Melodrift interviewed A&R Representative Chris Stand who has worked for a major record label in the UK for over four and a half years. We were more than mildly suprised by some of his responses. Check this out!!

The Interview

Hi Chris, when and how did you get into the A&R industry?

It wasn't something that I directly chose as a career. Initially, I really wanted to be an accountant, but my cousin worked for many years as a sound technician for a few labels, and I happened to spend quite a lot of time with him and I learnt alot from him. Because of this I picked up alot of knowledge surrounding the music industry, and gained a decent insight into the workings of the business. This led me eventually to seek a career in the music industry itself.

Alot of indie musicians don't actually get to meet people like yourself in reality, how can ordinary musicians attract your attention?

(Laughs). Good question. In fact, in truth, we have certain standards and rules to go by just like in any other job position. It's not likely that someone will run up to me in the street and hand me a demo (as I don't naturally tell most people what I do, or I suspect I would be bombarded). As we see and hear so many musicians on a regular basis, it's really just a matter of training, good judgement and well, 'just getting on with the job'.

Ok! Thats not the most encouraging. Can you tell us a bit about what you actually do?

Its not just about sitting down and listening and saying "Hey yeah man, here's a record deal for you guys..."! There are thousands of musicians out there, and there's a massive investment a label needs to pour into an act if they choose to sign it up. I don't just run around listening and choosing all the time. Most of my job is supporting and working with acts that are already signed to the label, including arranging photo shoots, video assignments, PR work, all manner of things behind the scenes.

How do you think the indie scene compares with the commercial industry?

I think never before has unknown music been so easily accessible. Twenty years ago you couldn't even make your own song without having gone to a professional studio, let alone have it heard by millions over the internet, as can be done by just about anyone today. I'm not sure that Indies might ever be a real threat to the majors as they have the most power and money behind controlled advertising. But Indie artists today are well respected by many communities and have better power to directly control their own creativity.

Have you ever wanted to be an artist yourself, in front of the camera?

I am terribly camera shy and I can't sing a note, but I have learnt to distinguish a good song from a bad one.

What do you actually judge then when you listen to a band.

Loads of things are taken into consideration. A bands marketing possibilties, the location of the band, how good they sound live, their experience behind their music, alot of factors need to be dealt with before we'll even consider signing someone up. At the end of the day marketing is most of the package surrounding an act, sad as that may sound, ultimately it has to be what people will buy.

Not necessarily what they want?

Thats the same thing. We buy what we hear and like.

There's alot of controversy over acts getting record deals simply out of the fact that they are already famous and its easier to market them i.e. actresses, models. How do you feel about that?

I don't really agree with that, but its logical in business. Less money would need to go into getting these people known because they are already a familiar face - half the battle won! I think it smacks of bad taste and insulting towards those who naturally do have great talent and just haven't been fortunate enough to be recognised. I dont make that kind of decision though.

That's interesting! Do you think indie's spend too much hope on the internet or should they be looking elsewhere for fame?

There are all different levels of artistry, Melodrift itself has shown the capability of marketing and running an online label which supports unknown musicians and that in itself is a great achievement, without all the hype and command of a major industry. It just goes to show that you can offer something to people who have virtually nothing and allow them personal freedom of their music if necessary. If I was being totally honest that is a hell of a lot better than being a direct 'package for sale' cut with ribbons and tied up by executives that simply care nothing more than to squeeze every cent out of your own talent. Fame is a bit of a grand illusion for most people. It doesn't really turn out how people believe it will. Look at Britney, even if she did break away from her career altogether, she would never be able to lead a normal life again! It makes you wonder why stars all turn to these bizarre fad religious practices. I believe that the 'fame' thing is just a grand illusion to most musicians and if they manage to get to the top, they realise just how suffocating it is on their lives and ultimately many are destroyed by it. I don't think fame is necessarily a good thing, as people no longer have to struggle and struggle is a primary reason for existence.

Thats a powerful statement! Is it really all that messed up?

Some famous musicians can handle things in perspective and totally handle it, remaining true to themselves. Take 'Sting' for example, hes a good example of someone who separates their career from their own life pretty well. They make a sort of inner promise that the industry and the world are only tapping into their musical selves and not their souls, with that approach they somehow manage to come out the other end as a down to earth and whole person. But some artists just completely think their God's 'chosen one' live crazy lifestyles and expect nothing but worship. Well we can probably name some of them right? But perhaps we won't! As fantastic as they think they are, they wouldnt be any of it without the right management, producers, publishers, recording techinicians, its true that it really does go to their heads in a big way.

Hmm, so they become a product and lose the plot right, can we blame the industry for this?

You can't blame anyone but yourself at the end of the day for how you choose to be, and perhaps everyone is to blame at the same time? Ghandi became very famous but he still vowed to live a certain way until his death and upheld certain morals throughout his life. I think the industry does encourage artists to sell themselves and place a huge amount of importance on themselves as its good for the industry. After all we cant market something as GREAT if the artist doesn't believe it either? It's the people who work with spoilt artists that suffer the most though; they just get trodden on. By the time someone is rich and famous enough to hold the ropes themselves, its too late to bring them down to earth.

So why are you working in a industry which creates these kind of people when you so obviously disagree with the ethic behind it all?

Well I need a job like everyone and I do it well (laughs), plus it has many good points, we can have a totally great time working with various artists and bands.

Is there anything good about being signed to a major label then?

There's good and bad in everything. You have the oppportunity to allow the entire world to hear you, travel and see great places, how you deal with it all is up to you. I've worked with artists who have become good friends, we've had great times gigging and travelling around the world, and they are quite sincere despite all the personal intervention in their lives.

Thanks Chris for this amazing insight, but one last thing.. a word of advice for indie artists out there?

Never judge your ability or success in terms of monetary value or popularity. Success is only a small measure of your own happiness and personal fulfillment. Just because an indie might never make it big time doesn't mean he is not a good artist or musician, it just means he lives in an age where this type of entertainment market is incredibly hard to penetrate for even some of the best out there. And today it is just pure entertainment.

In this industry millions of pounds are spent on promoting just one person. Madonna would be in the same position without it all. So if you achieved even a few small sales without any of that you've proved something! I've heard some great indie stuff which beats the socks off some commercial music. Always keep it real by doing it for you.

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