Music
A Shrine for Soul Lovers
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The Shrine is Joe Russo’s latest addition to the Chicago nightlife. From the interior design to the kind of music it offers patrons, The Shrine is a cool and creative clash of differing elements, which is what makes the venue so memorable. It’s a place where DJs and musicians (local and nationally known) showcase a diverse range of styles within the genre of soul music and even Reggae.
In the interview, Joe Russo, one of the brains behind the Funky Buddha Lounge, talks about why the creation of The Shrine takes Chicago’s nightlife a notch higher.
How is business? What’s it being like around here?
Business is going great. The joke around here is: “when I wake up in the morning, I’m already late.” It’s been a whirlwind. Everyday has been very exciting, and inquiries about The Shrine have been overwhelming.
Why did you create The Shrine?
It was created in my mind about five years ago. I wanted to delve into live music business, but I came from a nightclub background. The Shrine was an establishment that needed to be created because Chicago was lacking in a dance club that also provides patrons with the live music component.
Is The Shrine competing with Sonotheque?
No. I think that with establishments like Sonotheque, we help each other because we both have similar musical tastes though the venues are different. We get a chance to promote great music.
How are the venues different?
We are a dance club, so patrons can dance as well as see a live band on stage. Sonotheque ,I believe, is more of a lounge atmosphere.
What’s The Shrine going to change about nightlife in Chicago?
I think it’s going to raise the bar when it comes to multi-cultural night life. Typically and historically, brand new nightclubs don’t go after the clientele that I do.
What’s your clientele?
Lovers of RB, funk, house, hip-hop, and disco, basically soul music…We want to be known as a shrine for people that dig those types of music.
Why the south loop?
The south loop is the most diverse and up-coming area in the city. It’s where black meet white and all things in between. It’s like a piece of clay. There is huge potential. It’s not over saturated.
With Funky Buddha, you kind of predicted that the neighborhood was going to blow up, and it did. Are you doing something similar with the south loop?
No doubt about it. We like to call this area Record Row because many amazing record labels were born in this area in the 50s and 60s. The south loop is going to be an amazing neighborhood just as River West turned out to be. It’s just waiting to happen.
People are calling you the Nightlife vet, Nightlife impresario, Nightlife genius. What’s that all about?
[laughs] I realize that what we do is not for everyone. If you want to go to a club that plays top-forty music or go to a club that has one racial demographic, The Shrine is probably not for you. But it you’re into an eclectic atmosphere and you want to go on a global journey design wise, The Shrine is perfect. Maybe I’m a genius at providing that for people.
What’s the concept behind Coup d’état?
I wanted to create a separate lounge aside from The Shrine that had its own identity and, in trying to think of a perfect name for a lounge inside The Shrine, we decided on Coup d’état. It’s French and there have been many coups in Africa [laughs] and we have an African-style themed bar, so it was a perfect fit.
Any recommendation on the Coup d’état bar menu?
I always recommend the Mobutu, $9. That’s a fun one. Ingredients included Hennessy Black, sweet vermouth, lemon juice, cherry syrup and cherry garnish. It seems to be a big seller.
The Shrine is unmistakably cosmopolitan and maybe even international in its feel. But, what is Chicago about it?
We do pay homage to house music…House music started in Chicago. We can definitely claim that we created house music despite what other cities may say. Some of the greatest house music DJs were from Chicago and it all started in the late 80s. So we make sure that, at least, monthly there is a house music event.
Are we going to see Chicago Afrobeat Project perform at The Shrine?
I think it’s really possible. As a matter of fact we are speaking with their management as well as Antibalas and Seun Kuti.
In many ways, The Shrine is a cool and creative clash of opposites. One writer described The Shrine as James Bond meets Africa. Were you going for that?
Absolutely. When I visited a safari-boutique hotel in SA, their design was very much like that. It mixed modern and traditional African styles together. It definitely appealed to me, and I thought it would be a great concept for a night club.
There is an Afrobeat revival taking place in America, and the name of your club was partly inspired by Fela Kuti’s Shrine in Lagos, what’s your take on Afrobeat music?
Afrobeat is a genre of music that a lot of people are not aware of. But if they listened to it, it’s going to definitely be a favorite because it mixes everything everyone digs about dance music and Afrobeat is a great product to sell. It’s not familiar and once people listened to it, they’ll love it.
Given the frequently negative portrayal of Africa in the mass media, why did you make your club Africa-themed?
For most people in the States, their idea of Africa is based on horror stories that they’ve heard...I have travelled through Africa. I’ve been to Cape Verde, Angola, Mozambique, South Africa, Ethiopia, and Morocco. And have many friends from all over. I travelled to these places and was really influenced by the music. So, I’m displaying the Africa that I experienced… I had an amazing experience in Africa, and I love the music.
How do you want a first-time patron to remember The Shrine?
Most amazing sound system and service they’ve ever received.
Is it an upscale place? Is it elitist?
We offer both. We’re a bottle service club and club for the people.
How is the sound system?
It’s possibly unmatched
Advice for aspiring club owners?
Have a great lawyer
What does it take to get through the Velvet Rope?
Good attitude
What’s next?
Continue the brand, and hopefully open The Shrine in other cities.
