A&R
has always been one of the most misunderstood aspects of the music
industry. Heck, a lot of people don’t even know what A&R stands for
(Artist and Repertoire, taken from the days where an A&R's job was
to link songwriters up with a performing artist). In the past, the most
commonly known aspect of an A&R's job was discovering unsigned
talent and getting them a record deal, which was partially true. Today,
you don’t even have to leave your couch to discover new music, but
musicians still salivate at the thought of getting their music
discovered by an A&R rep. Truth is there aren’t that many major
record labels anymore, meaning less A&R Departments,
meaning an even less chance of being discovered by one of them. It has
been said by many in the industry that in the digital age, A&R is
dead. However, like most facets of the music business, the digital age
has merely transformed it. Now there is a new definition of how A&R
works.
Back
in the “golden years”, A&R used to serve as the middleman between
the artist and record label and work very closely with the artist. They
would discover a band, convince the record executives to sign them,
find the band a record producer and studio, and help develop many
aspects of the artists career such as style, promotion and marketing.
Today, thanks to the internet, most of that can be done by the artist
themselves. Recording hardware and software is cheap, accessible. Marketing and promotion can be done
through social media websites and digital distribution, and now every
major player in the business wont even acknowledge you unless you
already have some self-made clout. So now, who is an A&R rep for?
Record labels? Artists? Do A&R's even exist anymore?
The
answer is yes. Although there are a lot less major labels, the power of
an A&R rep is diminished, and the web has provided an easy way to
discover music. These labels still have a few A&R reps that have new
methods for discovering new artists, and are used to filter through the
watered-down internet. In the independent label world, old school
A&R is still used, and actually still a very relevant way to scout
new talent. The best example of this is indie label XL Recording's
discovery, development, and utmost support of Adele a few years ago. She
is still with XL, and is very successful. Other than that, the face of
A&R has changed so much, most wouldn’t even recognize it anymore.
Many have been saying that music supervisors are the new A&R people.
Music supervisors are the ones whom, most of the time, are selecting
music for film, tv, and video game projects (among other duties). Some
90% of the music placed in these projects come from unsigned,
independent artists, and many have been discovered and launched
successful careers by this approach.
Others
have said that another new form of A&R is websites and blogs. The
Artic Monkeys were the first band who’s career was greatly impacted by
MySpace support. Incredibly popular music blogs have a lot of pull and
can serve as the new “gatekeepers.” A blog like Brooklyn Vegan, one
which is viewed by millions a month, can essentially make or break a new
artist simply by featuring an artist on their homepage. Other sites
like Yahoo music helped launched Katy Perry and the Plain White T’s, and
sites like YouTube offer an excellent platform for videos, and are
debuted on a weekly basis. YouTube has also expressed that they are not
just in it to just throw any old artist up, and hope for the best. The
label department of YouTube actively seeks out artists that they
actually believe in.
Music
publishers have also been thrown into this new A&R conversation as
well. Long before Coldplay was signed to Capitol Records, they were
affiliated with BMG music publishing who provided funds for recording
and even shopped the band to labels. Chrysalis Music Publishing is also
building a reputation for really getting behind and pushing their
artists into the spotlight, setting an example for other companies to
follow.