Frank Giaramita
02/22/06, 06:23 PM
Thank you to Amanda for making this interview happen (even though it took a half a year ;)), and best of luck to her and her fiance Rudy!
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Frank: In your own words and based on your own experiences, define a "Publicist".
Amanda: I am "the hype man" (or woman in this case). You know, the Don King, the Flavor Flav, or even that chubby guy that dances on stage with Mighty Mighty Bosstones. Basically, as a publicist, my main duty is to make people excited about the bands we represent, and make sure everyone is in the loop of our band's accomplishments, releases, tours, etc. By building excitement and keeping everyone in the know of what our bands have on the rise, it creates press opportunities for the bands to receive more exposure. The publicist also tries to make sure the band's voice is an accurate one.
-----
Frank: What are the responsibilities, goals, and tasks of a publicist?
Amanda: For me, I think my main goal as a publicist is to make sure my bands are represented accurately. Working at Tooth & Nail, we tend to get to know all our bands on a very personal level, find out where they're from, what their goals are as a band, and where they see themselves going. I think some big-time publicists represent bands they know nothing about for the simple act that they are huge bands and in-turn make that publicist look "big time." I don't understand how you can have conversations about, and push a band you don't even know on a personal level or even listen to though. So, my main priority is to get to know a band, and from there pitch angles of stories to relevant magazines. Often times I'll just ask a band straight up from the start what magazines they read and where they'd like to be featured and from there we can make a plan of attack. In 2004, for instance, Underoath told me they couldn't even imagine being on the cover of Alternative Press, but that it'd be a dream come true, and it actually happened, which was rad to see! And they looked ever-so-handsome on that cover!
-----
Frank: What does a normal day of work involve for you?
Amanda: Being in Seattle, I have my coffee fix first thing in the morning! After that, it could be anything. Generally we have 2 - 3 releases every month that I'm busy with. Upon getting a new album or new band signed, I'll talk to the guys, get a working bio together on them, send out an initial press release and call or email editors non-stop looking for story leads. After getting to know editors at the bigger magazines, they tend to keep up with your releases, and know you (generally) have legit bands. Not only do we set up album release press, but we also do tour press as well. The A&R reps of each band will send me the latest tour dates on our bands and we'll follow up at regional outlets in each city to make sure the band is getting the coverage they need. Props to Scott Weber for being my Tour Press King when he graces our office with his presence! COME BACK SCOTT!! :)
-----
Frank: What are some of the best features and personality traits a solid publicist normally possesses?
Amanda: I definitely think you need to be outgoing to have this job. When I came to Tooth & Nail as an intern from small-town Indiana, I was painfully shy. I think the more I talked to people, and became comfortable with them, the easier my job became. When you're trying to sell writers and magazines on covering your bands, you can't really be scared to talk to them. I think some publicists think being pushy is a great trait to have, but I try to steer away from that; it's not the most attractive quality. I think you can be pushing for a band without being pushy. Also, I think you need to have a really solid memory. When you have such a massive roster like we do, and twodifferent labels, remembering names and random facts about everyone on the label is always helpful. When a magazine needs to know who the gamers are on the label, or who's a vegetarian, or who loves BBQ, or any other random fact, it's helpful to have a running rolodex in your head instead of being forced to ask around.
-----
Frank: Why did you choose to become a publicist? What initially gave you the idea and why did you choose that field?
Amanda: Well, I'd like to say I planned to become a publicist and everything worked out perfectly that way. BUT, I actually came to intern at Tooth & Nail almost six years ago between my junior and senior year of college. I was a Journalism major at the time, and just wanted to work here because I loved the bands and was a fan of the label. I had no intention of staying, but at the end of 3 months, Brandon offered me a job. At the time I was actually planning on going to law school right after college graduation (I even had
an internship in Washington DC that same summer, but opted for Seattle and music instead), so when I called to tell my parents I decided to stay in Seattle they were a little less than stoked. I've worked through several positions at the label, including running our street team, and working on radio. Publicity is the natural fit to me though. I feel like it's a very personable job with the bands and it brought my love of writing back in a big way. (side note: I did finally finish my last year of college too! Stay
in school...bleh bleh bleh)
-----
Frank: What are the ups and downs to working in your field of the business?
