Showing the industry you're serious is the key. One of the most important things you need to do is research. Become aware of the industry people involved in your style of music. Read the credits on the recordings of your favorite artists--find out who produced them, who wrote and published the songs, the record label and possibly even the record company A&R representative who works with that artist. If the A&R rep's name isn't on the package, call the record company's artist relations department or A&R coordinator and get his name.
You can also get the phone and fax numbers of the artist's producer and manager. You should also study the artist in order to "cast" the right song so you can be reasonably confident it will be appropriate. Casting involves knowing the artist's style and, if it's an established artist, being familiar with the artist's most successful recordings. Know their vocal range. Artists will often have a special place in their range that highlights the uniqueness of their vocal sound or style. It's referred to as their "sweet spot;" give them something in that place to enhance their style.
Try to determine what it is that makes the artist's music successful and make sure you have that quality in your writing. Is their attitude positive, negative or spiritual? Do they sing about lost love or hopeful love? Are they victim songs, songs of strength, rebellion, sarcasm, cynicism or alienation? Look as much for the absence of these as you do for their presence.
Another thing to remember in casting is that there may be a couple of years before an artist's next album so you don't need to copy their current production style or your demo will be dated. Try to imagine how you'd like to hear the artist develop in their next album and produce your demo accordingly. This is tricky, but creative.
- Excerpt from "Getting Heard In A "No Unsolicited Material World" article on Songwriters Resource Network
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