AAM: Sheena, I'm sure I speak for the many fans who were present at last year’s awards show when I say that you truly made last year’s event very special. Laughter filled the room between performances and nominees being announced. You certainly were within your realm and looked like you enjoyed it as much as we enjoyed listening to you. Can our readers and fans expect to see or hear anything different at this year’s event?
Sheena Metal: It's so true. I had the time of my life hosting the All Access Music Awards in 2006 and I'm so glad that the audience/nominees enjoyed me as am emcee. This year, I've heard the event will be even be bigger and better. Now that AAM business consultant J. J. Garcia will be back onstage hosting with me this year, I'm hoping that he'll be doing more of the official business so that I can keep the crowd rolling (and laughing) throughout the night.
AAM: J.J., you have been a part of All Access Magazine pretty much from the beginning, nearly 6 years now. You have hosted events, performed at them, and are AAM's business consultant. You also work for HITS Magazine as an Associate Editor, and manage to hit the road occasionally with award-winning band Judge Jackson as their drummer. How do you manage this all on what is more than obviously a FULL-time schedule?
J.J. Garcia: I tell you, there is never a dull moment...! I usually make arrangements weeks ahead of time to schedule work, rehearsals, and travel with the band. This year, Judge Jackson is doing out-of-town shows on long weekends or going out for maybe a week or two. I am able to continue to work, book gigs, etc. by utilizing my laptop and communicating via cell phone and my SideKick. When it's all said and done in 2007, Judge Jackson will have performed 120+ shows. We are looking to double that in 2008, so I have my work cut out for me next year.
AAM: J.J., I’m sure I speak for our readers as well here when I say, "Welcome back." It's good to have you back on the stage as our co-host for the 2007 AAM Music Awards Show. I will never forget the first time we saw you hosting the Sunday Jam at Pat's. We knew from that minute, "You got the memo, right?", that you would make the perfect host at the AAM Music Awards Show. And now, 5 years later, I can honestly say it's been nothing but a pleasure working with you.
J.J.: Well, it's good to be back, and thanks so much for the kind words. Believe me when I say the pleasure is all mine. I really look forward to working with Sheena Metal to deliver an awesome show. Sheena has been a part of the L.A. scene for years as an artist, writer, performer, promoter, radio host, you name it.... I don't think there is anything she HASN'T done! It will be great to share the stage with someone who is a true champion for the cause. For me, it has been an honor to be a part of the All Access Magazine Show and AAM.com. For the last 6 years, it has been great to see how the magazine has succeeded. It has weathered the ever-changing music industry and local music scene and still brings the best of music news, info, and of course artists to its readers. AAM’s contributing writers and photographers are proud to support such a great mag – and it shows. You and John Green have developed an amazing media source for the local scene to promote and embrace, and to help get the artists heard in and around Southern California.
AAM: What can our readers and fans expect to see from you two at the Awards this year? Any surprises?
J.J.: None that I know of yet...! The lineup of talent for this year’s show is truly awesome, and with the help of AAM’s Summer Concert series earlier this year, the show will introduce a few new and upcoming bands to everyone. You can say you saw them here first.
AAM: Sheena, you will also be performing in a band at this year’s event. Can you tell us a little about that?
SM: Absolutely. My band, Sheena Metal's Beer Bong, 
will be opening the show. We bill ourselves as an ’80s tribute band with original material. We're more a tribute to the era than the actual songs, as almost all of our tunes are originals. We all wear costumes and put on a big colorful show. With songs like "Quit Thinkin' Start Drinkin'," "Frankenslut," and "Flat on Her Back," we just hope the AAM audience is ready to laugh their asses off and rock their asses off. Now, if J.J. would just agree to play drums in my band….
AAM: Your career has been one to brag about as well. Comedian, talk show host, radio host, journalist, artist/performer, booker. Did I forget anything? What, if anything, would you share with anyone thinking of making a career in the music biz these days?
SM: Why, thank you. It's been a fun ride and there are still so many years left to enjoy. I would never discourage anyone from being an artist. It's in my bones and my soul and I wouldn’t change working in this business for anything in the world. My advice to those starting out is to work hard, take chances, follow up on every opportunity and lead, and try not to get too discouraged. Focus on the positive. When you get bummed out about the biz, try and focus on the positive things like what you've already accomplished and what you have coming up.
AAM: J.J., you are totally involved in and connected to music’s business side. What can you share with anyone thinking of pursuing a music career?
