Spinnin' A&R: How To ACTUALLY Get Heard & Signed (16 Insider Tips)

Want to get signed to label? Head Spinnin' A&R Jorn Heringa shares how it really works...
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ABOUT THE VIDEO
There's a lot of myths about "how to get signed to a record label". Unfortunately, most of them are from outsiders. We decided to change that get the head Spinnin' A&R to tell you the truth - how it actually works, how to actually get heard and signed. If you've ever wondered about the things major labels are looking for, pay close attention! Thanks to Spinnin' for sponsoring this!
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⏰ TIME STAMPS
What A&R's Do - 0:00
Good vs Bad A&Rs - 0:50
Difficulties for A&R - 1:25
The Perfect Artist - 1:49
How A&Rs Make Decisions - 2:33
Big Tip: Fit - 3:26
Spinnin's Demo Drop (opportunity) - 3:42
Getting Noticed - 4:04
Best Way To Get Heard - 4:41
Be Unique or Rake Risk - 5:14
Big Tip #2: Vocals - 6:08
Building Hype - 7:07
Spinnin' Looks For - 8:08
Social Following Needed - 8:44
Signing Artists - 9:15
Successful Artist Traits - 10:24
Major Labels Value - 10:58
Demo Drop Info & Tips - 12:12
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[@spinninrecords]

Hey guys! Jorn here from Spinnin'. There's one thing I want to explain better on Big tip 2: vocal. I advise you to use samples as you break through quicker with a sample than an original recording but we are absolutely not against using new vocals at all. It’s just a tip to break through quicker. Cheers!

[@joshmaddox9]

Won’t using samples be more difficult to break through being that clearing them for small independent artists is very difficult and therefore won’t be able to go on Spotify or any streaming platform due to copyright?

[@RobVice]

Well, here's the thing. Splice and similar services are full of vocals that have been overused by this point, especially all the solid ones. I know a handful of labels who won't sign your record if you have those type of vocals in your track. On the other hand, clearing samples is a total nightmare and even more so for small artists. Recording original vocals is pretty much the only viable way to go but it's incredibly hard and costly too, especially if you are doing it for hire. There are no easy ways but if you have deep pockets then power to you.

[@rachidow2125]

Thanks for the clarification! I was really confuses by this. Like as a beginning producer with no mic and not knowing a lot of good singers, I really enjoying using vocal samples from sample packs for an example. Also I use Splice sometimes

[@sk33t_38]

Hey Jorn! Thank you for the free advice and all I ask is for one more piece of it I'm sorry hahaha I just got my first production placement on a professional project for the first time for a decently popular artist. Is there any advice on where I should go from here to keep finding placements? I'm afraid that straight up asking the rapper for connects that I can send more beats to comes off as greedy or like I'm using him. Thank you for the great advice as it's crucial for me at the moment as I finally am getting professional with my music production after almost a decade of doing this. I also am more of an old school hip hop sample flipper so this brings me comfort hearing this. I know hip hop isn't Spinnin's genre but I know your advice is valuable regardless. Again, thank you for being genuine and spreading valuable knowledge!

[@rachidow2125]

@@sk33t_38 i don’t think you need to straight up ask the rapper for connects. You can do this later? Also, if the track is fire and big, connections will also coming to you. Like the connections of the rapper. But that’s my advice and I’am defently not Jorn!

[@KSHMRmusic]

This is the guy who believed in me from day one and we still work together today. He’s one of the most authentic people in the industry and a true lover of music. Love you Jorn!

[@IFTHENGEO]

Legend ,u also watch this channel? Damn,Sol State is doing such an amazing job

[@tylerdurden6220]

omg kshmr is here

[@TheK391]

cool

[@NaviMSU]

@@IFTHENGEO clearly, we all have to educate every possible second in every possible way :) Kshmr - legend, no doubt:)

[@mainpage725]

Dam KSHMR I buy all your sample packs.

