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I love First Avenue. It’s my downtown danceteria even if I don’t dance. But this is not a fangirl post. It’s about email marketing.

Like you, my email inbox clogs up with messages I’ve opted in to. I subscribe to Teresa Boardman’s real estate blog just because I like her photos. Business news comes from Fast Company’s Co.Design, and concert news from First Avenue. You get the picture. I get a lot of email.

Admittedly, I scan them from my preview pane. Most I delete.

I opened today’s missive from First Avenue, On Sale This Week because I saw the word “December.” No that’s not a band. It just means local band holiday shows are coming soon. I’m hoping Trampled by Turtles will play in town because the Dakotas (and the U.K.) are just too far away.

Tomorrow everyone can buy tickets to Mason Jenning’s December 22nd show. But today, me–I’m special. I have the secret code. I could buy tickets at noon today!

Well maybe I’m not all that special, because I’m sure I’m not the only email subscriber of First Avenue’s concert preview. But I still feel special. I feel important. I feel thankful and appreciated. Why? In addition to the value of the news; I’m getting first dibs on tickets to a concert that will surely sell out.

So what’s the point?

Your opted-in customers are loyal and valuable; don’t take them for granted.

Reward your brand advocates.

Test messages in your email campaigns. Do you get more clicks due to placement? or does content rule? What do your customers value? What offer will make them act?

Is this new? Not at all, but it works

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I realize that’s an odd question, but one that pertains to how we buy and value products and services.

Here are some examples:

  • You see a house go on the market in a great neighborhood and it’s sold in 3 days.
  • You hear a song on the radio and think, “Cool band, I’d like to go see them.” Then you find out the show sold out in 2 hours at First Avenue.
  • You attend an awesome networking breakfast that sells out in 20 minutes with 3 ticket drops.
  • Your favorite band is in town, but there are still tickets the day of the show–how can that be?
  • You just need a cheesy hamburger, but the line’s 30 feet out the door and it’s only 20 degrees out.

What do these experiences (all real) say about value?

  • You want to buy a house near Mattock’s Park in St. Paul? Get in line. It’s one of the most popular micro-neighborhoods in St. Paul.
  • The first time I heard Mumford & Sons on the Current, I was intrigued, but too slow to buy tickets in time.
  • The Java Meetup 612 group is entertaining and educational even if it’s at 8 in the morning–but maybe I shouldn’t tell you about it if I ever want a ticket again?!
  • Bob Mould played First Avenue Saturday night. I’ve followed his music since I was not-so-sweet 16. I couldn’t believe the show didn’t sell out until Friday. Doesn’t everyone know how brilliant he is?
  • And the storied, Juicy Lucy. You can buy them all over town, but if you go to the Blue Door in St. Paul, expect to wait.

As consumers, our value perception changes based on product availability. Are Mumford & Sons any better than Jeremy Messersmith just because its slightly harder to get tickets to them? No. But then music is subjective. How do we think differently when everyone’s talking about something? Despite Bob Mould’s stunning show on Saturday night, most of the buzz I heard last week was about Dessa’s sold out lipstick unveiling. I really like her, too, but Bob, well Bob takes precedent and he doesn’t play here that often anymore. Was the buzz shining for Dessa because she’s local and Bob moved away a long time ago? Does she have better public relations? And, oh, Dessa Red is sold out…

My point really is when something is continually sold out, when do we lose interest? How much hype is too much?

If you have an answer, find me Saturday at the Minnesota Blogger Conference — that is if you have a ticket. It’s been sold out for weeks!

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  1. I spent this great, rainy Saturday at the Science Museum of Minnesota because I tweet. Really, I think that’s the real reason I was invited. Me, a bunch of science folks and other interesting people like economics writer, Erik Hare and musician and nerd (not necessarily in that order), Jeremy Messersmith.
  2. I watched 1.5 cubic miles of Greenland glacier melt in 75 minutes with Will Steeger.
  3. I talked politics and partisanship with Shawn Otto because I want to use his book Fool Me Twice in a communications and science course at St. Catherine University.
  4. I listened to Maggie Koerth-Baker of boingboing.net share the history of the light bulb, maybe not so interesting until you realize it failed miserable for THIRTY years…
  5. And lastly, I went all fangirl chatting up Jeremy Messersmith. A gracious and smart rock star. Lucky me.
  6. Thus, below is my storify of interesting Tweets from the the Great Minnesota Science Tweetup.

