skylarentertainment.com

Wednesday Elektra [Wednesday]: Hi Diane! Over the past year or so SJM has been covering some of your artists in the interview and review departments, I just wanted to thank-you first off for supporting local and independent music! I know, personally, that you work with a lot of great artists, but before we get into that, please introduce yourself and tell us about how you first got involved in music/PR/etc.

Diane Foy [Diane]: I’ve always been in the music industry in one way or another. As a make-up artist I have done make-up for a lot of artists, including music videos by K-OS, Robin Black and Big Jeezus Truck and photography shoots for I Mother Earth, Oliver Black, Crash Kelly, and Superhalo.

I got into music journalism in 2000, wrote for and became the music editor of Foxy Magazine and most recently was an editorial assistant at Canadian Music Network, Canada’s music industry trade magazine. On the more music business side, I worked with Fading Ways Music doing marketing/promotions and completed the Entertainment Management program at Trebas Institute in Toronto. An internship with Cameron Carpenter of Prick Publicity and Smoke and Mirrors Promotions exposed me to the world of publicity and artist management. I started Skylar Entertainment in an effort to combine all my experiences and specialize in public relations, management and artist image marketing. My first publicity projects were for Fading Ways Music.

Wednesday: Everyone seems to have a different perspective of what the Toronto (Ontario) music scene is like, for someone that is almost exclusively involved in it, what are your thoughts? Is the music scene in the T.dot dead or alive?
Diane: I think the Toronto music scene is very much alive; you can go see a good band any night of the week. It is only a matter of finding out what the best venues are to find them or keeping up with the scene to hear what bands are worth checking out. The Horseshoe, Rivoli and Bovine are always safe bets to see good bands. We work with artists across Canada, the US and also International artists that are seeking publicity and radio promotion in Canada.

Wednesday: How did Skylar Entertainment come into being and who’s all involved in it? Are there branches or different aspects of the company or is it just you working under a bigger name?
Diane: Skylar Entertainment is my company and then I have other companies and individuals that I work with to provide the many different services we offer. My main focus is publicity and management and then I oversee everything else. I have a great partner in Andrea Morris at AM to FM Promotions for radio promotion; she has years of music industry experience and we promote each other. I work with two amazing music photographers, Paula Wilson and Brendan Meadows. Tyler Moore and I are the main make-up artists/stylists and is a graphic designer out of Vancouver that we work with. In addition to all these great people, I have relationships with many other artists, recording studios, video producers and anything else an artist or label would need referrals for. Kevin Bosch

Wednesday: How exactly does publicity and image development work and what would you have to take or do to get involved in this type of profession/industry?
Diane: Publicity involves developing relationships with the many different writers and editors at press outlets and making them aware of the bands or artists that you are working with. For a CD release campaign I would send out CDs to the main daily, weekly, monthly, campus and online press. Then I would follow up to solicit reviews and interviews. If a tour is going to be planned with the release that definitely helps with publicity and then I can solicit press in each city. Having a tour or special show/event would be another good time to work with a publicist to draw attention to the artist. Image development is really more image marketing because developing an image is more than hair, make-up and clothes – it’s about figuring out who the artist is and what they represent. We can ensure the image is consistent in all the presentation materials from the photographs, biography, website and merchandise.

As for how to get into the profession, I’ve always been a fan of school programs. It is the fastest and most efficient way to gain the knowledge, experience and contacts. There are so few jobs so the school experience gives you an advantage. On the other side of things just taking a school program won’t get you anywhere; you have to get out there, make contacts, develop relationships, learn as much as you can and being a workaholic helps. Even still you will have to intern and work for free to gain the experience. Nothing worth having comes easy. A publicist needs to have good writing and promotion skills and have an outgoing/social butterfly personality.

Wednesday: What types of services do you offer musicians and how can they benefit from them?
Diane: I think I’ve touched on the many services, but as for how artists benefit from them it comes down to professionalism. There a tons of artists and bands out there and the majority try to do everything themselves, which when you are starting out is a necessity. If an artist is serious about succeeding in the music industry they have to seek out professionals in almost every area. It is what sets you apart from the many out there.

