Itaewon venue offers new 'View' for music scene revival
Batu band, winner of season 3 of the Battle of the Bands, performs at View 33 Itaewon. / Courtesy of Kyutae Kim of vancity604
By Jon Dunbar
A new name has been appearing in local concert listings, as an Itaewon venue aims to revive the live music scene there, right in the center of Seoul's rapidly changing foreign district.
gets its name because it's located at Itaewon Station exit 3 on the third floor, and “obviously we have the best view,” general manager Cindy River told The Korea Times in an interview.
River has been part of the food and beverage industry for 25 years, eight of which have been in Korea, and she's familiar with Seoul's live music scene, which seems to be in constant retreat all across the city. Most of the music spaces remaining in the Itaewon area are tiny basement venues, and she wants to offer something better.
“Summer's coming,” she said. “I had this vision: all our windows open, we have the best location, outside speakers ― I want to make it a full-blown live music show place.”
View 33 opened last June, and River joined originally as head chef, but now as general manager she hopes to build a community around the place. Located in the former location of Sinbad, a Mediterranean restaurant, it maintains a focus on food and also offers a hookah menu with over 30 bottles available.
“This platform is open to any genre of music or style of performance,” River said. “The only problem I've been having with the live band concept is finding them ― they're in hiding. Itaewon isn't really seen as a place for live music anymore. But it's just a matter of getting them out of the woodwork.”
She's doing her best to make the space available for all manner of performers, hosting various events including two competitions co-organized by Supreme Team Productions, International Battle of the Bands and International DJ Battle, and other events such as Itaewon Jam Night every 3rd Friday and
two Saturdays every month. She also hopes to encourage inclusivity, reaching out to the LGBT community. And she hopes to offer events throughout the week, inviting buskers in off the street to take advantage of the quality sound system and have a chance to perform on a stage rather than the sidewalk.
And unlike the majority of venues where an outside promoter has to pay to book a show for a shot at earning back money already lost, View 33 aims to support its performers.
“A lot of acts have to pay to perform, but I'm doing the opposite: you're helping my business, so you get paid instead of having to pay,” she said.
With stable ownership and revenue derived more from food and drink sales than venue rentals or ticket sales, it seems she can back up her words with action.
River's culinary background is in traditional American food, including chili, wings and burgers, and she plans to expand the menu soon to add pizza and tapas. She also touts her ability to pair foods with craft beers. Previously she's been a presence at Itaewon's Tap Public, Brick Oven in Gangnam and Paulie's Brick Oven Pizzeria.
She's set to take advantage of Itaewon's unique character, as the area formerly known to cater mainly to foreigners is now increasingly frequented by Koreans.
The Beagles featuring Johnny Kim perform at View 33 Itaewon. / Courtesy of Kyutae Kim of vancity604
“What I've noticed over the years, it's mostly Koreans at night ― it just went from foreigner drunks to native drunks,” she said. “I don't want this to be just a foreign spot. I want it to be a place for everyone to enjoy. This is not something you'll see in a lot of other places, so come check it out, see what it's like, how the rest of the world parties.”
To that end, she's working to make all event information bilingual, and she's working to spread education about some events, especially the burlesque events View 33 hosts.
This Friday, the local Beatles tribute band
the Beagles featuring Johnny Kim will perform
starting at 8 p.m. Entry costs 10,000 won.
On Saturday, View 33 hosts
of the ongoing
International Battle of the DJs
, with each DJ performing a 15-minute set in a friendly competition for prizes. Entry is 10,000 won and drink specials are available for customers wearing green, in celebration of St. Patrick's Day the next day.