"It's about bringing highly-popular cult artists to Brighton and giving them a spot that's worthy of them and their audience," says Ali Fletcher. "It's about being self-indulgent musical snobs and, at the same time, putting on a real show."
In a city where gigs are easier to come by than hot dinners, many programmers act as if they're staging an impromptu barbecue hastily throwing together an under-cooked mix of whatever they had left in the cupboard.
SouwfSide, by contrast, approach each of their nights like an expertly-managed inner party, heeding everything from lighting to decor and beginning with the careful selection of their guests according to "dream pairings".
So it is fitting that the first instalment of their new venture, casting aside the negative associations of "chill out", is essentially two evenings' worth of dinner party music for vocal connoisseurs. It's the first in a series of live music events known as Music And Words and it boasts exclusive appearances by two of the best female dance vocalists of the last decade.
While Lou Rhodes provided the angelic edge to idiosyncratic drum 'n' bass band Lamb, Sophie Barker gave flavour to mainstream chill-out as co-writer and vocalist on Zero 7's million-selling album Simple Things.
In Brighton with their bands last year, both were playing to sell-out audiences of 1,200 people. But for the next two days, they have chosen this new night at the intimate Hanbury Ballroom to showcase their debut solo material.
"They're both heading out on their own personal vibe," says Fletcher, "and we're providing the optimum atmosphere for them to do that in. Sophie is a big fan of Lou's and I'm sure that's what clinched it for her. For Lou, who's weighing up the record company options for her new album, this is a really big night.
"She's a native Indian-loving, herbal tea-drinking, hemp-wearing lady who lives in the country with her kids," he continues, "and with Lamb she was working with this younger guy who was straining her to fit this intense lyrical content around his crazy beats.
"There's not one electronic sound on her new record just an amazing percussionist who sits there with this big box of drums and you can hear a real sense of release."
Support comes from ex-Lamb guitarist Odur tonight and York-based duo Rami Radi and Hayley Youell tomorrow, lending the first Music And Words event a distinct acoustic vibe.
But the five young creatives who make up Souwfside, from South London with a studio base in Rottingdean, insist there is "no genre specification".
Indeed, plans for later in the series include everyone from Sneaker Pimps and Zoot Woman to Charlie from Busted's new band Fight Star. Another "dream pairing", meanwhile, could see Worthing ska-lovers The Ordinary Boys teamed with Jerry Dammers of The Specials.
"Music And Words is not some monthly thing," says Fletcher. "It happens when we find the perfect artists to get involved."
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