Once upon a time, back in 2006 – an idea started to put together a promotions company. In 2011, the same company has turned into a family. The Mama Trash Family. Almost like a snowball effect, meeting like minded people – Jo Sheldon – affectionately known globally now as Mama Trash (pictured right above with Anzi Destruction of Stereo Junks!) celebrates with Trash Fest annually in Helsinki.
Not content with one festival – she’s doing tours and other Trash Fests! We couldn’t be happier, the bands she works with are blinding. Nix speaks to Mama Trash about Trash Fest IV, working from the other side of the world, how she started and new bands.
PR: We’re just a few weeks away from Trash Fest IV. Everyone at Pure Rawk is excited and really looking forward to it. What kind of reaction have you had from fans of all things Mama Trash and TF IV?
MT: I am really excited about having Pure Rawk there! There is a nice buzz around the internet about TF IV in general with a lot of new fans contacting me lately, so that is great after all these years! The fans of all things Mama Trash happen to be a great circle of people from all over the world and they support Trash Artists better than anyone! They include bands, fans, press, and companies!
PR: We have to point out that you live in the US and TF is held in Helsinki – virtually the other side of the world. How do you get around that and promote a festival so effectively? What are the major challenges you face with the aspect of distance?
MT: I will give you a little background info as to why I chose Helsinki for Trash Fest. As I started my official company in 2006, I was working with a handful of bands: Trashlight Vision, The 69 Eyes, Private Line, Gemini Five, Maryslim, Sexydeath, Stereo Junks! and Sonic Roots … as you can see, most of them were from Scandinavia! So, in October 2007, I decided to visit Helsinki and while I was there on vacation, Anzi Destruction (Stereo Junks!) put together a one day show featuring a few of those bands. The show went over so well, we spoke about it and decided to have a festival there every year!
It is thanks to Anzi that it ever happened there, to Jyrki (The 69 Eyes) for naming it “Trash Fest” and for the MTFA and fans that keep coming back every year! As far as effective promotion, in addition to my website and profiles, I have an AWESOME Street Team called Team Trash with networks in 14 countries!
I have been lucky to have met most of the team leaders in person and all of them give 110% to TF and all MTFA efforts. I also have a great relationship with Juha at the venue, Gloria. He works very closely with me to ensure that the festival is planned to meet the high standards I have set. It takes a lot of work, so we plan it almost a year in advance!
PR: A lot of people I’ve come into contact rave about the quality of the festival and the bands you have on, you’ve created a community. What do you think is the thing that gives TF the edge over a lot of festivals of the same level?
MT: I think the best way to describe it is to call it a rock ‘n’ roll family reunion. Bands & fans come from all over the world to be a part of this event because it is so much fun! There is no competition and everyone respects each other. We all get along great and have a kick ass time for a few days!
Trash Fest faces: 2008
PR: You’re organising the first ever TF in the US, tell us about that?
MT: I am really excited about being able to have TF in the US this year! I am working with the awesome Jim Thorpe/Thorpe Productions, to make this happen and also have Reverbnation.com behind the event thanks to Lou Plaia! I am extremely blessed to have both of these people in my corner! I have been waiting to announce this, BUT TF US has been extened to be a TWO day event being held on Friday, July 22 and Saturday, July 23rd! The opening slot will be filled via Reverbnation.com band submissions! The submissions will be taken from February 14th – April 30, 2011. The link will be available on my site later this week! Right now I have Acey Slade & The Dark Party, Sunset Riot and Trash Gallery confirmed, but I am talking to many bands that are interested in a slot. I hope to have the line up complete by April. There will also be an extra special TF US Host flying in from Helsinki!
PR: You’ve also recently had New Generation Superstars and a couple of other bands touring the UK under the Mama Trash banner. How did that go down?
MT: Those shows went very well and were the brain child of NGS manager, Shelly Hancock. She is an amazing person and friend and I love the NGS guys! There will be many more shows/tours announced this year in Europe and the US under the MT banner. A way for MTFA to work together in different areas of the world!
PR: Back to the start, tell us about the beginnings of Mama Trash and how you got the name!
MT: Ah … memories. I have always been a big fan of music and helping out my musician friends. In May 2004, I met Acey Slade at a Velvet Revolver show in Philadelphia. I was there reviewing and photographing the show for my website at the time, experiencemetal.com. Acey was handing out flyers for his band, Trashlight Vision. I went to see a TLV show and we quickly became friends as I started promoting TLV. Not too long after that, UK fans of TLV gave me the name “Mama Trash” for my maternal nature over the band. The rest is history I guess, because the nickname carried over to other bands! It was quite amusing at first because the TLV guys would say “You are OUR Mama!”
PR: Like a lot of promoters, there must have been a bit of bite felt by the recession – how have you managed and overcome that?
MT: The be honest, 2009 was a horrendous year financially and I actually thought about giving up, BUT so many fans, friends and bands showed me support and made me realize that I couldn’t give up! I just needed to sit back and take a look at how I do business. Stop spending money and really stick to the budget with the festival. I am glad I decided not to stop, I love doing this and I would really miss it.
PR: Mama Trash Promotions is known for helping so many good up and coming bands. You’ve also kept good company with some more established acts! What band or artist has been your greatest ‘find’ since you started?
MT: Well that is a tough question and I really can’t give one band as an answer. Let me put it this way, if it weren’t for Acey Slade/Trashlight Vision & Jyrki/The 69 Eyes, I would have NEVER started my business. I believe without their support and advice, I would have just kept covering bands via my fan site. Plus, both of those bands were great finds to me…years of music I had never heard! That being said, I would have to say that though I love the music of all MTFA (that is one of the first rules of taking a band on as a client!), Private Line has been one of my greatest finds!
PR: Back to TF. Can you think of any funny stories from the past festivals?
MT: There are so many funny stories! Behind the scenes is hysterical actually! There are so many awesome personalities around, it is hard not to have fun. I would have to say that Skinny/Deathstars is always a blast to be around. He puts his finger across his lip to make a mustache and talks with an accent … I believe there is footage online somewhere!
PR: There will be people reading this, wanting to know more about the festival – why should they come to Trash Fest IV?
MT: If you want to hear some fantastic bands from around the world, hang out with rockers (MTFA & more!) as well as meet some kick ass fans from around the world, TF IV is the place to be!
For more information and tickets for Trash Fest IV – head to www.mamatrash.com
