A&Rs, otherwise known as the artists and repertoire department of a record label, are usually seen as both the tastemakers and gatekeepers of the music business. They are in charge of finding new artists to sign, and act as an intermediary between artist and record company. They also take part in the artist development aspect of new talent and their integration in the label’s roster. If an independent artist is looking to get signed by a label, they need to talk to A&Rs.
The major record companies like Universal Music Group, Sony Music and Warner Music Group (also know as the big three) have A&R teams, often separated by genre. An independent record label, however, may have just one A&R rep in charge of finding artists for their roster, depending on the size of the label.
1. Understand their discovery process
Before you submit your music to anyone, you should know how they find artists so you can position yourself accordingly. A&R reps scout new talent by:
- Listening to and discovering new music on streaming platforms
- Going to live shows and festivals
- Scanning social media and press pages for anyone gaining traction/attention
- Listening to demos that artists send to their label
- Word of mouth
If they are interesting in someone, they will often reach out to artists themselves via social media or email. You do not need to have tons a streams to spark the interest of an A&R, just authentic music! So, make sure to have your contact information readily available on all your social media pages.
2. What do A&Rs look for in new talent?
The more saturated the industry is, the more selective labels must be in their signing process. Now that TikTok can churn out hit after hit from smaller artists, labels are forced to pay attention to who’s willing to build a fanbase on their own without any help. Though unfortunate, the current reality is that the better you do at creating an online community independently and generating buzz around your music, the more likely you are to get contacted by a label. It is less of a risk for them; they know that with a solid foundation already there, the resources they spend on an artist will not go to waste.
Defined but malleable look and sound
A&Rs look for artists and songwriters who they believe will fit in well with their current roster, bringing something new to the table while also having a familiar musical style. You do not have to be fully cooked in order to get signed. In fact, it’s actually better to know what direction you’d like to go in terms of your look and sound, but still have room for growth. Labels want to know that they can still shape you to become the artist they envision you being.
Self sufficiency and awareness
As an artist, you do not need to know how to do everything alone, though it is very attractive to labels. The less work they have to do, the more keen they are on bringing you into their team. After all, the more hats you can wear, the more value you bring to the table. If you can not only perform but also write, produce, engineer, self-promote, create content, or any combination of those skills, you will have a huge leg up compared to other artists.
This also means knowing your blind spots. At the end of the day, A&Rs and labels are there to help you grow and give you the resources necessary to do so. If you already know what areas need improvement (your song’s mixing and mastering, your visual identity, etc) it will be far easier to get the help you need in order to become a well rounded musician, which is a win for all parties!
Story to tell
Audiences and labels alike love a good story. This is not a requirement, but having an interesting background or life event that led you to want to become an artist is something people latch onto. If you can evoke emotion from the people around you, they will want to support you even more.
3. How to get in touch with and submit music to A&Rs
What we’ve all been waiting for! It is absolutely possible to get in touch with A&R reps without them having approached you first. Things you should have prepared:
- Demos or released music (a must)
- Artist bio (a must)
- Links to all streaming pages (a must)
- Links to all social media pages (a must, even if small)
- Footage/photos of past performances (if any)
- List of media coverage/press (if any)
- Electronic press kit (if any)
Most record labels have a contact form or email where people can reach out for general inquiries. If you want to make sure your music gets listened to, dig a little deeper. Try to find the contact information of specific A&R reps at that label. Do some research to find out which artists they have worked with to deduce who out of the bunch might be the most interested in you. Once you’ve made your selection, browse their professional bio, LinkedIn, or even social media to find an email you can contact, or message them directly on the platform where you found them. If you’re having trouble finding the emails of A&R reps, check out the A&R reps on Groover. They are guaranteed to see your message, and our form will walk you through the assets you should send them so you don’t miss anything.
Crafting your message
We cannot stress this enough: keep it concise. A&Rs are flooded with messages every day, so keep your email brief and to the point. Include the aforementioned list of assets and keep it visually clean by using hyperlinks! These are links embedded in your email that are directly clickable. If you mention that you are gaining traction on streaming platforms, link your Spotify page to the words “streaming platforms”. This is less work for the A&R, and you are seen as highly organized, and somebody worth working with.
You may be reaching out to a large number of people – do not let them know that. Personalize your message for the person you are reaching out to. You may absolutely use the same template for all your emails, but do not make it so generic that they can tell they are one of many, and you are willing to take whatever opportunity comes your way regardless of who it is. Let them know why you want to work with them.
Following up
It’s okay if you don’t get a response! This is very normal given the high volume of artist messages A&Rs have to sift through. Feel free to send a follow up message after a week or two (without spamming them) if you feel inclined to do so. Remember, if you get a no, you’re talking to the wrong person!
Now that you have all the tools you need to submit music to A&Rs, it’s time to get to work! Send your music to professionals in the industry to get guaranteed feedback and potential opportunities through Groover.
Submit music to a&r on Groover ⬇️
Here is everything you need to know about how to submit music to A&R and how to get in touch with them.
—
Check out all the record labels on Groover 👈
