2. LOCATE POTENTIAL A&R REPS

Like tailoring a résumé to a specific job description, you can greatly increase the impact that your demo package will have by knowing exactly who your audience is. The person that you should be most concerned with is the Artist & Repertoire Representative, also known as the A&R rep. It is the A&R rep's job to find new artists to sign and to develop their careers into a success story. Most bands get heard by A&R reps the same way you are trying to get heard - by sending them a good package. As a result, not only do you want the A&R rep to get your demo package, but also you want it to knock his/her socks off!

So what do A&R reps look for? Well, that varies widely between companies and depends largely on what they think is going to be the new trend in popular music. You already know about the talent, the "look," and the professional demo package, but what else can you do? Well, this is where it starts to get a little fuzzy. There is not a single record label out there that will sign a band solely on hearing a demo. So expect an interested A&R rep to want to see your band perform live. Also, it is around this point that the decision to sign or not sign a band becomes based on a gut feeling just as much as on the past band's previous record sales (if any) and size of their fan base. Does the music match where the label wants to go? Does the band have a good shot at becoming a success? These are important questions for A&R reps because their job security is highly dependent on whether they sign successful acts.

Now that you know who these A&R people are, where do you find them? Well, many would say under a large and slimy rock-but we like to think a little better of these fine people. Here are some options:

  • First, try a contact directory like the CMJ Directory (published by the College Music Journal BUT YOU HAVE TO SIGN UP FIRST) CMJ Directory(published by the College Music Journal), The Musician's Atlas, or the Musicians' Guide To Touring and Promoting. These will give you a good list of record labels (and some other good contacts such as clubs, radio stations, and press outlets).

  • Since you are playing in a band that has some level of local name recognition, it probably wouldn't hurt to ask local club owners, record store proprietors, music directors, or editors whether they know anyone at a good record label who might be interested in receiving your demo package. It can't hurt to try.

  • Showcases. The question often comes up about whether or not showcases (e.g., South By Southwest (SXSW), North By Northeast (NXNE), CMJ, etc. are effective and appropriate ways to get your band noticed by record labels. The answer is a resounding yes! Given any chance for your band to get in the eye of the public - and the industry-types - you should go for it. Unfortunately, getting into these sorts of showcases can often be difficult for an unsigned band.