Wednesday: As a publicist/promoter/etc. what specific aspects and characteristics do you look for in artists/bands when considering them as clients? Do you go for the bands/artists that are self-starters, highly motivated, do it yourselfers, or do you look for those that barely care whether you’re helping them out or not?
Diane: That’s funny how you phrased that, I think you know the answer. Too many artists understand they have to spend money on recording, but then don’t budget for the marketing and promotion that needs to go into making people aware of the CD once it is released. Then even if they do realize it and they hire a publicist and radio promoter, they expect that is all they need to do. There are many pieces to the puzzle and they all need to work together. The publicist and radio promoter need the CDs 6-8 weeks before the release date, a tour needs to follow the release date and a professional biography, photographs and website assists in being taken seriously.

Wednesday: Tell us a little bit about each of the bands you currently work with and what you’re doing to get them noticed in today’s cut throat music industry?
Diane: Grasshopper Soundclash’s highly anticipated new album “Magnetic Superblues” is set for release in July 2005 on the hip hop label Choice Cut Records, which is distributed by Outside Music. Grasshopper hasn’t released anything since 1995; however, we’ve received so much positive response that they have released a 12″ vinyl edition with two of the songs this past May 25th. I will be sending out the full length starting in June to get the word out about the release with reviews and interviews. There will also be tour dates and radio promotion to coincide with the release.

Tacoma Redd is a band that I have taken on to manage so there is a lot involved with that project. They are a fairly new band that has been creating quite a buzz with their live shows. They describe their music as power pop and their influences range from classic rock like KISS and Cheap Trick to Jimmy Eat World, Foo Fighters and Taking Back Sunday. They’ve recently opened for artists such as The Illuminati, Galore and Robin Black. They are a great example of our image marketing services as I designed them a new website, wrote a biography and got them professional photographs. We are working on getting their presentation package and merchandise together. I’ve done publicity for them and have received great response and we are working on building the fan base with their live performances. Next up is more writing and recording with the goal of releasing a CD either on a label or independently by early 2006. http://www.tacomaredd.com for more information.

Wednesday: Who are some of your past clients and what are they doing now?
Diane: I usually get attached to the artists I represent so even when a campaign is over I am still in touch with them, help out when I can and will work with them again next time they have something to promote. Fading Ways Music is concentrating more on the UK division and having great success over there. Red Light Rippers are now signed to Fading Ways UK and are recording their debut CD. We will have some big Turn Off The Stars news soon, Blue Skies At War are constantly touring and Driveway just released their debut on Curve Music. Sowatt had a successful showcase at CMW and are shopping for a label to release “In My Life;” Ryan Luchuck is recording his next album, which is due for a fall 2005 release. Melissa Rebronja recently joined another one of my artists Linda M on her Girls With Guitars series in Toronto.

Wednesday: How true is the statement “image is everything”?
Tyler Moore: Sad, but totally true. It is the first thing you are judged on from someone who doesn’t know you and it associates you to scene, culture, and status.
Diane: In the increasingly competitive music industry, the term “image is everything” is almost true. How many successful recording artists can you name that don’t necessarily have an incredible singing voice or amazing songwriting skills? How many amazingly talented artists do you know of that never seem to get a break?

Wednesday: I remember being totally blown away by this one band (Cinema-8) who had an innovative press kit with their logo branded on each page and everything image wise seemed to be tied together. Like their logo was on the CD, the stickers, the business cards, their website had the same feel and theme as the press kit. It visually all linked together and they are STILL the only band that immediate pops into my head when the topic of “press kits” comes up! So, for a band that likes to do things themselves, what are some of the key visual elements they should keep in mind when designing their artwork, logo, websites, stage banners, etc.? Should everything be visually connected?
Diane: That is exactly my point; most bands don’t put in the money and effort so you remember the one that did. Look at artists that are successful in your genre and see if your product or presentation stands up. If your song played next on the radio, would the quality be equal? Look at professional websites, does yours compare? Do your photographs look professional or like a snapshot taken by a friend?

