Finding the right artists is the lifeblood of any record label. From scouting raw talent to signing established acts, labels have strategies to ensure they discover performers who can grow their brand and revenue. In this guide, we reveal how labels locate artists professionally, both in Nigeria and internationally.
Where Do Record Labels Look for Artists?
Record labels find artists through a mix of traditional scouting, digital platforms, industry connections, and data-driven methods. In Nigeria, labels often discover talent at local shows, social media platforms, or through personal referrals. International labels expand further to YouTube, TikTok, SoundCloud, and streaming analytics. Simply put, labels are constantly looking in spaces where talent meets visibility and engagement.
Figure Range Insight: Signing an emerging Nigerian artist may cost ₦50k — ₦500k for initial investment, while an international label may invest $5k — $50k depending on exposure, production, and marketing needs.
Live Shows and Competitions
Local performances and competitions remain a top avenue for discovery:
- Open mic nights and talent shows provide firsthand evaluation of stage presence and audience response.
- Festivals and local concerts expose emerging artists to larger crowds, where label scouts often attend.
- National and regional music competitions allow labels to spot winners and top performers.
Example: Many Nigerian labels first signed artists after seeing them perform at Lagos music festivals or university talent shows. Observing crowd reactions and performance consistency is key.
Social Media and Online Platforms
Digital discovery has transformed artist scouting:
- Instagram, TikTok, and X (formerly Twitter) showcase talent via viral videos, freestyles, or music snippets.
- YouTube and SoundCloud provide long-form content, where labels can analyze originality, style, and engagement metrics.
- Spotify and Apple Music analytics show streaming trends and emerging song popularity, guiding labels to rising artists.
Data-driven discovery allows labels to minimize risk, focusing on artists who already have traction or a loyal following.
Referrals and Industry Connections
Networking remains critical. Labels often receive artist referrals from:
- Producers and studio engineers familiar with the artist’s work ethic.
- Other artists who recommend talent for collaborations or joint projects.
- Managers, A&Rs (Artist & Repertoire scouts), and talent agencies.
Referral-based discovery ensures the label evaluates a vetted pool of talent rather than cold outreach.
Online Submissions and Demo Packages
Many labels maintain submission portals for artists:
- Artists can send demos, press kits, and portfolios directly for label consideration.
- Labels often set guidelines for submission: song length, recording quality, and social metrics.
- Professional labels may offer feedback or hold seasonal evaluation cycles to select candidates.
Pro Tip: A well-prepared demo with engagement stats can attract a label faster than raw talent alone.
Collaboration and Features
Labels track collaborations in the music scene:
- Artists featuring on popular songs, even without a deal, get noticed.
- Collaborations indicate work ethic, versatility, and network strength.
- Labels analyze how well an artist adapts to different genres or projects.
Music Analytics and Data Monitoring
International labels especially rely on data to locate rising talent:
- Streaming growth metrics and social engagement indicate popularity trajectory.
- Playlists and algorithmic recommendations reveal trending songs and artists.
- Labels can predict potential investment ROI based on these trends.
Example: A Nigerian artist trending on Spotify’s Viral 50 may attract local and international label attention without active scouting.
Practical Steps Labels Take Before Signing
- Evaluate the artist’s online presence, engagement, and brand consistency.
- Request professional demos or live performance videos for quality assessment.
- Meet in person (or virtually) to assess personality, professionalism, and work ethic.
- Negotiate contracts based on potential ROI, previous audience metrics, and projected growth.
Common Mistakes Labels Avoid in Artist Scouting
- Relying solely on social media without evaluating live performance ability.
- Signing too many artists without sufficient resources for promotion and development.
- Ignoring references or past work history, which can reveal professionalism and reliability.
- Focusing only on talent without considering marketability and audience engagement.
Conclusion
Discovering artists is both an art and a science. Nigerian labels often combine live scouting, referrals, and social media, while international labels rely heavily on analytics and digital footprint. By strategically balancing visibility, engagement metrics, and professional assessment, labels find artists who not only have talent but also potential for sustainable growth. Understanding where to look and how to evaluate talent is the cornerstone of successful record label operations.
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