a different angle of viewing it as well.
U.G. Digital Mag: So for the pop-up shop, what’s your big picture? I’ll precursor that by saying that there could be a lot I just don’t understand in it all. Do you see a profit from that, or do you expect to see a profit at all?
Penny Shaw: I guess it depends on where your shop is, what you’re selling, and your venue. I’ve seen cases where it costs tens of thousands to get it. I do a lot of other people’s events, and go to different cities, so once a year, I throw my own event and push our own brand the way we want to. For this, it’ll be a real intimate performance. For anyone who has come to my shows, I don’t just get up and do things the way you hear it on the CD. I switch it up. We’re doing it at art galleries. Some of the painters I’ve connected with, we’re putting their work up on the walls. Everyone I’ve had relationships with, and really it’s for the brand. I want to connect with people. Of course, you want to be profitable at the end of the day, but its one thing to be profitable for the moment, and another thing to think long-term.
U.G. Digital Mag: I would imagine this will affect things long-term.
Penny Shaw: Exactly. You may take a hit in the short-term, but you come out better in the long run. It’s about how you look at it and what you want.
U.G. Digital Mag: Again, I look at the love and respect you get. What’s next for the project?
Penny Shaw: We just dropped Questions. We’ll probably go into four more videos. We’re heavy into the visuals, and we’re really creative. Around the spring time, I want to do another batch of shows around the east coast, but perform the project in full for cities where I have a big supporting fan base.
U.G. Digital Mag: That’s like the dopest thing when an artist can come and perform every song from a project, especially when one song plays off the other and it’s like a story. Lately I’ve seen a lot of artists doing that. Notably, being based in Cleveland, Bone Thugs is from here, and lately they’ve been in that mode of basing their concerts off one entire album and performing each song from that project.
Penny Shaw: Definitely. I always tell people, everyone is different. I try to create moments. For the pop-up shop, I’ll do a special performance for that. I don’t want to do the same shows for people, so when I come back in the spring, it’ll be a different look. I just want people to come out and get their money’s worth, and get something different each time, and not expect the same thing.
U.G. Digital Mag: You sound like someone who enjoys crowd interaction and participation. Are you partial to smaller, more intimate sets like The House of Blues, or do you prefer the larger scale arenas?
Penny Shaw: I’ll be honest with you, it really doesn’t matter. I just realize performing is one of the best ways for me to connect with people. My visuals have been one of my strongest assets. I like to get out there and talk to people, take pictures, and have these memories.
U.G. Digital Mag: As far as touring, what type of line-up is set so far?
Penny Shaw: Right now, I’m focused on the Northeast. January 6 I’ll be in D.C., and as far as doing the project in full, I’ll start in New York, then New Jersey, and that whole Tri-State area.
U.G. Digital Mag: That’s cool knowing where your best places are to perform, but obviously, you’ll know that as an independent.
Penny Shaw: Definitely.
U.G. Digital Mag: In terms of final comments, you have a lot of people who read these because, they too, are artistic and want to do this for a living. What type of final comments do you have for them?
Penny Shaw: To anyone out there pursuing music, or anything, you have to keep going. There will be ups and downs. The frustrating moments are what take you to the next level. Push through it when it’s something you want to do.