Amanda: Hmm...well, some obvious ups are getting to travel to festivals and shows and hang out with some of my favorite bands in the world. You're also constantly meeting people and making friends. I mean, I consider some of our bands some of my best friends, and getting to support them and work for them is such a great feeling. There's nothing better than seeing your friends on stage playing to a sold out crowd, watching everyone belt out the words with them, to these songs you got rough demos to months before and suddenly are these masterpieces to kids across the country; it's really a beautiful thing.
As for the downer situations, as cheesey as it sounds, I'd say that it was VERY hard to find a guy that could deal with my line of work. I mean, think about it guys...here's your girlfriend working in the music industry with all these band dudes - going on tours, buddyin' up, obviously not the ideal situation for you. I think every guy I tried to date instantly got this "other guy" complex and thought I had something going with every person on the label, which was crazy. Lucky for me, I found a great guy (who understands everything because he's in a band too...Gatsbys American Dream, woo!) and we got engaged, so I guess that's not a downer anymore! :)
-----
Frank: What is the best way to get started into the marketing side of business? College? Internships? Books?...
Amanda: I think interning is by FAR the best way to get started in any aspect of the music industry. There's nothing better than going in to a company and just observing and soaking up as much knowledge as you can in the time you're there. And by interning, you can get a taste of every aspect of the company too, which can definitely help in narrowing down the specific field you're aspiring to. I interned for a few months, and even my boss Brandon Ebel began as an intern back in the day; We've all been there. Sometimes it can be trying and frustrating, but honestly it's the best and fastest way to learn the ins and outs of your future field.
-----
Frank: A lot of labels have publicists who work for them (like you) and handle their artists, is it mandatory for an artist on the Tooth And Nail Roster to work with you or can they seek help from publicist outside of the label, like Mike Cubillos for instance.
Amanda: No, it's definitely not mandatory to just work with me. Generally speaking, I work with bands from the start and we see where it goes from there. I worked with Underoath for the first year "Chasing Safety" was out, but they required so much attention that I was sort of dissing our other bands; therefore they ended up getting another publicist, who I still work with directly. Even if we do hire out I still fill in input and pitches where I can. Publicity is very much about relationships, and if one person can pitch to a certain editor, and another person to a different editor, well, we'll use all the ammo we can get. It's more of a team effort, and hiring out just creates a larger team, which is always helpful.
-----
Frank:I understand that Tooth And Nail pays you a salary to work with their artists, but wouldn't you make more money working as an independent publicist?
Amanda: Well, this question has been brought up to me again and again. People ask me all the time when I'm going to go independent and begin my own publicity company. I think that the majority of label publicists are in their position for much more than money though. Working for a label is such a different atmosphere than any publicity company. For me, it's an amazing experience to see an album come from its beginnings to become a huge phenomenon. When I'm at work, I see everything from demos to artwork and tours take shape, and that creates such a larger appreciation for the finished product. Plus, at Tooth & Nail / Solid State, we are seriously a family in this place! I feel like I've got 13 big brothers on tap just in my work place if anyone ever messes with me!
-----
Frank: When do you feel a band is ready to hire a publicist?
Amanda: I think bands definitely feel an urgency to build their entourage of booking agents, publicists, and anyone else to make them sound legit. The thing they are missing though is that the DIY way is highly valued when you're first starting out. At the label, we are SO impressed by bands that come our way and have already made a name for themselves on their own merit. As Cities Burn, Haste the Day and The Classic Crime are all bands that come to mind immediately when I'm thinking of bands that were already running when they hit our door. From the start, I think a band needs to concentrate on their music and getting shows, and the rest will transpire. When the tours start rolling in and press requests start happening, you'll know it's time to have someone take over full-time.
-----
Frank: Anything else you'd like to add is welcomed. Advice, thank you's, shout outs, plugs, etc.
Amanda: Shout out to my fiancé (I feel so Seinfeld whenever I use that word!), Rudy Gajadhar; I Love you! (sorry for grossing everyone out with that!) and all my work buddies in the T&N / SS Crew!
Also, just to sum up...your dreams aren't out of reach. If you want to be in the music industry enough, you can make that happen. When I was growing up on a FARM in Indiana, do you think I thought I had a chance? Just find your calling and pursue it! I read this site every day, and I definitely know many of you have it in you to do great things.
