It’s anything but easy for emerging artists attempting to create a fan base, get their music on Independent Radio Stations and create a platform whereby they can survive in an over-populated industry. For many their budget does not stretch to being in a position to hire PR agencies to promote them and their music, often resulting in their talents sinking without trace. For those who can scrape together the finances to engage that vital support, the dilemma they face is to track down the right people that will put their shoulders to the wheel and justify that hard-earned investment.
US-based Angela Backstrom Promotions certainly appear to fit that bill. Over a short number of years Angela has become very much the ‘go to’ person for emerging acts seeking to get their music on radio and their profiles expanded. Her current list of clients includes the crème de la crème of Americana – Jaime Wyatt, Jesse Daniel, Charley Crockett, Western Centuries, American Aquarium, Joshua Ray Walker and Whitney Rose among them.
Many of the album reviews at Lonesome Highway and tracks that feature on our weekly Radio Show on 103.2 Dublin City FM, come courtesy of Angela Backstrom Promotions. We can certainly vouch for Angela’s professionalism, enthusiasm and faultless efficiency in our ongoing dealings with her. She set aside the time to chat with us recently and, as you will gather, she has no intention of allowing the current pandemic to dampen her spirits or those of the musicians she supports.
Had you worked in PR or Radio in Australia prior to moving to the U.S.A?
Many, many years ago I helped out on a friend’s weekly show on PBS Radio back in Melbourne, Australia. So I had a few years being around the DJ world and seeing what goes into the programming side. I always enjoyed being behind the scenes and I really love local community radio.
Was country/roots your music of choice growing up?
My grandmother was a big country music fan so a lot of Dolly and Merle in my early days. Mostly growing up in the 90s back in Melbourne I was listening to an array of genres. High school was all about grunge and then being an angsty teenager, I headed to the punk and goth scenes. In my 20s I found Britpop, Northern Soul and Jump Blues and during that period delved into the Alt Country and Rockabilly world.
Can you recall the first country song that turned your head?
Dolly Parton - Coat of Many Colours. I still get emotional hearing that song. It’s just so easy to connect too.
Your interest in country goes way beyond the music. The fashion side of the genre is also very close to your heart. Did the music or the style come first?
I’ve always been obsessed with fashion. I used to work as a stylist for a few years for a photography studio with some of the most incredible photographers in Melbourne. I was lucky enough to use my own wardrobe for many editorial photo shoots. Later I worked as a buyer for a ladies’ clothing label so was able to create the feel and look of the brand. Back then we would travel internationally to see the latest styles and know what we needed to do back in Australia. Fashion was always my first love. Before my husband Al and I moved to the USA back in 2010 I had emailed a few Etsy designers that were making western clothing. I was lucky enough that one of them got back to me on making my first custom western suit.
That was Jerry Lee Atwood (Union Western) he makes all the Post Malone suits and I’m sure you have seen Orville Peck in one of his creations last Americana Fest. Then the first place Al and I relocated to in 2013 was in Bloomington, Indiana and that is close to where Jerry lives so I got first-hand experience with him learning about the art of Chainstitch. Such a great experience. My collection has become a little insane over the years. I am always trying to collect pieces from the designers that dressed the Country Music stars in the day.
You hosted a weekly radio show from Bloomington when you were living in that city. How did you manage to get that radio show a Saturday morning prime time slot?
I had a meeting with Jim Manion the Music Director/Founder at WFHB when I was helping put on a live Americana Music Series with a friend. We wanted to buy some underwriting with the station to get the word out about the music we were hosting – Zoe Muth, Otis Gibbs. That same day after the meeting Jim emailed me and asked me if I was interested in a show. They had a spot. And Hell, I was in America as if I was going to say No. It was Saturday mornings 8-10 am, bi-weekly and later weekly: an all free form, alt.country show - Sweetheart of the Radio was born!
Were you also doing PR work at that time?
