A network for emerging artists

Astoria Music Collective sets the scene

A gig culture and community provides support for up-and-coming artists

by Deirdre Bardolf Associate Editor

Miguel Hernandez is Astoria’s proud band dad.

Since 2016, and unofficially even before then, he has been booking bands and songwriters around the neighborhood as part of the Astoria Music Collective, building up a portfolio of around nine residencies at local venues and about 200 artists.

“When I started it, it was essentially a passion project for me, to put on shows with friends and musicians that I really admired and liked,” said Hernandez. “Then it ballooned into all the festivals and just growing in popularity and the amount of musicians that we work with now. I think we’re pretty representative of what the local music scene is.”

He books rock, post-punk and hip-hop artists at places like Shillelagh Tavern, Mad Donkey Beer Bar & Grill, The Local and more.

But it wasn’t always booking gigs, negotiating rates, planning charitable events and stopping by shows for him. Before all that, he was the property manager of a residential building in Manhattan, having risen in the ranks from an overnight custodian.

“I hated that job so badly,” he laughed.

Quickly, due to his warm and friendly nature, he became popular with the tenants and was eventually managing the property. He has a knack for solving problems and trouble-shooting issues, which certainly helps the precarious nature of pulling off shows in clubs and outdoor dining structures.

All the while, Hernandez was managing a popular Astoria band and eventually took a leap of faith to try making a living doing the thing he loved. Now, he spends his days promoting events, figuring out artwork for fliers and communicating with musicians. By the weekend, he sometimes has up to three or four shows a night — and many times, he makes it to each one through the course of the evening.

He has had some help like from local musician Karen Adelman before she started law school but AMC is currently a one-man show.

“Once you do music in Astoria, you quickly will meet Miguel, because he’s basically at every bar at all times,” said Jacob Henry of Astoria, who heads the group Talk Shivi.

“I don’t know how he does that, but he’s always working and so he’s always putting on shows,” said Henry, who estimates that he has done at least 100 shows with Hernandez so far.

And it is more than just booking a night of live music. AMC has built a community that was not previously there.

“When I first moved to Astoria over 20 years ago, the neighborhood, musically, was kind of cliquey,” Hernandez said.

“Certain bands played in certain places and bands didn’t play with other types of bands.”

Billy Conahan was born and raised in Astoria and has been performing since he was 13 years old. He started as a solo singer and songwriter and recalled there not being many venues around doing live music.

He met Hernandez at an open mic and his group quickly started playing local places.

Now, Conahan said, a network of musicians, newcomers and old, as well as fans, has formed and grown, and his current group, Believe in Ghost!, is part of that.

Hernandez said the open mics “birthed a bit of a culture,” in the neighborhood.

“The network has opened up,” said Conahan, “and I think Miguel and Astoria Music Collective in general have really shown these bars and venues that there is an audience for live music and that people do really crave it and will show up for it.”

He said the venues trust AMC will book good, professional bands that keep an audience throughout the night and that their night might even become the spot’s busiest.

Conahan wishes other neighborhoods had a community and format like this to follow because that has been one of the most helpful parts of AMC for up-and-coming bands.

“You don’t have to spend weeks promoting and selling tickets and doing all that kind of stuff,” said Conahan. “It’s a really nice change of pace, having trust with the venue and knowing that Miguel is there. He takes care of us ... he negotiates on behalf of the artists, which is great.” Before, a band or artist would have to sell a certain amount of tickets or potentially end up paying to play.

Henry recalled one of the first times he booked a show at a Manhattan venue. At the end of the night, the promoter referenced the fine print, he said, and told the band they would have to foot the bill for 10 unsold tickets. They had to sneak out the back — that is a story for another time, he said.

“On the flip side of that is Miguel ... there is more care for the artist and he’s looking out for the artist,” Henry said.

“He knows that there’s a lot that goes into bringing equipment, practice time, writing the songs, figuring out how to play them. And he does want to get artists paid.”

Hernandez negotiates the band’s fee and also a promotional fee for himself.

“One of the things that I really pride myself on is making deals for artists so if you’re playing a spot, you’re guaranteed to walk off with X amount of dollars in cash at the end of your performance,” he said. “And hopefully they work their tip jar and have a big night and walk away with a nice amount of money because, you know, we’re all starving artists.”

Henry marveled at how Hernandez can even get a band paid for free shows. AMC often does concerts for a cause. “I love the toy drives, I love the food drives, clothing drives — like sign me up for all that stuff,” he said. AMC will ask for a financial guarantee and then donate it to a project and ask people to give money, food, clothes or toys. Currently in the works is a benefit planned in honor of Keith Malonis, a beloved social worker and local legend who played the drums in numerous projects and died tragically at a young age.

In the past, the collective has done shows for AIDS Walk New York, Black Lives Matter, the American Civil Liberties Union, Planned Parenthood and more.

“I would like to be able to do this for as long as I can,” said Miguel.

He hopes to make AMC a limited liability company and eventually own a venue.

“It would create a home base for the musicians so that they know that’s where their hang is going to be ... So that’s a dream of mine.”

Some day, someone will take over the collective and do an even better job than he has, he said. For the band dad, it’s about the connections and setting the stage.

The community was recently excited to see Queens native Julia Walsh, who started playing Drake covers on a ukelele at AMC open mics, go on to perform at the Governors Ball Music Festival.

“It’s great to see your kids do really well, it’s like, ‘woah, so amazing,’” he said.

At a recent show at Astoria Bier & Cheese, two kids wandered into the outdoor structure where Wild Magnolia strummed folk tunes.

“My favorite kinds of fans,” Hernandez said.

The warmest message he got recently was from a father who would go to Iconyc Brewing in Long Island City for AMC shows with his family. The brewery is now under construction and he reached out to tell Hernandez that they can’t wait to be back.

“It was really touching to think that there are a couple of kids and families out there that really miss us being around,” Hernandez said.

Follow Astoria Music Collective on Facebook for all the upcoming events. Q

Rockin’ Residencies

Astoria Music Collective is the brainchild of

Miguel Hernandez, above. PHOTO BY DEIRDRE BARDOLF