Although Rob Fernandez may not yet be a household name, it's almost guaranteed that every DJ, producer, club owner, and club goer in New York City does. For the past two decades, Fernandez has been working his way up the nightlife networking ladder to become one of the biggest nightlife industry professionals in the city, helping to bring dance music to new levels with every event he touches. Rob Promotions, his company, is synonymous with NYC dance music mecca Pacha NYC, Dance.Here.Now and Asseteria. Not only does Rob have his fingers in most NYC noteworthy events, but most weekly parties including consistent impressive line-ups at Dance.Here.Now Thursday's hosted at Meatpacking District venue Cielo Club.
The Musical Director of Pacha NYC and Co-Founder of Dance.Here.Now has grown to have major influence over the dance music scene within the city, and has helped launched the careers of NYC house music legends Danny Tenaglia and Erick Morillo. Being around since it's first days on 46th Street, we figured it would only be appropriate to catch up with one of the clubs founding fathers amongst one of Pacha NYC's 6 Year Anniversary Party celebrations. The 7 party celebration (6 + 1 for good luck!) has included some of the world's most sought after electronic music icons including Afrojack, Martin Solveig, Quintino, Bobby Burns, Hardwell, R3hab, Roger Sanchez, Fedde le Grand, Loco Dice, as well as the incomparable electro-god Tiesto. 2011 may almost be over, but we can be confident there is no slowing down for Rob Fernandez and friends in 2012.
Joonbug: How did you begin your career as a promoter in the NYC dance music scene?
Rob Fernandez: I had a birthday party in my friends loft space for no money (gasp). Phil Smith, owner of original Sound Factory+Twilo, was there and said "Why don't you do this at my club?" Me: "Ok".."On Tuesdays", said Smith. Me: (stupidly) "Ok". That first weekly night, I was involved with had Danny Tenaglia and Erick Morillo as resident DJs, so there was kinda no looking back after that.
Joonbug: How have your experiences in the industry help you to become successful?
Fernandez: Failure is a good teacher. A lot of "Well, that didn't work, So I'm never gonna do that again" moments. For most of the events, I put my own money up, rather than taking no risk or receiving a salary. You learn quicker that way!
Joonbug: Currently the Musical Director of Pacha NYC, how did you first get involved with Pacha brand?
Fernandez: I was involved with the 46th street project with Eddie Dean for over a year before we opened. Erick Morillo, who is a partner in 46th st club, was a resident DJ at Pacha Ibiza. He helped bring the brand on board.
Joonbug: With your name being synonymous with New York City nightlife, where do you find inspiration for your events & weekly parties?
Fernandez: Growing up in NYC during what was a great time in nightlife, provided tons of inspiration! It's not stealing and recycling old ideas okay, it's called taking inspiration from the past! I have an insane flyer collection dating back to before I was old enough to attend events. I'm actually planning to display them at one of the parties this spring, sponsored by Joonbug!
Joonbug: What is your favorite thing about working in the nightlife industry? What is your least favorite?
Fernandez: My favorite thing is the people. I love the club world and you meet like-minded people from all different backgrounds all coming together I'm not sure it's the same thing for people who work in the office at the insurance company.
My Least Favorite thing is that I miss a lot of Holidays with my family --a lot of the big club nights are on Holidays so I have to work.. Sometimes they don't even invite me to family gatherings, which sucks, if I can't make it to the party at least give me the satisfaction of rejecting your invitation!
Joonbug: For the past 6 years, Pacha NYC has hosted some of the world's most prestigious DJs and artists. What party held at Pacha NYC within the past years has been most memorable for you? Why?
Fernandez: There have been many and it would be obvious to say when the Swedish House Mafia was there with Erick Morillo and Diddy or when David Guetta spun and Fergie performed, but actually I would say in 2006 when there was a blizzard. 20 inches of snow and we were open! I was shocked that anyone showed up. The few people who were at that party REALLY wanted to be at that party.
Joonbug: Tonight is the 6th party in the 7 installment series of Pacha's 6 year anniversary of hosting the best parties in the city. Looking to the future, what is in store for you and as well as Pacha NYC and Dance. Here. Now in 2012?
Fernandez: Pacha is going to add more weekly nights, up until now club has been mainly Friday and Saturday. Now going into our 7th year club is stronger than ever, we believe people will even make the trek over to West 46th st during the week. Dance.Here.Now. still going strong on Thursdays. Looking forward to DHN festival growing even bigger in 2012. Pacha working on another big event for NYC in May, so stay tuned. ;)
Come celebrate Rob Fernandez's Birthday Bash with DJ Oscar G this Thursday at Cielo Club. The Dance.Here.Now event is 21+ for the celebration with tickets still available through Club Tickets!