Emily Tan Media Relations & Artist Management -VMM Industry Interview

Who is the person behind the PR for some of the world’s top DJs, artists and events? The VMM takes a look behind the scenes at what work life is when you are one of the hottest press agents from the USA for our VMM special feature called “The Industry”. We ask what it’s like to work in such a demanding pulsating fast lane as we step into the shoes of EMILY TAN.

The Interview:

Hi there Emily great to speak to you !

VMM Q: Can you tell the VMM a little history about how you began to work as a publicist in the music industry Emily?

EMILY TAN: I’ve worked in PR & Communications for what’s now…25 years. I started working professionally while I was still attending college full-time; I started working in PR when I was 18. Additionally since 2002, I have also been a print journalist for DJ Times, the first and largest print publication in America devoted to professional DJs. I am also a live radio host for Sirius XM Radio for their electronic music channel, Electric Area; I co-host live broadcasts from various events.

VMM Q: Can you tell the VMM what you love about the music business?

EMILY TAN: Clearly, good music.

VMM Q: Can you tell the VMM what is a day in the life of Emily Tan the press agent like?

EMILY TAN: I wake-up at 6:00am EST, sharp, and I literally jump straight up out of bed and start racing against the clock. I work hard-core ‘til the work is done, but I force myself to shut-down my computer at a certain time otherwise I’ll never end. I’m also at the gym religiously working-out 4 or 5 times-a-week. If I am travelling – which I frequently do – I do run twice as many miles on the treadmill on the days I’m home in NYC. On a rare vacation recently, I was still up at 7:00am daily and managed to fit-in a few hours of work before hitting the gym and then relaxing. I don’t think my hubby was too thrilled with my spending a few hours-a-day working while on vacation, though. [laughs]

VMM Q: Is there any advice you can give about putting together a good press package, what should it contain and how important is it to have a press pack?

EMILY TAN: It’s essential if the client/artist hopes to achieve any editorial press coverage. The usual press assets: a well-written bio that provides necessary information for journalists; a timely and concise press release; professional, high-resolution press photos; music (and this can take several different formats and security protocols) assuming the artist is a musician/DJ/performer/entertainer; press clippings assembled in a cohesive manner. But the single most important element a publicist needs is to have something newsworthy to pitch. You’d be shocked to learn how many clients hire publicists – in all types of industries, not just the music/entertainment industry – expecting the press agent to get them booked on national TV morning shows and covers of glossy magazines without having anything substantial of value to present to editors/producers/program directors. I am at the stage where I am turning-down more clients than I am taking on, and so I vet each client carefully before agreeing to take them on. I also have a 6 to 12-month minimum period of engagement, unless it’s a project that requires less time (i.e. 3-months generally for album releases and select tours, etc.). The reason being that the “start-up” phase for any new client can be quite time-consuming, especially when said client has no press assets yet assembled.

VMM Q: Do you think it is important for all artists with new digital media to be part of all the online social networks and why?

EMILY TAN: Absolutely. The reasons are obvious.

VMM Q: Can you give any advice in promotional tips for DJs & artists to get themselves noticed in today’s massive market place what could make them stand out?

EMILY TAN: Hire me and you’ll find out. The best PR campaigns should hit all of the ground-level basics and yet also be tailored to the strengths of that particular artist/client. There are many, many different ways to do this, depending on the client. I also represent nightclubs, not only DJs/producers/artists, and I have also represented a successful club-lighting installer many years ago. I don’t believe in a “one size fits all” approach to PR campaigns, though the basic elements of any PR campaign should be met before you consider tailoring.

VMM Q: Miami 2011 was great this year so who were you working with this year?

EMILY TAN: Of course. JUICY BEACH 2011, as I am also the manager (for the world) and press agent for ROBBIE RIVERA. Also the SeaToSun Records event starring my client, GRAMMY® nominated artist, BT. And a number of other events and live radio broadcasts. I have been working on WMC and “Ultrafest week” since November of last year, I work at least 6-months in advance.

The VMM thanks Emily Tan for taking the time out to be part of this special feature “The Industry” and we hope the information above will help you develop good promotional skills for the future.

EMILY TAN

Media Relations & Artist Management

Representing:

** ROBBIE RIVERA & JUICY MUSIC **

** SANKEYS NYC NIGHTCLUB **

** RICHARD DURAND, Wide Awake (BLACK HOLE RECORDINGS) **

** COSMIC GATE, Back 2 The Future (BLACK HOLE RECORDINGS) **

** BT -Brian Transeau (GRAMMY® NOMINATED ARTIST) **

** SEA TO SUN RECORDS **

** FERRY CORSTEN, Once Upon A Night2 (BLACK HOLE RECORDINGS) **

** FILO & PERI **

** GEORGE ACOSTA **