Like the Great Oz, they work their magic behind the emerald curtain.

They've sold their vehicles, pawned their treasures and battled self-doubt to shine the limelight on some of the biggest names in music while they, ironically, linger in anonymity.

But these guys aren't quitters. They know it comes with the territory.

They are, after all, the vanguard of Rio Grande Valley concert promoters.

DontGetEmo. Dead Gift Entertainment. Valley Texas Hardcore.

They've proven what they can do. They've shown their resilience. Now, they're ready to step out of the shadows and tell you who they are.

IT STARTED WITH A LOVE AFFAIR

You see the name plastered on fliers and countless MySpace bulletins or pounding the pavement in and around town.

And all Joaquin Ortiz wants to do is support the scene that supported him.

As a member of heavy metal act Fed of Me, the 25-year-old didn't have to go far to cut his way into the music community. His father and twin brother, Jacinto, Ortiz (now a member of Subdue) sparked an interest and lured the novice musician to the fast-paced world.

Ortiz credits being a musician first and foremost to knowing what it is ‘the kids' wanted to hear.

"I've always been in love with music," said the Sharyland resident. "It's been a big part of my life. That's why I have to thank the foundation of my life: my family, my brother and my girlfriend. They are what keep me going."

Through the early 2000s it was easy to find a then dread-locked Ortiz mingling with the locals at the now defunct punk/metal haven Trenton Point. When that scene began to fade, Ortiz knew it was his chance to keep things alive by grabbing hold of the reins.

Through his mentor, Robert Canales, Ortiz learned the ropes from his mentor, Robert Canales, who at the time played with popular death metal act Scarabas.

Aside from being a solid musician, Ortiz says he was also a good talker.

He took a crack at the business by booking shows at what was then Club Onyx and later Club Velvet off of South 10th Street and Chicago Avenue. His first major show, Bleed the Sky, started his catalog of more than 100 shows to date.

"If it wasn't for him I wouldn't be doing this now," Ortiz said. "I was always a scenester. After that I just kind of learned on my own.

Robert also showed me all of the struggles it took to do this but he went away for five years, came back and now he's so proud of me. I've brought some shows down (Deicide, Vital Remains) that he dreamed of bringing down."

Dead Gift's repertoire also includes Kittie, Divine Heresy, The Exploited, Total Chaos, The Ataris and Walls of Jericho, to name a few.

But with every successful show, some of which have sold out, comes the risk of disappointment and at times tension with other promoters.

"With this there has been a lot of loss," he said, adding he reached a point where he had to sell his vehicle. "You run the risk of losing thousands of dollars. My biggest has been over $5,000 on one show. You could lose it all in one day but when you commit yourself to it, you're committed to it. You gotta go in and throw 100 percent into it. I can't lose like that ever again."

As for the competitive nature of the business, Ortiz admits he's been forced to mature.

"There's no point in fighting all I want is to make a better scene," he said. "Some people may not like me personally but might like the band but because it's me they won't go. Everyone needs to start working together. If everybody takes pride in the show everybody wins. It's hard to be staying here in the Valley but what I do is for the Valley."

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Miriam Ramirez covers features and entertainment for The Monitor. You can reach her at (956) 683-4468.

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IN TOMORROW'S FESTIVA: Read about DontGetEmo and Valley Texas Hardcore!