Deep Ellum’s The Factory draws live music lovers to Texas’ thriving music industry

The Factory in Deep Ellum fosters a positive environment of community engagement, taking part in the music culture that Texas knows and loves.

By Grace Bair

Photo By Grace Bair.

The booming beat stops, the bright lights dim, and the casual conversation comes to a halt with the first opener appearing on stage at The Factory. Wearing a monochrome white suit with long fiery red hair covering their face, they introduce themself as Happy Sad Face and the crowd of mostly adults in their mid 20’s explodes in cheers transforming the mood in the venue from anticipation to excitement. Blue and purple lights cast an indigo hued shadow on the eager concert goers in their jeans and t-shirts slowly trying to push their way to the front of the crowded venue in hopes of getting the perfect viewing spot. The time is 8:10 p.m. and Happy Sad Face began their first song while dancing around the stage, intriguing the crowd with their every movement. “I fuckin’ love Dallas,” they say in a deep voice while unbuttoning their shirt to reveal a padded muscle suit, expressing the warm welcome they’ve experienced during their first time in the city.

The Factory, now operating as a 50,000-square-foot music venue located on the corner of Canton Street in Deep Ellum, originally was purchased by Henry Ford as a manufacturing plant for vehicles. During World War II, it shifted to making explosives and earned a new name — The Bomb Factory — and even though it transformed to a music venue in 1993, the name stuck until the doors closed around 1997. And although it maintained its music mission when it reopened in 2015, the owners dropped the “bomb” bit, debuting as The Factory. Throughout its musical history various outstanding artists such as Lenny Kravitz, Aretha Franklin, Kacey Musgraves, and The Killers have performed at the venue, says Tiya Nguyen, The Director of Operations for The Factory. The Factory also hosts private events like weddings, birthday parties, and corporate events for 150 to 4,300 guests.

Prior to the day of a concert employees for The Factory such as Caitlin Fulks, the Director of Security and Operations, spend time planning out the different aspects of a show day, creating a plan that will be put into action with the rest of the staff, said Fulks who started working at The Factory in 2017. Workers like Fulks and Tiya Nguyen are the gears that keep The Factory running behind the scenes. The environment they have created for patrons, artists, and themselves as employees is what makes The Factory special. “I tell our staff all the time, this is where you can check life at the door,” Nguyen says. The mentorship that their boss Eric Bradford provides, aids them in creating a memorable experience for all who walk through The Factory doors. “This is just one of those amazing things where you can see an artist play and everyone is in unison singing and everyone has their phones up for the lights, I just got goosebumps talking about it jeez,” Nguyen says.

The time is now 8:54 p.m. Theatrical fog takes on the colors of the bright moving stage lights creating a pink haze throughout the venue. The drummer for Ruth Radlet hits his drums in the beat of a 3, 2, 1 countdown opening the second act of the night, Radlet follows shortly behind him slowly singing a soft melody, her deep voice filling every corner of the venue. The crowd once again expresses their excitement through cheers while casually dancing with the people around them. Electric pink waves crash on the screen behind the band creating an encapsulating visual while grabbing the attention of the newcomers in the audience who are filling the empty spaces left in the venue and drawing them into the performance. First time visitor of The Factory, Dirk Berndhart says that he’s enjoyed his time in the venue so far as he excitedly awaits the main band, STRFKR, pointing out the lamps hanging from the balcony above. “I really like the vintage feel of the lamps and I rate the venue an 8/10 so far.” In addition to the large amounts of space available on the first floor of the venue for general admission, upstairs lies a balcony section on the left side of the venue and a row of private suites on the right. Purple string lights illuminate the balcony railing and vintage hanging glass lamps cast light on the patrons leaning over the railing taking in the concert from a different vantage point than most.

