The strength of weak ties

The opening of a new London club reminds us of the importance of Weak Ties in the creative industries.

Another private members’ club has opened in the capital. Apartment 58 is was aimed at those in the fashion sector and has a hilarious, hi-tech “friendship” card so that when members swipe themselves in at the front door, their favourite cocktail or coffee will be ready by the time they reach the bar.

For those of us who like a choice of drinks, this sounds bizarre, but it's part of a trend that has seen more private members’ clubs opening than ever. There are four in planning and over 100 already in existence.

Social and professional
The Evening Standard, London’s main newspaper, describes paying for a club membership as “social and strategic”. They argue that “becoming a member of the right club can be a savvy move, especially in a world where your “social CV” is as important as your professional one.”

Writer Amy Williams says, “I love the fact that the constant background noise at places such as Soho House is that of the introduction; people leaning over the back of their chair to catch the eye of someone walking by; an old colleague introducing a current flame to a new contact; an accidental job interview taking place on the terrace.”

The strength of weak ties

Shoreditch House - for digital media

We’ve talked before about the importance of the value of clubs to London’s creative sector (Should Soho Ban Bankers?) And with the resurgence in their importance, it’s worth understanding exactly why they are so useful.

One reason is that London’s nightclubs and bars are, mainly, dreadful. A license for late night opening is incredibly expensive and so most bars need to pack in stacks of punters in order to pay for it. A club allows you to enjoy a late night beer in a more civilised environment.

But, as our quote earlier suggests, it’s also because of the connections you can make in these places. They all have specific niches that allow them to focus on specific industries. So the Groucho Club is showbusiness, Shoreditch House is digital, Soho House is TV.
And there is an academic basis for this. In 1973, Mark Granovetter described the importance of “weak ties”. His paper The Strength of Weak Ties, emphasised the importance of links among people who are not closely associated in spreading ideas, finding jobs and helping people work together.

As Amy Williams said, the value of the club is in the occasional connections you can make there, not the person you take. Creative clubs are going strong because of their weak ties.

 

Image credits

Banner image Jaime London Boy on Flickr Creative Commons

Noodlepie on Flickr Creative Commons

Yaili on Flickr Creative Commons