10 Questions with ... Keith Rothschild

NAME:Keith Rothschild POSITION:Local Promotion/Marketing Manager LABEL:Warner Bros. Records

1) What led you to a career in "reckidz," as they say in New York?

Music was always my #1 passion. I played in bands in the city, went to shows every other night and worked at record stores. While I was in college, I did some street team stuff for the Mighty Mighty Bosstones and eventually worked for the band's management on my days off. I saw how exciting the business was and I wanted to be a part of it. I graduated college and became a teacher, but still went to shows every night. Over the summer break, this woman who I saw at all these shows asked me if I wanted to work at a record label. I was off for three months, so I took the opportunity to be her intern. One thing led to another and I've been at that company now for 11 1/2 years.

2) What is your favorite part of the job?

Being around music 24/7, obviously. But the best part is watching a band go from nothing to selling out arenas. I remember sitting in a car heading to Ozzfest one year listening to a demo that someone at the label said I should check out. Driving down the NJ Turnpike, I kept thinking to myself that I couldn't wait to work with this band. It turned out to be Linkin Park. To know that I was part of a team that helped make them one of the biggest rock bands is a great feeling.

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

It's not about just getting the add. When I first started it was all about #1 Most Added, finding spins, etc. Obviously, records aren't selling like they used to, so we have to be creative and come up with new ways to make money. Now it's even more about what we are going to do with new airplay. How are we going to market the record? Overnight spins don't sell records. It's about the real airplay. Station websites were never that big a part of the plan when we got the add. Now I try to tie in everything I do marketing-wise to the station sites. We just did an event that brought 3,000 people out to one of our artist's shows all by driving listeners to the station's web page.

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

There have been so many. In the past few years, though, I would have to say Avenged Sevenfold and Regina Spektor.

When I first started playing Avenged Sevenfold for radio, they looked at me weird. The songs were long, too many metal guitar solos, etc. Well, we ended up selling almost a million records and going #1 at Active and Top 5 at Alternative. Now their new record sold 90k in a week and the new single took off out of the gate.

Regina Spektor was great to watch, again, from playing in small, smoky rooms in front of 50 people to selling out shows in 3,000 seat venues. She is such a sweet girl and a talented artist and I'm so happy to be a part of her success. She's another artist who some people just don't get, yet we found out today that her latest record just went gold. We helped build an artist and there's so much more ahead for her.

5) What's been the most frustrating?

Taking Back Sunday. Adam, the lead singer, is a superstar waiting to happen. Yeah, their last record went gold, but it should have been much bigger. Same goes for Muse. The band can sell out MSG in New York and sell a ton of records, but it's always a struggle trying to get radio to play their songs.

6) What's the longest road trip you've ever been on, and where did it take you?

I've been on the road for the past 5 1/2 years, from Buffalo down to Charleston, SC. I've been to cities I never thought I'd go to, but I wouldn't trade it in for anything. It's nice to be back home in NYC, even thought I do miss Jim's Steaks in Philly.

7) What was your favorite station to listen to when you were a kid?

Growing up in Long Island it was always WLIR/WDRE. Donna Donna, Malibu Sue and Loscalzo introduced me to The Smiths, U2, The Pixies and all things Modern Rock. It was so cool and different than all of the other stations in my area.

8) Looking back, which years hold the best musical memories for you and who were your favorite acts at that time?

1990-1994. That was, by far, my favorite. The whole Alternative music scene was great. The Chili Peppers put out "Blood Sugar..." (one of my favorite records of all time), Jane's Addiction, Pearl Jam, Nirvana, The Pumpkins, Primus, Rage ... seeing a festival show like Lollapalooza when it wasn't all about money. It was about seeing bands like Fishbone and Dino Jr. play after Front 242. Or Ice-T share the stage with the Rollins Band.

9) What is it about our industry that keeps you wanting to do it for a living?

I can get away with wearing my band T-shirts and not having to wear a suit. Merch booths are the only place to shop...right, Rittberg??

10) What advice you would give people new to the business?

When I got into radio, I was lucky enough to have 4 people who were very influential on me. John Boulos, Tom "Grover" Biery, Dale Connone and Mike Rittberg. They all told me the same thing. It's all about the relationships. Build them and always keep them with you. When I first became a local, they didn't send me into the gig telling me to get adds. They told me to make those relationships. I made some great friends in this business using that model. And now they are stuck talking to me all the time.

What did you want to be when you were growing up?

The guitar player for Agent Me.