No. After I got my USA work permit, I decided that Radio Promotion would be something I would enjoy doing. So, I moved out from behind the mic and on to the telephone. I have over 20+ years in sales experience so it was fun to use that experience on a job that I knew would be really rewarding. Talking about music and artists all day is easily my dream job.
Who were the first acts you represented?
My first two artists were Jason Wilber and Austin Lucas. Both based in Bloomington IN and great friends of ours. Jason really helped launch my business as he was a huge help in getting the artist side across to me. He helped me with my research, my very first mailing and telephone lists. Jason Wilber was playing guitar with John Prine and he had so much experience in this world. That was really the start of it all. Austin Lucas, a very dear friend, helped me to start working with Last Chance Records who were one of the first labels to take a chance working with me. I feel very fortunate to have formed those early friendships.
Your current clients are the cream of both the emerging and more established Americana acts. Do you identify and canvas acts for work or do they come to you?
I used to do more of the A & R work early days but now I have enough referrals that I try to mostly just work with repeat clients and their friends that they send to me. I’m lucky enough to consider most everyone I work with to be a friend. The interesting part is the bands I used to play on my old radio show before I became a promoter are all mostly my clients now. Feels like a full circle. And it feels honest because my old show used to be about finding those artists that not everyone knew about but were so absolutely worthy of airplay. My business was always founded on these artists and how could I help them. The chart game is important, but I always firmly believe in the long game. The more I work with an artist to radio the better it gets. Sometimes we have early success but sometimes it takes two to three records. I also believe in not sugar coating anything. I think being realistic is the only way to earn trust.
What process do you go through before signing an act?
The Artist or Label will send me a Soundcloud. If I like the music, we will have a call and discuss details. The artist might be interviewing several promoters. Generally, it’s all about finding a publicist for print and radio that you know will fight for your project. I’m also working with so many more women these days and on many all women teams. And it’s cool. I really enjoy that many women are trying to lift other women up also. It’s long overdue.
What do you find to be the most difficult aspects of getting their music radio airplay?
Competition is hard. The more established acts will generally be added to radio faster that a new act. It’s incredibly hard to break an artist to radio without a big team. It can be done but it’s in no way easy. Over the years most of the DJs and Music Directors see what kind of projects I work and know that I only work quality records that are important to me. I book out generally (before Covid-19) five to six months in advance. Times are very different now for my music friends on when to release music. The pandemic also spun radio in many directions. My artists lost the ability to do the usual radio tours so every week I try to schedule zoom/phone interviews/DJ guest spots - any new ways to connect. Many people don’t realise the size of teams working on projects. It’s important to be realistic with your target, especially for a new artist to the genre.
Do you set yourself specific targets with each individual act?
Target is always airplay and interviews. With repeat clients we are always trying to beat the last result. Some clients will express chart goals. But it really is up to the radio stations to love the music. I can get the record listened to and to the top of the listening stack, but the artist/ music must win each station over.
What’s a typical Angela Backstrom working day?
Turn on espresso machine, coffee, look at tracking, check emails, look at daily call times, check off contacted stations, count spins, breakfast, make calls, send emails, load up singles, work on postage list, listen to radio stations, text folks, client calls, listen to new music, more emails, tracking spins, tracking reports, lunch, Really the paperwork is endless … The only break we get is December when the chart closes for three weeks. It really never stops. January can be a little quiet but otherwise it’s go, go, go.
Given the present pandemic and the uncertainty of many venues opening their doors for live music in the near future, do you foresee many of the lesser established artists leaving the industry or settling for part-time musical careers?
None of my folks will give up … I feel like I have chosen most of my folks because of how much they want it. The music industry will continue to pivot. We are all trying to find our feet still. Every week there’s something new to deal with. 2020 has been such a tough time on the business I love.
Final questions. What artist past or present would you most like to meet?
Dolly Parton: total badass and the best in the business. Respect for life.
And what fashion piece would you most like to get your hands on?
I don’t have a Nudie Suit… That’s on my bucket list.
Interview by Declan Culliton