Jose Luis Martinez II Celebrates 28 Years as a DJ
“I’m not just a DJ who plays music, but an entertainer, dance instructor, and master of ceremonies.”Known as DJ ATM in Fairbanks, Jose Luis Martinez II Hernandez is recognized as the pioneer of the salsa movement and other Latin musical genres in Alaska’s Golden Heart City through “Latin Dance Night,” which he created in 2009 in partnership with the Banks Alehouse restaurant, but in 2020 the pandemic forced the event to close.
This year, Jose Luis celebrated 28 years in the business and says he is proud of his work, which has transcended borders. He has been booked as a DJ for weddings outside of Alaska, conferences, corporate events, and cruise ships in the United States, Mexico, and Latin America. A curious fact is that his mother, Guillermina, added the acronym ATM to the word DJ, which stands for “A Toda Madre,” a Mexican expression meaning that something is excellent or that you’re having a really good time. “I’m not just a DJ who plays music, but an entertainer, dance instructor, and master of ceremonies,” he said. “As a child, I enjoyed Latin music at parties organized by Latinos Unidos del Norte, in which my family participated. Although I’m of Mexican origin, I learned about Latin culture and its musical styles—salsa and bachata—through Univision, Sábado Gigante, and Latin music conferences,” Jose Luis explained. Jose’s family history is unique. His grandfather, Manuel, emigrated from Mexico to Anchorage and worked as a furrier specializing in fine furs. Jose Luis’s uncles and parents followed in his footsteps, eventually reaching Alaska. His father, Jose Luis, owns The Fur Factory in Fairbanks. “My parents learned to make coats, Mukluks boots, slippers, and leather gloves. Later, they started their own business in Fairbanks. I was born in Anchorage. My siblings and I learned the fine fur and sales business. I worked in the store until I was 30,” he said. He worked at Safeway and Fred Meyer in customer service and sales. Later, he worked for Coca-Cola. His first opportunity as a DJ came at age 19. “I grabbed my dad’s record player and did my first wedding, and I started doing small events. And that’s how I grew and was able to buy modern equipment.” Currently, in addition to his work as a DJ, Jose is a financial advisor at Edward Jones Investments. “My education has been based on what my parents taught us: to work hard and treat people well. Plus, life experiences,” he confessed. “I’m proud to speak Spanish and say I’m Mexican because of my parents’ heritage. They instilled in me a passion for my roots, and my work is to serve my Latino and Mexican community, as well as the American community,” he concluded. Jose is married to Nashelly Castillón and has three children: Yadhira, Valeria, and Jose Luis III. |