  7. How can we talk about science?

  8. Share
    Sorry @ShawnOtto, your chat was just as opinion charged as those you are refuting. If we are to use moral values, faith counts #mnearthday
    Sat, Apr 21 2012 14:00:41
  9. Share
    @jmessersmith depends. Evidence does not necessarily equal truth. but neither does belief. Thats the tipping point of the whole thing.
    Sat, Apr 21 2012 15:54:27
  10. Share
    @jmessersmith I think I get tired of the idea that faith and science are inevitable opposites. I don’t think the evidence says that.
    Sat, Apr 21 2012 15:02:06
  11. Share
    @jmessersmith Felt more like lobbyist/antagonist than scientist. Using partial vid clips, making fun of govnmt, arrogant about solutions.
    Sat, Apr 21 2012 14:56:10
  12. Share
    Thank you @willsteger. Need to be more tolerant of differing views. We are all in this together. #MNearthday
    Sat, Apr 21 2012 13:59:03
  13. Share
    Facts don’t convince. Emotion, Values, Story Telling all do. #MNEarthDay @ShawnOtto
    Sat, Apr 21 2012 13:58:57
  14. Share
    Songwriting 101! RT @Sara_G_N_Kerr: Facts don’t convince. Emotion, Values, Story Telling all do. #MNEarthDay @ShawnOtto
    Sat, Apr 21 2012 14:00:11
  15. Share
    “We’re all in on this expedition together.” @willsteger #climate #MNEarthDay
    Sat, Apr 21 2012 13:57:00
  16. Share
    Change science from monologue to dialogue #MNEarthDay Especially in the classroom–I was lucky to have science awesome profs in Jr/Sr High
    Sat, Apr 21 2012 13:45:18
  17. Share
    MT “@sciencemuseummn: we spend < 5% of our lives in a classroom; science is constantly changing #MNEarthDay” helps when it’s interactive
    Sat, Apr 21 2012 13:41:08
  18. Share
    mT “@wabbitoid: Science is a process vs fixed body of work. The Scientific Method is curiouisty crafted into inquiry. #MNEarthDay” A System
    Sat, Apr 21 2012 13:57:17
  19. Who was there
  20. Share
    Thanks to all the #mnEarthDay speakers @willsteger @BoingBoing @ShawnOtto and to our very own Patrick Hamilton.
    Sat, Apr 21 2012 16:01:18
  21. Share
    @willsteger “We have to solve this problem for our children.” #climate #MNEarthDay
    Sat, Apr 21 2012 12:50:13
  22. Share
    Fool Me Twice, Fighting the Assault on Science, author @shawnotto up now @sciencemuseummn for #MNEarthDay
    Sat, Apr 21 2012 12:44:33
  23. Share
    Politics and science good talk RT @KitchPantrySci: MN Book award winner @ShawnOtto is about to speak! #MNEarthDay #FoolMeTwice
    Sat, Apr 21 2012 12:47:10
  24. Share
    Must read!! #MNEarthDay RT @ShawnOtto: Science, a Force for Freedom and Human Rights huff.to/I7ggqS via @HuffingtonPost
    Sat, Apr 21 2012 12:50:00
  25. Share

    Super excited to see @maggiekb1 speak at #MNEarthDay! I’ve heard great things. http://twitpic.com/9chax6
    Sat, Apr 21 2012 13:15:19
  26. What we talked about
  27. Share
    The average American uses twice as much energy compared to the average European @maggiekb1 #MNEarthDay
    Sat, Apr 21 2012 13:31:22
  28. Share

