A&R: Luxury or Necessity?
... shhh! don't conclude yet until you've read this
A&R, which stands for Artist and Repertoire, are professionals responsible for discovering, developing, and promoting new musical talent. They act as the bridge between artists and record labels, playing a pivotal role in shaping the music landscape.
But do they make any difference? Why can’t artists take on this role themselves?
Well, let’s take a quick look at the responsibilities of an A&R rep.
An A&R rep, like a sports scout, is always on a new look for new artists or bands with potential. This rep goes to and is in places — concerts, listening to demos, and networking — showcasing such talents.
After signing on new talent, the primary goal becomes working closely together to develop the artist’s career. Part of the activities involved are providing creative guidance, mentoring, and assisting with marketing and promotion.
The A&R rep also proposes the best-fit producers and engineers the artist should collaborate with, ensuring releases align with the artist’s vision and the label’s goals. The rep further liaises with marketing teams to develop strategies to promote new releases and build the artist’s fanbase. These marketing efforts include, but are not limited to, planning tours, booking interviews, and managing a social media presence.
Negotiating contracts on behalf of the artist is also a vital responsibility of the A&R rep. Based on industry experience, the rep can better spot loopholes between the lines in the contract’s fine print.
Do you still need an A&R rep? Still contemplating this because of the cost...
Why not explore the revenue-sharing formula? It takes the initial pressure off you, the artist and places the burden of success on both you and the A&R rep.
Visit the Library for more insights about the African Music Industry.
… And don’t forget you have an opportunity to be part of the Ki’mon: The Eastern Nigerian Afro-Funk Revolution (1970-1980) film screening happening Live in Houston, Tx. See here for more information.
Yours in African Music,
Librarian