Intimacy created for both the musicians and the audience is one of the biggest drawcards of Sofar Sounds.

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Usually new groups find more opportunities. The Beijing Banditos, a Chinese country music band formed in early 2013, came to a Sofar Sounds show in October, with one player on the pedal-steel guitar, a very rare instrument in Beijing but a staple of country music.

The audience was quiet and there was no smoking. "Because of this, I was more comfortable playing there than at other Beijing bars," says Shafa, the frontman of Beijing Banditos, which was one of four bands playing at the gig.

The intimacy created is for both the musicians and the attendees. Fernando Diez, who has attended Sofar gigs in London, Madrid and Beijing, says the vibe of communicating through music and with musicians keeps him coming.

"You have to be there for the connection," he says, appreciating the balance of impressive growth while retaining underground cachet. "It combines the local music flavor with the international form."

Local volunteers create quality image galleries and video for each event-furnishing the Sofar website and social media with great content, as well as providing free marketing material for the performers.

"The secret is to make sure our local leaders in the cities are as passionate as we are and we work together to put on a magical event," says Offer, the London-based co-founder of Sofar Sounds.

"This means great music, a creative, music loving audience and respect for the music on the night."

The rest takes care of itself-people come and enjoy it-and the leaders want to continue it, he says.