You’ve worked with Trina, Rick Ross and Plies just to name a few. What is the key factor when choosing a hot record?
There are a few components, but I’d definitely say the hook or chorus is the most important part of any record. This is the main focal point and a catchy hook truly makes the difference between having a good song versus having a hit record. The production, energy, melodies, vocal performance and lyrical relevance of the record are very important as well. At the end of the day, people have to be able to feel and relate with the music. Ideally, you want to have as many addictive elements in the record as possible.
How did you get your start in your career?
My business career began late 2005 when I moved to Miami. After a couple of months, I was blessed with the opportunity to intern with Slip N Slide Records. I was very focused and have a crazy work ethic so, within a month or so, I started “SNS On Da Grind” and was brought on staff as an A&R. From there I worked my way up to becoming Plies’ Product Manager. In the entertainment business you either know someone or you start with an internship. An internship teaches you the business from the ground up so I had a chance to learn the business from every aspect.
After many submissions from unheard artists what gets your attention to listen to their music?
An artist providing the statistics of their movement is always a plus. If you’re already getting spins or have a crazy amount of Youtube views or Twitter followers, I’m usually quicker to check those links. Labels aren’t really doing artist development anymore so your following is very important. I’m the kind of person that pays attention to the minor details in life so the artist’s look, dope CD art and their packaging will definitely get my attention. I look at song titles and the artistic direction as well. This says a lot about the artist’s creativity and vision. At the end of the day, great music will speak for itself, but you have to get people to click that play button first. Marketing is everything!
How important is it for an inexperienced artist to attend music conferences? And why?
I speak on a lot of panels so I can tell you it’s definitely important for artists to attend conferences. These events provide opportunities that can change your life forever. Where else would you have five to six label execs dropping knowledge, answering questions and watching you showcase your talents? It’s hard enough to get one A&R to hear your music lol. The networking aspect alone makes it such a great opportunity. You gain knowledge directly from working professionals and at the same time, you get to meet your peers and build with them as well. The same reason artists should go are the same reasons I go. The networking is priceless!
What are some misconceptions about A&R’s today?
I’d say the biggest misconception is that an A&R should or is going to sign you simply because you have “talent”. Talent only makes up a small piece of the overall equation. You need great music, a vision, a following, a serious work ethic, dedication and the right team around you. These components are vital to your long term success in this business. Another misconception is that an A&R owes an artist feedback on their music. We are paid by labels that hire us to find and sign talent. If you have what an A&R is looking for, trust me, you’ll definitely hear from us, but any sort of feedback is not a requirement. A lot of A&R’s, myself included, can be booked for consultation services where you’ll sit down, review your music and goals and receive feedback and the necessary guidance to achieve success.
Lastly, What can we expect from you in 2011?
Vakseen LLC has a lot in store. We just finished working on A.I.’s project. She’s huge in the Japanese market. We also have music in the new Kevin Hart film “Laugh At My Pain”. We’re consistently working on various major label projects and looking for that next innovative producer or writer. With all of the changes on the business side, we’ve been focusing on TV and film licensing as well. Don’t sleep on these opportunities! We’re also working closely with a few newer, very talented artists (The Grind House, Sermstyle, DeadBeatz, Shanica Knowles, Jonathan McDaniel, De Capo Music, Dre and Josh) and a new blog site (The Sanitee) that will highlight sex, sounds and style. We’re just working smart, continuing to build our brand. Definitely check out Vakseen.com and follow @Vakseen and @VakseenLLC to watch as everything unfolds! Thanks How’s My Rolling!
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