CUSP Magazine: Winter Issue 2014

Cusp2013

CUSP Magazine is a Chicago based publication focused on helping up and coming creatives gain exposure for their brand and products. Our company is a collective of highly motivated individuals who work together to bring a new voice to the creative community.

BUSINESS SPOTLIGHT//ROCK HOUSE

“We have taken the idea of the school of

rock to the next level...we wanted to make

it more of a hangout for everybody.”

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Traditional music programs too often alienate their students by emphasizing repetition and

technique as the basis for development. At Rock House, students are taught to enjoy music. “We start

by hooking them. Then when we’ve got them, we can really fine-tune them, “ Rob explained. To that

end, they view their talented faculty as producers and their students, who consist primarily of Wilmette

children and their parents, as artists. They aim to have their students performing on-stage and recording

in-studio as soon as they are ready. “Seeing the progress of the kids and having the community come out

for them, especially in Wilmette, really is the best litmus test for success, ” Rob said.

Aside from an innovative approach to education, the branding and aesthetic of Rock House also

contribute largely to its uniqueness. Album art lines the staircase leading up to the music school and

instruments litter the walls, while the glow of opulent chandeliers enhances the warm, eclectic ambiance.

A full-service cafe occupies the first floor, which also serves as a performance space seating for 30-40 fans.

In the back of the café, patrons can purchase Rock House branded merchandise for sale alongside

house-roasted coffee blends, cleverly named after different genres of music, such as the Rockabilly Blend,

Classic Rock Blend, and Unplugged, the decaffeinated offering. “We have taken the idea of the school of

rock to the next level...we wanted to make it more of a hangout for everybody,” Rob said.

CUSP MAGAZINE WINTER ’14 ISSUE

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