creative placemaking

Late to the party, I just recently discovered this gem of performance space that opened up in early 2024 when I had the opportunity to see the amazing Buggy Jive open for the intellectual and well read storytellers, Nathan Meltz and the House of Tomorrow there. Transplants from Denver, Alana and Niek Velvis decided to land here in Upstate, Troy specifically, due to the creative pulse they felt on the street and the ‘unique mix of history, grit, and artistry, with a growing music and arts scene.’ Approachable and community minded, these creative entrepreneurs have made a space for local and regional indie artists to call home. Oh, and they have respectable baked goods, beer and coffee offerings!

Please state your name and title. Also, can you share a bit of your backstory?

We’re Alana and Niek Velvis, the owners of MoJo’s Cafe & Gallery in Troy, NY. At our core, we’re musicians who love playing—that’s what brought us together, and it’s what drives most everything we do.

Alana: I am a classically trained percussionist, with years of experience as a session drummer, nationally touring musician, and recording engineer. I’ve played in a wide range of projects, but find myself especially drawn to the second line rhythms and deep funk traditions of New Orleans. I also handle accounting and keeping everything at MoJo’s running smoothly behind the scenes.

Niek: I am a bassist, recording engineer, and entrepreneur with a background in law and business development. Since 2012, I have focused on working with startups while staying active as a musician. My passion in building physical and virtual spaces that allow artists to create freely came to fruition in 2018, which was a start of what led to building MoJo’s here in Troy.

Music has always been at the center of our lives, and MoJo’s was built from that foundation.

What was behind your choice in locating in the capital region / Troy? Also, I believe I remember you saying originally you did not plan to open a venue like this…how did it all come about?

We moved to Troy because of a pull to the creative pulse we felt here. For us, the city has a unique mix of history, grit, and artistry, with a growing music and arts scene that felt like the right place to help contribute to something special while remaining authentic to our own journey.

Before moving to Troy, we owned and operated a recording studio in Denver. Recording, engineering, and producing music were a huge part of our lives, and when we made the move to New York, we brought most of the studio gear with us, thinking we’d continue focusing on recording and production. And then, we found the space!

When we walked into what is now MoJo’s, some lightbulbs turned on for us. The layout and the energy felt like the perfect place. Instead of just being a recording space, we saw the potential for a venue, an art gallery, and a gathering place for musicians and artists, so we dove in and MoJo’s became the live extension of what we had already been doing in the studio.

From the start, MoJo’s was envisioned as a music venue and art gallery first. The focus has always been on hosting live music and showcasing visual artists. The coffee side of things was the next logical step for us, inspired by the bones of the space and a desire to provide sober-friendly offerings for gallery and show attendees. Building out the coffee portion naturally led to opening the café during the daytime hours, and as the creative energy flowed, we started developing custom coffee offerings with Gipfel Coffee, who roasts all of MoJo’s coffee selections.

You’re right about the plan developing in real time, and we’re grateful for not keeping our feet as there’s never any telling where we’ll be swept off to next.

Live music is a cornerstone of a vibrant city / community but is notoriously hard to make work economically…especially if you’re trying to compensate artist fairly. Can you share a bit about that side? How are you keeping the rent paid and making that all work?

This is a continuous challenge. Independent music spaces are fragile, especially when you’re committed to artist compensation. The reality is, ticket sales alone don’t cover costs, not in a room of our size. So for us, the key has been diversification. We treat MoJo’s as a multi-layered business with the cafe operating as a 3rd-Space during the day for food and beverage, Private Event Bookings, Art Sales, Custom Coffee Roasts, and Ticketed events.

Beyond that, it takes community commitment, which we are growing organically every day. We book shows for fans, so we work hard to curate a memorable sensory experience directed at an audience that values live music and understands that keeping a space like this alive requires active participation before, during, and after the show.

It’s also about efficiency for running a lean operation, keeping overhead low, and building relationships with artists and vendors where mutual support goes both ways.

Do you have any general comments that you would like to share regarding what we should be doing to ensure that this level of musical ecosystem is sustainable and thriving?

1. A thriving music scene starts with a dedicated and engaged audience. Show up often, even when you don’t know the performer. Live music and art aren’t nostalgic occasions, they should be part of your daily and weekly routines. The strength of a local music scene depends on people who are curious, open, and willing to experience something new. And when you do? Talk about it. Share what moved you, what surprised you, what made you think. Word of mouth builds culture, and the way we speak about music shapes the way our community values it.
   
2. Musicians and artists need to talk about one another as if we are each other’s heroes. Build up your fellow artists, speak about them as if you’re their biggest fan. The love and beauty you speak of is palpable and contagious. When people feel how much love you have for your fellow artists and musicians, they’ll become fans themselves, start going to shows, and spread that energy further. We can actively choose how we frame our community through our language.  Your mindset is yours alone, yet when out in public, you are actively shaping the culture you are a part of. Don’t talk down about each other, lift each other up like the heroes we all are.
   
3. Respect process over product. Art and music are all part of a larger ecosystem where artists are manifesting their creative process in real time. Don’t judge a single performance as a finished statement. Artists are evolving, growing, and experimenting live, and the audience, you(!) are a real part of it! One experience at a show should never dictate whether you go to another, so keep showing up.
    
4. City and State Governments need to recognize the value of music and art spaces as cultural institutions through direct policy support. A municipality that boasts being a music and arts hub just because artists have chosen to live there while lacking direct policy to support music and art is just all smoke and mirrors.

EXTRA CREDIT: Anything you have coming up or are excited about that you would like to share?

This weekend show is not to be missed, if you haven’t heard Joseph Biss play guitar and sing yet, make it a priority for your Saturday, the musicianship is incredible.

Saturday, March 22nd – Joseph Biss w/s/g Alicia Macier VanScoy
$10 adv / $12 at the door | Doors: 6PM | Show: 7PM

Both nights will bring something special to the room—come through and be part of it.

WEB: mojoscafegallery.com | IG: @mojoscafegallery