The Lost Art of A&R (and why only the real artists are losing)

Some years ago I landed what I believed to be my dream job at the time. Working in the A&R department of a major record label. From a young age, I have always had a passion for developing artists and raw musical talent. Which started in a shed with a makeshift studio in my grandmother’s backyard over 20 years ago. At 15 I had put my first group together with 3 younger artists aged just 12 and 13. The group called UNIQ featured two boys and a girl who has gone on to become a prominent electronic artist and actress Flavia Watson (aka FLAVIA). After producing a few records for the group and getting them some live shows amongst other up-and-coming acts this is where I would meet the next artists I would work with. It wasn’t only a fun way to find and meet new talent but it really gave you a good idea of an artist’s potential watching them play in the flesh to a live audience. Showcases were a prominent part of finding talent not so long ago, but it seems to be a less traveled road for A&R executives today preferring to find artists online from the comfort of their phone or office. Let’s take a look at why and how A&R execs are working today and how they rely so heavily on metrics. Don’t get me wrong I believe data is an important tool and should be utilized as such, but is it defining a whole generation of sound? I strongly believe you can’t find the next 2Pac, Rolling Stones, or Jimmy Hendrix caliber artists solely relying on metrics alone. A lot of hardcore artists are reclusive types who spend all their time creating. Imagine the gems hiding beneath the stones beyond TikTok and social media…

The music industry is a highly competitive field, with thousands of artists competing for the attention of record labels and audiences. According to a study by the Recording Industry Association of America (RIAA), in 2020, there were over 1.2 million music releases, a 30% increase from the previous year. Despite this large number of releases, only a small percentage of artists are able to achieve mainstream success and make a living from their music. Many talented artists struggle to gain recognition and opportunities to showcase their work

One of the main reasons for this is the current methods used by record labels for artist and repertoire (A&R) scouting. A study by the Berklee College of Music found that 80% of record label A&R executives rely heavily on metrics such as streaming numbers, social media followers, and chart positions when evaluating potential artists. However, this emphasis on metrics can lead to record labels overlooking truly talented and unique artists. A survey of independent musicians conducted by Music Business Worldwide found that only 6% of them felt that streaming numbers accurately reflected the quality of their music.

Another problem with current A&R methods is that they often prioritize artists who fit a certain mold or genre.  This can lead to record labels overlooking artists who are experimenting with new sounds or pushing boundaries in their music. According to a report by the Annenberg Inclusion Initiative, only 22.4% of all solo artists signed to major record labels in 2018 were women. This shows a clear bias towards male artists, leading to the underrepresentation of women in the industry. 

In addition, many record labels have a tendency to focus on short-term gains rather than investing in the long-term development of an artist. A study by the International Association of Entertainment Professionals found that only 15% of record labels surveyed had a long-term artist development strategy in place.

To truly discover raw talent in the music industry, record labels need to move away from relying solely on metrics and instead focus on discovering and nurturing unique and original artists. This could involve investing in more grassroots scouting efforts, such as attending live shows and local music festivals and being open to a wider range of genres and styles. Additionally, record labels should be willing to invest in the long-term development of artists, rather than just looking for quick hits.

In conclusion, the current methods of A&R in the music industry, which heavily rely on metrics that do not indicate the quality and originality of the music and often overlook artists who do not fit into a certain mold or genre, fail to find real raw talent. To truly discover raw talent record labels should invest in grassroots scouting efforts, be open to diverse genres and styles, and be willing to invest in the long-term development of artists.