The
first thing to establish before you sign is how well they can speak your language
and articulate messages, and how well they functionally interact with you. Do
they make you feel confident that they understand an artist's perspective and
challenges? At the same time, you have to get out of your skin enough to understand
what drives and motivates labels, and accept that you are agreeing to partner
with them to mutual benefit. There will be very specific expectations, spoken
or unspoken, residing within both parties. Unspoken expectations can lead to a
mountain of troubles. Communication is the conduit to understanding, and fluid
communication is the lubrication of progress.
"We
are masters of the unsaid words, but slaves of those we let slip out" - Winston
Churchill
Imagine
you are listening to a mix in the studio and your trusted A&R rep says "I can't
put my finger on it, but it doesn't sound good to me". That sort of comment is
not going to help you understand their perspective or they yours, and it certainly
won't allow you to effectively pursue remedies while an expensive studio clock
is ticking.
Before you sign that agreement, ask some testing questions
in the honeymoon phase that will reveal their (and your) ability to communicate
effectively going forward. Ask their opinion on specific musical parts within
song arrangements. Ask them to describe elements of their favourite productions
and the effect on a listener's perceptions. Ask them what sort of production style
they envision for you. Ask them what they think are your most recognizable musical
descriptors. And most importantly, ask them to define the level of success they
expect from you. Go deep, but don't expect perfection. Your gut feeling will tell
you if the level of communication is functional or dysfunctional.
The
reputation of a label is what attracts you to them, but the actual people who
work there will execute the actions that build you or bury you.
Brian
Allen has a wealth of experience in the industry as a songwriter, guitar player,
producer, as well as enjoying 15 years heading up the A&R department at Attic
Records. He knows what it takes to be a winner in this industry, in mind, spirit
and in talent. He has over 10 million in career sales notched on his belt and
will be offering up his insight once a month, as a feature contributor to Songbridge,
with excerpts from his forthcoming book.
For more info on AMPLUS
Productions, contact Brian at brianallen@rogers.com
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