In music business speak, “A & R” has long meant "Artists and Repertoire." It is a term that refers to the elusive brass-ring-key-to-the-kingdom-Holy Grail for many musicians when they ask, "How can I get the attention of the industry?"
A&R people have traditionally been the gatekeepers of glory; those sought-after staffers at record labels who find talent and roll them up and out at the door of "the deal." As we all know, the music world has changed. Forever. So, I'm proposing a new interpretation of the term A&R. I believe we have moved into the era where those letters will more accurately stand for "Advocacy and Radar."
Artists and fans now have more autonomy and power than ever before. Major labels no longer represent the exclusive supply side of recorded music. And while more recorded music is being made than ever before, traditional ways of distributing and consuming music are in flux and flow. What artists need now, more than ever, are structures to support the kinds of conversations and communities that help create their art in sustainable situations and connect with new audiences.
In this way, yes, musicians must work harder to reach their fan base, but in the brave new world of social media, the very act of working to reach their fan base via Twitter and/or Facebook cultivates the radar necessary for fans to find them. Yes, some free music will be shared along the way and some potential sales will be "lost"... but, my guess is, what can be found in its place is a currency of even greater worth.
I tell musicians all the time that I am here to hopefully help them; to help them find the tools and the means to help them make their music heard. In other words, I will work passionately WITH them to advocate for their craft. But, musicians must also realize that self advocacy is their new role in this new world if they wish to reach new audiences and find their way onto the radar of the new industry...
Welcome to the new A&R...
3 comments:
This description of The New A&R is right on the money. Self-advocacy with the most positive, well-thought out methods and strategiees is without a doubt the wave of the future.
The rise of audience participation in an artist's career is at the head of the line when mapping out a strategy.
One very simple way to include your fans in building your career is to have them write reviews of your live performance. Legitimate opinions in the form of reviews are priceless. At Scout66.com the entire website is dedicated to archiving written reviews of live performances across the country.
Live performance is the driving force behind the future of music. More product is sold from the stage than anyone really knows, because there is no where to document the numbers the way that record labels did with Nielsen Soundscan. At Scout66.com you can document your sales as a means to show how much product IS being sold. The digital world keeps track of your sales for you. The numbers of physical product and digital product are extremely valuable tools in illustrating what you contribute to the bottom line in the music biz.
Remind yourself everyday, that as an independent musician you are in business for yourself. Make smart decisions, involve your audience in your career and keep track of the numbers.
Janet Hansen
Scout66.com
two words...True Indeed!!
Live Performance is the driving force behind new music. I do feel something should be done the amount of free music that is placed in the public, because it is difficult for an Unsigned artist to compete with a Major. Even more I think independent Artist should form conglomerate and operate with true business ethics. I believe this will be the new face of Music leaning toward the future.
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