Sari Delmar, Founder and General Manager, Audio Blood Artist Development Services & New Rose Artist Management

What does a typical Thursday look like for you, starting from when you wake up – to heading to bed?
Thursdays, and most days, usually start with me pulling myself out of bed at 9am – not that early, I know. Then off to the office I go… the rest of the day is spent on the phone in front of my computer, buried in emails, dealing with different media people, linking up interviews, and communicating back and forth with my artists. Once in a while I’ll get to take field trips around the city to visit local radio or TV stations or jump in a van with one of my bands to go to a show for the afternoon/evening somewhere in Ontario! That’s when things get exciting, but most of the time I’m in the office typing away with the rest of the Audio Blood team. On most days, you can count on something popping up at the last minute that you have to drop everything you’re doing and deal with right away. This industry always keeps me on my toes!

In the evenings you can usually find me at a venue yelling over the music in the back. If it’s an Audio Blood artist playing – myself or my staff will be bringing in the media to the show, introducing them to the bands, and schmoozing. After the show I’ll hang around to help the band load out… maybe have a few drinks with some friends and head home late in the night. Then up again at 9 the next morning and back to the office!

What was your first job out of school?
I started working while still in school, so I never really had the out-of-school lull. In high school I became very involved in the local music scene in my hometown and started a zine. I didn’t even know it at the time, but I was building some very valuable relationships and experiences that I draw on every day now.

While in university I began interning at Wind-Up Records Canada and that’s when I truly learned the difference between Marketing and Publicity – not at school. I thought I wanted to be in marketing at that point. After working for Wind-Up Records for a year I went on to a few different marketing positions. I then found myself working on the publicity side when I took a job at Rebel Music Publicity & Promotions.

When I started my own company I wanted to find a way to help indie bands out that I really truly loved and meld my passion for publicity & marketing together! Audio Blood has allowed me to do that and a lot more.

What are the 3 skills you require most to do your job well?
I think the very first and most important skill is knowing how to talk to people confidently and communicate effectively. Understanding how to nurture and grow relationships with people in the industry and artists is the most valuable lesson to learn in this game.

Another skill is knowing how to take risks. The music industry doesn’t owe you anything and if you don’t make the right decisions at the right times you could end up regretting it. If you want something to happen, you usually have to make it happen for yourself. Understanding that you have to lose some to win some is pretty important.

And lastly – learning how to not become overwhelmed by stress. With the day-to- day grind it’s easy to forget why you are doing what you do – because you love music. I always tell my staff, and myself a lot too, that it’s never the end of the world – it’s the music industry. Enjoying it on a day-to-day basis can be tricky, but it’s important to not act like a zombie everyday.

What do you love most about your career?
Big question! I love working with artists I really truly like listening to. I like running my own company and being my own boss. I really like traveling with artists and industry conferences/festivals! I love music and I love that I can pay my bills and live by working in it! I love the nightlife and partying and working with my friends daily.

Do you have any warnings?
Sure. Don’t get disillusioned by the romance of success and rock star glamour and don’t work with people you don’t trust. Surround yourself with a good team and community and work your ass off, and the rest will fall into place.

If you could try a different career on for a year, what would it be?
I would love to get involved in music supervision for TV/movies. I think it would be very fun matching up visuals with the right music.

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