    Love the idea of bounding and social economics for lay people #MNEarthDay http://pic.twitter.com/0WHsc5q9
    Sat, Apr 21 2012 12:52:55
  29. Share
    Buildings and industry count for 70% of energy use in the US. Applying new heat-capturing techniques would lower that number. #MNEarthDay
    Sat, Apr 21 2012 16:05:14
  30. Share
    The presentations by @shawnotto and @willsteger are more terrifying than any horror film I’ve ever seen. #whiteknuckles #mnearthday
    Sat, Apr 21 2012 13:15:22
  31. Share
    Antiscience forces want to add to their freedom – at the expense of yours. Regulation Science = Freedom. – @ShawnOtto #MNEarthDay
    Sat, Apr 21 2012 13:12:04
  32. Share
    Tools for Arctic exploration in the 1950s, sleds. Now? Canoe sleds. #MNEarthDay
    Sat, Apr 21 2012 12:29:05
  33. Share
    #mnearthday ice the size of land east of the Mississippi broke up in 2007
    Sat, Apr 21 2012 12:29:37
  34. Share
    Wow. @willsteger Went kite skiing in Greenland. Unreal. #MNEarthDay
    Sat, Apr 21 2012 12:35:21
  35. Share
    RT @Sara_G_N_Kerr: I am such a science lightweight. @sciencemuseummn allows me to be a student at #MNEarthDay which makes me a better teacher @StKate
    Sat, Apr 21 2012 12:38:12
  36. Share
    Marketing/business found ways to profit from #electricity @maggiekb1 #MNEarthDay is #HowThingsOftenChange see Enviro Econ
    Sat, Apr 21 2012 13:25:52
  37. Share
    The electric companies had to event things that used electricity in order to create a need for it @maggiekb1 #MNEarthDay
    Sat, Apr 21 2012 13:25:28
  38. Share
    When technology fails, we learn, but have we lost our patience to wait for it? Does it prevent innovation? #MNEarthDay #STEM
    Sat, Apr 21 2012 13:28:53
  39. Share
    The US wastes over half of the energy it consumes. Capturing heat waste would add the equivalent of 95 power plants to our grid. #MNEarthDay
    Sat, Apr 21 2012 16:35:13
  40. Share
    “The Greenland Effect” a little sun warmth & a bit if snow melt and WHOOSH the snow crashes from the roof. Like the glaciers #MNEarthDay
    Sat, Apr 21 2012 15:11:19
  41. Share
    Fascinating to hear the Big Back Yard is built upon decimeters if societal waste; hard to drill deep pilings through the #junk #MNEarthDay
    Sat, Apr 21 2012 15:08:14
  42. Share
    Could @sciencemuseummn annually be energy neutral? Yes they can! Solar power and energy efficient #MNEarthDay using readily available tech
    Sat, Apr 21 2012 14:59:40
  43. Share
    .@sciencemuseummn computer modeled energy efficiency in the design phase back in the 90s #MNEarthDay #HowCoolIsThat next? Waste heat capture
    Sat, Apr 21 2012 14:47:49
  44. Share
    Minn science museum started effort to reduce waste by having garbage emptied in a warehouse, dissected, and studied. #mnearthday
    Sat, Apr 21 2012 14:45:50
  45. Politics and Science
  46. Share
    RT @maggiekb1: Science is always political because it challenges vested interests. @shawnotto at #mnearthday
    Sat, Apr 21 2012 12:50:16
  47. Share
    Oh, wow. Never thought before abt Biblical perspective on rising sea levels vs. “God promised no more global flood.” #mnearthday
    Sat, Apr 21 2012 12:57:24
  48. Share
    Great point from Shawn Otto. “Science is never partisan, science is always political.” #MNEarthDay
    Sat, Apr 21 2012 13:00:45
  49. Share

    No. We are not well enough informed. #MNEarthDay I want to see politics exit k-12 education, but not just bash 1 party http://pic.twitter.com/Z1rIJ2YO
    Sat, Apr 21 2012 12:57:29
  50. Share
    Of 535 Congress members, less than 2% are scientists. So @sciencemuseummn young visitors, time to start your CAMPAIGNS #MNEarthDay #Problem
    Sat, Apr 21 2012 13:07:30
  51. Share
    A bubble economy crashes. What makes us think a bubble environment won’t? #MNEarthDay @shawnotto
    Sat, Apr 21 2012 12:56:34
  52. Funny Thoughts…
  53. Share
    “cows don’t fart carbon dioxide” @shawnotto #MNEarthDay
    Sat, Apr 21 2012 12:58:17
  54. Share
    RT @xbryanx: How many of the 3000 questions in the 2008 presidential debate were about climate change? 6. UFO’s? 3! #MNEarthDay
    Sat, Apr 21 2012 13:09:24
  55. Share
    RT @jmessersmith: .@sciencemuseummn has a huge digital globe with beautiful data visualizations. Even better than the one in Return of the Jedi. #mnearthday
    Sat, Apr 21 2012 12:26:36
  56. What we did
  57. Share

