Inside the Minds of A&Rs: What They Look for Before Signing Talent

Ask any artist who’s sent out demos and they’ll tell you: getting an A&R to actually listen is one of the hardest parts of the job. That’s because A&Rs aren’t just looking for “good” — they’re searching for the right combination of potential, identity, and momentum. Over two decades working with A&Rs across major labels and indie outfits, I’ve seen exactly what separates an act that gets signed from one that gets ignored.

Understanding how A&Rs think isn’t about gaming the system. It’s about aligning your presentation and your work with what the people holding the contracts actually value.

1. A Distinctive Artistic Identity

Good songs are everywhere. What’s rare is an artist with a clear identity — one that feels authentic and instantly recognisable. As RCA UK’s A&R Director Colin Barlow once put it, “If you don’t know who you are, the audience never will” (Music Week, 2017).

A&Rs listen for consistency across your sound, visuals, and messaging. They want to see an aesthetic that matches the music: cover art, social media content, and live performances all feeding into the same story.

Key stat: According to MIDiA Research, 61% of A&Rs say the top reason they pass on a promising artist is lack of a clear identity or brand (MIDiA, 2023).

2. Momentum and Organic Growth

One of the most misunderstood parts of A&R decisions is the importance of proof that you can build an audience on your own. Labels invest in artists who’ve already shown they can grow, not just those with talent.

A 2022 study by Chartmetric found that artists with consistent month-on-month social media or streaming growth of at least 15% were 3.4 times more likely to attract label interest than those with flat metrics (Chartmetric, 2022).

A&Rs want to see that you’re connecting with real listeners and that your fanbase is growing naturally, not through paid bots or spam tactics. Momentum tells them you’re worth their time and resources.

3. Unique but Commercially Viable Sound

A&Rs are hired to find artists who stand out but can also sell records or drive streams. This is a delicate balance: a sound that’s too safe can feel derivative, but something overly experimental can be impossible to market.

Successful acts often sit at the edge of what’s trending — offering a fresh spin while still fitting playlists, radio formats, or sync opportunities. According to Universal Music’s A&R guidelines leaked in 2021, labels often use comparative artists internally, asking: “Is there a clear lane or gap in the market this act can fill?” (Rolling Stone, 2021).

4. A Professional Approach and Team

While DIY spirit is admirable, A&Rs prefer artists who already show professionalism. That includes timely communication, understanding basic business concepts, and having a small team or manager in place who can handle logistics.

A 2023 Music Business Worldwide survey found 78% of A&Rs are more likely to move forward if an artist has a manager or representative, simply because it shows seriousness and readiness for next steps (MBW, 2023).

5. Live Performance Potential

Even in a streaming-first market, live shows remain a critical income stream for artists and a key proof point for A&Rs. They look for acts who can engage an audience, not just sound good in the studio.

A solid track record of gigs, small tours, or festival slots shows you can sell tickets and hold a crowd — two things labels care about as much as streaming stats. This also demonstrates your work ethic and ability to sustain a demanding schedule.

6. Strong Data, But Not Just Viral Hits

It’s easy to think labels are chasing viral success, but many A&Rs prefer steady, reliable engagement. A one-time TikTok blow-up can fade fast, while consistent data signals lasting potential.

MusicAlly reported that A&Rs increasingly use tools like Chartmetric or Soundcharts to look for sustained growth in daily followers, playlist additions, and engagement rates rather than chasing the latest meme trend (MusicAlly, 2023).

The Role of Plugd in This Reality

This is where Plugd becomes a genuine asset. A&Rs don’t respond to generic outreach. They expect a direct, professional approach to the right person, not a cold DM to a label’s main account. Plugd gives you access to verified, specific contacts — not outdated directories or random emails.

More importantly, with Plugd’s smart filters, you can target exactly the right A&Rs based on genre, artists they’ve worked with, or companies they represent, so your outreach matches their current interests.

Conclusion: Align Yourself with What A&Rs Want

No one can guarantee a signing. But understanding how A&Rs evaluate artists helps you align your work, build momentum, and reach out strategically. Plugd was built from experience on both sides of the table — representing artists, pitching to A&Rs, and negotiating deals — to give you the tools you need to take control of your career.

If you’re serious about reaching the right people who can move your music forward, don’t leave it to chance.

Sign up for early access today and claim your first five credits free — get your music heard by those who matter.