10 Questions with ... Toby Russell

NAME:Toby Russell POSITION:National Dir./Top 40 Promotion and Marketing LABEL:Universal Republic Records

Please outline your radio career so far:

I started my career by working at KLLL/Lubbock, TX and at the "West Texas Video Jukebox," where I programmed/hosted a televised video show. I moved from Lubbock to Nashville and finished college at MTSU while working at Epic/Columbia Nashville, where I helped launch the Dixie Chicks. Then I moved over to EMI Music Distribution as an FMR, working for Virgin and Capitol Records, marketing the likes of The Verve, Lenny Kravitz, Ben Harper and other personal favorites. From there I moved to NYC as the National Dir./Promotion for Ultimatum Music. That led to me co-starting CO5 Music, the current leading record/radio "field staff for hire" promotion company in the U.S. Joel Klaiman and Monte Lipman came along after that and here I am at Universal Republic Records, loving life.

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

A true love of music and the urge to turn others onto the music. I remember sitting in my bedroom as an adolescent (before being able to go out as a teenager), drawing/designing album covers with headphones on until the wee hours of the morning. I was obsessed. I still am, as my boss Joel Klaiman can attest. He gets e-mails at 3:30a a lot. Sorry, man. :)

2) What is your favorite part of the job?

Taking/working with an artist who is devoted (to their craft) to the next level. There is truly nothing better than watching an artist grow a market audience from 10 to 100 to 1,000-plus. At Universal Republic, I have been blessed to see this happen many times.

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

The most change has been the blessing of time for passion about what we do as a business in radio/records. There's so much "white noise" with regard to corporate staff changes, downsizing, etc. A lot of us wear multiple hats, and it seems to be getting even more convoluted daily. We'll adjust, and the good news is, a good record/radio station will always "find a way."

4) What new ways are you coming up with to build stories on songs and artists?

Joel Klaiman, Monte and Avery Lipman always have a credible story before airplay. Arching back to the above question (significant change), who has the time to bring a record to radio without a story? We're not reinventing the wheel at Universal Republic. We're simply being stealth before taking a record to any format. We've garnered some great relationships through an amazing regional/national staff by way of being truthful with our records. When I started at Universal Republic, Monte told me to "bring the fun." We're having FUN at a pivotal time in our business. That's infectious.

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

That's a loaded question. I have to say, however, Colbie Caillat sticks out to me on different levels. I was the first rep she met at the label. Fresh from an international gig, she sat in my car while on the way to her first U.S. radio station showcase at Star94/Atlanta. She was confident, but really a fish out of water. Of course, she sang like a bird and won the station over. She had no idea she was a walking phenom in terms of MySpace, etc... We confidently worked her one station at a time. She went from the girl next door to not being able to walk down the street. She's the modern-day artist development story. The best thing about her is she hasn't changed at all. Most likely, it's this attribute that will keep her around for a very long time, and me a fan.

6) What's been the most frustrating?

Again, that's a loaded question. From where I started in this business to where I am now, I've had many frustrations. There have been a lot of "why nots, could-have-beens, should-have-beens," etc. I don't let myself get caught up in that "white noise." I strive to look forward without any frustration. There's not enough time in the day for frustration; always work to move forward.

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

Well, when I was working out of NYC I was soooo obsessed with breaking this band the Sugarcult. I used to take weekly drives from Boston to NYC to DC to Richmond, to Atlanta, to FL and start back in Boston to NYC (Leslie Fram knows this well). I recently did that trip again, and the roads have not changed, but the PDs did, and it wasn't all that fun for that reason (dear friends out of work is just not a good thing). In 1998, I did a trip from Nashville to Japan with an artist, and it pretty much blew chunks. I had terrible jetlag once I got there. God awful ... just a terrible long trip that left me with bad dreams and a failed College midterm exam when I got back to MTSU. Thank goodness my professor liked CDs ... and thank you, Sony Music Nashville for helping me pass that exam. :)

8) Do you have a favorite hobby?

My faves are fishing (deep water/surf fishing), working in my yard is an escape for me, vacationing, cooking, looking at MB RealTime Charts. :)

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

Integrity. Without it, you won't last. The relationships you make by encompassing true integrity can afford infinite stability.

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

1. Thank you for wanting to be involved.
2. If you are not passionate, you will not succeed and you are wasting your time.
3. Read as much as you can, but position yourself for real-life experience. Integrity will play a role in how well your career progresses.
4. Be entrepreneurial.
5. Be able to hear the word "no," but take that as a "cue" to research/make a case for "yes."

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

Oddly enough, I am living my dream. I used to sit in my bedroom as a kid drawing album covers. Now, I get to bring those covers to life. There's really not a better job in life despite the many hurdles we're displaced with in this current climate. I'm blessed to work with and learn from some great people in Joel Klaiman ... Monte and Avery Lipman. The future is looking great both professionally and on a personal level. I am living my guilty pleasure.