A&R: How Does It Work?
I discuss the role of A&R reps and their dwindling importance in today's music industry.

For many indie artists, the ultimate goal is to land a record deal that allows them to retain creative autonomy and gives them favorable financial compensation. The odds say you’re probably in the same boat. On the flip side, we have record labels and other music organizations always looking out for the next big star. To do that effectively, there’s an entire department dedicated to finding new talent. They’re called the A&R department.

In soccer, there’s a scouting department that goes around trying to recruit young, talented players to become their future stars. In music, that’s A&R. The full meaning is Artists and Repertoire. Long ago, before the internet, A&R reps were the only way to catch the attention of record labels. Things have changed, though.

Today, the role of A&R reps has evolved alongside the music industry. So what are the new roles of A&R reps? What’s their place in the music industry? And how does this information affect you? Let’s find out together.

The Roles of an A&R Rep

Scouting

An A&R rep is responsible for finding new talent and recruiting them to their agency, be it a record label or any other musical organization. This means they have to listen to tons of music trying to find the world's next big star. When you submit your demos, it's probably an A&R scout on the other side.

There are two levels of A&R reps when it comes to finding new talent. The scouts are the boots on the ground, sifting through hundreds of demos looking for a talent they think has a solid future. They usually look out for two main things. The first thing is your talent.

The second thing is how much of an asset you can be to their organization. This is where everything else apart from your talent comes into play. Your public image, your story, your style, all these things will come under the microscope to ensure you're the star they need.

Once the scout thinks they're onto something special, they'll take it up to an A&R manager. If the manager agrees, they'll reach out to you. They'll help facilitate the entire process of getting you signed on. The popular thinking is that this is where the A&R reps are done. It's only the beginning.

Management

Once the artist has been signed, the A&R rep continues to be part of their growth and development.  A&R rep will serve as the liaison between the label and the artist. This is an incredibly tough spot to be in sometimes, especially when what the artist feels is best clashes with what the label wants.

The A&R rep will continue to help the artist grow and form their identity as a star. The success or failure of the artist is usually credited to or blamed on the A&R rep who brought them in. So when an A&R rep puts their weight behind a prospect, they have to stay in till it comes good.

When the artist starts working on a project, say an album, the A&R rep is heavily involved. The rep helps put together the team around the artist. If the artist doesn't write their songs, the A&R rep can help find a songwriter, for example. So you see, an A&R rep stays with the artist for a long time even after getting them signed.

Marketing

In today's world, many indie artists don't even need record labels at all. This has decimated the incredible influence wielded by record labels, and A&R reps by extension. In response, the record labels have evolved into the lords of marketing, whether online or offline. A&R reps are at the heart of this.

So they not only scout, sign, and develop young talent, but they also develop effective marketing strategies to help build the artist's audience. Trying to grow all by yourself is a long journey, A&R reps can make the difference. This extra role has helped keep the A&R rep relevant in today's music industry.

How to attract A&R reps

Talent

Instead of having to go out in search of talent, most A&R reps are bombarded with enough demos to flood a small village. So to catch their attention, you have to stand out from the rest. The first criterion is your talent. How good are you? Is there something special about you?

Without talent, no amount of charisma will keep you ahead of the rest. You don't have to be blessed with the voice of an angel, but people have to like your voice.

Star quality

A&R reps don't only look for good singers, though, they look for stars. The sooner you recognize the difference between those two, the closer you are to success. The choir is full of good singers, but everyone in church knows who the star is. So do you have what it takes to be a star?

Do you have the charisma, backstory, and talent of a star? How good are you on stage? Can you handle yourself in public when cameras are pointed at you? These are all qualities the A&R rep will look for.

So if you have any awesome live shows, do not hesitate. Your talent might shine through in audio, but only a live performance can show your true star power.

The rest of you

Once they're satisfied with the first two and most important criteria, they'll go over the rest of you. What kind of public image do you have? Are you the right fit for their establishment? This is the final screen you must pass.

To scale this, do your research. Find a label that goes well with your style, a label you won't have to fight all the time for creative autonomy. Do your research, and find the right fit.

Final Thoughts

A&R reps are perhaps the most important set of people in the music industry, albeit invisible. Without them, many stars we love today would still be singing in their bedrooms. They could be the key to your success as well.

The more you know about them, the better.