“Some people talk… others do. Some people dream… others are out there living it.” Your character is crafted from a series of choices you make, be it big or small. The challenges we face today can define us tomorrow. Leffe wants to hear your story and we want to help them. To kick it off we spoke to the director of 100 Bands in 100 Days, Nick Sonderup.

Nick Sonderup is a copywriter by day, professional concert goer by night. For 100 days in 2009, he achieved what very few, if any, person has ever achieved. He saw 100 bands in 100 days, kept his day job, lived to tell about it and documented it in a short film that made its world premiere at SXSW this year. Sonderup didn’t feel that he would be able to finish a marathon, but a music marathon seemed attainable. So on the eve of January 23rd 2009 at Cake Shop, he attended his first show. 100 days later he was on stage with Right on Dynamite performing “I’m So Tired” by the Beatles. But before it all stared, there had to be some ground rules. Simple as the they were, they were also rigorous. It must be 100 different bands. No repeats. Stay until the end of the main set. Encores were optional. He had to see music every single day – no days off. Sonderup was down for it all, Public Enemy, Lilly Allen, Japanther, Les Paul, Darin Deez, even chamber music. And through it all, he never lost his excitement, he was still amazed as ever by the power of live music. In the end he saw more than 100 bands, had the chance to be a rock star, and had one hell of a story to tell. We had to speak with Nick to hear more about his experience.

Did this project start off online and evolve into a film or was it always intended to be a film?
The project started as a music blog online that evolved into a film. I wanted to start a music blog, but I didn’t think the world needed another indie rock blog. I wanted there to be more of an idea to it. So I said to a friend, “Maybe I’ll go see 100 bands in 100 days” and that was kind of it. Then one day, I just started it.

The film came after the fact. It was never the initial intention. In fact, a lot of people asked why I wasn’t making a film during the journey, so I’m thankful that we were able to put it together afterwards. But I couldn’t have done it alone.

During the 100 days, I got help from a lot of people – friends, and people I’d met along the way. Two friends, Al Risi and Francis Garcia, who both work in music (ARMM Corp and Shout It Out Loud Music, respectively), got involved to help me plan the 100th day. I wanted to do something big to end the journey, and they basically took care of it by throwing a great party. They got a venue, booked the bands, we made up a guest list, had an open bar, etc.

Then, Francis had the idea to shoot the final night, and got some people together to do that, plus shoot some interview footage with me that night. We looked at what we had afterwards and didn’t have enough to tell the story, so we did some additional filming. With that, the 100th day footage, and all the bands I captured on my digital camera during the 100 days, we finally had enough to tell the story and made the film. And that’s how it all came together.

What did you shoot the film on?
The footage came from all over the place. All of the band/performance footage was shot on my point and shoot Canon digital camera. The interview footage was from different HD cameras. The 100th day footage came from a bunch of different sources – from pro cameras to Flip cams. I think the mixed media fits the DIY ethos of the project, and that helps tell part of the story to me.

Starting out, why did you choose 100 bands in 100 days? Did 75 or 50 not sound challenging enough?

Honestly, it just had a nice ring to it. That’s about it. I wish I had a more calculated reason or answer, but the truth is just sounded good. I didn’t realize how challenging it would be, or really consider how long 100 days actually is.

Did you have any idea what you were in for?
Hell no. No clue. It just seemed like a cool idea and I didn’t think about the logistics and reality of it. I didn’t think about the fact that 100 days is a third of a year. It’s a really long time to do anything every single day.

I didn’t realize that I would have nights that I just really want to go home at night. That I would have to worry about what else was gong on in my life, and figure out a way to see music. I hadn’t considered that I would have to make a lot of sacrifices and decisions based on keeping this project alive.

But I also never thought that I would get such a great response either. When I started, I never could’ve imagined that I would be on stage playing a song with The Wrens at a sold out show on a Friday night in New York, or that I would make a film about the experience and then World Premiere that film at SXSW. No way had that ever occurred to me, and in many ways, I still can’t believe it.

There must have been a point where you wanted to give up, when was that and what made you keep going?
Not really. Ok, well, that’s not entirely true. I never wanted to quit, but there were definitely nights when I just wanted to go home and watch TV, or lay on the couch, or NOT see music. Usually Sunday or Monday nights. Those were the hardest. I mean, who wants to go stand in some dirty, dingy rock club on a Sunday night? And then again the next night? And the night after that? Apparently, the answer is me. But not always.

What did it feel like when you reached your 100th day? Liberated, excited, sad, all of the above?
All of the above, plus cathartic, triumphant, relieving, rewarding and just about any other adjective you can think of. A lot of that is because of the amazing party Al and Francis helped me throw for the 100th night, with all my friends there to celebrate with me. That made it feel like it was a big deal and helped me realize how many people were cheering me on and happy to see me complete it.

But it was also satisfying for having had this idea and followed through with it. Plus, I was really happy and relieved that it was over. It was an amazing experience, but it was time for it to end.


Other than the final show, can you share a memorable moment you experienced?
The Wrens show at Bell House was amazing. I emailed their PR rep to see if I could get on the guest list since the show was sold out. She not only responded saying that I would be on the list, but also forwarded me an email from Kevin in the band, who offered for me to come on stage, play a “Hopeless” with the band, and become the “5th Wren” for one night.

To be asked to join a band like that on stage, and become a part of the band even if for one song, was simple something I couldn’t turn down. It was the ultimate culmination of a project based on a love for music. And I’m just so honored to have had that experience.

Surreal moment?
Meeting Ice-T at the Public Enemy show at B.B. King’s. I had just used the bathroom, and was walking out, when I saw Ice-T leaving as well. I didn’t want to be the guy that bugs a celebrity in the bathroom, so I waited until we left. Then I introduced myself, said “big fan” and shook his hand. Thing was, he hadn’t washed his hands, so I had to make a decision, and decided to shake his hand anyways…then washed mine again soon after.


How often do you go to shows now?
Obviously I don’t go to nearly as many shows, that was an extreme situation. But I’d say I still try to go out maybe 4-5 times a month. Some weeks are more busy than others, but I’m more calculated about what I see now. I don’t just pick anything and go. But to be honest, that’s kind of sad because I saw a lot of great bands on nights when I wasn’t sure what to see, and just took a chance on a band. So I wish I would continue to do that more often.

When’s the sequel coming out? 200 Bands in 200 Days?
Right about never. Can’t do it. Won’t do it. You can’t make me do it. Ok, maybe you could. But it would require a bigger budget and a film crew.

Everyone has a story, few have great stories, what’s yours? Join Leffe tomorrow or Monday to share your story that has crafted your character, and not only could you find yourself immortalized in Leffe history, but you and a friend could be sipping a cold Leffe in the abbey where it all began.