10 Questions with ... Trina Tombrink

BRIEF CAREER SYNOPSIS:

I started my career in radio, during my teens as a volunteer at KSJO/San Jose. After college I went to KLOS/Los Angeles. In 1991, I made a career change to the label industry and started at Columbia Records. I held various positions in promotion at Columbia, through 2007. Then VP/Triple A at Republic Records from 2008-2015, followed by VP/Triple A & Hot AC Promotion at Sony/RED.

1. What got you interested in the record business?

I have loved music since I was a young child. I had two older siblings who turned me on to Rock music at an early age. By the time I was 10, I was obsessed with The Who. Once I started volunteering at KSJO, I was intrigued by the label people who came to the station for music meetings ... My dream job for many years was to do Rock Promotion at Columbia Records. My dream eventually came true.

2. What was your favorite station to listen to when you were a kid?

KFRC as a child, then KSJO as a teen.

3. Tell us about your own company and how it still relates to RED.

My company affords me the opportunity to pursue any opportunity that comes my way. I serve as an outsourced format head for many of my clients. For others, I'm part of the promotion team and help to maximize airplay and artist development for those projects. As it relates to RED/The Orchard, I am the outsourced Triple A format head so I quarterback their priorities at the format. It's all exciting and new for me so I'm looking forward to what 2020 brings.

4. What new projects are you most excited about?

In no particular order ... I'm very excited to be part of Pete Yorn's team again. "Calm Down" is trending Top 5! He's having a strong comeback with this new release and it's gratifying to work with him & his management again.

There are two cool artists right now at The Orchard: Bakar "Hell N Back" and Caroline Polacheck "So Hot You're Hurting My Feelings." Both artists are up and coming with great music that is starting to buzz at Triple A. I'm also excited to be working with the Republic/Island team again on Keane's new release. The second single, "Stupid Things" is a beautifully painful song with a vocal delivery that is uniquely Tom Chaplin.

5. Too many records, too few slots. What data seems to be most important to you when jockeying for an open slot on a radio station and why? Ticket sales? Tour info? Prior success? Retail? Internet? Other stations?

This has been a challenge for many years at the Triple A format. Stations are serviced with new music from all music genres. To be honest, my approach varies with every station. Since I've been in the format for so long, I've had a lot of time to develop a strategy that works for individual station's needs and methodology. Generally speaking, the most relevant data today is streaming info, competitive airplay, and a combination of buzzworthy data that comes from press, TV, video views and touring sales. It also helps to have access to the artist in airplay markets.

6. What do you view as the most important issue facing radio today?

The issues facing radio today vary based on the stations. Commercial radio owned by major broadcast groups have completely different challenges than their noncommercial counterparts. Then independently owned commercial stations have separate challenges. The Triple A music community works hard to support both sides of the radio panel to help them win in their respective markets.

Overall, both panels share challenges of a wide range of competitive music discovery platforms, the ability to cut through the noise of today's overly busy lifestyles and creating compelling content to keep their listeners engaged and loyal. Most Triple A stations focus heavily on their local community so that gives them an advantage.

7. Biggest change that you'd like to see in the business?

I have a couple thoughts on that ... I'd like to see more women in executive positions. It's gotten much better since I started in "the boys club," but there is still a lot of room for change so that talented women have more opportunities to grow at every level of the music industry. So many women excel when given the chance. Some companies are more focused on that than others.

It also seems that the amount of downsizing and stagnant salaries over the past few years is disproportionate to the huge revenue gains the industry is currently enjoying. Industry employees in the trenches every day, need to believe there is real growth potential for them. Otherwise, I see future generations picking other industries to thrive in.

8. What is your best advice for up and coming promotion reps?

Don't be afraid to work hard. It's a 24/7 gig, especially when you're starting out. Do everything you can to make a difference at radio and with artists' careers, no matter how big or small the job. Be vocal, yet humble about your accomplishments. Make sure your bosses know what you're doing (also, be an asset to artist managers. They'll remember you for it.)

9. What is the one of the truths that has held through your career?

I'm highly verbal (lol,) so there isn't just one truth. The most important truths that have held me this far are; energy, passion, empathy, dedication to the magic of radio and a true desire to make a difference in an artist's career AND for my radio friends!

10. Fill in the blank: I can't make it through the day without ...

... my daughter Sarah, coffee, water, wine, music, news.

Last non-industry job:

a server at a bar/cafe in Manhattan Beach, CA called Manhattan Coolers.

First record ever purchased:

The Jackson 5 "ABC" (like I said, I was a music fan at a very young age!)

First concert:

Tom Petty & The Heartbreakers at Winterland on 12/30/1978 (SF, CA)

Favorite band of all-time:

First was The Who, then Tom Petty (but there are SO many other bands I love!)

What do your enjoy doing in your spare time away from work:

Spending quality time with Sarah, dining out, watching movies, listening to music, taking long walks and sleeping!