    Watching @KitchPantrySci do her thing at @sciencemuseummn #MNEarthDay http://twitpic.com/9cj9p1
    Sat, Apr 21 2012 16:15:16
  58. Share
    Husband dimmed lights in @sciencemuseummn Science House by holding phone app flashlight in front of lighting sensor. #mnearthday
    Sat, Apr 21 2012 15:17:41
  59. Share

    Awesome! Exhibit design @sciencemuseummn as part of #ProjectNoWaste #MNEarthDay Aiming for 75% waste reduction http://pic.twitter.com/d2YIXvj9
    Sat, Apr 21 2012 14:44:38
  60. Share
    DYK: Teachers can checkout materials from and study at the Science House #HowCoolisThat #MNEarthDay Open teacher friendly hours 3:30-6 pm
    Sat, Apr 21 2012 15:23:06
  61. Share

    Learning about the flexibility of the outdoor space for messy science @sciencemuseummn #MNEarthDay in the Science Park http://pic.twitter.com/U5TaeMED
    Sat, Apr 21 2012 14:58:23
  62. Share
    Next up: background tour of #NoWasteProject @sciencemuseummn catering for #MNEarthDay
    Sat, Apr 21 2012 15:32:53
  63. Share

    Compost and recycling @sciencemuseummn #MNEarthDay http://pic.twitter.com/ANEv5DIj
    Sat, Apr 21 2012 14:28:08
  64. Share

    Having fun and games at @sciencemuseummn #mnearthday http://pic.twitter.com/6geeZYL2
    Sat, Apr 21 2012 16:56:02
  65. Share

    In the Science House @sciencemuseummn that is roofed with solar collecting film on the metal roof #MNEarthDay Wow! http://pic.twitter.com/5N9kosgB
    Sat, Apr 21 2012 14:57:05
  66. Share

    @KitchPantrySci the #MNEarthDay tours have been great! At the Omnimax projection tour now. http://twitpic.com/9ciyr2
    Sat, Apr 21 2012 15:45:53

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For this post, I queried the guys in my life to find out where they shop.

The biggest surprise? My husband. Mr.-Never-Buys-Anything slipped out of the house this morning for the 7 am Black Friday opening of Joe’s Sporting Goods to buy himself some insulated snow pants. He bought his first set of skis there back in the 70s which tells you something about loyalty. 33 East County Road B, Saint Paul

On the other hand, I like to shop for him at JW Hulme Company. Stop by the Landmark Center for a quick skate, lunch at Meritage, and buy some leather for your guys at 678 7th Street West, Saint Paul, MN

Here’s a great review from Metromag:

J.W. Hulme’s St. Paul workshop finds the 106-year-old bag-maker alive and stitching. Textile wizards—whose magic wands are sewing and embossing machines—assemble briefcases, luggage and other vintage-style pieces that the business titans of yesteryear would have drooled over. In an adjoining room, leather workers cut perfect lines in hides sourced from Midwest tanneries. The entire place smells like a well-oiled baseball glove.

Stroll around the corner from Meritage to find Heimies Haberdashery at 400 Saint Peter Street on the pedestrian mall. Gorgeous mens’ clothing and accessories, complete with an online style guide. Be sure to follow them on Twitter (@Heimies) for pithy style advice, too.

If you’re seeking a different style, visit Phenom for sneakers and custom screen printing. 2829 Hennepin Avenue South, Minneapolis

St. Paul is Hockey City, so we can’t skip Tom Reid’s Hockey City Pub‎ at 258 7th Street West and Boehm’s Cycling Fitness & Hockey‎, 1592 Selby Avenue Saint Paul

Another wildly popular winter sport played year round is curling. Join the league and buy supplies at the St Paul Curling Club at 470 Selby Avenue in Saint Paul. While you’re there, don’t forget to try one 70+ beers at the Happy Gnome after you’ve shopped or bop in on Wednesday nights to hear Nick and the Feelin’ Band. 498 Selby Avenue

For the comic book aficionado in your life, Uncle Sven’s Comic Shoppe at 1838 Saint Clair Avenue in Saint Paul is a must stop. Plus they are next door to the perennially popular Groveland Tap.