[@VINAIofficial]

Jorn is just the best in the game ❤️

[@jornheringa]

thx for the kind word my friends, cant do it without you guys and the great music!!!!

[@tylerdurden6220]

@@jornheringa ur hair looks awesome man :D

[@jornheringa]

@@tylerdurden6220 haha, thx : )

[@musicbymertcan]

😂😂😂😂😂

[@TheK391]

great content, very true :)

[@cescimes]

great vids man

[@alichamas63]

Let's not forget that this guy (while a nice guy and good at his job) is still working for the music "business". This is an industry machine that focuses on profit over fostering art. It's "big music", and there's a lot of workforce and connections outside of an artist's talent that helps propell people. Then they make it look like it was just the artist, when it was not.

[@SolStateMusic]

Thanks to everyone who submitted/upvoted questions and helped make this video great!

[@droop6631]

❤️

[@Roses_R_redeR]

HELLO 👋 I'M RoseCovered 🥀GasMask And I'm in the process of making EGM Electronic bluegrass music ❗🔥🥀🪕🎻🎚🎛🎹🥀🔥❗

[@shanedeether]

Spinnin A&R: "Don't copy what's already there" Spinnin Records:

[@allennunez]

i was thinking the same thing

[@yungpickleboi]

Literally

[@Annetekstra180]

The only problem I have with “making” songs for a specific label like Spinnin is that you’re making a song with the sound of the label in your mind. When you try to fit in a current trend or genre that a label is looking for don’t limit yourself, don’t choose a kick or clap based on the taste of a label. This won’t flow you’re creativity

[@KonJonnorMusic]

100%

[@RobVice]

I have a bunch of music in process that is quite uniquely my sound and I just can’t even find a label that it could fit into. That’s why I am going to make my own “label” and post my songs through it (alongside other music that is similar to my taste). It’s a long game but if I can build the label up then it could serve as the ideal avenue for my music and style.

[@AnymMusic]

@@RobVice I'd say just send it to random labels, see which likes it

[@RobVice]

@@AnymMusic Don't see a point to it. I only work with medium and large labels because smaller ones do not provide good enough leverage to justify the revenue split - I can achieve better marketing performance on my own. And there are not that many solid size labels for my music genre, so it is what it is.

[@SolStateMusic]

Limitations and deadlines are great for creativity in my experience. I think the key question is whether YOU are happy with the process & result.

[@robbiemendezNL]

Awesome tips from the legend himself! I can’t wait to listen to all the demo’s I’m sure people will surprise me in really good way. So much talent out there!🔥

[@omegaclash6271]

Oh so you're the superstar dj xD

[@ggcharlie8511]

I'm so glad this channel is so consistent with the value it brings. Thank you so much

[@insane2669]

Hey Mr. Sol State, just wanted to write a quick thank you. Your videos are so good, and always add that extra layer of information that is helpful. Stay as perfectly mixed as you are.

[@SolStateMusic]

Thank you, for real! Always learning too, so if you ever have any feedback on future videos feel free to let me know

[@EDMTips]

Great content, man! What an awesome vid 🙌

[@ChillYourMind]

Great content, great interview 👏

[@SolStateMusic]

Thanks!

[@taki3269]

Dude you’re actually doing gods work with these videos, bless up bro so glad to have found your channel!

[@SolStateMusic]

Thanks for stopping by :)

[@jaym2112]

"in sync with what the world wants" ... So glad that I don't have to care about the music business. I can make music for myself and not care what "the world" wants, even if I believed such a thing was possible. If someone else likes what I make, cool. Very glad I don't have to care about these things... Having said that, for all the folks seeking to be in the business of entertainment, I understand that this video is extremely valuable. From that perspective -- good stuff.

[@Jamieamusic]

Really enjoyed this one. Gained some great, valuable insight about the inner workings of the A+R process. Cheers Sol! Cheers Spinnin'!

