Q? How do I go about getting my demo to the labels or to an A&R for the labels?
Answer: I know you've heard it before, but try not to send any demo package
unsolicited. 've seen many mailings go straight from the mailroom to the trash can.
Research the targeted label, find the A&R contact information and try to make
some contact with someone from the label. Ask the label receptionist for contact
names and/or search online for targeted label information. You can get valuable
information from a receptionist with a little grace and show of respect! As far as
printed info, there are too many "record label directory" sources to list! Start with
the VP/A&R and work your way down the A&R staff (if more than 1 contact) If
you must, write "Requested Material" on the (lower-left)cover of the package.
That's a trick that some A&R insiders use to distinguish unsolicited from solicited
material. Mostly, make it look as professional as possible.
If you have a few extra bucks, I would recommend sending your package via Fed
Ex "3rd-day Economy" or UPS "3-Day Select" for a more professional approach.
Also, type the label/airbill if possible. The packaging evokes a sense of
professionalism and urgency for a fraction of the perceived "priority overnight"
expense. In your (professional) cover letter, don't give them the opportunity to
contact you. It may never happen. Be aggressive and state that you will contact
them in say, two weeks time to follow up.
Close you letter with a sentence like...On the chance that you can find time to
listen to my project, I will contact your office on X date to follow up with your
comments." Respectfully...
Be sure to leave your contact info as well, preferably in stationery/letter-head
form.
Q? In today's industry, what does an A&R do and how vital are they to your
getting a deal?
Answer: The A&R department is generally responsible for the following services:
* Scouting for talent/songs
* Working with artist/band to develop/select song repertoire
* Publishing support/copyright clearances/album label copy/liner notes
* Coordinating key industry artist showcases
* Artist development (label) support for artist/band
As far as vitality, A&R can be your greatest asset, not only for an artist/band
getting a deal, but perhaps most importantly, for providing the incredible support
within the label! Sure, lawyers, other label VP's can help you get a deal, but A&R
reps generally champion the artist(s) they sign/want to sign at every opportunity
within and (eventually) outside the label they represent! Visibility is vital for
success within and outside a label. While a publicist can manage the external
visibility, an A&R person can fight for internal visibility when "jockeying for
position/priority" with other artists on a label roster.
Finally, in some cases with larger labels anyway, I think it's a good idea to
approach your targeted label(s) with a sampling of your music (3-songs) and
a cover letter as opposed to firing off a full-blown CD, with 3-D packaging, a
30-page marketing plan, and an EPK! In some cases, A&R reps like to feel as
though they are involved with a project...at inception or early into the process.
In today's era, perhaps more labels/A&R reps prefer a more complete package
approach (e.g. solid sales story, finished goods, etc.) Still there are others
that might prefer the "baby-step" approach, where they can interject their
ideas and experience at the infant stage and become more involved in the
creative process. The key is to research each label's A&R department
and make the best informed decision about which A&R approach to take to
give you the best chance for success.
Until then...keep rockin'! Stephen