For a different type of snack, head north on Fairview and venture into the dreaded light rail construction zone and support the Russian Tea House. They serve the best piroshkis in town. Open only Fridays during construction. 1758 University Avenue,
 Saint Paul

For the opinionated beer geek in your life, visit Vine Park Brewing Co. to brew your own. They provide everything you need to brew on premise. 1254 7th Street West, Saint Paul

In the land of Hüsker Dü, the Replacements, Love Cars (tonight at the Amsterdam Bar and Hall), and Mason Jennings (Saturday at First Ave), no list would be complete without a couple of music stores.

Willy’s American Guitars specializes in cool, used guitars. If they don’t have it, put your name on their wish list. 254 Cleveland Avenue South, Saint Paul

Willie’s American Guitars specializes in vintage, used and new electric and acoustic guitars as well as tube amplifiers. We also carry many fine basses, ukuleles, mandolins and effects pedals. Satisfaction guaranteed.

If you can’t find what you’re looking for in our inventory, put your name and request on our wish list and we’ll email you when it comes in.

Groth Music  Here’s a quote from another brother-in-law who plays more guitars than I can count: “Lots of non-traditional western instruments, as well as classics.  Mostly for pure music geeks and HS Band types, not just Rock’n'Rollers…but they are OK if you want to browse for an hour.  I have done it.”  8056 Nicollet Avenue South, Bloomington

On more recommendation from my rockin’ brother-in-law for General Nanosystems:  “For the UBER-geek. They have EVERYTHING, and I mean EVERYTHING a computer person could want. They sell computer screws, one by one.” I can’t argue with that review. 3014 University Avenue Southeast, Minneapolis

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Now THIS was a show:

And it makes me wish for summer.

The Jayhawks Official Marketing Efforts are fantastic, visit their new YouTube channel to see what I mean.

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And he’s local!

Jim Walsh who’s been writing about local music, since, well I’ve been reading about it, is reading some of his favorites Friday night in Excelsior at the 318 Music Cafe:

Jim Walsh: Songs and Stories

I’ve always wanted to do this. I’ll read some of my fave columns and essays from over the years along with new material (all from a forthcoming collection), and play songs from my first two Mad Ripple CDS, “Sink and/or Swim” and “Her Tattoos Could Sail Ships,” and several new tunes. Really looking forward to it. Come baptize yourself in the waters of Lake Minnetonka if you can…

If I weren’t teaching, I’d be there. So, since I can’t go, I’m going to play one of my favorites, right now — Hüsker Dü’s Warehouse Songs and Stories on my record player.

Check out his writing at his City Pages blog archive or an excerpt from his book The Replacements:  All Over but the Shouting.

Hüsker Dü Warehouse Songs and Stories studio album

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People Just Need a Reason to Go Out, to Buy, to Visit, to Shop:  That’s my theory of local retail and dining.

Here’s where it’s worked for me (and Minneapolis/St. Paul businesses) in 2010.

Groveland Tap’s “Save the Nook Saturday” - Backstory:  the venerable Nook burger shop on Hamline  Avenue was gutted by fire on December 14th, closing the restaurant for the next few months. Commiserating with the quickly-out-of-work Nook staff, Groveland Tap hosted a fundraiser on Saturday, December 18th. For every pint of Summit beer purchased, the ‘Tap donated $1.50 to a Nook Employee fund. Why it worked? I waited 45 minutes with my husband and 2 kids for a table in mid afternoon. One of the servers told me it was busier than their Fish Fridays during Lent, St. Patrick’s Day, or  their Facebook Voting Day Special. Twenty kegs of Summit later, they raised $6,700. We had no plans to go out for dinner that night, but let’s just say we did our best to help the Nook employees.

The Grand Avenue Business Association (GABA) shopping spree along Grand Avenue in St. Paul:  The Grand Meander. Did we need to make glittery popsicle stars at Creative Kidstuff? No, but it sure helped me spy on what my kids wanted from Santa.

