Hot Topic offering Valley musicians a hot opportunity

The pre-packaged music that pumped through Hot Topic’s speakers stopped abruptly, and the store manager’s voice crackled over the P.A. system. There would be a concert in a few minutes, and oh, customers could get $5 off any purchase of $25 or more, he said.

T-shirts and goth accessories served as a backdrop for a performance by acoustic solo act You and Me Both, a.k.a. Jaime Estrada. A few Hot Topic shoppers glanced over at him, listening passively as they continued browsing.

As Estrada, 21, strummed his guitar and sang, the mall-goers became more of an audience, looking up and stopping to listen to the musician for a while.

You and Me Both is the eighth Rio Grande Valley band to perform at the McAllen Hot Topic store as part of the company’s Local Static program, which invites bands to perform in-store sets to help promote themselves. It’s a method of promotion that went into hiatus after the days of ‘80s teen sensation Tiffany, but as some local bands are proving, mall shows might be making a comeback. Hot Topic’s program was introduced early this year.

Mike McDougal is the “Regional Music Dude” of Hot Topic, i.e. the man who makes things happen for local bands – at least, that’s what he’s doing for Madore. 

After hearing positive feedback about the McAllen band’s shows he set things in motion to get Madore’s merchandise sold in Hot Topic stores.

Madore’s second EP Don’t Get Ahead of Yourself will soon be available at the La Plaza Mall. Depending on sales, the album might then be sold in other stores throughout the state.

Gym Glass Heroes, Paramore and Five Finger Death Punch are a few of the bands Hot Topic has worked with in the past, said McDougal.

“Local Static and regional music is a huge focus for the company,” said McDougal. “We will continue to support (local) bands and try to help them get to the next level by further getting their names out.”

In McAllen, band members who’d like to participate in the program can leave their contact information with someone at the store, or visit the store’s MySpace page.

Reyna Menchaca has been working at the Hot Topic inside La Plaza Mall for six years and eagerly took the lead in booking bands for the store, though any employee can help book a show for a band. She’s been playing promoter since the spring and has given several bands the opportunity to perform for shoppers.

“As soon as we heard about it, I said it was a great chance to get more locals in our store,” the 25-year-old said.

Menchaca goes to a lot of shows by local musicians, so she thought it would be easy for her to contact the bands and set up the gigs for them. Since the program began, Menchaca has booked hardcore, powerpop and acoustic acts from the area such as Scarlett O’Hara,  The Requested, Madore and Pass the Peace.

Hot Topic gives local bands more than just another venue to play at – the stores offer an opportunity for a band to make a name for itself. That’s exactly what the guys in Madore did when they played a few Hot Topic shows in the Valley recenly, attracting large crowds and making a scene.

But runaway success isn’t a guarantee.

Estrada played to a small group who were there to shop, not to attend a concert and barely noticed the troubadour. But their heads bobbed to the beat and maybe a few will remember his name.

For more information on the Local Static program, visit www.hottopic.com

To book a gig at McAllen’s Hot Topic store, visit www.myspace.com/hottopiclaplazamall

Amy Nichol Smith covers local musicians for Festiva. She can be reached at (956) 683-4420.