Ask HN: Changing languages, professionally

I've been coding since the mid 90s and delved seriously into 10+ languages, but almost all my professional experience is with PHP. It wasn't the plan, it just sort of happened. On the other hand, I've spent most of the past year working exclusively with Node.js, both on open-source projects and on a closed-source venture that never took flight. I had hoped that even if it failed, it would springboard me to a career using something besides PHP.

It didn't work.

Lately I've been going after Node.js work and consistently getting denied because my resume still just says PHP. People skim, they don't really read the cover letters or click through to the Github profile full of Node.js projects. Which makes sense. I understand the spam that job ads attract.

How do I get past this chicken-and-egg problem? Do other developers talk about open source projects directly on their resumes, right alongside paid work? And how do you sell experience gained on a closed source project with barely a name and no associated company, website, or other marketing? I've got this sinking feeling that I'll have to go back, launch the startup and then tank it just so that I have something easier to reference.