Ariel Goode – Makin’ Moves (T9E Exclusive Interview)

We recently got a chance to interview celebrity publicist Ariel Goode. She talks about how she got into the industry, who she works with, garnering endorsements and even offers emerging artists with shoestring budgets advice on how to get press attention. Sure we all love our favorite artists and entertainers but the driving forces behind their careers are always in the shadows. While artists are recording and performing their greatest hits there are people like celebrity publicist Ariel Goode setting up interviews, movie screenings, endorsements and so much more. Goode is the founder and CEO of Leira Public Relations and represents some of Hip Hop best known and emerging talent. She was kind enough to chop it up with us and give readers an insider’s point of view on attaining press attention and building your brand. The publicist also spoke about her own coming of age, acquiring endorsement deals and much more. If you’re an up-and-coming artist with a shoe string budget then this is a woman you should read up on. The9Elements: How are you doing Miss Goode? Ariel Goode: All is well! I’m enjoying life and all the amazing things it has to offer. T9E: Sounds good, so for those who don’t know you, you are a celebrity publicist who owns Leira Public Relations. How did you get started in the PR world? AG: [Laughing] ‘celebrity publicist’ that always tickles me. Leira is my life so much so that it’s my name backwards. I accidentally fell into public relations, most of my life I wanted to be an FBI agent [laughs]. I admit not one of the most popular careers but I’ve always turned left while most slid right. Anyways, I always knew people, especially those “very important people” that always had things going on in sports and entertainment. In my late-teens, early-twenties I helped to organized special events and interviewed various local celebrities in my home town of Boston for my college paper. In addition, I was always in-the-know about the happenings of the ‘in-crowd’s’ party scene. To make a long story short, after many years of talking my way into anything I ever wanted to attend and getting the people I freelance for great press coverage in various outlets, I decided to use what came naturally and start getting money for what I’ve been giving away for free and Leira Public Relations was born [laughing]. T9E: Can’t knock that. Who are some of your past and present clients in Hip Hop? AG: I’m fortunate to say that I represent some of the most talented people in Hip Hop and R&B: Those Chosen, producer Ricky Jewelz, DJ Lazy K, Melo Kan, Masspike Miles, Max B and Harlem Matriarch Ent., Torch – of Triple C’s, Michael Barber of Universal, James McNair â€" CEO of Philthy Rich Records, Foundation Magazine and Doe Boy just to name a few. T9E: What are some of the bigger projects you have worked? AG: I’ve worked alone and along side other publicists in my network work on great projects like moive premiers and screenings, listening parties, intimate dinners and even set up bowling parties for my client’s and their celebrity guests. I’d have to say I’m most pleased and humbled by consulting on a project for The Jackson Family Foundation. T9E: How do you feel about the state of Hip Hop? AG: The state of Hip Hop has conformed to what corporate America wants it to be. So, is that a good or a bad thing? It depends on the show tune played on the radio that gets stuck in your head [laughing]. But in all fairness I have to say everyone is against the machine until their song gets put in rotation and they become a part of it. T9E: Good point, is there any particular artists aside from your clients who you listen out for? AG: You’d be surprised how many publicists don’t listen to their client’s music. I don’t represent you if I’m not a fan. I can’t represent who and what I’m not passionate about. But outside from my client roster I listen to any and everything; I have eclectic taste. My iPod goes from Snoop to Kelly Price, Madonna, Biggie, Brittany, NaS, Chili Peppers and on. It may not be an entire album but I love all music â€" great music. You can’t say you’re a lover of music and not embrace all music. T9E: True indeed. Now aside from having to hire you [laughs], how can an indie artist get some blogger love? AG: Network, network, network. It’s not a science but through the refined art of communicating much can be accomplished. Refined communication DOES NOT mean an email blast with  “Check my new shit” in the subject.  Even the smallest hole-in-the-wall blog expects professionalism and needs a reason to open your email. T9E: The9Elements definitely expects professional communication. Media types receive more emails than we would like, however, in your experience what would be the best approach to get a writer’s attention turned towards your music? AG: Short, direct and to the point when you pitch an editor, journalist, etcetera. You have a 15 second window in which to introduce, display and prove that you and/or your projects are worth the coverage. Don’t waste time with a millions pointless links, pics and wordiness. Save that for when you make it and people actually care about those additional details. T9E: Artists are multifaceted today; owning liquor and clothing brands, getting sneaker deals like athletes, etcetera. How does an artist get such endorsements? Can you explain some of the mechanics behind them? AG: It takes a lot for these artists to get these deals and truth be told most of them don’t even own the brand, but instead are just paid spokespersons – nothing wrong with that just stating the facts. Anyway, I think you have to have a business mentality and a commercial appeal. If an artist can’t sell an album how do you expect them to sell shoes, clothes or liquor? The “It” factor is very important. Investors need to see and truly believe investing millions in you music means your “fans” really care what you drink, eat or wear enough to go out and buy what you buy. My best advice, build your own brand and then worry about everything that follows. T9E: I understand you have something lined up; an opportunity to co-star an Atlanta-based television show. Can you speak on that? AG:Ummm, not at the moment [laughing]. Everyone is still working out the details. But in the mean time people can catch up with me and all of my rants and raves at TheUrbanDaily.com, SaidArie.com & can hear me on BlogTalkRadio.com ‘The Dollhouse’ every Tuesday and Saturday night from 11 pm â€" 1 am EST and 8 pm â€" 10 pm respectively. My co-hosts are very entertaining: retired adult film star Sexy India, The Infamous Jack and Jay White from the Track Boyz. It’s always an unpredictably good time. T9E: Let the people know where they can find you. AG: Absolutely, I love speaking with people serious about their careers. I can be reached: Email: info@leira-pr.com
Twitter: twitter.com/leirapr_ceo
Leira PR Corporate Site: leira-pr.com. Original Interview Courtesy of The 9 Elements BY I.G.O.D.
FRIDAY, MAY 7, 2010