“I’m here to learn, I’m here to laugh and I’m here to get a good story. If the job doesn’t offer me that, I’m not interested.”
That’s how Scarlet Estelle Hernandez picks her projects. Speak to her for even 10 minutes and you, too, will attest that the method is working. The stories and the laughter thus far are plentiful.
A creative strategist and an arts all-rounder, it’s easier to cover what Hernandez hasn’t done than fully capture everything that she has, from events planning to music management, talent liaison, marketing, podcasting and even stand-up comedy.
“I untangle big creative ideas,” says Hernandez when asked for an elevator pitch. “I’m at the axis of consumer habits and successful parties.”
Put another way, “A people party psychologist.”
But don’t be fooled by the party part. It takes serious commitment and dedication to create an atmosphere of spontaneity and fun.
“The sillier the gig, the harder the pre-plan,” Hernandez explains.
Working with the creators of the Bananas Podcast on BananasFest, described as a delightfully bizarre celebration of all things silly and strange, required, among other things, having a serious phone call with a vendor about whether donkeys can wear shoes safely and, if so, for how long. Just another day in the life of a freelance multi-hyphenate.
Hernandez wears a lot of hats but the throughline between all her work is simple. “We do not exist without art.”
For Scarlet Estelle Hernandez, Fishtown’s thriving music scene represents more than entertainment. It’s a place where early mentors, professional opportunities and her love of live performances continue to intersect.
Coming from Hernandez, this isn’t a decree preached from some philosophical higher ground. It is grounded in being a fan first. That’s how she got into this business and that’s how she manages to remain buoyant in a notoriously tough industry. Her approach is to always lead with love. For the city of Philadelphia that has nurtured her career since 2012, for the hundreds of artists she has worked with over her decade-long career and for the fans who keep showing up for the artists they love.
For Hernandez, love translates to paying it forward.
“I’m so incredibly loyal to Philly.”
She has this mentality of pouring into others because throughout her career mentors have poured into her. When speaking about those who shaped her there’s a real reverence in her voice.
“Leron Lee, my radio adviser in high school, was the first person to encourage me to stay weird.”
Advice she carried with her to her first big opportunity, walking in with green hair and a bright red blazer.
“Jen Corsilli of Live Nation was the first one to give me an internship at the Trocadero Theatre. She saw me, and she saw my potential.”
Now as one of the youngest governors of the Recording Academy Philadelphia Chapter she is able to pass it forward through their pillars of Community, Advocacy and Education.
While her work keeps her on the road for a good portion of the year, Hernandez finds herself back in Fishtown a lot. This is thanks, in part, to the campus that Live Nation has created with venues like The Fillmore, Brooklyn Bowl and Punch Line Philly. She’s there often as a fan, naturally, sometimes seeing two shows a night, but on any given night can also be found on the merch desk, working behind the scenes as a tour manager or building a VIP fan experience. It’s a privilege to “go through different doors in the same buildings,” says Hernandez. “Some of my earliest mentors are part of Live Nation, so Fishtown is such a welcoming place to me.”
While her plans for the future are ambitious and wide ranging, including building her own business, no matter where you find Hernandez next, you can be assured a great time and a great story.
