|
|
|
Meet Andy Shaw:
Cityzen contributor Andy Shaw is considered
by many the hardest working promoter in the business. His
tireless efforts have helped parties like Trash,
Shout and Motherfucker attract a wide audience. As part of
this month's double feature, we decided to turn the table
on Andy, whose Shaw on the Street column keeps us all entertained
each month, and interview him as part of the MoFo crew. Take
a minute to get to know this tireless street promoter who
keeps our scene alive. |
 |
Cityzen:
How long ago did you start working with the MoFo Crew and how
did you come to meet them?
Andy: Justine is a childhood friend
of mine and I met Michael at Tiswas years back. In July of 03’I
started a DIY grass roots promotion company and the first party
I promoted for was TRASH! I guess I kicked some ass and Justine
asked me to work with MoFo and I was like “Motherfucker?
fuck yeah.” The first MoFo party I worked on was The Labor
Day Weekend @ Downtime on Aug. 31st, 2003
Cityzen: How did you get
involved with Street Marketing and party promotion?
Andy: I was getting a bit tired
of NYC so I left on my motorcycle for a little journey that
lasted two years. During my cross country jaunt I ended up living
in San Diego for a while. I was piss broke and needed a job,
and a friend of mine told me about this promotional company
Level 1 who was looking for a rep in SD. I have had plenty of
experience doing street level promotion from my old bands so
I was down for it. I called them up, and the next thing I knew
I was riding my bike to LA for my first promotional job with
X-Box Games. I very quickly realized that this is a fun gig
and I’m quite good at it. I became the San Diego rep for
Level 1 promotion and I also started a side project for myself
called ‘On With The Shaw Promotion‘. I did fairly
well and eventually decided that it was time to return home
and give it a shot here in the city I grew up in and love.
Cityzen: What are your responsibilities
as a promoter?
Andy: Get
the word out, everyway I can. During the early days I pitch
clients, write proposals and send promo reports. During the
mid days I do store drops, AKA Retail Marketing. At nights my
street team and I do concert hand outs (Hand-to Hand Marketing),
and later I go to different parties and clubs to schmoze, drop
off more fliers, drink free beers, hang with friends and meet
people. Go home, take a power nap and repeat.. It’s a
very rock and or roll and hectic life style but it sure beats
the 9 - 5 bullshit.
Cityzen: What is your favorite MF
moment?
Andy: I, like all the hard working
MoFo crew get nervous before every MoFo event, thinking that
no one is gonna show up. But we have some beautiful and dedicated
motherfuckers out there and we all very thankful. As a promoter
the great moments for me are always arriving and seeing the
line down the street. But personally, I like cozy parties and
I missed the old days of MF when I knew about half of the people
there. I have many “favorite MF moments” but it’s
usually times when I see my friends and everyone having a blast.
At the 4 year anniversary, when I was leaving at 5AM, I saw
this crew departing, and one dude was all amped up and shouted
to his friends “best Memorial Weekend ever!” That
made it all worth it for me. And lastly when I get PAY! At the
end of the party, knowing that I have kicked ass once again.
Cityzen: There are laws that prevent
you from doing certain promotional activities in Manhattan,
but they are very poorly publicized. Things like snipping, stenciling,
stickers and postering public property are all illegal. Many
people have relayed stories to Cityzen of being hassled by the
cops or even arrested, yet entertainment companies still contract
work and encourage college age students to “get the job
done, but watch your back.”. Do you worry about getting
nabbed for breaking some law you never even knew about or being
hassled when you are legally posting? |
 |
Andy:
We are somewhat the bottom feeders
in this biz. In addition to parties I also work with many national
projects and often time they demanded aggressive guerilla marketing
such as sniping and stenciling. I always have mixed feelings
about those. It’s funny cuz “get the job done, but
watch your back.” is something I hear all the time from
these guys and that is exactly what you have to do. I get very
nervous and all pumped when I go out sniping but when I’m
done and shoot the last photo to document my work, I feel like
a champ! |
I’m good at
what I do so I never got busted except for one wheat pasting
job with AT&T. I got pulled over by the cops. I played so
dumb I was practically drooling from my mouth and he actually
just told me to go home! But I have had my other promotional
friends who got heavy tickets for such things. These days I
am actually becoming one of those guys hiring other kids to
do jobs such as sniping and stenciling and would tell them to
watch their backs. I guess I have moved up a bit but I still
do many of the “illegal” work myself to make sure
that job was done right. Hey, what can I do, we are a “street
level” company and that’s just the nature of the
work sometimes.
