vibrant hip-hop scene, we plan to create a Rap Battle event to raise awareness and attention for this genre, as we believe every song can benefit from a touch of rap. Furthermore, we aim to establish a Music Directory Project, which will serve as a comprehensive database for the local music industry. Each musician or band will have a profile featuring their story, contact information, songs, and music videos, all stored on a computer workstation for easy exploration. This resource will serve as a physical location for Hamiltonians to refer visitors and tourists interested in learning about our local music scene, inspired by the Music Tourism Convention. We believe there is no better place to discover local talent than at our community-focused rehearsal facility. 

Do you have any tips for people that want to start their own rehearsal studios? 

Understanding and controlling costs is crucial for success in operating a commercial studio, especially in today’s high real estate price environment. As a professional accountant, I have found that operational efficiency and cost management are key factors for success at Main Stage Rehearsal Studios. We closely monitor our financials and continuously seek ways to reduce expenses. For instance, we have signed commercial energy contracts to lower utility costs and replaced equipment with high maintenance expenses. Ultimately, running a rental business involves significant operating costs, including rent, property taxes, building and business insurance, and utilities—many of which are beyond our control. Given that musicians today often struggle to earn a living from their music sales, they are increasingly price-sensitive; if studio rates become too high, they may choose to play elsewhere, play less frequently, or stop playing altogether. Therefore, knowing how to price our studio competitively while keeping costs low is essential for survival in the current economic climate. 

Bonus question:

There is a project in San Francisco that is called the Music City Hotel which is a hotel that has some rehearsal rooms as part of the facility. Have you ever considered expanding into a hotel or AirBnb facility?

Yes, we have heard of Music City Hotel and had a chance to meet the general manager Brian at the Music Tourism Conference at Cape Brenton! We really admire their thoughtfulness and are excited to meet someone who shares the same passion about providing quality rehearsal space to musicians! 

Main Stage indeed already acquired a residential property right around our facility. It has direct access to the studios, and we are planning to turn it into two Airbnb units where musicians travel from aboard to stay. 

We had this vision because many of our clients work with musicians across different cities and countries. Accommodation and transportation have always been an issue for the producers and touring managers. We hope by providing Airbnb will solve both of those problems. A safe and comfortable accommodation right beside the studios, will save money and time on transportation. We want to provide options and an infrastructure that allows our local musicians to work with musicians around the world!

If you’re looking for ways to strengthen your local music ecosystem and turn your city to a Music City, we invite you to sign up to our Music Cities Community or to write to pablo@momentual.com to inquire about hosting one of our events.

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