[@Seriouspup]

Gold mine. This channel is a gold mine love you sol state

[@Matt-mn1nn]

Super insightful bro, thanks for making this

[@soulsparkmusic]

you're really going the right way with this channel, man ! *Amazing, brother !*

[@SolStateMusic]

🙌

[@prateek-p4766]

This might be my favourite channel on KZbin

[@SolStateMusic]

Wow thanks! Tell a friend

[@Lance_G]

This is absolutely incredible! Excellent stuff in here to keep in mind and it helped expand my understanding immensely

[@SolStateMusic]

Great to hear it helped!

[@killsam5979]

Well done Sol State! Look how you've been growing!!!

[@SolStateMusic]

🙌

[@Kaotonix]

congrats on this video man great job, great questions, and great editing

[@SolStateMusic]

🙌

[@michaelknight141]

That was fresh and insightful to me, thank you 😎🙏

[@SUBCHVRGE]

Love these tips man....sincerely such a godsend on KZbin.

[@SolStateMusic]

I appreciate that!

[@bandaproduction6221]

Sol state is always consistent with the value

[@SolStateMusic]

Glad that's coming through! Trying my best :)

[@MaisonLexBeatz]

Thanks for the video, there are some real great tips on it

[@hey_lilz]

This was a really great insight! 🙏

[@matthewarchambault7106]

Wow this interview was amazing I hope you can do more of these

[@SolStateMusic]

Thanks, hoping to as well

[@backbenchersduo]

Such a valuable insight into the industry. Many thanks for making this happen

[@SolStateMusic]

Thank you :)

[@f4llenstarr]

I'll say it again, best music production (?) channel on KZbin without a doubt.

[@SolStateMusic]

Thanks! Won't argue with Gandalf ;)

[@rileyevans6070]

Great videos man these are great

[@PEJTGAMER]

Damn that’s a really interesting guest to have on the channel!

[@SolStateMusic]

Thanks! I saw so many videos claiming "how to get signed" I figured why not just ask the guy who actually makes the decisions!

[@ryanwilliamske]

Cool and insightful video. The pointers here have made me think about newer approaches towards making and putting out music. Thanks for this video mate!

[@SolStateMusic]

Great to hear! Best of luck :)

[@Retromelon_Music]

This video is pure Gold !!!!

[@OverdriveMusic]

Love this channel!

[@cottoo1]

I am glad I have subscribed to this channel. Good work

[@SolStateMusic]

Awesome, thank you!

[@gfeultra3817]

very nice guy!!very honest and very pertinent!! it must be cool to work with such an A&R!!

[@JohanDaniel]

you guys are crazyy! So much info!

[@SolStateMusic]

Better than boring ;)

[@djjelgui]

"Keep working hard, and with passion...Always" That's what I do, and someday It's fix your sound, your style, to an Label! I think is not about "the perfect song" but "your own perfect state" When you grow as a person, your sound grows with you, and I think that's the point. Thanks for the video, all the way up!💯💯

[@SolStateMusic]

Think your onto something :)

[@antonioe.2396]

this was really good info, thanks

[@TiagoMilanov]

amazing. Great content has always bro!!! Keep it up, you help us producers more than anyone else!!!.

[@SolStateMusic]

🚀

[@DjMaurice_official]

leuk je zo een keer te zien man, lang geleden!

[@girkgirkus7236]

Don't follow trends. Do what you love and hope that others will like it too. Trust in yourself. Don't follow, lead; create new markets. Forge new territory. Give the audience what they always wanted but never knew it before you came along.

[@briancase6180]

Thanks for this.

[@jamestarck648]

Thanks for your words jorn

[@MadazzaMusik]

Great info💥👈

[@RadagastTheBrwn]

this guy is what we (not) in the business would call an industry hack

[@henripfr]

The best A&R ♥️🔥

[@HideSpikes]

Interesting, thanks for the vid!

