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The store itself is run by Denton residents Chad Withers and Brendan Carroll, who went from booking about one show a month to once a week after the popular DIY venue Secret Headquarters was suddenly forced to close up shop last year. Now Strawberry Fields has quietly become the DIY venue of choice for both up-and-coming bands like Nouns Group and Kaboom, as well as established acts like Brent Best. But Withers says he wasn't that familiar with Denton music when Strawberry Fields first started booking bands.
"We didn't know too much about the scene, except that it was everywhere," he says.
And yet their efforts have been so successful that they now field an average of three booking requests per day—some now coming from out of state. Meanwhile, the business' popular compilation series Denton Deluxe has featured approximately 60 bands, and the owners are taking submissions for a fourth volume through May 31.
"People here make music because they care about making music," he says. "There's a lot of spontaneity, but no pretense, no competition."
Withers says that outside of his day-job alter ego as a public school theater instructor, "this is pretty much all I do." Catch the DIY spirit yourself at Strawberry Fields' next event on Saturday, April 26, featuring The Heartstring Stranglers, Dust Congress, Last Men and Febrifuge.