The Role of the A&R
The role of an A&R is often misunderstood by many, despite how important it is to an Artist’s success. A&R means Artists and Repertoire. They are primarily interested in the Artist and his catalogue/music. As such, their roles range from affairs that bother the Artist (both
creatively and otherwise) and the music he makes (including how it is released and the public’s reception).
A&Rs are often sought after by record labels and publishers as they are the ones who primarily deal with Artists. They engage the A&Rs to act as the Artist’s primary point of contact with the label or publisher. One of the prominent roles of A&Rs is finding artists to
sign for record labels. This is because record labels are in the business of exploiting sound recordings of artists.
They are always looking for new artists to sign, record and exploit their records. Most people wrongly view A&R’s role as a find and sign one, i.e., they are to find new artists for the record label to sign. Although this is important, it is not the only role A&Rs play in the music business. This role has diminished over the years due to advancements in technology and the reduction in reliance on record labels by Artists.
Before, the A&Rs were the major ones who knew how to find new Artists for the record labels to sign.
They attended festivals, shows, bars, etc., watching relatively unknown acts performing to assess them and decide if they would be a good fit for the record label. These A&Rs significantly influenced determining who got signed and the type of music that became mainstream. Artists also sought A&R’s and held them in high regard, as they were aware that with the right impression given to an A&R, they could get signed by a record label.
The internet and technology disrupted this, as it became easier for Artists to get their music out there without needing record labels. As the era of the independent artists began to boom, the over–reliance on record labels declined, and the role of the A&R in finding new
artists also declined. Since Artists no longer needed record labels to break into the music industry, and many preferred to be independent, the A&Rs importance seemingly diminished.
However, the role of an A&R has in no way become obsolete. Many people feel the part of the A&R is now obsolete because their knowledge of the A&R’s role is limited to “find and sign”, which is in no way the only role A&Rs play. The A&R also plays a vital role in the development of the Artist, overseeing the recording process and marketing and promotion of the Artist’s song. They also determine the songs that get released, the budgets the Artist has to work with, and oversee the implementation of such allocation.
Depending on how big the organisation is, there are different types of A&Rs. While some A&Rs perform the scouting option, i.e., looking for new talents for the label to sign (A&R Scouts), some others are responsible for deciding who the label signs (A&R Manager). Lastly,
we have the A&R Heads accountable for setting the organisation’s policy, the type of Artists
they want to be signed and the instructions the other A&R act upon.
A&Rs often wield a lot of power, as they decide (depending on the leverage they have and the Artist involved) what gets recorded, the songs that make the album cut, which the Artist works with etc. With such essential tasks on their shoulders, A&Rs have to be well–skilled and understand music and its business. The best A&Rs are creatives themselves (retired artists, songwriters, producers, etc.). This is so because some of the decisions they are required to make need people with a great understanding of the creative aspect of the music
industry.
It is best for an Artist looking to get signed to take a closer look at the A&R and A&R structure of such a label, as the A&Rs play a significant role in the success of Artists, primarily when they act as the middlemen between the Artist and the organisation.
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