by Jeff Walker, with Katie Dean

Here at AristoMedia, we work with approximately 115 regional video shows, airing in markets all across the country. Since video is such and imperative component to an artist's marketing campaign, we are frequently asked to assist the shows in setting up interviews when the artist visits their town. In order to make the interview relaxing and enjoyable for all involved, we recently published the how-to interview guide entitled "Securing an Interview: The Who, What, When and How to Securing and Conducting a Quality Interview and Making Sure You Get the Next One." With a title like that, you can rest assured all your questions about interviews will be answered in depth.

The brochure is divided into four sections: "Equipment Requirements," "Setting Up the Interview," "Conducting the Interview," and "Follow-up Tips."

Equipment is the first indication of your professionalism, so make sure you use a professional camera, Beta Sp or >". Extreme close-ups are flattering to no one, so remember to provide flattering lighting and shoot from a distance comfortable to the artist. If you can't provide a make-up artist, it is a good idea to be prepared with cosmetics that the artist can apply him or herself.

Preparation is equally important. In securing the interview - requests should be made 3 to 4 weeks prior to the performance date. Ever heard the phrase "lack of planning on your part doesn't constitute an emergency on my part?" 'Nuff said. When requesting the interview, provide all pertinent information about your show and make any special requests (i.e. asking the artist to perform) so that there are no surprises. Ticket/backstage passes should be limited to the interviewer and camera people only - a legion of fans may be nice, but no one wants to get mobbed during the interview. I should also mention a few of the obvious no-nos: canceling the interview without notifying the artist's representative, showing up unannounced and expecting an interview, or waiting until the day before to try and schedule an interview.

Now that you've cleared the first hurdle of securing an interview, you need to think about what you are going to ask. Again, preparation is the key. Do your research; familiarize yourself with the artist's background and current album. Think of creative questions - "What's your favorite song?" is only fun to answer the first million times. Creative questions are more likely to offer insight into the artist, but be careful not to step over the line and ask personal questions that might make the artist uncomfortable. It's about the music, right?

Meeting an artist (particularly if you're a big fan) can be really exciting, but remember not to slobber on their stage clothes. Industry insiders have a term for the overzealous fan who generally becomes a pest. The term is "gherm" (G'urm), and it is a title you do not want to have attached to your name. Professionalism means quick, courteous, organized and creative. If this one goes smoothly, you stand a good chance for future interview opportunities.

Now that the interview is over, it is a good idea to drop a note to the publicist or artist rep to say "thanks." This will not only show your gratitude, but you will begin to establish relationships with people who are likely to grant your next interview request.

If you have any questions or would like to receive a copy of the brochure, please contact AristoMedia at (615) 269-7071, and we will be happy to send you one!

Jeff Walker is President of Aristo Media in Nashville, Tennessee. Aristo has participated in many major label publicity, video and record promotions projects since its formation in 1980.