In the old days, before this new digital age, there was
something called A&R or Artist & Repertoire. This division of major
record labels sought to procure new talent and then match that talent with
suitable songwriters, producers, studios and image gurus. It was once a vital
part of developing an artist from a diamond in the rough. It was A&R that
polished groups like The Temptations and The Supremes at Motown. So, with so
many artists taking their careers into their own hands, what is the place for
A&R at present?
Many of the
functions that A&R served are now concentrated in the role of a good, solid
manager. Good managers are connected enough to be able to get their artists
aligned with the right songwriters, producers, etc. Good managers are able to
consult with their clients and help them build an image that they can sustain
and market. Good managers are instrumental in helping artists use the latest
tools available to market and promote their product. So, where does A&R
come in?
Well,
according to Music Clout, many indie labels still use A&R to discover new
acts. Unsigned talent is still being scouted via A&R departments in smaller
record labels. Additionally, the major labels that remain are still putting the
time and effort into developing the acts they sign. Therefore, A&R is still
a viable department in record labels. Further, it’s unlikely that this will
change.
Frankly,
even the most adept musician stands in need of consultation from time to time.
Artists are constantly looking to reinvent themselves or find a fresh way to
stay on top of the charts. Sometimes these changes mean new production teams or
songwriters. Sometimes these changes mean new wardrobes or hairstyle.
Regardless, the need for someone to connect all the branches of the artist’s
tree still exists. While it is easier for artists to handle many aspects of
their careers in this digital age, it is not always the wisest thing for them
to do so.