Shopping parties with Chocolate at Elinor Artful Adornments in St. Paul. Between Thanksgiving and Christmas, what business doesn’t have longer hours? Exactly, so how do you get people to come to your place? Make it a party! Make it fun! Bring a friend and save some money! That made Elinor stand out this holiday season.

PHOTO BY STACY SCHWARTZ

First Avenue’s Benefit for Brad Kern in October. I had no clue who Brad Kern was, I was just excited to see Semisonic–a band I once flew to Amsterdam just to see–live again. People attend benefits or buy at silent auctions to help the stated cause, but also because they receive something valuable in return. Imagine my surprise in hearing Toolmaster of Brainerd while reading First Ave’s Twitter feed. So what did I receive? A rare chance to hear a mostly reunited Trip Shakespeare and discover a new fave:  Jeremy Messersmith.

The Current’s top 89 of 2010, which is why I’m writing this blog on New Year’s Day listening to the rebroadcast at www.thecurrent.org, marking songs, and bands that I liked, but whose names I never caught over the year.

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Last night, I went to First Avenue for the Tribute to the Replacements show celebrating the 25th anniversary of Tim. The ‘mats, disbanded in 1991. I saw them a few times growing up and collected all their LPs like most avid Twin City fans. Last night’s show (an annual event) was a lot like the shows I remember – loud, disorderly, and pretty undecipherable.

Actually, the lyrics were pretty clear — no drink induced slurring — and passionate. I just wish I knew who the bands were. They all announced themselves when the took the stage, but the only band I could understand was the Honey Dogs. And I had already recognized Adam Levy, anyway.

The crowd looked a lot like me — people who had been to a lot of shows and now wisely wore ear plugs. Ear plugs are great to protect your ears from pounding base beats emanating 3 feet in front of you, but they make mumbles all the harder to understand.

Being totally out of touch with current bands — I seem to hit a lot of old favorites (the Jayhawks, Semisonic, Trip Shakespeare etc) now that I’m back in town– I thought I was hearing Babes in Toyland, only to discover this morning it was Pink Mink I enjoyed so much.

So what to do? First Ave already does a great job of marketing themselves virtually (Twitter, Facebook, and a super-robust website) and in the club with multiple screens publishing related Twitter feeds (sorry, I keep forgetting to take a photo of that). But the bands? Many have great websites, but that doesn’t help in the Main Room.

UPDATE: Here is the link to the City Pages review if you want to read about how awesome the music was and see the set list!

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Photo by Steve Cohen

It was hard enough to see an old haunt…remodeled (nice new bar upstairs), but then they painted over the stars. I have to admit, I much prefer it without the smoke of  my youth. I used to love going to concerts.

Used to…can’t miss the past tense of that verb. I’m a whole new demographic now — married with young children at home.

I love live music, so I’ve made it a goal to experience more now that I’m back in the music city. A goal! a goal? When did having fun become a goal? So how am I doing? One show in June, an old favorite the Jayhawks played 3 sold out nights at First Avenue. I’m not sure it was ‘transcendental,’ but it was close. One this week, again an old favorite that I once flew to Amsterdam just to see. I’m not being too adventurous here.

I’m in a rut. What’s on my iPod? The 90s and anything I played on college radio back in the day….plus a few new artists, like Adele. I listen to the Current and adore the “on now” feature that is front and center on their home page. I need it. Someone at MPR was thinking about what information their listeners (and contributors) would want. Just look down from there and boom! A button to contribute. MPR knows what they’re doing.

Sunday, I was driving down the road at 3:17 pm and this cool song came on the Current. I noted the time and checked the web (later, not while driving) to learn it was a new-to-me band Mumford & Sons who would play First Ave in October. Sold out (of course), but I will never miss a show again, First Ave has an (Apple) iCal link. I used to learn about shows via concert ads stapled on telephone poles all around Minneapolis (before it was illegal) or phone calls from friends who had heard from friends…about who was playing tonight. And now I’m part of their online community, though I’m not sure what that entails.

Poking around the Current’s website, I found their concert calendar. Bob Mould at the Dakota later this month. The Dakota! A lovely place, but really, isn’t he a First Ave kind of guy?

In case you missed the Jayhawks reunion, here’s a snippet:  

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Mark Olson performs in The Current studios | The Current from Minnesota Public Radio.

Another old favorite making new.

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