A&R MANAGER

Meet your instructor, break down the roadmap ahead, and get all your burning questions answered before we dive in. Let’s set you up for success from day one.

• Instructor intro 
• Course structure
• Assignments & final project overview
• Q&A

Assignment #0: Survey: “What type of A&R are you?”

A&R isn’t just about finding the next big star — it’s a full-on journey from talent scouting to project launch. Break down the A&R lifecycle, the different roles in the game, and how they fit into the bigger music industry puzzle. We’ll dig into the latest trends, challenges, and what it really takes to shape an artist’s career.

• The A&R lifecycle
• Types & roles of A&Rs
• A&R roles: Major vs. indie labels
• Marketing, legal, & production departments
• Discussion: Current A&R trends, challenges, and opportunities in the music industry

Not all hype is built to last. Learn how to separate fleeting fads from true market shifts, spot emerging talent using data-driven insights, and uncover hidden opportunities in global music markets. A guest speaker will drop some real-world wisdom on what it takes to make it big.

• Streaming data & social media analytics for talent discovery
• Spotting trends vs. long-term movements
• Market segmentation & gaps
• Discussing global markets 
• Collaboration between markets
• Workshop: Analysing songs that successfully blend genres through cross-genre collaboration

Assignment #1: Pick 3 trending songs or artists that deserve a label deal and explain why.

From debut albums to global tours, learn how to collaborate with creatives, navigate sync deals, and keep artists evolving in a fast-changing industry — without losing what makes them unique. Plus, we’ll break down the rise (and stumbles) of Chappell Roan’s team — what would you have done differently?

• A&R manager & shaping an artist’s sound
• Collaborating with producers, songwriters, & other creatives
• Sync & TV licensing
• Keeping artists relevant while staying authentic
• Case study & Workshop: The Chappell Roan phenomenon: Where did her team go wrong?

Creative minds burn bright — but they can also burn out. Learn how to support artists, handle high-pressure situations, and navigate the unpredictable world of A&R. From real-world case studies to crisis recovery strategies, this session is all about keeping the music (and the people behind it) going strong.

• Preventing burnout 
• Building rapport with artists
• Crisis management 
• Case study: Real examples: David’s experience
• Workshop & Discussion: Brainstorming: Recovering an artist’s career after a crisis

Assignment #2: Find an up-and-coming producer or songwriter. What makes them the next big thing?

We’re kicking off the creative week. What makes a hit song hit? In this class, we’re breaking down the DNA of chart-topping tracks, how A&Rs spot potential early, and the creative decisions that shape an artist’s sound. Get ready to listen, analyse, and think like a music exec.

• Creative lingo & song structure
• Hit record psychology & songwriting tips
• Identifying key characteristics early in the development 
• Case study: Sia and Flo-Rida: Wild Ones
• Spotting songs with potential
• Workshop: Brainstorming: Refining raw demos from emerging artists 

Great songs tell great stories. In this session, you’ll break down how storytelling shapes an artist’s sound, spot trends in song structures (hint: the chorus is king), and debate whether A&Rs trust their instincts or let the data decide. 

• The history of song storytelling 
• Case study: Sting, Ruff Music
• Spotting trends in songs: Titles, length, structure
• Workshop: Identifying the similarities & differences in trends 
• Discussion: Gut vs. data

Assignment #3: Listen to Spotify’s “Today’s Top Hits” and choose one song you think doesn’t belong. Share your thoughts.

Ever wondered how a song goes from an idea to a finished track? Take a peek into the behind-the-scenes of the A&R manager’s role in shaping music, from pre-production to mastering. Explore DAWs, mixing, and real-world demos to sharpen your producer instincts. 

• Pre-production, recording sessions, post-production
• DAWs: Pro Tools, Logic Pro, Ableton Live
• Mixing & mastering
• Demo: Using a DAW to edit a track & going through the song-making process
• Workshop: Listening & identifying whether the songs are mixed

Learn how to handle budgets — where to spend, when to save, and how to make sure every dollar counts in A&R. From recording costs to royalties and streaming payouts, you’ll get the lowdown on making smart financial decisions that actually pay off.

