During my time in A&R (artists and repertoire), and perhaps even more now that I am in the process of launching my own label, I often get asked by aspiring musicians for advice on what I look for from an artist or a band when I am thinking about signing them or getting involved with them in some way, shape or form. Because my answer is rather unchanging (and because the qualities that I am looking for are universal), I am posting my thoughts here, so that those interested in sending demos/EPKs my way or those who want to seek out my advice can at least know where I am coming from.
Just to be clear, I am only speaking for myself as a representative of Matchless Minds Music, my preferences are likely to be different from other label heads, other A&R folks and other human beings in general. The nice thing about running an independent label is that I don’t have to conform to generalized industry formulas aka I don’t just look for the artists that are most marketable (though not being sonically alienating is helpful).
I am looking for artists not musicians…
I know this may sound confusing, but I don’t mean that I want to offer Angela Bulloch a record deal. What I mean is that I am looking for someone who is more than someone who can competently play a musical instrument, or even play a musical instrument exceptionally. I am looking for someone, or a group of people who when together create something that transcends the mechanics of making music.
I am looking for people who are making music because they have to, not because they want to or even because they like to. I am looking for people who can’t exist without music, because I know that I can’t and if I am going to make an investment in someone or in a group of people I need them to be on the same page with me at least at this most basic level.
I’m not as concerned with whether I love each and every song that is produced as I am with whether or not a piece of the artist lies within each song.
…but I need artists that work like horses…
Though it is an absolute necessity to be an artist, there also has to be an amazing work ethic there. I run an independent label, not Warner Music, I don’t have millions of dollars to invest in paying other people to entertaining, primping, priming and serving my artists. At this point in time I barely have dozens. This means that, like with all indie labels, I need artists who aren’t afraid to work. I look for artists who put the hours in writing, singing, playing, working out melodies and harmonies and who are, to a certain extent, perfectionists about this. Even better are those who also aren’t afraid to get their hands dirty with me, assembling press packages, calling/emailing friends and families to remind them to come out to shows. At the end of the day, I am only one human being and while I will do everything in my power to move an artist’s or a band’s career forward, but I need the artist to be willing to put the work in to help me keep their engine running.
…and who act with a certain degree of professionalism.
I am taking this seriously and I need you to take it seriously too or it simply is not going to work. Be on time. Don’t be drunk on stage at a children’s festival. Don’t be high at your photoshoot. Don’t whine and cry until I take you to McDonalds when we are running late for an interview. This is so much more than a job. Note – MORE THAN A JOB – it still is very much a job and if you take it seriously it is the best job in the world.
Professionalism is something I can usually detect within two minutes of meeting with a band and talking to their appointed leader. If in those two minutes, I don’t see it, it is an automatic disqualification from consideration. This is probably a pretty harsh policy, but at the same time, experience has taught me that the more a band privileges “fun” over “work” (though for the best bands work is fun), the greater my headache, the harder my job and the less that I want to give 100% of myself towards their success. I refuse to give any less than my best, so the band will invariably lose out (aka get cut).
I am looking for the musical artists who want success the most and who define that success the same way as I do.
I don’t see success in terms of dollar signs. I like money (who doesn’t?) but I see it as a means to an end, as tool for survival (the ability to meet basic needs for you and your family while doing something you love) and for doing good in the world, not as power, status or a Mercedes Benz collection. If money = happiness for you, and if only loads of money is going to make you happy, I might not ever be able to make you happy, and I’m pretty sure that spending too much time around you is only going to make me miserable.
In terms of musical success, I define it as the ability to continue to move people with your music, the ability to fill (and continue to fill) rooms. For me, having an artist sell out and receive a standing ovation at Massey Hall is the pinnacle of success. Whether they drive home in a Lexus or a Toyota Corolla makes no difference to me. I want to work with people that dream of playing these legendary venues, who want to convert every person in their audience into a believer and who want to build long term careers so that they can keep doing this thing that they love every day of their life. I want to work with artists who dream of headlining the Hollywood Bowl, playing an evening slot at Newport Folk Festival and standing on stage at the Radio City Music Hall. I don’t want to work with artists who dream of babes, Bentleys and blow. I want artists that dream of Massey every single night and who will not rest until they can get there.
I am looking for artists who say something…
I don’t ever want to listen to another song about how two upper-middle-class teenagers fell in love, made out in their parent’s pool houses and then broke up dooming one another to a full week of eating lunch on their own at school or lying in the middle of a Whole Foods parking lot hoping someone would run them over. This means that I sure as hell don’t want to be the one responsible for more of these songs existing in the universe.
I am looking for artists who say something that means something. I want artists to talk politics, society, inequality, loneliness. I want artists who aren’t afraid to deconstruct themselves and the world around them.
… and who I am willing to bet my life on.
When an artist signs a recording deal or a management deal with me, they are essentially putting their future in my hands. It is my job to help them achieve their goals and dreams. At the same time however, I need the artists to recognize that while they are taking a chance on me, I am also taking a chance on them. I too am putting my success in their hands, my hopes, my dreams and my livelihood. When I say yes or make an offer, I really am betting my life on the artist(s) and I need them to respect that.