Cityzen:
You’ve expressed in the past
that you feel responsible for the success or failure of each
party you promote even though you are merely one piece of the
whole puzzle. What drives you to make every promotion successful
at the risk of health and time and stress?
Andy: When I
take on a job I take it personal and would do anything to make
it a success and yes, even at the risk of my health and I’m
often very stressed. I promote for many great parties in NYC
and they are all good clients, good people and great friends.
As a “promoter,” if I see the party is suffering
from low attendance, I get pretty bummed. I can’t help
to think that it’s partially my fault and I have to work
harder. I’m too responsible for my own good and I’m
eager to please. I want Shaw Promotion to be a success at every
event we work, cuz it’s not just my bread and butter,
but my pride and joy.
Cityzen: Ok,
here’s some pimp time for ya: What other parties/events
are you currently working with?
Andy: My
steady weekly parties are Kitten Klub @ Plaid on Wednesdays,
Broadcast @ Bar 13 on Thursdays (www.broadcastnyc.com),
TRASH! @ Rififi on Fridays,
(www.trashnyc.com) All
Rififfi’s Saturday parties,
(www.cinemaclassics.com)
Rated X - The Panty Party @ Opaline &
Tiswas @ Don Hills on Saturdays
(www.tiswasnyc.com). I also work
with Volume in Brooklyn, Ben Sherman, John Trepp Project Development,
Key Factor, DJ Queen Majesty (www.queenmajesty.com)
and other random things on regular basis.
Shaw Promotion is also the NYC rep for many West Coast Record
Labels, Promotion & Marketing companies and of course my
favorite project, the Motherfucker parties (www.motherfuckernyc.com).
Cityzen: Do you
feel that a promoter has responsibilities outside of the normal
hand outs / poster / Instore drops? In other words, does one
have to live breath and eat promo like you do to be successful?
Andy: Good question
Craig… I’m like Boxer in Animal Farm and just work
my ass off all the time. I do like my job and I’m grateful
to be able to make a living from it. But as glamours as it may
seem at times, it’s very hard and isolating also. I don’t
have much time for my family, friends or any personal interests.
I’m a college drop-out and spent all my twenties in bands.
I guess I feel as if I have little options and much to prove
and that’s why I live, breath and eat promotions. I am
seeing it as a career and I would like to expand to the fullest
and take over NYC one day. Much like anyone starting their own
shit you just have to rough it out and give it your best for
the first however many years till you find your groove, ya know.
You are all DIY with Cityzen and I see how hard you work Craig,
it’s the same shit. I want Shaw Promotion to be successful
and a half ass job is simply not acceptable so I guess I’ll
be killing myself out there for a while longer. Maybe one day
when you and I are both on the top of our field with our projects
we can look back to these early days and thank ourselves for
all the hard work we’ve put into this.
Lastly, I would like to give a shout out to all the hard working
street promoters out there busting their asses. People don’t
realize how important we are in the completion of the puzzle.
When I roam the streets and work at nights, I see so many same
faces night after night out there kicking ass. We are a little
community that all look out for each other. The guys and girls
from SONY, Island, Syndicate, Filter, Capital, Clear Channel,
Giant Step, etc, Andrew of Key Factor, Dave of Level 1 and my
boy John Trepp. All the hard working musicians out there promoting
their own bands such as My Tvs & Morning Glory. Hey, this
is how I met you Craig and not only we are now working together
but great friends. Keep kicking ass everyone and for the general
public, please be kind to the street promoters. And take the
fliers for fuck sake!! |
|
|