Wednesday: Lets say I was in a band, and up to a certain point I, along with my band mates, were doing everything ourselves. All the website design and maintenance, designing and reproducing flyers/promo materials, running the street team, doing all the other promotions and publicity, calling the radio stations, booking the gigs, sending out press kits to zines, etc. When would be a good time for us, as a band, to hand over the bulk of all this added work to a publicist/promoter?
Andrea Morris: First off, I would never advise a band to call a radio station on their own behalf. I speak to radio programmers daily, and their biggest complaint is dealing with bands that don’t understand how radio stations add records and being constantly harassed by them. As a band, you look FAR more professional and serious about your career if you have someone making the calls for you. However, most artists put the bulk of their money into recording, and overlook the promotion aspects of the business – bad mistake. As you put together your studio budget, make sure you have money left over to promote the CD afterwards. Set aside money for radio promotion and publicity. Think about the team of people you want behind you and start to work with them during the process. Remember it’s the music business. Before you even record your CD, set up a business plan for yourself and think about how to promote your product, which is your music!

Diane: I have to agree with Andrea here, it all comes down to how serious you are about having a career in the music business. If you are happy being a local bar band then there is no need to hire professionals. If your goal is more than that, it comes down to how bad do you want it? Professional publicists have relationships with editors and writers and know how they like to be approached so they will have more success than a band or manager pestering them. And yes in the minds of writers, most bands and managers are pestering them. For websites, unless you have training in website design it is better to hire a professional. Look at websites of successful artists; does your website look as professional? Photographs please hire a professional. Shots taken by friends always look like shots taken by friends. Also, live shots are great to have, however, every band or artist needs professional promo shots to show what the band looks like and most press won’t print a live shot unless they took it. Biography, again don’t write it yourself and unless your friend is a professional writer don’t get them to do it either.

Wednesday: How does one go about choosing the best publicist/promoter for the job and what qualities/aspects should one be looking for in a publicist/promoter? Any advice on what to look out for when considering a publicist/promoter?
Andrea: I would always recommend doing your research. Check out websites and look at the client list. Talk to former clients and find out what they have to say about their experience in working with a publicist or radio promoter. Arrange meetings with your prospective promoters and publicists. You need to work with people who truly like your music and specialize in your genre of music. For example, if you were a hard rock band, you wouldn’t want to hire a promoter who specializes in jazz. It’s not a good fit. Trust your instincts. If you get a bad vibe from someone, there’s probably a good reason. Be careful of people who tell you what you want to hear not what you need to hear. And remember there are no guarantees in this business. If there were, we’d all be rich!

Wednesday: How important is “make-up” to an artist’s image, especially on film/video/etc. I know some bands get right into it and go all out with their make-up (sometimes it comes off more as face paint) while others simply seem to ignore it’s existence! How does proper skin care and make-up enhance an artist’s look?
Tyler: It could enhance a shot, or video a ton. You can use make up subtly enough by cleaning the face, making it look healthy and more youthful. Make up shouldn’t be noticeable unless you want it to be noticed.

Wednesday: Do you have any tips or advice to offer those that have never used make-up for there press photos or music videos?
Tyler: My advice would be to use make up in those things. You wouldn’t want to lose who you are in a shot, but you would want to look your best. It is yourself, just as much as the music that you are selling.

Wednesday: How does clothing reflect an artist’s image? Is there certain clothing or colors an artist shouldn’t wear on film? I remember being in the audience on a TV show and prior to the show they requested us not to wear white or bagging clothing (like hoodies/sweaters), because the camera would make us look 10-20 pounds heavier!
Tyler: I like to think that there is nothing that you can’t do. A person should always feel comfortable. If you like red hoodies, you should be able to wear a red hoodie. Finding the right fit and style is what I think it is all about. There are of course colors that look better on some people more than on others, but again I think making it work is much more fun.
Diane: It is true, best not to wear white or baggy clothes on TV.