The culture and love of music in Texas runs deep and can be seen represented in many different ways in many different places, Deep Ellum being one. Deep Ellum is home to an array of different live music venues and spaces like The Factory, providing tourists and the local Dallas community the opportunity to experience live music with music lovers like themselves. Live music originally made its mark on Deep Ellum in the 1920’s with early jazz and blues musicians and an abundance of night clubs, cafes, and theaters filling the neighborhood. However, Deep Ellum experienced a fall in their live music industry when the Central Expressway was built replacing the railroad tracks and leaving very few original buildings moving into the 1970’s. But, due to the cyclical nature of Deep Ellum’s music industry the sounds of live music soon returned to the neighborhood in the late 1970’s starting one of the liveliest periods in Deep Ellum’s musical history. The alternative music scene made its mark on Deep Ellum during this time period with bands like Point of Departure, Assassins, and Love Joys performing at Studio D on Main Street, based on the cataloged data by Dallas music scene expert, George Girmac. The addition of venues such as Deep Ellum Live, The Bomb Factory, and Club Dada increased tourism in Dallas, attracting artists and fans from around the globe.

The Texas music industry collectively relies on the work being done by the employees of the Texas Music Office such as the Director, Brendon Anthony. Anthony’s work consists of setting the agenda for business development by speaking for the office and the Texas music industry as a whole, touching nearly every facet of the industry in order to maintain the great music culture that Texas is known for. Last year the Texas Music Industry generated over $26 billion in economic activity, says the Texas Music Industry Economic Impact Report. One of the most historic parts of Dallas that has always been defined by its music culture is Deep Ellum, says Anthony. “The key to Deep Ellums consistency is its inconsistency.” Throughout Deep Ellums history there have been many different venues in all shapes and sizes that have called the neighborhood home, changing periodically to fit the needs of the new artists moving through Dallas creating the healthy musical ecosystem that Deep Ellum knows well. The Music Friendly Texas Program created by Anthony and the Texas Music Office in 2016, helps communities that are a part of the program like Dallas in growing their music industries in turn creating greater community engagement.

Music promoters like Dallas Music and Festival Promoter, Mike Ziemer help foster the Texas music culture that attracts patrons from around the world. Through his premier entertainment company, Third String Productions, Ziemer provides marketing for artists, businesses, bars and more in the Dallas area and also runs two recording studios and a creative space. Promoting up and coming local bands as well as big touring groups keeps the Texas music scene diverse, helping the music industry prosper. Ziemer and his team put on more than 400 carefully curated events annually in Texas, 200 of them being in the DFW area. “I believe that live music creates a strong community and helps the economy thrive even more. At our festivals we see people flying in from all over the world and booking hotels and airbnb’s, supporting local businesses, and much more,” Ziemer said in an email. While music has always been a transformative aspect of communities, recent studies done by the American Psychiatric Association say that music can help with mood regulation especially for those in stressful situations. The music industry strengthens communities around Dallas economically and socially by providing spaces for people to connect with others in their community that share similar interests, music being one. With big touring groups experiencing a peak in performances between may and september, according to Brendon Anthony, Director of The Texas Music Office, summer is a busy time for the Dallas music scene and gives local’s in Dallas the opportunity to connect and experience new spaces with their community. Some of the big touring acts coming to the DFW area this summer consist of Morgan Wallen, Nicki Minaj, Future and Metro Boomin, Noah Kahan, Tate McRae and more which can be found on StubHub.

Now, a little after 9:45 p.m. the second opener, Ruth Radleted closes her set. In preparation for STRFKR, the main band, the crowd gathers their last minute necessities, anticipation filling the room one again. Patrons swiftly make their way to the bright-pink backlit bars on the left and right sides of the venue. While waiting in line to get a drink of their choice, many choosing either a seltzer or a beer, fans of all ages engage in casual conversation with those around them connecting over their common interest in music. Sitting against the back wall of the venue enjoying the cold air conditioning, STRFKR fan and frequent visitor of The Factory, Stephen, explained how many people find community and connection through live music. “It’s like therapy for a lot of people,” he says. People begin to make their way from the bars and the bathrooms back to the main floor area of the venue, excitement moving through the crowd as STRFKR is about to take the stage. The lights dim and the crowd shrieks in elation while the band slowly creeps on stage identifiable by the lights from peoples phone cameras reflecting off of the sequins on the bands outfits. The music loudly begins with glitter and confetti falling from the ceiling. Inflatable tube men similar to those outside car washes flop about on each side of the stage while members of STRFKR sing and dance together in sequin, poncho looking outfits pleasing the crowd.

The time is 10:12 p.m. and now the night has truly begun.

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