![]() We’re trying to think beyond that - not just relying on the resources that are already there, but also creating new ones for those who don’t necessarily have the proper infrastructure to get discovered. The tools available on the internet have given a certain advantage to self-starting acts with existing resources or fan bases, and a lot of labels are relying on these resources for their own development. What artists are you trying to cater to who might not benefit from conventional scouting methods? The negotiations come much later in the process. Also, when you submit online, you’re not binding yourself to any sort of 360 deal if you’re selected. We want to make the same opportunities available truly on the basis of talent. We’re trying to eliminate the need to build up large fan bases to get even a first meeting with a major label. It’s really about identifying and nurturing long-term relationships with the best talent. Mike Caren: Aside from the fact that it’s not a contest, it’s also not a content or entertainment vehicle. An edited version of the conversation follows.īillboard: How will EMERGE be different from other talent searches? Moreover, social media will act not as a quantity-driven search filter, but rather simply as a mechanism for communicating directly with talent - countering the traditional narrative that modern A&R relies more heavily on data and vanity metrics than ever before.īillboard spoke with Mike Caren, founder/CEO of APG, to learn more about what role EMERGE will play in the modern A&R landscape. ![]() In this sense, the search is not a talent competition with a singular winner, and may expand into a more continual, rolling process for all parties involved. The submission process is simple: upload a video no longer than five minutes long that includes a 90-second intro, plus a performance of one song of your choice. Atlantic A&R representatives will review every single entry, and may select one or several artists that they think are most deserving of a major-label contract. or Canada (excluding Quebec), from today (Oct. AEG Presents, Deckstar Artist Management, Deutsch and Spotify will be supporting the search as well as the lucky artists selected, marking the first such cross-sector collaboration in the modern music business.ĮMERGE is accepting submissions from pop/R&B artists and musicians between the ages of 13 and 19, who are residents of the U.S. ![]() While streaming and social media have drastically lowered the barriers to entry for finding, developing and communicating with fans, the path to getting that first meeting with a major label - let alone a deal - remains a black box for many independent artists.Ītlantic Records and label services company Artist Partner Group (APG), both subsidiaries of Warner Music Group, are trying to eliminate this roadblock with the launch today of EMERGE, a nationwide, social media-driven search for exceptional urban pop talent.
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