Go support Tooth & Nail / Solid State and Gatsbys American Dream!!
----
Frank: In your own words and based on your own experiences, define a "Publicist".
Amanda: I am "the hype man" (or woman in this case). You know, the Don King, the Flavor Flav, or even that chubby guy that dances on stage with Mighty Mighty Bosstones. Basically, as a publicist, my main duty is to make people excited about the bands we represent, and make sure everyone is in the loop of our band's accomplishments, releases, tours, etc. By building excitement and keeping everyone in the know of what our bands have on the rise, it creates press opportunities for the bands to receive more exposure. The publicist also tries to make sure the band's voice is an accurate one.
-----
Frank: What are the responsibilities, goals, and tasks of a publicist?
Amanda: For me, I think my main goal as a publicist is to make sure my bands are represented accurately. Working at Tooth & Nail, we tend to get to know all our bands on a very personal level, find out where they're from, what their goals are as a band, and where they see themselves going. I think some big-time publicists represent bands they know nothing about for the simple act that they are huge bands and in-turn make that publicist look "big time." I don't understand how you can have conversations about, and push a band you don't even know on a personal level or even listen to though. So, my main priority is to get to know a band, and from there pitch angles of stories to relevant magazines. Often times I'll just ask a band straight up from the start what magazines they read and where they'd like to be featured and from there we can make a plan of attack. In 2004, for instance, Underoath told me they couldn't even imagine being on the cover of Alternative Press, but that it'd be a dream come true, and it actually happened, which was rad to see! And they looked ever-so-handsome on that cover!
-----
Frank: What does a normal day of work involve for you?
Amanda: Being in Seattle, I have my coffee fix first thing in the morning! After that, it could be anything. Generally we have 2 - 3 releases every month that I'm busy with. Upon getting a new album or new band signed, I'll talk to the guys, get a working bio together on them, send out an initial press release and call or email editors non-stop looking for story leads. After getting to know editors at the bigger magazines, they tend to keep up with your releases, and know you (generally) have legit bands. Not only do we set up album release press, but we also do tour press as well. The A&R reps of each band will send me the latest tour dates on our bands and we'll follow up at regional outlets in each city to make sure the band is getting the coverage they need. Props to Scott Weber for being my Tour Press King when he graces our office with his presence! COME BACK SCOTT!! :)
-----
Frank: What are some of the best features and personality traits a solid publicist normally possesses?
Amanda: I definitely think you need to be outgoing to have this job. When I came to Tooth & Nail as an intern from small-town Indiana, I was painfully shy. I think the more I talked to people, and became comfortable with them, the easier my job became. When you're trying to sell writers and magazines on covering your bands, you can't really be scared to talk to them. I think some publicists think being pushy is a great trait to have, but I try to steer away from that; it's not the most attractive quality. I think you can be pushing for a band without being pushy. Also, I think you need to have a really solid memory. When you have such a massive roster like we do, and twodifferent labels, remembering names and random facts about everyone on the label is always helpful. When a magazine needs to know who the gamers are on the label, or who's a vegetarian, or who loves BBQ, or any other random fact, it's helpful to have a running rolodex in your head instead of being forced to ask around.
-----
Frank: Why did you choose to become a publicist? What initially gave you the idea and why did you choose that field?
Amanda: Well, I'd like to say I planned to become a publicist and everything worked out perfectly that way. BUT, I actually came to intern at Tooth & Nail almost six years ago between my junior and senior year of college. I was a Journalism major at the time, and just wanted to work here because I loved the bands and was a fan of the label. I had no intention of staying, but at the end of 3 months, Brandon offered me a job. At the time I was actually planning on going to law school right after college graduation (I even had
an internship in Washington DC that same summer, but opted for Seattle and music instead), so when I called to tell my parents I decided to stay in Seattle they were a little less than stoked. I've worked through several positions at the label, including running our street team, and working on radio. Publicity is the natural fit to me though. I feel like it's a very personable job with the bands and it brought my love of writing back in a big way. (side note: I did finally finish my last year of college too! Stay
in school...bleh bleh bleh)
-----
Frank: What are the ups and downs to working in your field of the business?