[@BryceDoesLife]

great interview

[@mexman8754]

great video, thank you :)

[@VIVIDvlog]

Solid tips!

[@ac3inlondon531]

thank you sol state

[@omegaclash6271]

ThErE's No AgE tO gEt StArTeD Jorn: we're looking for artists at a very young stage Me: -_-

[@samrhythm5447]

your page is beyond goated

[@mattymenck]

nice one Jorn !

[@musicbyazuma]

The tip about the dubbed version is something I've never heard of before. Definitely something to consider when releasing different versions of your track.

[@bitemyshite]

Funnily enough when Dua Lipa releases a new track no one knows the words yet and no one asks for a dub. This is just an A&R guy's way of saying "make music that is new, unique and different but also the same as everything else we release already"

[@iamrentrey]

Tiesto killed slap house with his “business” track 😂

[@HONjramiroz98]

He convinced me when he mentioned Ajax 💪🏻

[@andrepinzon8337]

Thank god for this video

[@yogawithdom]

This is a great insight and confirms why my music will only ever be self released. I will never let anyone get in the way of my creativity. I’m not saying my music is even good enough. I’m just determined to never make any compromises for anyone. Loving all your videos by the way!

[@Fluxeon]

So true! This is what is the problem with the labels. They are basically telling you what to do. And one more thing nobody talks about is that if you release on a big label you DON'T OWN YOUR MUSIC. And that's crazy. And in most cases even big labels don't do sh when it comes to promo. They might post the music video on their social media ONCE and that's it. Like what's the point releasing on a label not ownining your music and not having control over your promo? You are 100% right mate! Self release only :) Btw What kind of music do you make?

[@SolStateMusic]

You do you and don't apologize! This is more of a video for people that want help getting heard/noticed

[@blaatfanaat]

Thanks great video but I think its depressing. You need to be good social and networking. You need to be young. You connot be (too) original. You should use old vocals. A single track is not what they want. So basically they are a marketing machine that wants to milk the young artist that is still malleable for a long time only for the biggest audience that is not interested in new and original things. I understand how it works and in a way I can't blame them but I think it's depressing.

[@noahbarton2809]

For them, yes. Doesn’t mean it’s the only way in. The possibility’s for independent artists are better than ever and the resources for anyone to make music are becoming more and more open. Labels want you to think they’re the only way but it’s not true anymore.

[@rachidow2125]

That’s the Spinnin’ filosophy. Not a bad one, but trust me when I say that age really doesnt matter. How much is David Guetta? In his 60’s right? I know he was younger when he became famous maybe, but still people are going crazy for him till this day

[@SolStateMusic]

You don't need to fit a label to make great music and have a sustainable career. This is simply one path. If you want it enough, find a way...

[@AnymMusic]

For Spinnin, yes. That's what they do, that's what they have always done since the Martin Garrix days. I had no interest in releasing on Spinnin anyway, but now it's definitely set in stone

[@cadenhurst5597]

I'd like to know, how important is a strong mix? At what point does music stand on its own based on its concept vs being technically proficient?

[@bdev5988]

Great question man. I personally think it doesn't matter for building your audience, but for people that can sign you, I think if you have a strong mix with a great concept, it will always be better. But, I think it's incredibly important you can create your own audience

[@johnp9916]

A great mix isn’t going to save a bad song is what my philosophy has always been. Songwriting is far more important

[@bdev5988]

@John P much better reply right there

[@STVCKS]

@@johnp9916 definitely, but I think this depends on how you pitch the song; as an artist or potential songwriter for another artist. If you pitch it as an artist it makes more sense to send a fully finished/mixed/mastered song, since there is no second chance to make a first impression

[@saurabhthakur4897]

Each and every step involved in making a song is important. From composing, arranging to mixing and mastering, it's all strangely interconnected in my opinion.

[@pitres71]

well I,m a 52 years old producer, probably I´ll never get signed with a record label, BUT, I will be making House music because I LOVE IT. thanks.-

[@SolStateMusic]

That's awesome & inspiring, keep having fun!

