Standing outside Cane’s Bar & Grill, the nervous energy is palpable. As four young bands prepare to take the stage, a quick look at the audience reveals a mix of family members beaming with pride and veteran rock fans wanting to catch the next big thing.
This scene is replayed dozens of times each year thanks to promoter Rockin’ Johnny White. Since 1996 White has been responsible for more than 400 concerts, currently averaging two dozen shows annually, in the process giving numerous local musicians their first chance to play on a club stage.
For White there was ample motivation to begin staging performances.
“Rock bands were losing ground after the grunge thing ended in San Diego,” he said. “I wanted to support these musicians by having showcases that only booked rock and alternative bands.”
He admits to a bonus reason.
“Plus, I’d get to be the host and announce the acts like the old Ed Sullivan shows,” he joked.
White has since softened his “rock only” stance, booking all genres except hip-hop and country.
His latest production, Rockin’ Johnny White’s Christmas Rock Show takes place at Cane’s Thursday, Dec. 20. The show will feature an eclectic bill, including progressive alt-rockers Blue Sky Blonde, instrumental trio Agent 22, comedy rock band Mosquito Head and singer-songwriter Jen Knight.
Born and raised in Pasadena, White arrive locally in the mid ’70s. A communications major, it was while an intern at KSDS Jazz 88 in 1996 that he began doing concerts.
“Someone from KIOZ-Rock 105.3 called the station and asked if I could host a Rock Night at Cane’s Bar & Grill,” he said. “I’ve been producing local showcases there ever since.”
Within a year he was also promoting concerts at Winston’s. His nickname stems from his fondness for calling local radio in an effort to hype his concerts.
“It’s a name I used whenever I could talk a station into letting me go on the air,” he laughed.
His love of radio has led him to moonlight from the concert business as promotions director for San Diego State University’s campus radio station, KCR.
He notes that there are many challenges in promoting concerts.
“There is so much to compete with at home with computers, DVDs, satellite TV and video games,” he said. “People who actually get off their butt and get out of the house have a great night. The comment I always hear from them is ‘I’m so glad I came.’ The audiences themselves are not jaded.”
Like many other promoters nationwide, he has noticed a downturn in attendance at music shows. He places an equal share of the responsibility for this on both bands and venues.
“A lot of good bands break up right about the time they get the hang of things in the music business,” he said. “Bands also play too often in the same area without giving their fan base a break.”
On the other side of the coin, “most clubs are just worried about alcohol sales and the band is just a way to sell it,” White said. “Club owners need to take the time to develop local musicians into becoming headliners with a fan base.”
He praises the late Bill Winston, owner of Ocean Beach institution Winston’s, for his savvy in this department. “He knew about bands that play clubs and he knew how to develop them into becoming some of San Diego’s best draws.”
While some consider the current state of the music business to be gloomy, White is optimistic.
“I think were going through a big music change right now, and it’s for the better,” he said. “Independent-sounding artists are actually getting radio play, and college radio is bigger than ever.”
He also notes broadening taste in younger music listeners. “I think they cross genres now. They like rap and rock. They like urban and alternative. And they think classic rock is awesome because they heard it in the back seat of mom and dad’s car, so they feel at home with it.”
Though he has now been producing shows for over a decade, White is still just as enthusiastic as when he began.
“My favorite thing about the showcases, besides building a band’s confidence and name, is seeing the happiness on the faces of the parents and friends who are there to support the bands.
Every time I walk out on that stage to introduce the first band I get the same excitement all over again,” he said. “And that feeling never gets old.”
Rockin’ Johnny White’s Christmas Rock Show takes place at Cane’s, 3105 Ocean Front Walk, Thursday, Dec. 20, at 8 p.m., $7. 21 and up. For more information visit www.canesbarandgrill.com.