Wednesday: Lots of bands seem to take their own press photos, or get their best friends to do them, do you have any advice for what an artist should wear or consider image wise when doing their press photos themselves?
Diane: Don’t!

Wednesday: Should an artist/band look into getting a professional photographer for their press shots or are DIY digital photos the way of the future?
Paula Wilson: DIY is fine if your friend is a professional photographer. Fuck, I don’t know. How bad do you want to get noticed?
Diane: As you see Paula is as frustrated with bands that don’t understand the importance of hiring professionals as the rest of us. Doing everything yourself is fine if your band is your hobby, but if you have goals of making it a career, you have to invest in that career the same way as any other profession. If you are lucky enough to have friends that happen to be professionals in each area then you might be able to work out deals to save some money. Make friends with students while you yourself are in the student phase of your career and help each other out, hopefully you will reach the professional stage together.

Wednesday: How does an artist go about finding the right photographer or photography studio? Does the photographer make the image, or does the band?
Diane: Look at the photographs that other local bands have and if they suit your style find out the photographer they used. Referrals are great because then you find out not only if the photographer can take great shots, but also what it was like working with them. Photographers don’t usually make the artists’ image, the photographs should capture who the artist is and the image they want to portray. That should be something the band, manager, label and marketing people work together to fine tune. For an indie artist with no “people” the photographer, make-up artist and fashion stylist will offer valuable advice and input. That is why Skylar Entertainment is here, we can be your “people.”
Paula: Do your homework. Some bands/people have an infinite amount of style, some don’t and some don’t even know the difference.

Wednesday: Are music videos important to an unknown artist’s image/promotion? Everyone and their dog seems to have at least one music video, but if it’s not getting high rotation on places like MuchMusic, should an artist even waste their time and money on making a video? Explain.
Diane: Videos are great even if they don’t get played on MuchMusic. Videos can capture a live performance and show the personalities of the band so industry and fans can see that there is more to the artist than a good recording. Videos can be included on websites and promotion packages. Videofact and Factor make it a lot easier for indie artists to be able to afford to make videos.

Wednesday: Well, I’m running out of questions (finally, eh?!), so is there any advice or information you’d like to drop to our readers in case I missed something?
Diane: The best advice is to plan ahead and contact us many months before the CD is going to be released. Too many indie artists come to us after they already released it. If it is fairly recent we can still do it, however, many times for the mainstream press they want the review to run at the time of the release or at least while the artist is touring.

Wednesday: What do you have planned for the remainder of the 2005-year?
Diane: Working with Tacoma Redd to get them to the next level will be a focus. I work with them because they are one of the few bands that not only have the talent, but they want to make it a career and are willing to work for it. They listen to advice and actually act on it. Nothing comes easy especially in the music industry so you have to love it and want it more than anything. Tacoma Redd reminds me why I got into this crazy business.

On the publicity end, I’m setting up some new projects and am always excited to discover great new music so we welcome submissions for publicity and radio promotion consideration. If you’ve learned anything from reading this interview you will set goals for yourself and make a plan of action to achieve those goals. If you have all the pieces of the puzzle ready to go or need help getting there, we would love to promote you. Of course the music is the most important factor so the product (CD/single/concert) has to be something we love and believe in.

Wednesday: How can people get in touch with you for more information and where can they find you on the web?
Diane: http://www.skylarentertainment.ca and email diane (at) skylarentertainment.ca

Wednesday: Thanks, Diane! I’m sure this will be one of the more informative interviews we’ve published here at SJM this year!
Diane: Thanks to you and all the Space Junkies Magazine staff for all the great interviews and reviews of the artists I’ve worked with. Space Junkies Magazine is one of the most supportive magazines for independent artists out there.