• Demo: Overview of royalties & publishing
• Recording budgets & A&R admins
• Types of record deals
• Understanding ROI: Aligning investment with returns 
• How much streams make & when to scale up the budget
• Demo: Up streaming: What is it? 

Assignment #4: Quiz: Test your knowledge on record deals, publishing, and royalties.

Juggle the chaos of A&R life without dropping the ball. Learn how to organise songs, manage contacts, and understand when to delegate. You’ll get the tools (and time-saving hacks) to keep everything running smoothly without losing your mind. Plus — a hands-on dive into Spotify for Artists and Chartmetric.

• Time management in music: Does it exist? 
• Organising songs 
• Contacts
• Delegating tasks to other departments & teams
• Spotify, Spotify for Artists, Chartmetric
• Demo: Using Spotify for Artists

Learn how A&Rs team up with marketing pros to create buzz and turn artists into household names. From crafting a killer brand story to making waves on social media, you’ll see how music meets marketing — and why storytelling is everything.

• Visual aesthetics in marketing
• Album release strategies: Marketing, press, social media
• Digital marketing teams & maximising exposure
• Targeted campaigns for reaching target audiences
• Storytelling & narrative in marketing 
• Demo: One-sheets examples

Assignment #5: Choose an artist and create a Google Slides mood board with their genre, colour scheme, and references.

Know how to spot a bad deal, negotiate a great one, and keep everyone happy in the process. Talk terms with artists, handle lawyers, and learn the skills to secure the best agreements — without burning bridges. Bonus: a deep dive into Ed Sheeran’s contract drama.

• Negotiation tips for A&R managers
• Negotiating favourable terms without damage
• Dealing with lawyers & managers 
• Bad record deals
• Case study: Ed Sheeran’s contract renegotiation
• Workshop: Negotiation role-playing exercise

Learn how to connect with the right people — from artists and labels to the behind-the-scenes game-changers. You’ll discover why networking and mentorship aren't just nice-to-haves, but essential for long-term success in the music biz.

• Industry events for networking
• Artist and label team relationships
• Mentorship & career guidance for artists
• Fostering relationships with the people behind the scenes
• Case studies: Industry relationships 

Assignment #6: Listen to Spotify’s “New Music Friday” and choose a track you think will blow up. Explain why.

Step into the A&R leadership ring, where you'll learn how to handle diverse leadership styles, manage tough industry relationships, and keep the creative vibes flowing — even through conflicts. Get practical tips on giving feedback and keeping your team and artists on track.

• Types of leaders in the industry & dealing with them
• Navigating artist vs. label 
• Giving feedback without damaging relationships
• Managing creative differences & maintaining respect
• Workshop: Writing an email response to a challenging scenario

Explore how nostalgia and genre revivals are reshaping the music scene. Dive into current trends, discover how past sounds make their comeback, and discuss the delicate balance between staying true to an artist's vision vs. chasing commercial success. Put it all into practice with a hands-on brainstorming workshop.

• Capitalising on current music trends
• The influence of nostalgia and the revival of older genres in contemporary music
• Case studies: Music industry trends
• Discussion: Striking a balance between artistic authenticity and commercial success
• Workshop: Interactive brainstorming session

Get ready to kickstart your music career by discovering the best entry points, building a standout online presence, and learning how networking and location can shape your future. Let's figure out how to make those connections and leave your mark in the industry.

• Industry entry points
• Location
• Experience & online presence
• Your network 
• Future of the industry
• Q&A and final project discussion

It’s time to tie everything together. Ask your burning questions, dive deeper into your final project, and get valuable career advice to keep you on track after the course ends. Turn those "what’s next?" moments into clear action plans.

• Extended Q&A
• Final thoughts

Final Project – Artist Development Roadmap: Imagine working at a major label. Pick an up-and-coming artist, create a career roadmap for the next 3-5 years, and present your plan with supporting data and a one-sheet. Outline a strategy for success from discovery to career milestones.