10 Questions with ... Celina Sanchez

NAME:Celina Sanchez TITLE:Executive Director of Music & Artist Relations COMPANY:Pollack Media Group BORN:Orange, California RAISED:Ventura, California

BRIEF CAREER SYNOPSIS:

During my college years, I had internships at Epitaph/Hell-Cat Records, Shock Records (Australia), DreamWorks Records, and Immortal Entertainment in various departments [A&R, marketing, publicity]. Upon graduation, I worked at Paramount's "Entertainment Tonight" first as a PA and then for Jann Carl. From there, I jumped over to the sales department at Premiere Radio Networks. Now I'm happily at Pollack Media Group.

LAST NON-INDUSTRY JOB:

During my sophomore year, I worked in the Admissions Office at Princeton.

FIRST RECORD EVER PURCHASED:

I used a Wherehouse gift certificate to buy a cassette of EMF's "Schubert Dip" after hearing "Unbelievable."

FIRST CONCERT:

My parents are huge fans of Linda Ronstadt, and when she played the Universal Amphitheater, they dragged my sister and me along for the show. It was Linda and this enormous mariachi band.

FAVORITE BAND OF ALL-TIME:

Kasabian

1. How did you become interested in radio?

I became really intrigued with radio while I was at Princeton. I managed to find time to hang around WPRB and had a show my freshman and sophomore years. I liked the idea of picking out my favorite songs and playing them for the masses [although the "masses" consisted of my ten friends]. I was a horrible DJ [stumbled over words and not very smooth], but I really relished digging through the station's library especially since there was a nice vinyl collection.

2. What part of your job do you like best? Least?

I really like being able to work with a variety of media companies. PMG clients are involved in radio, film, television, and a whole host of new media operations. It is quite exciting to not only work with them individually but also thread them together for various endeavors. Moreover, I get to experience the evolution of media platforms and see how old and new media impact each other.

I get to listen to music all day long and go to concerts. What's not to like about my job?

3. What is a typical day like for you?

As I mentioned before, there is a lot of variety between our clients. Hence I might be working on getting talent, doing research on ringtones, or coordinating an on-site broadcast. I do however have a routine that keeps me up to date on music. In the morning, I always read the headlines from Billboard, Music Week Daily (UK), and NewMusicTipSheet.com. From the morning to afternoon, I tend to stream a station on-line (lately it has been XFM in London); by the end of the day, I switch over to CDs and listen to whatever lands on my desk.

4. How has your job changed with your recent promotion?

Well there's more work and responsibility, but that's fine with me because the headliners don't go on until 11.00pm or so at Spaceland.

5. How do you stay in touch with the latest music trends?

I rely upon a number of things to keep me up to date: reading music magazines/trades ("Under The Radar," "Music Week," etc.), going to shows, getting tips from friends, listening to radio shows (my particular favorite is John Kennedy's Exposure on XFM), and searching various blogs.

I try to go to as many shows as humanly possible. Besides, LA is one of the best cities for live entertainment. I especially like going to the Troubadour and Spaceland. They tend to showcase the baby and buzz bands. Having friends who are just as passionate about music as I am also helps me get a strong grasp for what's going on. In fact, before the Arctic Monkeys were signed, my friend in the UK recommended them to me because she saw them open for a band at her local venue in Sheffield. I absolutely love radio. Whether I am driving around town listening to KROQ or at my desk streaming FNX or GRD, I always appreciate that I can hear something new. As far as blogs go, I cannot go a day without looking at http://blog.largeheartedboy.com. This blog is on the cusp of current trends in the indie world, and I appreciate that the "large hearted boy" gathers interesting music tidbits from around the world.

6. What's the best concert you've been to in the past year and why?

I went to Mexico City last May to see Kasabian when they opened for the Rapture at a Nokia sponsored event. The venue was quite interesting -- a converted mall and right in the middle of the venue was an escalator. The crowd was mad -- absolutely mad. During Kasabian's set, there wasn't a single person standing still; everyone was dancing and singing along. Although it had been the band's first gig in roughly six months, they were tight and sounded phenomenal. They played a mix of old and new material, all of which was a smash with the audience. Being in a non-English speaking country with 2,000 other fans singing along in English to "Club Foot" was absolutely tops.

7. What would surprise people most about you?

Well I am by no means an outdoors person so it surprises people when I tell them that I have climbed Ayers Rock in Australia.

8. Fill in the blank: I can't make it through the day without _________?

I can't make it through the day without checking NME.com or billboard.com.

9. What do you see yourself in the next five years?

Hopefully, in the next five years I will still be happy, healthy, and working in the music industry.

10. What career path would you be following had it not been for this industry?

I probably would have gone into academia to further study Irish history.

What are your hobbies?

When I'm not at a concert, I like being either on the golf course or on the tennis court. Unfortunately, my killer serve is gone, but my putting skills are vastly improving. I also really like to cook.