J.J.: Honestly, you have to LOVE this business. Period! The industry as a whole has changed so much since I first got my job in the business. Some things have changed for the better in that they allow independent artists to really take charge of their careers and embrace all the new forms of media – MySpace, Facebook, epiTUNES, CD Baby, iTunes, and Y! Music. It is easier to develop a niche for yourself as an artist or business in the new scheme of things as long as you’re ready to roll up your sleeves and dig in. Judge Jackson is a perfect example of that: We have accomplished a lot by doing everything ourselves and running it as a business. We sell thousands of CDs, tour regionally and nationally, license music – and we’re making money doing it. We, as well as thousands of other bands and artists, are building our story by doing it independently. As for getting a label job, it's not impossible, but it is a bit harder since a lot of record companies and studios have consolidated, merged with other companies, or have just closed all together. This has caused a flood in the market of former label employees looking for work. With this being said, if you really want a job in the industry, educate yourself on everything there is to know and be as prepared as you can be. Whether it's through an internship or temp agency, a job might become available. The more prepared you are, the better.
AAM: Sheena, have you ever given any thought to managing bands? Or did I miss that and you already do?
SM: You haven't missed a thing. I've only dabbled in managing artists to help friends out in times of need. Although I have nothing but the utmost respect for managers, agents, publicists, etc., I prefer to help the community as a whole so that I can reach more people at one time with the limited time I have.
AAM: J.J. your role with Judge Jackson is the drummer most of the time. But I recall seeing you play guitar at a recent show. Are you making a move from drummer to guitarist? Or is this just an added bonus we see sometimes?
J.J.: Put it this way: Lee Jackson, our guitarist, is not losing any sleep over fear of losing his job! I play some guitar to write with the guys, but on a rare occasion I might pick up the guitar during an acoustic gig for a song. It's safe to say that I won't be making the switch to guitar in the near future.
AAM: Sheena, speaking of performing, is your band’s set at the AAM awards just a one-time thing, or is Sheena Metal’s Beer Bong thinking of performing regularly again?
SM: Hell no! It's our reunion show, but we are back to stay! We've already garnered endorsements from Minarik Guitars (we endorse the Lotus guitar and the Inferno bass), Collage Couture clothing, and Recycled Religion jewelry, and we're just getting started. However, if we get booed off the stage at the Knitting Factory on November 3rd, we may have to reconsider.
AAM: J.J. With all the changes in the music biz – labels folding, Internet downloads, etc., what is the upside to the business?
J.J.: That the artists can really develop themselves and have more control of their own musical destiny. The business of music is now in the artists’ hands.
AAM: As far as Indie bands go, what is the best advice you can give a band trying to get heard on the radio?
J.J.: You can hire a radio consultant for thousands of dollars, but it doesn't guarantee airplay. Maybe the best thing I can suggest is to utilize and support Internet radio to the fullest. You will get heard and that is a fact! As for commercial radio, if you’re touring in a smaller market, you can probably work with the promoter or club to advertise on the radio in that certain market. Sometimes, smaller stations that are receiving support within the community will play or "spin" your music during a weekly specialty radio show or during the week of the show to help promote and support your gig.
AAM: Sheena, having an radio show, what advice can you offer bands trying to get heard on the radio?
SM: Keep at it. Record a catchy, radio-friendly tune and email it out to anyone and everyone you can, regardless of what type of radio they are or how many listeners they have. Build up your radio resume. The more you've been played, the more you'll get played. It's a vicious cycle, but you've gotta start somewhere!
AAM: Let’s zoom forward about 5 years. Where do you each see the Indie scene going?
J.J.: I think it will be more of a "self-service" way of doing business. You might see more bands and artists forming their own labels to support their music and others whose sound is similar. The technology will keep improving and you should embrace it and use it to your advantage.
SM: Wow. Great question. I would say lots more of the Internet, online communities and virtual webcasts. I believe that live shows and live appearances will become the exception and not the rule. With the way technology is advancing, one day you'll be able to do a concert with each of your band members on a different continent. Musicians already record albums that way, and virtual live concerts cannot be that far behind.
AAM: Is there anything you would like to add to this interview?
SM: Only to say thanks to All Access Magazine for all of their love and support. My syndicated column Music Highway, which started with and still runs in each issue of All Access Magazine, is now in almost 80 publications worldwide, but it all began a little over a year ago in AAM. Also, All Access was one of the very first sponsors of my radio show. Although now we have many sponsors, you always remember your first. Plus, as many of you know, editor/publisher Debra's last name "Stocker" sounds amazingly similar to "stalker." Still, she's never once boiled my bunny or put on a wig and pretended to be me – and I'm damned thankful for that.
AAM: What do you say to the artists/groups who have NOT yet sent in their packages to be nominated for this year’s awards show?
SM: Get on it, peeps! This is the coolest awards show in Hollywood and it only happens once a year!
Again, thank you both for joining us as co-hosts at the 2007 All Access Magazine Music Awards Show hosted by the Knitting Factory - Hollywood on Saturday, November 3rd, 2007. Tickets are on sale NOW! Artists and groups, remember: Submissions are FREE, but YOU MUST SUBMIT TO BE NOMINATED! Send yours NOW, and we'll see you at what’s sure to be the most-talked-about event of the year!
