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Anton Hiscock

Job Title: Owner/Director

Company: Trailer Media

By Richard Bamford | 19 February 2010

First job within the industry - and how you got it?
I fell into a job as press officer, and subsequently head of press at Main Source Promotions back in the early 1990's. My sister and a friend ran the business and I'd shattered my back working in the film business lifting a dolly (heavy thing they sit camera on) and they were looking for someone to head up the press alongside the radio plugging and club promotion. Main Source ran all and any drum and bass campaigns at that time in mid to late 90's in the UK: From Roni Size to Ram Records. Hip Hop projects including the likes of Skitz and Deckwrecka. Early breaks like Rennie Pilgrem and some leftfield stuff, too.

How did you work your way up to where you are?
Dedication, hard-graft and determination. A single minded approach, but always available to entertain every and all angles. Plus, don't go making enemies because you don't know when you might need someone again.

What has been the highest point of your career?
This'll sound like this is an obituary, but, the high points are still coming. This week eight new television commercials aired in Australia - Trailer Media supervised the music with one of our top composers. That made me happy, and I realized why all the hard-work, networking and contacts are worth it.

People you have the fondest memories working with?
My sister Raechill who ran Main Source. Serious 24/7 dedication to a cause. At that time she was the Queen of drum and bass. We lived together as well and life for her just didn't ever stop. Club to Music House, to meeting to dropping off TP's....

Most stressful part of your job?
Having worked your arse off to get journalists or magazines behind a project, everyone loving it and then press not running it because the artist or project was too niche or specialist. You aren't necessarily paid for results by your client but that's what you're judged on by the time release comes.

Best part of your job?
At the beginning before the cynicism kicks in at around age 40. Going to the gigs and having the promos or vinyl first. Steeping back from the job sometimes and realising how shit other jobs are and how wicked it is to be around music all day and every day as a by-product of your business.

What would your advice be to people wanting to work within the industry?
Focus on acquiring information and experience. Don't piss anyone off, listen hard and DON'T make out you are the man or woman, it just doesn't work. Never say no to anything you're asked to do - whether making the tea or getting on a train to pick up some flyers. And never go home at the time you are paid to. Stay on until the job is done - not when the day is done.

How has the digital revolution changed your role?
I'm equipped with all the language and relevant terminology. But I'm not a geek. I know how to run a business and how to man manage and create wealth. Getting the right people to work for you is always crucial. Getting the right type of geek-aware staff is the most important for someone like me. I am not part of the computer games generation or even the computer generation but I understand the value of social media and the influence of Youtube. I mean you can now get on a playlist at Radio 1 based on Youtube hits. It's not about £100K videos anymore; it is hits and followers and fans. I hate uploading stuff - I feel like I am wasting time. I feel I could be more valuable doing something else. But the value of this new generation is crucial in going fwd.

What is the least fondest memory throughout your career?
Artsists/acts or djs who have 'no love'. Those very few that are happy to earn lots of money and yet not appreciate financially or emotionally the people that had supported them to get them there. But I guess that's very few and that's life! There are selfish people everywhere and there are tight people everywhere and they are usually the wealthiest. So beside that anecdote I don't really have any. Maybe John Peel dying. That was crushingly bad. That really left a hole.

If you weren't currently doing what you do, what do you think you'd be doing?
Learning to do what I do.

Have you ever dabbled in anything musically other than your job?
I got bored of lugging drum kits around I became a percussionist / session musician in those days before bongo and conga players filled every Saturday night rave or club night. I worked on various albums and projects; clubs too: playing along to house music for money. It was too insecure financially living in London. I was part of the London school of Samba and had a show on festival Radio Brighton and ran club nights there and in London. I could never get the harmonica right though. I always wanted to play that.

www.trailermedia.com

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