Shreddin’ at Shakey’s comes after Atlast Productions’ viral Jollibee show

Electronic dance music is best played in clubs and bars, while rock often finds its place in pubs or restobars. Virtually all genres can fill up all kinds of stadiums and arenas. And yet, we intrinsically associate specific types of music with certain places and, in turn, close ourselves to a world of music we’ve yet to explore.

Who knew we’d get a rock gig in a Jollibee and Shakey’s, but Gab Garcia and Atlast Productions stand behind a community of young indie talents, slowly pushing them into the limelight one family restaurant at a time.

Garcia is a music production student at the De La Salle-College of Saint Benilde. With Atlast Productions, he has been producing gigs for various independent artists since 2023. Held in your typical bar for the most part, word about their gigs have remained well within their bubble until they organized one in Jollibee Vito Cruz last year.

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Several netizens associated the viral show with the infamous Dennys Grand Slam and were clearly amused by the choice of location more than anything else. But for Garcia and friends, choosing a family restaurant was more than just for kicks and giggles. It was to use and translate the several experiences unique to a Jollibee for a gig unlike any other.

Picture the typical party games—the long happy birthday greetings, the bring me’s, and the musical chairs—but in the context of a rock performance.

“I wanted to treat the event place as part of the experience. It’s like a birthday party with your typical games and prizes to win.” 

And like a birthday party it was when we joined Atlast’s latest show, Shreddin’ at Shakey’s last March 7. The lineup included Of Mercury, Raki x Lumi, Nic Laforteza, Izzy Mariano, and Fitterkarma.

Why Jollibee? Why Shakey’s?

For Garcia, holding these gigs is mutually beneficial to both parties. The restaurants gain added social media traction and customers for the day, while the artists get to perform on a bigger stage.

“The fact that it’s in Jollibee and Shakey’s—it’s so fresh, and it brings people in. It puts a spotlight on our artists who aren’t out there, and onlookers can come to see the show and find good music as well.”

But it isn’t as disruptive to a restaurant as others may think—even if the performances and the sound check happen during store hours. On our visit to the Shakey’s gig, the performances were staged at the separate space often reserved for birthday parties. Behind a separate wall and using less powerful amps and speakers, customers could still converse and enjoy their meals in relative peace.

In fact, Garcia emphasizes that both restaurants are very easy to work with and are open to the idea of hosting a gig.

“That’s the main rule. I was very transparent with Jollibee and Shakey’s about what I wanted to do. And as long as you’re able to say what you’re doing, and you come in with really good intentions, they’ll be okay with it. For example, we’re not using the biggest amps, we’re using a small drum kit. I was forthcoming that we’re gonna be loud, but not too loud since they’ll still be having customers.”

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Building a community one family restaurant at a time

In the end, Garcia and Atlast aim to provide smaller artists with a platform they wouldn’t otherwise get anywhere else. 

“With each event I do, I make sure to include new artists or someone who’s not necessarily on Spotify. It’s a slow community we’ve been building for the past year or so, and I’m excited about how much we’ve grown thus far.”

But, holding these at family-friendly restaurants has also served as an important first step in bringing the music of the current generation closer to an older audience. 

“More people are interested in coming and are even bringing their parents. This isn’t normally the case because when you do gigs, parents are kind of scared to go. After all, it’s such a Gen Z place.”

And with how things are going, who knows where the next Atlast gig will be. Maybe a coffee shop or even a buffet next.