SCOTTSDALE, Ariz., Oct. 4, 2016 /PRNewswire/ -- Clothing brand Spirit and Groove is currently spreading the word about the groove with a unique line of drummer t-shirts, a social community where they share lessons on the subject, and they even reward videos they deem groove-worthy with a cookie emoji in the user's comment section. Sounds like fun, but what does this brand mean by groove?
It all starts with Groove's founder.
Jeremy Larochelle has been in the music industry for over twenty years. He has studied at Berklee College of Music, managed an act to initial negotiations with a major label, toured the world, and wrote his own book on drum set instruction. He earned his degree in Music Business Management while on the road before leaving the stage to take on a role as a booking agent with a Las Vegas firm where he has since earned his MBA while managing a multi-million-dollar entertainment program at two casinos in the Southwest. So what compelled Jeremy to build a brand around the groove?
It all traces back to his first private lesson at Berklee in 1997.
"I walked into my first lesson and my instructor said, 'Before we teach you to drum we have to teach you to dance.' He threw on some music and proceeded to show me how to dance. How to feel out the groove. When I was ready, he had me sit at the drums and told me to dance, but with the sticks in my hands."
That lesson was supplemented by a magical interaction years later.
"While I was relaxing in the lobby of an upscale resort during a gig, this elder gentleman sat beside me and stated, 'you aren't a guest here.' I confessed that I was working as the drummer in the show band. With a big smile, he introduced himself – the former Ambassador to South Africa.
We spent the afternoon discussing drumming. He taught me about the historic presence of my instrument. How it preceded the spoken language and as such indigenous peoples revered the drummer, because it was believed only he could speak to the gods. He taught me just how valuable drumming is for all of us."
According to Larochelle, these two experiences provide the foundation for Spirit and Groove.
"At Berklee, I was taught that the primary focus of drumming was to find its groove. My interaction with the ambassador made me realize that drummers have been using the groove forever. First, to speak with each other. Then, to organize humans into group tasks such as hunting, foraging, and building. Drummers have even used the groove to push brave men into battle and when those undertakings were complete, the drummer got them to dance in celebration.
Very few singular elements have had such an influence on our society and I wanted to create a company that celebrates its impact."
Spirit and Groove offers a select line-up of groove-focused drummers' clothing and drum t-shirts at their website www.spiritandgroove.com.
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SOURCE Spirit and Groove, LLC