Meet Madison Hernandez | Business Owner & Artist Manager

We had the good fortune of connecting with Madison Hernandez and we’ve shared our conversation below.

Hi Madison, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
The initial idea to start a live music agency came to me organically and with a little nudge from my (now) husband about five years ago. He started a DJ/MC company for weddings, and we quickly realized that many couples wanted to add elements of live music to complement the DJ services. We recognized a need in the market that we could work together to fulfill.

I’ve been a performer all my life, and have had the opportunity to work closely with so many talented local musicians. I started fan-girling after all these incredible artists, and often wondered why they weren’t already rockstars. I decided this was a learning opportunity, and got curious. I took a handful of them out for coffee and just started picking their brain. What are you struggling with right now? How often are you performing? Where do you want to see your career in 5 years? 10 years? I started to listen to their pain points when it comes to gigging, releasing their work, and the hearing challenges they’ve had advocating for their rights as performers.

As time went on I realized, there are so many talented local artists, that either lack support, confidence, or the experience to achieve the success they deserve. To this day I feel a sense of responsibility to provide them with the support system and opportunities they need to reach their highest artistic and financial fulfillment. The most immediate way I learned I could do that was booking/managing gigs for them, and fighting for competitive pay.

With the help of my team, we’ve also been able to produce various bands and DJ Fusion™ acts to meet the demand of our wedding and corporate clients. That has been a blast for me personally. I enjoy dreaming up fresh entertainment concepts and bringing them to the market in a way that no one has seen before. This is my personal ‘area of genius’ if I could name one.

This business has evolved a ton, and will always continue to evolve with the needs of our artists and the market. That’s the beauty of what we do!

Let’s talk shop? Tell us more about your career, what can you share with our community?
In 2018, my parents very kindly offered me an entry level position at their cannabis consulting firm when I was in between jobs. They gave me the opportunity to learn about Business Development in a way I never would have been exposed to otherwise. Prior to that I was a nanny with no college degree or pathway into the entrepreneur life I so desperately desired. It was going to be very challenging to step into the next phase of my career without the professional experience I learned from working there.

My parents created a successful company with incredibly talented and loyal employees, a great culture, and a phenomenal reputation built on advocacy for people of color and women. It was especially inspiring to watch my mother, a powerful and intelligent woman, become one of the most prominent leaders in the industry.

I dove deep into the cannabis industry, learned all about the history, how laws are made, and the nuances of the current regulations. It was challenging, and I found a passion for learning again. I also gained the confidence that allowed me to develop the sales and marketing skills I needed to apply to my own business. They also gave me the support to continue booking talent on the side, so I kept those skills sharp.

With their help, I was also able to take an Artist Management course through The Berklee School of Music online while working a full time job. I discovered I had a knack and passion for music marketing, and designing strategies for the success of musicians. My creative brain was on fire!

Three years later, it was finally time for me to make the leap into full-time business owner land. I was terrified. I still am! What I took away from these experiences is that at the end of the day, my business is nothing without the artists I strive to empower. So as long as I remember that, I believe I am on the right path.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My favorite spots in the city are obviously places you can see great live music, especially in the summer. If I could take a friend around the city for a week I would start with Sunday Brunch at The Woods; a restaurant at the top of the Source Hotel. They always have a soulful singer/songwriter playing. They also have awesome Frozé’s if you’re into that, and phenomenal views of the city!

Later, I would head down the street to enjoy a beer at Number 38, an outdoor venue with a great stage for live music. They frequently host amazing local Bluegrass/Alternative/Rock Bands and Singer/Songwriters. Patrons can also join a Top Gun-style volleyball game in their awesome sand volleyball courts. That’s another favorite pastime of mine.

Finally, I would grab tickets to a show at Dazzle; the coolest old-timey jazz bar. This is a staple of Denver for sure. Here, you can experience the music of some of the best jazz players in Colorado while enjoying cozy Italian food and a yummy glass of wine.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My business partner and husband has encouraged me along the way to be my own boss, and push myself to create the future I want for myself. This idea and his unwavering support is what motivates me to keep pushing forward against all odds. What better way to support the musicians I love than leading by example?

My parents are also long-term entrepreneurs, patrons of the arts, and currently operate multiple successful businesses. I have seen their many successes and failures first hand over the years. Through the feast and famine they have never lost sight of their goals and have always pushed to do what’s right for those they serve. I will carry that with me forever.

I’ve also been obsessed with the fictional story “The Magic Strings of Frankie Presto” by Mitch Albom for years. It’s inspired me more than any other self help book or success story I’ve read, and I’ve read a lot! I recommend this book to literally everyone I meet. I haven’t shut up about it for years and probably never will.

Website: www.vignetteartists.com

Instagram: @vignettartists

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