There was an article posted on Beatport’s news section a few years ago that was shared fairly widely across social media on ‘What you need to know to get signed by Size, Axtone, Spinnin’, Big Beat etc.’. The reason it was such a hot topic was that it offered REAL advice directly from the A&R/Label bosses on what aspiring producers/artists should do to get their demos heard and signed. Unfortunately since Beatport moved over to their new layout last year, they have since canned the ‘News’ section and said article can no longer be found. Now as great as this article was, it more than likely wasn’t going to get any South African producer signed to any of those big name labels, so the point of this piece is to bring it closer to home and offer advice from local A&Rs (For those of you who don’t know, A&R stands for Artist & Repertoire, these are the individuals in a label who sign records and artists).
Having been on both sides of the wall as a producer and as an A&R, there are probably 100 things I could put in this article on what you should remember when submitting your music, for instance make sure it isn’t shit (i.e. don’t take your mother’s praise, go and ask someone who knows what they’re talking about), approach an appropriate label (i.e. don’t send your 8 minute long instrumental techno track to a Major label), make it personal (i.e. don’t CC or BCC every A&R you can find and hope one of them bites) and the list goes on.
Embed from Getty ImagesThe initial article I had in mind for this topic was to highlight what each A&R I reached out to felt was most important and to compile a list. Ironically it turned out that we all had the same feeling. The most important thing to remember when submitting your demos to a label is to make it easily accessible.
Allan Nicoll a.k.a. Kid Fonque
Owner – Stay True Sounds
“Our focus isn’t necessarily on receiving demos but rather developing our own artists we find. When we do receive promos, making them easy to listen to is key. Soundcloud links are best, there’s no need to waste time downloading and we can stream them at a click of a button. 90% of the music we have signed/licensed has been from professional emails/inboxes with a link to listen on Soundcloud.”
To send demos to Stay True Sounds, you can inbox them via their Soundcloud page.
Follow their page on Facebook.
Kevin Grenfell
Head of A&R – Universal Music South Africa
“I get a lot of emails everyday, and between responding to them or running in and out of meetings, there’s no time to be going through a 3 page long biography or motivational letter as to why we should sign you, the music will speak for itself. If I like what I hear, I will definitely reach out to you and ask for more information, so rather get to the point as quickly as possible. Streamable links are always better, if I’m required to download something, I am already put off before even listening. If there is any key information that I should know, put that first with your link and don’t send me your entire catalog, rather captivate me with your best work and if we feel there is something there, we’ll ask for more material.”
To submit demos to Universal Music South Africa send an email to za_demos@umusic.com.
Here are some additional tips from my side :
- Make sure the demos you’re sending are the best they can be, you only get to make a first impression once.
- DO NOT attach your demos to your email. We have limited inbox storage space and prefer it not to be wasted on unnecessary attachments.
- Despite popular belief, we do manage to keep ourselves busy, so allow some time for the label managers/A&Rs to get to your mails. It could take 24 hours or it could take a week. Be polite if you feel it necessary to follow up after a few days.
- Send your email directly to the person you intend to. I was once CC’d on an email to another major label whereby we were both being addressed and basically put ‘head-to-head’ to respond as to who was interested, needless to say I was immediately put off and will more than likely never open another email from them.
If you’d like me to listen to your demos, please leave them in the comments section below or alternatively in the comments section on Facebook.
http://www.soundcloud.com/kerryleemusic
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Hi Kerry Lee, thanks for commenting. I had a listen to your stuff, unfortunately I feel that it’s a bit generic and dated for what people are currently listening to.
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This is real good advice.. Good stuff
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Hi. My name is carl cooper aka (bluepint) Manchester England based solo artist covering most genre of electronic music. Has and is still working with Marcella Detroit (Shakespeare sister) Gee Morris (Innocence) Ian Burden (Human League) currently with Utopian Records USA. And in talks with Wall Of Sound London. Here is a link to one of my soundcloud Tech house tracks
Thank-you for listening
Kind Regards
Carl Cooper
https://soundcloud.com/carl-floppy-cooper/bluepintbluenight-my-loves-gunna-take-all-night
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A million thank Aidin! Just what I needed to clear my mind.
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Good Day Adin
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Hello, Aidin! Kindly take a listen to our music here: https://soundcloud.com/unsynd .
Thank you.
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Checkout Chris Jaberdy, his from Port Elizabeth http://www.soundcloud.com/chris-jaberdy
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https://soundcloud.com/mac-ando/down-with-me
Hello Mr Aidin hope you good,My name is Antoine Ando and that’s one of a number of tracks i’ve done.Feel free to provide cut throat feedback.Your respones will be greatly appreciated.
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https://soundcloud.com/mac-ando/amen-ando
https://soundcloud.com/mac-ando/overdose
https://soundcloud.com/mac-ando/famous-produced-by-911
https://soundcloud.com/mac-ando/hands-in-the-air-who-is-the-man-final-mixcut-20
hope that aint too much,your respones will be greatly appreciated..good day
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https://soundcloud.com/mac-ando/never-easy-ando
https://soundcloud.com/mac-ando/cant-stop-me
https://soundcloud.com/mac-ando/interlude
https://soundcloud.com/mac-ando/the-best-ft-gordon
https://soundcloud.com/mac-ando/beautiful-bass
Hello there Mr Aidin ! hope you good here is a list to more of my demos,hope you like them. And i know it may seem that all am doing is complaining,but i can’t help but feel and believe that if i had a bigger platform to showcase my talents and artistry i would create high quality cross over music.Hope you guys at Universal Music Group South Africa like what i have to offer. Together we can do great things.Anyways like me know what you think.Your response will be greatly appreciated..Goodday
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yes this was the best info & EpicTeam is about to make it happen with our major artists
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Hi, my name is vincent swing from limpopo,tzaneen.
I specialise in production/song writing-i do RnB, SOUL, GOSPEL, REGGAE, POP,DANCE , NEW JACK SWING, ROCK.
I can write for bands and artists/soloists.if you have singers who can’t write songs,,I’ll be there to help.
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Great.Thanks Aidin Caye for your special advice towards music.Am greatly enlightened.
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https://m.soundcloud.com/kelvin-vinci/emotions-by-kelvin-nderi-and
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