Self Promoting to Succeed: Local Musicians Tell Their Stories

In an old American joke, a New Yorker (or presumably, a famous performer) is approached on the street near Carnegie Hall with the question, “Excuse me, sir, how do I get to Carnegie Hall?” He replies, “Practice, practice, practice.” Today’s competition among professional musicians trying to make a living playing their instruments is no laughing matter, however. Not only is it absolutely essential to stay on top of their game by practicing, it seems that in order to truly succeed, the new rules of the game require three additional P’s: promote, promote, promote. Thinking outside the box, the following Puerto Vallarta musicians have taken matters into their own hands when it comes to self-promotion, achieving notoriety and a steady following among visitors and locals. They are but a handful of performers attempting to make a living in Banderas Bay. However, we single them out because they are, well, good self-promoters and news about their activities reaches our inbox on a regular basis.
Armi Grano

One of the most significant challenges for any working musician in a destination such as Puerto Vallarta is finding a performance venue, and beyond that, finding one that will hire for enough nights per week to make it worthwhile. For Manila-born jazz vocalist Armi Grano, the solution was risky, yet simple. In her own words: “I bought my own gig!” Indeed, in December, 2009, she noticed that one of the many beachfront restaurants in Bucerías was available. Trusting her own intuition, she opened “Encore” only days after signing a lease (www.encoreonthebeach.com). Nowadays, she sways the sizable expat community from the USA and Canada in Bucerías (“the core of my fan base,” she praises) several nights a week with a carefully selected jazz standards set list, a skilled trio behind her, and an eclectic menu of pan-Asian cuisine.
Los Bambinos

Los Bambinos have released three CDs of music covers and one of original music. They plan to introduce a new CD in 2011 under another name and musical concept; however, they won’t stop working under the name that has brought them recognition. For more information on performances and projects, call 222-6412.
Frixoleros

The Frixoleros began by playing on Vallarta’s city buses, later moving on to local restaurants, currently performing at El Arrayán restaurant. Although they have advertised in print, they find the best introduction to their work is attending one of their performances. Their next step? Currently, they are considering entering the Internet music distribution market. For bookings, call cell (322) 116-4669.
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