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Charese Fruge’ (@MCmediaonline) Talks To Sara Holmes
May 12, 2020
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When she told me she had a dream job I couldn’t disagree with her. It was an understatement. Sara Holmes, Senior Regional Promotion Manager for Warner Records gets to work with her rock & roll heroes. “I pinch myself on a regular basis: Green Day, The Black Keys, the Red Hot Chili Peppers,” just to name a few. And that’s just the tip of the iceberg, she also works with amazing artists like Bebe Rexha, Dua Lipa and Bryce Vine, projects she’s been a part of since before anyone even knew who these artists were.
Sara got her start in the business as an intern when she was in Journalism School at Arizona State University. “I always knew music would be a big part of my career and after watching ‘Almost Famous’ I really wanted to write for Rolling Stone. When interviewing for print journalism internships (think: newspapers) I was bored out of my mind--lots of suits and ties. I snuck into the room next door where the broadcasting students were doing interviews. I saw that my favorite local radio station (The Edge 103.9 fm) had a booth, and the rest is history!”
Sara rose from street teamer to promotions director at KEJD/The Edge, in Arizona, then made a big leap to Burbank, CA to be a promotions assistant for the Hot AC and AAA departments at Warner Bros Records. A few years later she was promoted to Regional Promotions Manager and moved to Austin, TX. Most recently she returned to Los Angeles, and was promoted to Senior Regional Promotions Manager for Warner Records.
It’s a position that brings Sara much joy. “Breaking new artists and turning them in to household names will always be the best part about this job! I remember driving Bebe Rexha around Oklahoma to sing in conference rooms – fast forward to the Grammy’s last year where she was a Best New Artist nominee,” says Holmes. “Same thing with Dua Lipa who went from a completely unknown artist in the U.S. to an A-lister with multiple #1’s and a massive sophomore album release this year! It’s so rewarding to be a tiny little part of that.”
It sounds glamorous, but promotion is not always an easy job according to Sara. “Part of my job is hearing the word ‘no’ every day. When I first started I wanted to prove myself so badly that I’d take it personally when a PD didn’t add my record that week. After I gained more experience, I realized that with pressure comes diamonds, and turning that ‘no' into a ‘yes’ is what drives me every single day! I gained confidence and learned how to thrive in such a competitive environment.”
Having fantastic mentors to work with is a big part of success, says Holmes. “I am so lucky to have incredible mentors to lean on. Peter Gray gave me my first job and acts as my north star in this business. Julie Muncy, Michelle Babbitt, and Heather Luke are mavericks in their respective formats and have supported me beyond belief. Lastly, Mike Chester reminds me to stay positive and confident on a daily basis,” she says. If there’s one thing she’s learned from them it’s “Always trust your gut! This business is all about relationships, and trusting my instincts rather than relying too much on what others say. It’s helped me build solid relationships with radio, managers and artists.”
That’s why it’s important to Sara to pay it forward as far as the business goes. “It is SO important to help mentor young women as they come up in the business. Like I said, it looks glamorous, but it’s hard work. Without that sisterhood early on, I would never be where I am today! I’m beyond excited to see what the next generation of female record executives will bring to the table.”
Like everyone else in the industry, Sara is trying to find balance with career and family, especially since things have changed so drastically, so quickly, thanks to the coronavirus. “Balance has always been the toughest part of this job. I’m very lucky to have a husband that understands how much travel, long hours, and late nights are required to be successful. The silver lining of this quarantine period is all of the quality time we’re getting together. I couldn’t “stay sane” without La Mar, our dog Juno, a strong cup of coffee, a really good playlist, and a Casamigos-fueled happy hour!”
Since the onset of the COVID-19 pandemic, the music industry is changing faster than it ever has before. I asked Sara what she thought that meant for us moving forward. “With streaming creating a 24/7 music cycle, new data points to analyze, and instant access to artists through social media, it’s important for us to stay diligent when considering what it means to be a ‘true fan.’ This Corona Era has actually created some opportunities to get creative for the future: Virtual Reality concert experiences, Artist MnG’s in online chat rooms, and Instagram Live Interviews to connect radio with artists instantly. I’m looking forward to watching technology advance how we do business in the future.”
With more downtime on her hands right now due to restricted travel, Sara is looking deep inside and learning new things about herself and what she wants to accomplish. “I am using this stay-at-home time to dive in to so much music too, Everything from Dua Lipa to King Princess to Gary Clark Jr. to Miguel. I’m listening to music that makes me feel good during such an insane time,” she says. As for what’s ahead for Sara, she has one priority: “Growth! I want to be the best version of myself and I think this unique time has allowed me to focus on what really matters to me moving forward.”
Follow Sara Holmes on Instagram & Twitter @Saraholmes_ and Sara Holmes on Spotify
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