Text Interview

Shauna O'Donnell

Q	When did you realise you wanted to work in the music industry?
A	I realized I wanted to work in the music industry about three years ago. I started off street teaming for local bands and fell in love with the excitement of the industry.
Q	You appeared in a Papa Roach video – tell me more about that, and did you continue to support them in any way?
A	Yes, I went on a casting call and ended up in the back ground of a Papa Roach music video. That was when I knew I wanted to get more involved with bands and the industry. We had so much fun that night and I will always support Papa Roach.
Q	Do you think street teaming helped you get your foot into the music industry? Also you have your own Street Team now...
A	Street teaming definitely helped me get my connections in the industry. It is a vital part of the promotion process. Bands need street teams to spread the word about their music.
Q	Tell me more about your radio show?
A	My radio show is on http://www.525powertracks.com and it airs every Friday at Noon PST. I am happy there, I love the owners. The station has been very good to me and the bands they play over the years.
Q	When did MUEN magazine start? How did you get involved?
A	I got involved with MUEN about three years ago. I started doing interviews with local bands and bands that I loved on my Myspace page. We put it in print for a while, but due to the economy we decided to pull it and keep it strictly online.
Q	What does MUEN represent?
A	MUEN represents covering the very best talent that deserves to be heard. We promote the bands we believe in.
Q	Who has been your most memorable interview and why?
A	All of my interviews are memorable for one reason or another. I learn something new from each band I talk to. Every one of them has their own personalities, some are funny and some are NOT. Boy do I have stories to tell!
Q	Beauty and the Beast PR – how did you become involved with that?
A	I got involved with Beauty and the Beast because we both have experience in the industry.
Q	Can you give a brief description of what your job entails?
A	I am the spokesperson and image of Beauty and the Beast as well as label publicity and promotions.
Q	What PR strategies does Beauty & The Beast PR adopt?
A	The strategy is to work hand in hand with their media partners as well as through proper representation of artists through publicists, management companies and labels.
Q	When you first take on a new band as a client, what are the first steps Beauty & The Beast PR takes before formulating a Marketing and PR strategy?
A	We basically use the media that is provided although we may not directly represent the band as their publicist. We may help the media associate in advertising their media format such as magazine or radio station. Both partners are publicists and are both heavily involved in promoting other artists through proper means. Sometimes we are directly involved with the radio show or production of that media ourselves.
Q	When should a band consider contacting a PR or marketing firm?
A	A major fact that most agents and management is concerned with is if the band can play their music live. When originals are involved, a procedure that is generally accepted is looking for a manager to shop the music to labels. At that time publicists and promotional people become involved. If it is done too soon on a world wide scale, it can affect the band’s credibility world wide.
Q	Does Beauty & The Beast PR have specialist areas of promotion i.e. online, or do you get involved with local and national press and TV?
A	Beauty and the Beast is tied to internet radio stations, fm radio stations and tv media.
Q	Would you represent all kinds of entertainers, not only musicians?
A	Absolutely, I would love to work with more than just musicians. The “E” stands for entertainment.
Q	Are you at an advantage, with the contacts you have already made as a journalist?
A	Yes, I am at an advantage because if there is a particular artist I would like to cover, they are easily accessible now.
Q	What are your thoughts on the digital age of the music industry and file sharing?
A	That is a tough one. I feel bad that the bands are not making the money they deserve to be making off their music that they work so hard for.
Q	Have you got your eye on any upcoming talent or bands?
A	I always have my eye out for new talent. It is a daily occurrence. Go to Myspace.com/shaunasbandpage and look at my top friends.
Q	Who are your personal favourite bands of all time?
A	Wow! There are so many and we wouldn’t want to hurt all the other bands feelings.
Q	Highlight of your career so far?
A	The highlight so far was interviewing Pogo of Marilyn Manson. He had not talked to anyone in three years and chose to give me an exclusive. That brought a lot of attention my way.
Q	Can you give 3 top tips for budding journalists or PR practitioners/managers?
A	Generally with the hobby media and that of educational media most journalists are starting out with their careers. To get involved with professional streamlined media most countries have set guidelines that are followed for these types of commercial formats. These are dictated to by many things. The suggestion that we have for budding journalists that want to go for this type of career is getting the proper education that is involved; that way the person hiring you from these commercial formats know that you have been professionally schooled in the industry by taking courses at these educational institutions, the career can develop in many formats such as print, radio and television.
Q	Do you find it hard to switch off?
A	It is definitely hard to switch off. I work all day and into the night. There is no such thing as vacation, weekends or holidays in this business.
Q	What has been the most challenging thing you’ve overcome so far in your life?
A	The most difficult thing I have been trying to overcome in my particular career is stage fright. Hosting has proved to be really hard for me.
Q	What would you say is the greatest misconception of working in the music industry?
A	The greatest misconception is that everyone in the industry is making a ton of cash. That is by FAR not true for everyone.
Q	Anything you would like to add?
A	Thank you so much for the interview!
www.beautyandthebeastpr.com http://www.myspace.com/shaunasbandpage www.muenmagazine.net