This post is brought to you by Alex Harrison of Music Lowdown – an online music magazine based out of the UK.

Getting signed in 2022 isn’t easy. It pains us to say it, but… it’s true.

See, what with that many artists now taking to the stage, or sharing their work via the internet, music labels are spoilt for choice; there’s an artist out there for every occasion. All of this means that to get music labels fighting over you (i.e. get the best deal possible) you really need to be something special.

An artist that’s so ‘one-of-a-kind’ that you cause labels – big & small – to get out their boxing gloves & go up against each other in a giant catfight for your signature. To put it bluntly, originality has never been so essential!

Kind of a daunting thought, especially when you consider that in today’s world of social media & brand partnerships, first impressions really do count. To the point that they alone, could be the reason you get signed! All of which beggars the question: what is the secret to getting signed to a music label in 2022? Do demos still work? Or is it time to adopt a less traditional approach?

Keep reading & we’ll reveal all…

What is a music label? How do they differ?

In short, a music label is a company that specialises in discovering, investing in & developing new & popular talent. Think of them as the Dragons Den of the music world (Shark Tank if you’re in the US). They have the influence, money & connections to make things happen, & it’s your job to convince them why you should be their next big investment.

However, you should also know that music labels aren’t all identical. They come in all shapes & sizes + they don’t all look for the same person. So while some may be focused on finding the next mainstream superstar, others may be more orientated towards discovering the next alternative sensation.

What’s more, music labels don’t all offer same types of services either. Some may be purely based on connections & focus on getting you in with the right people. While others may also specialise in: music marketing, promotion, publishing, copyright enforcement & any other aspects of artist development.

And it’s these differences which are why you need to take things up a notch. In 2022, the old trick of sending out demos left, right & centre just isn’t going to cut it. Because despite how it may first appear, music labels are not a numbers game – at the heart, they’re really all about relationships. Hence why, despite this digital era, the music industry remains very much a people business.

Something that becomes all the more important once you realise that ‘behind the scenes’ the majority of music labels are actually owned by the same company.

NEWSFLASH: Universal Music Group owns Capitol Music Group, Def Jam Recordings, Aftermath Entertainment, Shady Records, Island Records, Republic Records & many other music labels. The story’s much the same with Warner Music Group & Sony Music Entertainment too, who also own their fair share of labels/ sub-brands.

Okay, so how do you spot what a music label wants?

Well that is where you need to get your thinking cap on. See it’s one thing to know what a music label is, but it’s another thing entirely to understand what each individual label is searching for. Then again, that’s not to say it’s impossible.

Hence the following 3 tips, which should help you at least partially raid the minds of most A&Rs…

1. Have a nosey at their roster – By far the easiest way to suss what a music label looks for in an artist, is to have a snoop around their current roster. In fact, if anything, you could say this is your answer been handed to you on a silver platter. After all, these are acts that the label have already signed, & for good reason. Be sure to keep an eye out for any similarities. Spot any, & you may have just found the secret to upping your chances.

2. Get gobby – As hinted at before, how far you get in the music industry often comes back to connections. In that respect, the industry is still very much ‘old school’, which means that the intel you need, could be locked up inside someone’s head. Something you won’t get your hands on hiding behind an email. & yes, while networking comes with no guarantees (disclaimer), if you get in with the right crowd, you’ll be at least in with a shot. Plus, who doesn’t love an excuse for a drink – right??

3. Try get your hands on a contract – Okay, so this sounds like a bit of a long shot, but if your networking game’s on point, then it’s certainly not impossible. Manage to pull this off & you’ve pretty much cracked the code. Not only will you be able to understand what a label looks for in an artist, but also what they can offer you in return. An incredible advantage to have, especially if you think you’ve a serious shot at being signed. Such intel can easily help you increase your chances, as well as your stance in any negotiations.

How do I make myself more ‘singable’? Is it even possible?

Face it – spamming labels with demos & crossing your fingers is sooo last decade. To the point that if you want to get signed in 2022, we’d encourage you not to directly contact a label full-stop. Sounds kind of backwards, but when you consider how artists are found nowadays, it makes a good heap of sense.

Stress on the word ‘found’.

See, what with the whole digital face of the music industry, contacting a music label is in many ways a shortcut to a bad deal. Look at it like this: instead of you contacting the label, the label should be contacting you. That way you look less like a helpless beggar & at the same time have concrete proof that they see something special in you.

So how do you go about doing this we hear you ask. Well, here’s just 5 pointers to get you started…

Develop a strong online presence – With online audiences growing by the day, being that music artist without an online presence, immediately puts you at a major disadvantage. Really look at it, & parts of the internet (especially social media) are super easy ways to market yourself… & they’re completely free! Plus, they’re all places A&Rs look, when scouting out new talent, so by not having them you’re really just shooting yourself in the foot… big-time!! A strong & loyal online following is simple way to show labels that you’re able to generate a fan base – i.e. you’re the type of artist they want to work with.

Work on yourself – Look… as much as you need solid marketing strategy to get noticed by a music label, you also need quality music. Fail to have that & it’s a bit like being good-looking with a bad personality – on the surface everything looks great, but pretty soon you realise the spark just isn’t there. The spark that (ironically) has the power to make-or-break everything. Trust us when we say this, quality reigns supreme over quantity. Greatness cannot be rushed.

Build a brand – If you think this is as easy as a logo, then stop right there! A brand is SO much more than that. Not only is it one of (if not ‘the’) hardest aspects of music marketing to master, but it’s also incredibly powerful if executed well. So it’s little surprise that a strong personal brand can go a long way towards attracting the attention of a label. Besides, what better proof that you know exactly who you are, what you stand for & that music is in your eyes, more than just an extravagant hobby. Tick, tick… tick.

Don’t be scared to say “no” – What’s more irresistible than someone who ticks all the right boxes? Someone who ticks all the right boxes… & isn’t afraid to walk away. Sounds kind of dumb at first, but you can’t escape the fact that there’s something about not being able to have X, Y & Z that makes you want X, Y & Z twice as bad. Precisely why (in many cases) the way to get a label’s attention, may actually be to do an about turn. A ballsy move, & also one that’s also a clear signal that you know your worth.

Be selective – Remember how we said that sending demos to every label under the sun is old hat? Well this is why. Being selective about who you choose to meet with, not only demonstrates the point above, but it’s also proof that you value your time & know what you want. Something that should make any labels you do meet, feel a lot more privileged to to do, especially if they’ve been in talks with those labels you turned away.

Do a feature with a well known artist – If labels aren’t giving you the time of day, then give them something to talk about. Do a feature with an artist who’s already signed & you could very easily catch their attention. And while this is of course a possibility across all genres, Hip Hop tends to be one of the easiest, as rappers feature with other artists virtually all the time. Either way, cause a stir & you could very quickly be presented with a deal.

How to get signed to a music label in 2022 (the roundup)

Here’s the long & short of it.

If you want to get signed, good music is a must, BUT if that music isn’t backed by a solid marketing strategy, a bunch of smart decisions & a decent portion of self confidence, then your chances of getting a good deal are slim.

Exactly why, as counterintuitive as it sounds, the secret to getting signed in 2022 is to completely forget about music labels altogether. No, seriously – erase them from your memory. & instead of wasting your time trying to please people you don’t even know, put all your focus on developing yourself & your personal brand.

The irony being that you’ll likely to get signed a whole lot quicker…