What Record Labels Consider Before Signing an Artist

I confess that this question often arises in my field. Whether you’re a music enthusiast or an aspiring artist, you may have pondered: “How do I know if this label would sign me?” “What exactly are record labels searching for in artists?” “Is talent alone sufficient for success in the music industry?” If you’ve ever mulled over these questions, this edition of Music Musings is for you.

So, let’s begin with the fundamental term, ‘a record label.’ This refers to a company specializing in the production, distribution, and promotion of music recordings, often including management services. You’re probably familiar with giants like Sony Music Entertainment, Universal Music Publishing Group, and Warner Music Group, as well as Nigerian labels such as Chocolate City, YBNL, and Mavins; if you’re as seasoned as I am, you’d recall Premier Records and Deco Record. For decades, record labels have played a significant role in providing comprehensive support for artists’ development and the music industry at large.

Although record labels may vary, here are some key elements they consider before signing an artist:

Music Talent: Not to state the obvious, but this is one of the foremost aspects to consider in an upcoming artist. Does this artist have talent? Can this talent be nurtured? Here, the artist’s talent, vocals, songwriting style, and growth potential are often evaluated. Some artists, like Asake, exemplify this with their immediate impact and continuous chart-topping hits. Take, for instance, Young Jonn, with his innovative blend of Afrobeat and Amapiano on “Xtra Cool”; it takes a genius level of creativity.

Marketability: With the constant rise in inflation and economic fluctuation, record labels are seeking marketable artists more than ever. The industry thrives on image and appeal; thus, marketability is paramount. Labels assess an artist’s ability to connect with a specific audience. Charisma, stage presence, and a distinctive image are key determinants for record labels. An artist must break above the noise and stand out to succeed.

Social Media Presence: In this digital age, social media is crucial. A solid social media presence is an added advantage for an artist. As Jay Z famously said, “Men lie, but numbers don’t.” Therefore, growing your numbers is essential. Though most upcoming artists start with little to no social media presence, a good record label can help shape an appealing brand persona. Just look at how Blaq Bone built a dedicated following for his music through social media. In today’s crowded social media landscape, creativity is key to standing out.

Brand Alignment: Every brand has its values and identity. Compatibility with the label’s brand is crucial. Artists whose image, values, and style align with the label’s identity are more likely to secure a deal. Cultural fit is vital, as every label operates within its unique ecosystem. Ensuring alignment avoids frustration and fosters a collaborative environment.

Long-Term Success and Talent Drive: Record labels invest in artists with long-term potential. They seek artists who can evolve creatively, adapt to changing trends, and maintain relevance over time. Nurturing talent for sustained success requires dedication and drive. Being an artist in this generation demands round-the-clock effort; thus, having the drive is essential for long-term success.

In closing, while securing a record deal is a significant milestone, remember that the music industry is dynamic and ever-evolving. Success requires hard work, drive, adaptability, and a passion for your craft. Whether you sign with a label or pursue the independent route, always strive to develop your artistry, engage your audience, and let your unique voice shine through. Above all, create value for every stakeholder in your ecosystem. The most meaningful journey is creating the music you love, connecting with dedicated fans, and finding fulfillment in the process. Enjoy the process, as oftentimes, the destination keeps moving.