Nikki Law is a director of publicity at Metalblade Records. She joined Century Media in 2011 and was part of promotion department until she was promoted to Product Manager/Publicist in 2013. I came across Nikki sometime in 2014 during the release of Sanctuary new album “The Year The Sun Died“. Since then there has been no looking back. Recently I got a chance to Interview Nikki about her journey into the world of journalism, her passion for promotion, her role model and All things ‘Nikki Law’. This is what she had to say:
Greetings, Nikki. How are you doing?
I’m well, thanks! Looking forward to Halloween!
What do you love about your job and what was it that sparked the inception of your journey into the world of journalism?
I love that I get to work closely with some of my favorite artists. I think I always wanted to do publicity (growing up), but I didn’t understand what publicists did when I was younger– which is how I got into journalism. I wanted to work in entertainment, and I knew that I wanted to work with artists directly, so I thought that being a journalist would allow me to do that. After high school, I studied literary journalism, so I did a fair amount of writing and interviews during that time, which I loved– but upon graduating, I realized that being a writer/journalist would be a struggle (even my professors in college stressed how difficult it was!). So I tweaked my childhood dream a little bit and pursued a career in publicity, which I think is a better fit for me ultimately.
What are some of the day-to-day practices you follow in your job and how do you plan your work?
Writing press releases is usually a daily practice, as well as following up with people about coverage. Each record/tour/etc. has different needs, but I’d say my general plan of attack is to hit up the “VIPs” of the press world first, then others as needed. You can’t expect everyone to like every record that you’re working, so I think that a big part of the job/plan is knowing who would/should like the project that you’re working, and setting goals for yourself based on that.
What were some of the biggest road blocks you faced (internal or external) in the path between you and your passion?
I think I’ve worked with people in the past who didn’t respect me – as a woman, as a person in their 20s, as someone who started as an intern in this industry, etc. I don’t think that’s an issue now, but at the beginning of my career, I felt like I needed to work twice as hard to prove my worth to some people.
With how rapidly changing the industry has become, what steps do you take to stay relevant?
I definitely try to keep a look out for new opportunities, whether it’s observing what other bands/publicists/etc. are doing press-wise, or reading news/social media feeds to see which outlets people are talking about. I also think it helps to know younger people, and asking them what the latest thing is. How I get my news at 27 is different from how a 20 year old discovers new music.
Who is your biggest motivational role model? And what kind of a role model would you like to be?
Angela Gossow was my motivation growing up. I wanted to be a strong woman like her; a woman that was respected in a predominantly “man’s world”, for her merits. That’s the role model I aim to be too.
Journalism has branched into various types and styles in today’s generation with new media types like the internet and pod-casting. What do you think is the future of journalism and journalists alike?
As much as I love print media, the future for press is online. I think features and reviews will keep getting shorter, and articles will be more focused on “breaking news” than anything else. In order to “survive”, I think most journalists will have to adopt this sensational writing style.
Since publicity is quite a diverse job, it’s not like you get a fixed holiday. So how do you unwind? What do you do to get your mind off work?
Assuming that I don’t have any shows to attend…I work out at the gym or dance during the week; on weekends, I relax with my boyfriend. One of these days, I’m hoping to get back into video games and drawing as well!
If you weren’t a publicist, what do you think you would be doing instead? Would you still choose this career knowing what you know now?
I would definitely still choose this career path; I don’t know what else I’d do…Besides product management (which I also have experience in, from my time at Century Media). I enjoy that role as well!
Can you share a word or two for those who are potentially inspired by you?
Work hard, follow your dreams, stay in school–all of those cliché motivational posters are true! Haha
How has your experience been working with Metal Wani?
Wonderful, of course! Hence why I’m doing this interview with you. 🙂
Thank you for sparing some time, Nikki. I appreciate it 🙂
Anytime! Thanks for supporting Metal Blade and our artists!