Amanda: Hmm...well, some obvious ups are getting to travel to festivals and shows and hang out with some of my favorite bands in the world. You're also constantly meeting people and making friends. I mean, I consider some of our bands some of my best friends, and getting to support them and work for them is such a great feeling. There's nothing better than seeing your friends on stage playing to a sold out crowd, watching everyone belt out the words with them, to these songs you got rough demos to months before and suddenly are these masterpieces to kids across the country; it's really a beautiful thing.
As for the downer situations, as cheesey as it sounds, I'd say that it was VERY hard to find a guy that could deal with my line of work. I mean, think about it guys...here's your girlfriend working in the music industry with all these band dudes - going on tours, buddyin' up, obviously not the ideal situation for you. I think every guy I tried to date instantly got this "other guy" complex and thought I had something going with every person on the label, which was crazy. Lucky for me, I found a great guy (who understands everything because he's in a band too...Gatsbys American Dream, woo!) and we got engaged, so I guess that's not a downer anymore! :)
-----
Frank: What is the best way to get started into the marketing side of business? College? Internships? Books?...
Amanda: I think interning is by FAR the best way to get started in any aspect of the music industry. There's nothing better than going in to a company and just observing and soaking up as much knowledge as you can in the time you're there. And by interning, you can get a taste of every aspect of the company too, which can definitely help in narrowing down the specific field you're aspiring to. I interned for a few months, and even my boss Brandon Ebel began as an intern back in the day; We've all been there. Sometimes it can be trying and frustrating, but honestly it's the best and fastest way to learn the ins and outs of your future field.
-----
Frank: A lot of labels have publicists who work for them (like you) and handle their artists, is it mandatory for an artist on the Tooth And Nail Roster to work with you or can they seek help from publicist outside of the label, like Mike Cubillos for instance.
Amanda: No, it's definitely not mandatory to just work with me. Generally speaking, I work with bands from the start and we see where it goes from there. I worked with Underoath for the first year "Chasing Safety" was out, but they required so much attention that I was sort of dissing our other bands; therefore they ended up getting another publicist, who I still work with directly. Even if we do hire out I still fill in input and pitches where I can. Publicity is very much about relationships, and if one person can pitch to a certain editor, and another person to a different editor, well, we'll use all the ammo we can get. It's more of a team effort, and hiring out just creates a larger team, which is always helpful.
-----
Frank:I understand that Tooth And Nail pays you a salary to work with their artists, but wouldn't you make more money working as an independent publicist?
Amanda: Well, this question has been brought up to me again and again. People ask me all the time when I'm going to go independent and begin my own publicity company. I think that the majority of label publicists are in their position for much more than money though. Working for a label is such a different atmosphere than any publicity company. For me, it's an amazing experience to see an album come from its beginnings to become a huge phenomenon. When I'm at work, I see everything from demos to artwork and tours take shape, and that creates such a larger appreciation for the finished product. Plus, at Tooth & Nail / Solid State, we are seriously a family in this place! I feel like I've got 13 big brothers on tap just in my work place if anyone ever messes with me!
-----
Frank: When do you feel a band is ready to hire a publicist?
Amanda: I think bands definitely feel an urgency to build their entourage of booking agents, publicists, and anyone else to make them sound legit. The thing they are missing though is that the DIY way is highly valued when you're first starting out. At the label, we are SO impressed by bands that come our way and have already made a name for themselves on their own merit. As Cities Burn, Haste the Day and The Classic Crime are all bands that come to mind immediately when I'm thinking of bands that were already running when they hit our door. From the start, I think a band needs to concentrate on their music and getting shows, and the rest will transpire. When the tours start rolling in and press requests start happening, you'll know it's time to have someone take over full-time.
-----
Frank: Anything else you'd like to add is welcomed. Advice, thank you's, shout outs, plugs, etc.
Amanda: Shout out to my fiancé (I feel so Seinfeld whenever I use that word!), Rudy Gajadhar; I Love you! (sorry for grossing everyone out with that!) and all my work buddies in the T&N / SS Crew!
Also, just to sum up...your dreams aren't out of reach. If you want to be in the music industry enough, you can make that happen. When I was growing up on a FARM in Indiana, do you think I thought I had a chance? Just find your calling and pursue it! I read this site every day, and I definitely know many of you have it in you to do great things.
Go support Tooth & Nail / Solid State and Gatsbys American Dream!!