Llamar la atención del Director Artístico (A&R, Arte y Repertorio) de una gran compañía discográfica es algo extremadamente difícil de conseguir. Sin embargo, entre los muchos cambios que se han dado en la industria de la música en los últimos años, una de los más beneficiosos para la comunidad creativa es el hecho de que hoy en día los artistas sin contrato discográfico tienen a su alcance las herramientas para darse a conocer. Si utilizas bien esas herramientas tienes posibilidades reales de amplificar la exposición de tu trabajo. Este artículo pretende darte unas pautas básicas para que, si trabajas duro y vas puliendo tu talento, consigas llamar la atención de un ejecutivo de A&R.

Un cambio dramático desde aquellos tiempos del contrato-de-un-millón-de-dólares es que hoy en día la industria discográfica hace mucho menos desarrollo de nuevo talento. De entrada tienes que asumir esa realidad y partir de ahí para empezar a moverte, ya sabes, una gran demo no es suficiente para lograr un contrato. Las compañías discográficas buscan artistas plenamente formados, no solamente alguien con talento. Artistas que, al día siguiente de firmar el contrato estén listos para entrar en el estudio, para hacer una gira, artistas que incluso tengan ya una base de fans, esos son lo que andan buscando ahora los A&Rs. Tienes que estar preparado para trabajar y actuar como si realmente fueras ya una estrella. Debes mostrarles lo maravilloso que ERES, no lo bueno que podrías ser.

En esa línea, una excelente manera de empezar una negociación para firmar un buen contrato es demostrando desde el escenario lo que vales, actuando a menudo en directo y haciéndolo demoledor. Tu directo va a catapultar o a congelar el interés de la compañía por ti, no hay término medio en eso. Ser un artista, créelo, es un trabajo, muy exigente y muy serio, por lo que cada actuación debe ser la mejor posible, De hecho, nunca sabes cuando hay un cazador de talentos en la sala. Productores, A&Rs y cazatalentos están constantemente husmeando por MySpace, YouTube, etc. para ver que es lo que es más popular y qué bandas o solistas tienen ya una reputación consolidada en la red que les permite dar conciertos con frecuencia y con un publico fiel y creciente.

Lo mejor de esto es que los músicos tienen hoy acceso directo a promover su música exactamente en el medio donde los A&Rs exploran: Internet. Utiliza las redes sociales y sus herramientas para consolidar tu reputación, vende algún que otro MP3 y recluta público para tus conciertos. Haz incluso un videoclip y cuélgalo en tu web! Cuanto mas exposición le des a tu trabajo a través de Internet, mas posibilidades tienes de atraer a un cazatalentos a uno de tus conciertos. Mantén tu website también al día, monta tu tienda virtual de música y merchandising, actualiza a diario tu agenda de bolos, crea una comunidad de fans y seguidores, etc.

Si trabajas duro para tener todo siempre a punto: música, imagen, conciertos y marketing social también estás lanzando un mensaje claro a un potencial A&R: eres un artista listo para comerse el mundo. Las compañías quieren talento, sí, pero asociado a la idea de permanencia, de relación estable, de trabajo duro para una propuesta artística y comercial sostenible.

Las compañías suelen buscar artistas que pretendan estar toda la vida creando, actuando y trabajando de forma continuada. No alguien que busque la fama y el dinero fácil y no tenga la vocación para construir una carrera larga y estable. El músico de largo recorrido es aquel que está dispuesto a dejarse la piel en cada disco y el resto de su ser en directo, haciendo así que el público que va a sus conciertos se enganche aún más a la energía de una propuesta artística auténtica y de gran nivel.

Generalmente el A&R se decanta por este tipo de artistas que promete un largo recorrido. Si esta actitud está presente en tu música, tu directo y tu quehacer diario, estás mucho más cerca de un ejecutivo A&R de lo que piensas. No todos los A&R entenderán tu propuesta, pero actuando de esa manera llevas todas las de ganar con el A&R correcto.


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