A&R
Artists and Repertoire — the division of a record label responsible for discovering talent and overseeing artistic development.
Definition
A&R (Artists and Repertoire) refers to the department within a record label, publisher, or music company responsible for scouting new talent, signing artists, and guiding the creative direction of recordings. A&R representatives serve as the bridge between the business and creative sides of the music industry.
Modern A&R has evolved significantly from the era of discovering artists in clubs. Today's A&R professionals monitor streaming data, social media metrics, playlist performance, and online communities to identify emerging artists. They also play a crucial role in connecting artists with producers, songwriters, and collaborators to shape commercially viable releases.
Why It Matters
A&R decisions shape the direction of the entire music industry. The artists who get signed, the producers who get hired, and the songs that get pushed all flow from A&R judgment calls. A single A&R signing can launch a career or define a genre.
For independent artists, understanding what A&R looks for helps shape self-marketing strategies. Modern A&R is data-informed — strong streaming numbers, engaged social followings, and consistent release strategies all signal to A&R professionals that an artist is worth investing in.
Examples in Practice
An A&R manager discovers an artist with 500,000 monthly Spotify listeners who has never been signed, negotiates a deal, and pairs them with a Grammy-winning producer to create a breakout album.
A publisher's A&R team identifies a songwriter whose compositions are frequently used in user-generated TikTok content and signs them to a publishing deal before competitors notice.
An A&R representative attends showcases at SXSW and CMJ, evaluating 30 artists over four days to find one or two worth bringing to the label's attention for potential signing.