Approaching Music A&Rs 101

Getting a record label contract could fully change an upcoming musician’s career. It means that his music would get the reach it deserves. She could get the push and marketing her music brand would require and help her music stand out in the intensely competitive music industry. Record label A&Rs or ‘Artists & Repertoires’ play a major role in this process because they are the ones who identify and actively hunt new talent.

In this article, we will answer a few questions:

1. Why should you submit your music to A&Rs?
   
   
2. How to submit your music to A&Rs?
   
   
3. Our Final Thoughts

Why should you submit your music to A&Rs?

Usually, the case is that the record label A&R finds you, the musician. They are always on the lookout for new talent and as a result, end up attending a lot of local gigs and shows, where you may play at. But that doesn’t mean you cannot approach them first. 

Professional assistance 

A&Rs are often known as gatekeepers of the music industry and for all the right reasons. They KNOW who to connect with whom, and which artist would work perfectly with what record labels, and approaching them will definitely give you a better idea of your own music. Even if they cannot work with you, they could connect you to another potential A&R who would suit your music needs. 

A&Rs also act as a bridge between the record label and you, making sure that your sound would find a safe space, and that the record label’s vision aligns with yours. They could definitely help you refine your sound and help you build your music identity. 

Financial assistance

Depending on the contract that the A&R brings to you from the record label, submitting your music to them could be a long shot at signing a deal that ensures that the record label would cover your music production recording and marketing charges. This is especially useful for budding musicians who may not have the financial wherewithal to invest in their music careers on their own.

Pssst…come here: There are different record label contracts and publishing deals. Although these terms are used synonymously, they are quite different, so make sure you read all your terms and understand the differences. 

Brand Credibility 

Once you submit your music to A&R and if they wish to work with you, they will also bring in a lot of resources that could help you build your music brand from scratch. Being linked with a recognized record label enhances the legitimacy of your artist brand. It communicates to professionals in the industry, media, and fans that your music has been acknowledged and authorized by a reputable organization. So this legitimization could boost your music persona and help you get the reach your music deserves. 

Some record labels also provide music PR services, which could boost your marketing campaigns which will all add on to your branding efforts. For example, if your music is more mellow and emo, something very similar to Lord Huron, then the A&R team of the record label and the PR team could collectively work to build a brand image that would support your sound and connect you with other artists who you could collaborate with. 

How to submit your music to A&Rs?

A&Rs are usually always attending shows or live events. Try to keep an eye on your audience. See the attendee list if there is one, and try to identify A&Rs. This is one way of trying to find them in person. However, you can approach them online too, by researching and getting their contacts.

LinkedIn is a great place to kickstart your search for contacts. You could type in the name of the record label you are interested in and search for people. You will end up finding a few names who you could look up on social media like Instagram and dm them! 

If they have provided an email ID then you could just directly mail them! It can be tough to get your music heard, but there are actions you can take to increase your chances of getting noticed. 

Define your sound 

In the world of trends and the different waves of genres taking over the internet every 6 months, it may seem only natural to get influenced by it all and make music that would benefit you commercially. But again, you wouldn’t be the only person doing that. Along with you, thousands of musicians are also trying to find their spot and would probably think the same way that you do. So what record labels actively search for through their A&Rs is originality - a voice, that is different and has something new to say to the world. So if your sound isn’t what most music sounds like at the moment, please don’t be disheartened. 

Have you noticed that these days, new releases don’t have intros anymore  That’s likely because everyone’s attention span has decreased drastically (thanks TikTok…). But adding a solid intro and a great premise to your song could help your music stand out. Preserve your original sound and build on it. Do not lose your authentic musical self and try to make a conscious effort into making your sound as YOU as possible. This will 100% speak to the A&R when you submit your demo. 

Pitch your music

We don’t mean sending a demo attached in an email to the A&R’s contact. We mean making an impression. Try to be self-sufficient, in the sense that, you should fully be aware of what kind of music you make, why you make it, and what you expect the record label to do with it - the clarity in your pitch makes your approach more appealing. The fact that you have your own little fanbase, you can work on your music projects independently, and you can carry your music-making as a true professional makes your pitch attractive to A&Rs. 

Pssst…come here: This doesn’t mean you have to know how to do everything on your own, if you did, you wouldn’t need record labels, would you? We mean you know your music and also know EXACTLY how and where you need it. For example, you have written a great song and you have given your vocals too, but mixing your songs is the problem. Record label A&Rs find it very intriguing when the musician is aware of how and where he needs professional help. This clarity is a great goal to focus on. 

Prepare your demos

If you contact an A&R representative, you must have a fresh idea to show them. Something that the world hasn’t heard yet. Something that makes it exclusive - a fresh demo.

It’s great, to present previous releases so that they can see the history of your work, and catalog, and get a better idea of how you make music and the themes in your songs. However, you should try to offer them new samples additionally. Maybe you released your first single and it did great, show the stats to them. But ensure that you have fresh, unreleased content to keep people intrigued. 

Isn’t the record label meant to be in the driver’s seat of the music production, offering a recording space; doing the mixing and mastering of the songs? Given an increase in home studios, a growing amount of independent musicians are producing music without a label. So some record labels do give all the equipment necessary, and take recording cuts, while others don’t, depending on the kind of deal you have signed with them. 

This is where your networking matters. Your network and contacts could help you make your demo as polished and professional as possible, and connect you with other musicians and professionals, and online available resources, to make your demo seem as well produced as possible. 

Research your record labels

There is absolutely no point in pitching to an A&R from a record label that only signs acoustic or folk artists while you make blaring indie rock music. Researching may seem taxing and you may want to avoid it overall, but NO! Research before approaching the A&R so that your pitch sounds more confident.

One way you could find labels who would potentially work with you is by identifying artists who are similar to you in terms of the music they make. Who have they signed with? Consider whether you’d prefer to work with an indie or major label, as well as what they can offer you. There is a popular assumption that partnering with large record labels guarantees immediate recognition, but this is not the case for many musicians. While major record companies might possess greater financial backing, smaller labels may offer additional energy and time to devote to your music project’s development. Consider a company’s following and popularity, as well as whether your songs and writing, are appropriate for its reputation.

Personalize your pitch

Personalize your messages based on the A&R representative you’re contacting. Have you been following their label for a while? Do they collaborate with musicians or composers whom you aspire to be? 

Indicate how you are invested in the work they do. Writing generic emails to everyone on your list will not get you very far. So add in a personal touch and make sure they are unique for every record label A&R. Note that your pitch shouldn’t feel like a personal essay, so make sure to keep it short. Provide a brief bio and pitch your song. If you happen to have any major concert dates or press coverage to offer, please mention it, so that they can attend if they wish to. 

Pssst…come here: Don’t forget to include a Google Drive or dropbox link to your EPK, where all the links to your social media profiles, your artist profiles on Spotify, Apple Music, and so on are listed. Many musicians usually send their demos in the format of WAV or MP3 files, but we strongly recommend sending a private Soundcloud link so that the reps don’t have to download your music to listen to it. Your demo should be between 1-2 minutes. Lastly, follow up with them if they don’t respond within a week or two! 

Our Final Thoughts

Never be afraid of being out there and actively approaching industry professionals, it shows that you are confident in your craft and believe in your work. Remember that sometimes you won’t get a response and that is also okay. But do not stop networking and approaching different A&Rs and submitting your music to them. 

We at GreaseRelease, have a bunch of curators on our network who are looking for new & exciting music to push on their massive playlists. If you make music and want to reach a wider audience, check out our submission platform and get a chance to reach millions of listeners! Submit your tracks now!