Sami Westwood
Head of online and street promotions
Roadrunner Records
Role and key responsibilities
I am responsible for ensuring the presence of all the Roadrunner artists on relevant, UK-centric websites (MySpace UK, Kerrang.com, MSN Music, MetalHammer.co.uk, etc), the maintenance of the Roadrunner UK online platforms (official UK website, MySpace, Twitter), gaining viral content for the site/online partners, co-ordination of street promotion for our bands utilising the Roadrunner Street Team, overseeing promo with bands (in-person interviews with journalists, in-store signings etc).
Reason for choosing promotions
It was something that I fell into. Working in the music industry was something I was interested in doing, I just didn't know how to get into it or what exactly I wanted to do. I began promoting the bands I loved in my spare time and it all stemmed from there.
Your career path in five steps
My degree is totally unrelated. I have a BA(Hons) in women's studies and social policy. Before Roadrunner I worked as a recruitment consultant and in my spare time promoted Roadrunner bands on its street team on a voluntary basis. When the head of the street team moved on, I applied for the role. I feel the fact that I knew the artists, how the team worked and had experience managing and motivating people and developing relationships through my role as a consultant were key to my gaining the role. After four years running the street team, I approached the MD about taking on the online PR, as I felt this was an area that required further development and I wanted a new challenge, and he gave me a chance to prove myself.
Personalities and skills best suited to your line of work
I think you need to be highly organised, be able to work to deadlines, be able to build relationships with people, have some sales ability and have an enthusiasm for music, ideally in the genre you are working with.
You also need to be thick skinned, have a degree of flexibility - these are no 9 to 5 jobs - professionalism, be able to work under pressure, be able to adapt your work to a changing market place and you need to able to think on your feet.
The best bits
I love the challenge of each of my projects. Starting out with a plan and achieving each point on it is very satisfying. I love introducing people to new music, be that new tracks from an established artist or attempting to break a new band. I love all the people I meet - both the industry people and the artists we represent - on both a professional and personal level. I have friends all over the world now. And, that every day I am working with something I love.
The perks and the pitfalls
The perks are the free music and shows, getting to hear music pre-release, meeting people you have admired, award shows and seeing how everything works behind the scenes, be it at the label or on the road with the artists. Pitfalls are long hours, it can be very stressful - there are deadlines and targets to be met - and caring about what you do makes it hard to switch off sometimes and it's easy to wear yourself out. Finally, it can be frustrating. Imagine working an album or a single you totally believe in, when the people you are plugging it too love it and agree with you about it's appeal and potential, it's amazing. If not, it can be so frustrating.
The best career advice you've been given
Remember this is also a business. If you love the music you are working with you can lose sight of that in your enthusiasm. Sometimes you have to make hard decisions, be objective and think about it within the framework of the business, not just about the project.
Advice you would give
Try and gain as much experience as possible and make sure you work hard, make a good impression and make contacts. Remember PR agencies, as well as labels, which deal with music PR too. It's not all about gaining the experience within a label.
The pay
No one ever talks about pay. I get by OK, which is all you can ask for really. I made more in my last job, but I was miserable. There are some things you cannot put a price on. Not dreading going into the office every morning and doing something you enjoy is one of them.
The work/life balance
Honestly, my job is my life; in both a positive and a negative way. I never work less than 50 hours a week. There are days where I can easily clock up 12 hours in office and home-working hours combined. Add to that nights and weekends repping shows/looking after bands, it's tiring and I have little free time. However the latter often ends in social time with colleagues/industry/band members. A lot of my friends are in a similar line of work and so I can end up with them at their bands' shows and that's the positive side of this job being my life. I love music and it's all around me, all the time. Even when I am having a bad day, I am having a bad day trying to organise something I actually care about and not everyone can say that.
