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Q. When a female artist comes to your attention, what are the factors you consider before signing or declining? The songs, the music, their singing and their look and what other factors enter in? Is age a major factor? Please elaborate on the different aspects a label might consider when signing a new artist.
A. Having met with dozens of female artists over the years, I love this question! Well, naturally the songs, the music, the singing, the look, and those tangible things come into play in my consideration to sign or decline. But honestly? For me what it all comes down to is: "Does this female artist REALLY move me ?" I am not a lukewarm or "arm's length" producer. I want to be ON FIRE over an artist I work with. I have learned that there are many many good songs, great singers, and pretty people looking for record deals........but I want to be MOVED. And once I have been so moved, there is another question I ask myself: "Do I think I can work with this person for the next 5 years?" Sounds trite maybe, but it is important to me. Should be important to YOU as well.
When I first heard my artist, DIESEL, I knew I was going to sign her almost right away (don't tell her!) I have heard, honestly, better and bigger and bolder singers and songwriters, but this woman just grabbed me and touched my heart. And after meeting with her several times, I knew she was also the kind of person I wanted to make records with....for a long time.
You ask "Is age a major factor?" Not to me, it isn't. But there is no doubt in my mind that it is vastly important to the major labels. Just look at the rosters of new signees! There are, of course, many other aspects a major label considers in new artists. In this space, I can only comment on a few. Songwriting, is a big one. Labels are "suckers" for artist/writers.
Management can be an important factor, if you have GOOD management. Uniqueness is the one factor I hear about most often from friends at major labels; is she "different" enough, especially compared to the other artists on the record label. And marketability....can the label "sell" this artist's music and persona? This is very important.....I have seen labels turn down many artists because they just don't have a clue how to market them.
I hope my answers help some of you out there looking for a record deal. In closing, I want to say to all the female artists out there......."You GO, girls!" The future is NOW for female artists, and you are the most exciting thing that has happened to music in a decade. Remember that, and feel empowered by that.