10 Questions with ... Karen Sundell

BRIEF CAREER SYNOPSIS:

I started out by taking on a variety of internships to soak up as much knowledge and experience as possible, including Slash Records, Levine-Schneider (with the great Mitch Schneider, prior to MSO) and the LA Weekly. My first break came through Roskin-Friedman Associates. I happened to phone right after an armed robbery, which oddly enough gave me a strong lead-in to land the gig. The HR person always remembered me. My next stop was Rogers & Cowan, where I've stayed ever since. It's a solid company that's made some really smart moves in terms of positioning and maintaining itself as an industry leader. Rogers & Cowan coined the term "integrated marketing" which is so important if you want to survive these tumultuous times.

1) What led you to a career in the music business?

I've always had a great love for music and the arts and I've remained a complete music geek. I listen to everything...I read everything...I try to see everything. I was told I would grow out of this, but that's not been the case. I still get really excited and inspired by checking out new, innovative bands and viewing great art. I come from a journalism background so I'm endlessly curious and inquisitive. This is my passion - and it better be!! I spend a lot of time doing this...

2) What's been the most significant change in the business since you've been in it?

Technology is the most significant change, hands down. It's completely changed the game and it has thrown many off their game. It's also moving at such a fast pace that you really need to adapt and update your business model. I view this as a positive. It's a "Wild West" out there and it's an exciting time because the current terrain really lends itself to new ideas, creativity and innovation. Things were becoming formulaic and stagnant. You can't circle the same wagons and proceed as you did yester-year if you want to remain relevant and stay in business.

3) What do you see as the role of the Publicity Agent in today's music business?

To promote, publicize and effectively position an artist in today's changing market place in order to sell records and to create a career-spanning brand. There are a lot of other variables that go into it depending on the level of the artist or project being worked. But generally speaking, you are the bridge to the public and perception and positioning is very important. PR creates opportunities and builds marketable brands that can sustain themselves during the ebb and flow of record sales.

4) With so many publications going online now, what percentage of your press coverage appears in traditional paper trades and magazines versus the Internet?

Depending on the project, I would say about 35% is online. In many cases, we've received double hits for the client with coverage appearing both online and in print.

5) What criteria (sales, chart success, etc.) does an artist need to develop to get an appearance on one of the late night talk shows?

Generally speaking, chart numbers give you the strongest point of entry when pitching. However, shows such as Letterman, Kimmel and Conan have also been known to book emerging acts without chart numbers or huge out-of-the-box sales. Heritage and Classic acts with buzz and cache also have a good shot on some late-night shows. Strong media angles, timing, and tie-ins also factor in as ammunition. Morning shows tend to go for chart numbers, Q factor and star power, but the 4th hour of The Today Show has also booked former Teen idols and stars that are past their prime.

6) What current artist do you see having the ability and skills to stick around for several years in today's instant gratification oriented society?

BC Jean is the real deal. She's only 22 and first rolled out as a multi-platinum songwriter with "If I Were A Boy" - the mega-hit that Beyonce was smart enough to snag. She's an amazing singer/songwriter who will debut in 2011 and Clive Davis is behind her. Watch for her!

7) Are you finding that today's "baby" bands are getting a fair shot in the press? Are they being given the press they need to break through to the masses and be recognized?

I think talented baby bands are getting a lot of love in the press, and with the advent of blogs they have far more coverage options. Check out the LA Times. The Music Editor is always giving the spotlight to solid emerging acts he deems worthy (print and online). The LA Weekly's writers are always covering new interesting acts (print and online) and the bloggers are all over it. They are the real tastemakers.

8) The music field is very competitive. It seems as if every artist needs a gimmick just to get noticed. How can artists position themselves to get the shot they need?

I'm not big on gimmicks. I think you've got to be real, you've got to have talent and you've got to cultivate and maintain your connection/bond with your audience. Think the Grateful Dead. No one bonds better with their audience through the duration of time, than The Dead (other than Springsteen). You've also got to make peace with yourself, and with the reason you're in this industry to begin with, as only a percentage of acts will sell platinum.

9) What do you feel is the most important issue facing record labels in the current business environment?

How to effectively market and sell records in todays changing environment. What value added elements can be incorporated to sell their projects. How can they best interface with technology to hit their target demographic, etc.

10) What is the one truth that has held constant throughout your career?

That regardless of all the changes within this industry, the one constant is that this business is all about relationships. It's so important to cultivate, maintain and respect your relationships. Say what you mean; Mean what you say... And don't take anything for granted. Everything is inter-related and at the end of the day, we all want and need the same thing. So it's important to work together.

1) What is the best way for an artist to handle a bad review?

Don't read them. Or if they must, learn from them. Decide if it's constructive criticism or outright slamming. If it's slamming, try not to give it the power over you. Move on. You can't survive in this business by allowing someone else's personal opinion to matter that much to you.

2) What's the worst excuse you ever heard from a writer?

Generally speaking, my greatest peeve is when an editor lets their personal opinion play into the coverage they choose to assign rather than keeping their varied readership in mind. A journalist is supposed to be objective, but this isn't always the case.

3) What's been your most rewarding project to work?

Working with the Miles Davis Estate. They give me so much freedom to be creative and to think outside of the box. They are also so open to new ideas and really get the big picture. I've also really enjoyed working with Dave Weiderman and Hollywood's RockWalk. He also gave me a lot of freedom and supported my ideas.

I also set up inductions into the Hollywood RockWalk for The Cure, Lou Reed and Angus from AC/DC!! . I'm a huge Cure fan!! Robert Smith is just so special to me. I can listen to the Cure forever. And Lou Reed is such an icon! I was afraid to meet him after hearing all of the stories, but thankfully he liked me! And Angus is just so classy. Who doesn't love AC/DC!!?

4) What are some of the artists we might find on your MP3 player?

Current rotation: Miles Davis, Thievery Corporation, The Gun Club, Mayer Hawthorne, X, The Cure, Flaming Lips, Blondie, Aretha, Janis Joplin, Etta James, Marvin Gaye, Hollis Brown, The Jacksons, The Ting Tings, Hopewell, Sly & Robbie, Bob Marley, Jimi Hendrix, Ferocious Few, Mishka, Dale Earnhardt Jr. Jr., Pavarotti, Shelby Lynne...

5) What can record labels be doing to drive more traffic to their web sites?

They need to update their content regularly to keep engaging the fans with fresh and relevant material. Fans stay engaged with new content served on a regular basis.