Industry Profile – Kayos Productions Carole Kaye
Metal Queen Explains the Publicity World
Interviewed by Keith McDonald
You can probably find Carole Kaye’s name on the
liner notes of some of your favorite metal albums. You may also find
them on some newer metal acts that are just beginning to make their mark
on the metal community. She’s the person who helps put you and your
band’s name in print. That means interviews, CD reviews and other ways
of getting your band in to the public’s eye. Carole has worked with
the best of the best when it comes to the metal world. Dubbed the Queen
of Metal by some, she has worked with KISS, Queen, Ted Nugent, Dio,
Twisted Sister, Aerosmith and many others making a name for her bands
and herself along the way. I had the opportunity to speak with Carole
who gave me a look into the world of a publicist.
How did you get started in the music business?
That’s a fluke. It wasn’t something I
planned on. My first job was working for KISS’ management company,
Aucoin Management, baptism by fire. Aucoin at that time were managing
KISS, Piper which was Billy Squire’s band on A&M, Starz on Capitol
and Tobie Bowie on RCA. Aucion had a press department and there were two
people and I was one of the two. I became KISS’ publicist and that’s
how it started. I learned from the best band in the world.
What was your involvement with KISS?
I was involved in the early days from Love Gun on.
We did the solo records, the comic books, KISS meets the Phantom and on
and on.
Was it hard to hide their real faces from the
public and media?
No, it was different then. The journalists were
very respectful. I do remember the daily newspapers would always run
these photos of Paul Stanley without makeup and it wasn’t even Paul.
How did Kayos Productions start?
I worked with KISS, then went to a PR company where
I represented Blondie, The Ramones and Paul McCartney. Then I went to
Elektra Records as head of publicity working with The Eagles, Cars and
Queen. I then went to work with the management company Leber/Krebs. I
was the publicist for Aerosmith, Ted Nugent, Scorpions and Def Leppard.
I was really the queen of metal. I decided it was time to start my own
company. I realized my two loves were publicity and management. I
started Kayos in ’89 as a management and PR company.
What are the day-to-day duties of a publicist?
You can come in with the best of intentions to get
things done but a crisis always comes up. Interviews didn’t happen
whether it was the journalist had to change the time or the band
wasn’t available. Everyday stuff. It’s crazy; it’s hectic and
deadline oriented. You have to be organized, detail oriented especially
when you’re working with as many bands as we do. You really need to
keep accurate records so you know who was sent what, who’s entrusted
in doing interviews, etc. You don’t want to waste people’s time who
are not interested. You have to know your journalist, their likes. You
have to know your bands, their personalities. It’s all a part of it.
How important is a publicist for an up and
coming artist?
Very important. For a young or baby band you need a
publicist who’s passionate about their music.
How expensive is a publicist? Does the label or
band or both pick up the tab?
Could be any of the above. Most artists can’t
afford an independent publicist. Generally, the way we work, we have
record labels as clients. So we’re paid by the label to represent
their bands on a monthly fee per artist. A PR company will charge a
monthly fee plus expenses for a three-month minimum because you can’t
achieve that much before (that). You gotta pitch, follow up and get
clippings.
Do you handle radio also?
We do, not every PR company does. We do deal with
radio syndicates and we do online Internet radio.
Is it hard for an up and coming publicist to
start?
It is hard. A lot of people try and realize it’s
not as easy as it looks. It’s feast or famine. The life of and
independent publicist is not easy. When you’re out on your own it’s
tough. When I started Kayos my first client was KISS and Ace, who were
both doing separate things. You have to constantly get out, network and
let people know you’re available.
Do you travel with your artists?
No, it’s by phone. There are occasions when we
have press conferences where we do travel. We don’t always have to.
What artists are you currently working with now?
Alice Cooper, Ted Nugent, Sebastian Bach (who just
got his own show on VH1 which we were instrumental on), Ace Frehley,
Danzig, LA Guns, Twisted Sister, Dio and Billy Sheehan.
What advise do you have for an unsigned artist
looking for press?
I think it’s really important to do as much on
their own. It’s easy enough to find out who the regional and local
(press) contacts are. I’m sure every band has their press kit, bio and
photo. They should send announcements when they’re playing and try to
create a buzz. After that they may want to consider hiring an
independent PR firm. I’m really all for the artist. I don’t like to
see anyone spending money on something they can do themselves.