As a regular listener to CBC Radio 3 since 2009, I bet I’ve heard Hollerado’s music dozens of times, with hundreds of plays collectively, and I’ve always enjoyed their hook-rich songs. And yet, somehow, I had never seen them live. That’s why I was really excited last Thursday afternoon when 2014 Radio 3 Fan of the Year Regina Sienra, aka Reginula—who lives in Mexico City, and who guest-blogged on Honourary Canadian earlier this year—placed this item on my Facebook wall:
I didn’t know anything about the venue, Swiss Water Coffee Studio, but since it was being promoted as a free show, that didn’t concern me much. When I arrived, on the south side of Houston near Lafayette St, I found a bright, clean pop-up space whose walls were painted with promos for Swiss Water, 
which I learned is a coffee company that specializes in making coffee they pledge is the most caffeine-free of any decaf, and the very best of that variety. In fact, Swiss Water (Twitter: @swisswater) was actually offering free cups of their brew right there in the space. Though I’m a longtime black tea drinker, and a coffee-avoider, I accepted a paper cup from a barista in a Swiss Water apron and took a few sips. I found it pleasant enough, quite aromatic, and it didn’t leave me feeling as if I’d just taken some rocket fuel onboard. I was glad Swiss Water had decided to use a live rock show to promote their coffee and their brand identity, which includes a philanthropic element, Grounds for Healing.
Waiting for Hollerado to take the stage, I began chatting with someone I noticed arranging tables, getting the space ready for the show. This I learned was Patricia Johansen-Mitchell, who told me she’s with a company called Strategic Coffee Concepts. She explained her company was working on the branding exercise with Swiss Water, for this, their first foray in to NYC. She said the pop-up space opened on Oct 30 and would run through Nov 8, serving Swiss Water decaf every day. Having left home without a pen, Patty kindly loaned me one. When I checked out Swiss Water’s Twitter feed, I saw they’re actually a Canadian outfit, located in Burnaby, BC. It didn’t seem incongruous that Hollerado was playing the space—at a minimum the company and the band have Canadian roots in common, even though the latter hails from Manotick, Ontario—now based in Toronto— while the company is out west. Waiting for the band to begin, I situated myself at a table and set up my notebook and iPad. I noticed some fellas who looked like they could be in the band, so before they got on stage I walked up and introduced myself to, it turned out, lead guitarist Nick Boyd. I gave him my card and explained I write two blogs, including this one where I write about Canadian bands, authors, politics, media, and related topics. Moments later, the lights dimmed, Nick and I signed off, and it was time for the show.
Hollerado played a generous, full set, more than an hour, during which they exhibited a lively stage presence, joking and making good-natured fun of each other. Menno, a sandy-haired player in the middle of the photos is the rhythm guitarist, lead vocalist, and seeming front man, though he is far from the only singer, or participant in japes with the audience. He was flanked on his right by the aforementioned Nick Boyd, while Dean Baxter on bass took the place to Menno’s left, and behind those three, drummer Jake Boyd stamped out the beats. Nick Boyd’s lead guitar was recessed in the band’s mix, but it never disappeared, and made for an interesting, atypical guitar tone. Baxter’s bass was tasty and audible throughout, even though I was standing on the side away from his position. Group vocals with rousing choruses are one of Hollerado’s signatures, and lots of them were sung this night by three or all four of their voices. The sound is brash and very loud, at moments, but amid the fierce attack the vibe created is nonetheless always genial, pumping out memorable melodies that lodge nicely in the mind’s ear. They traversed much of their catalog, playing “Firefly,” “Good Day at the Races,” Pick Me Up,” Riverside,” “Desire 126,” and “Juliette,” all of which can be heard at their CBC Radio 3 band page, and a couple new songs I hope to hear on an upcoming album. Hollerado seems remarkably stable, for a rock band. They’ve been together as a four-piece since around 2007, and have a label, Royal Mountain Records, that puts out their albums, as well as the big bands Pup, and Alvvays, at least in Canada.
After the show I met Swiss Water’s CEO, Frank Dennis, another friendly presence in the space. Like me, he’d loved Hollerado’s set, and we had a pleasant chat about favorite Canadian groups. As the band began packing up their equipment, I waved good night to them, and walked next door to a bar for a beer. Once I had a pilsener poured for me, I took out my little bike light, and began reading my book, Riverside Drive, a crime novel I’ve been enjoying, by Windsor, Ontario writer Michael Januska. A few minutes later I looked up and there was Hollerado, carrying their instruments and coming in for a beer with, I learned, a couple of Brooklyn musician friends who had also been at the show. The band members saw me, too. Menno and I began talking enthusiastically about the outcome of the recent Canadian elections, and I accepted their offer when they asked if I’d like to join them at their table. We continued talking politics, then Nick and Jake and I launched into a discussion of favorite super-groups from the 1960s-’70s—Cream, Yardbirds, and Led Zeppelin, among others. We talked about drummers, and drumming, and I told Jake about a close friend of my college-age son—a very talented drummer—who’s joined the US Army so he can play in the Army band and travel the world making music. Jake had heard of that opportunity, and pointed out he must be a superb player, since candidates must go through competitive auditions before they are offered a spot in the Army’s musical outfit.
We also discussed one of my favorite Canadian musicians, Matt Mays, as I regaled them with an account of the time when, in the wee hours one early morning at Toronto’s Cameron House, country rocker Sam Cash invited Mays to share a mic with him, including a heartfelt rendition of Neil Young’s “Helpless,” with which everyone in the bar sang along; a book I’d recently edited by Toronto science journalist Elaine Dewar, Smarts: The Boundary-busting Story of Intelligence; the classic role-playing game, Dungeons & Dragons, and The Big Book of Swashbuckling Adventure, an anthology of classic genre fiction I agented by Lawrence Ellsworth, one of D&D’s early creators; the CBC Radio 3 community, including friend Russ Gordon whose music blog is Go NORTH to Windsor, SOUTH to Detroit; and dogs, since Nick showed a photo of his new puppy, which prompted me to mention the great black Lab of my teens and early adulthood, Noah. 
After one last Lagunitas IPA, I bade farewell to the band, and wished them all well as they flew back to Toronto the following day for a show the next night. I hope Hollerado come back to NYC real soon, so I can hear them again, and let other live music fans here know about the fun show they put on.
