Whether he’s handing out business cards at a show, networking at a bar or writing blog posts at a coffee shop, 30-year-old Rochester resident James Niche is just as career-minded as anyone working a typical 9-to-5 job.

Though, you’d never know it by the look of sheer joy on his face. “It’s always fun,” says Niche, sitting upstairs at Spot Coffee on a recent weekday afternoon. “There’s nothing, to me, more rewarding than what I do now.”

Since May 2008, Niche has been running ACT:LIVE, a blog that has served as a voice for local musicians — primarily hip-hop artists — struggling to make names for themselves. Niche has used the blog to sponsor a number of events and has parlayed its success into a full-time gig as the music promoter for Dub Land Underground. Now he’s taking things to the next level by transforming ACT:LIVE (actliveforthecity.blogspot.com) into a full-blown Web site, which launches on Friday, Nov. 6.

“When ACT:LIVE started, there was a new renaissance going on in the local music scene,” says hip-hop artist Reece “Q” Baskin, 24, of Rochester. “People noticed what James was doing and wanted to be a part of it and get involved.”

Baskin is just one of many local hip-hop performers who have latched on to ACT:LIVE. Others include Ric Rude, DJ Tim Tones, DJ Ease, Hassaan Mackey and Coach Build Parsells. But it was Baskin who inspired Niche to get involved in the local scene.

Prior to meeting Baskin, Niche had spent years dabbling in promotion and booking for local acts, but with little success. He’d just about given up by the time he met Baskin in January 2008. The two clicked instantly. Inspired by Baskin’s passion, Niche began helping the MC with promotion.

In April 2008, Niche’s renewed interest in music led him to take on a one-month reporting stint for RIPRoc.com, a local arts and music site run by turntablist Pat Gaffney. Using what he learned about Web design and promotion from Gaffney, Niche began formulating a plan for the ACT:LIVE blog, which he launched that May.

“I literally took a notebook, and I’d go to the bar every night and write these notes about what I wanted to do,” he remembers. “I wanted a name that would convey action or something fresh, something new. Those two words, ‘act’ and ‘live,’ stuck out the most.”

ACT:LIVE sponsored its first event — a CD release party for Baskin’s Quote To Self album — in August 2008 at Dub Land. The show earned Niche his first bit of recognition. Buzz about the blog grew, and Niche started hosting his own ACT:LIVE television show on RCTV (channel 15).

In January 2009, Dub Land owner Drew Nye hired Niche to promote a show at the venue featuring New York City hip-hop artist Louis Logic. The event was a success, prompting Nye to bring in Niche full-time. This past May, Niche put together a show featuring hip-hop legend Slick Rick at Dub Land. Nye says the show became the biggest event in the club’s history.

“That show was really a testament to James’ vision and ability to think bigger than I had been,” Nye says. “I never thought we’d be able to do a show of that magnitude. James believed. He’s not afraid to take on a big project and pour himself completely into it.”

With the full-time job at Dub Land paying his bills, Niche began work on the ACT:LIVE Web site with a team of graphic designers, Web engineers and photographers. ACTLIVEMusic.com comes equipped with multimedia, artist profiles, articles and merchandising, among other features.

“I’m excited for James,” Baskin says. “I’ve been there since day one when it was just an idea and a notebook in a bar. Now it’s about to go the next step further. It’s really becoming a new outlet for Rochester.”

In typical ACT:LIVE fashion, Niche will host a launch party for the site on Nov. 6 at Dub Land, headlined by DJ Nu-Mark of national hip-hop group Jurassic 5. The event is a partnership with University of Rochester fraternity Phi Sigma Sigma’s Rock-a-Thon, which supports the National Kidney Foundation. The Rock-a-Thon will begin at 6 p.m., and the ACT:LIVE launch party, a benefit for the Roc City Skate Park, will start at 10 p.m.

“I’m taking this train as far as I can,” Niche says. “It’s my passion. I love this city, and I have a lot of faith in the artists around here. The bottom line is that I want to see people succeed and I want to succeed as well.”

Source: Rochester Insider