[@aixzi_official]

That's my dream, I think at that every time I imagine my success began ! :D

[@Fluxeon]

Great video! but I have to disagree with some of the points. I think that the downside of releasing on a label is creative restriction. If I want to release something completely new and fresh I can do that if that's self-release. And I am sure if you work on your marketing and promo there WILL be people who WILL like this new sound. Why extending trends when you can make your own? I think that music nowadays is flooded with remixes, covers and we lack good original music. I'm not against that at any point and I do like making remixes but definitely believe that artists should build and grow their own fanbase. This way you don't have to ask anyone what to do. You are own boss. I wouldn't reject an offer if a label contacted me, but I'm not going to send them demos intentionally :)

[@jornheringa]

Hi Fluxeon, sure and original music is super important, we release a lot original as well but the notes in the video are tips to get noticed quicker...speed up the possible signing & acceptation process...but of course you can grow and get discovered via fresh new tracks!!! good luck with you productions and all the best! jorn

[@SolStateMusic]

Thoughtful disagreement is a good thing. The way i like to think about this is by setting goals - do you want to innovate or fit a label? Either works. You sound like an innovator, so go make the trends! Worth noting what Jorn said about video context.

[@Fluxeon]

@@SolStateMusic I agree with you mate! Good point here. It depends in what you want to do and achieve. I loved the video too! Keep up the great work bro, I enjoy watching your videos. Do you make music yourself? :)

[@Fluxeon]

@@jornheringa Thank you! I loved the video. Thanks for sharing your knowledge guys! I've got a lot of value from your tips :)

[@Aimaiai]

I think that tip about using sampled vocals can also be boiled down to simplicity. If you guys want to use original vocals, make them simple and catchy, something someone will be able to hear and sing by the second drop.

[@wpf312]

Business Techno at its finest

[@Mojacaine]

My head keeps spinnin from all these gems he dropping

[@SolStateMusic]

spinnin ;)

[@samuelivascu7633]

This is what most labels are lacking. Absolutely no feedback at all usually and this results in feeling lost and demotivated.

[@SolStateMusic]

That's the whole point of this video - revealing what labels really want!

[@JordanTelezino]

damn sol state orginal content lets goo

[@saintell8740]

Thanks for the video. Does Jorn Heringa have a prtivate Soundcloud account?

[@SolStateMusic]

Don't know, the best way to get heard by him is probably the demo drop or talent pool.

[@1plugjay]

Do you think I have the potential to get signed or should I put the mic down ?

[@shadowvoxell]

I'm just amazed how he is talking about not taking too much risk and at the same time wearing Sonic Youth's t-shirt. :) I mean, really? Maybe it would be good for A&R's to take some more risk from time to time.

[@SwiftDreamer]

This is super informative Sol State! It could be cool to see more vids like this, maybe somthing like tips on making a drumkit for Splice or Black Octopus

[@SolStateMusic]

Thanks for feedback, definitely planning to do more business type videos, artists need to get paid too!

[@marconeirotti5349]

Wow. That’s a different point of view. Like the a&r on stmpd suggest to the artist to make the music you feel. The spinnin One suggest more to think also in a kind of business way. They are 2 different realities to me, don’t you think that?

[@jornheringa]

Hey Marco, that's what i advise as well. I just give you guys some notes to to get noticed quicker. It are just some tips : ) all my best, jorn

[@marconeirotti5349]

@@jornheringa and it’s something i’ve really appreciated

[@SeanRafael]

Hey man how do we legally sample/remix vocals? I’ve been trying to figure this out for years

[@NewMateo]

So when it comes to record releases and demos. Are you just...not supposed to upload it to spotify if you are trying to get it infront of a record label? Do they upload on your behalf? Im just wondering how and what these record labels would actually do for an artists and the benefits.

[@JURGAZTv]

🔥🔥

[@carloscarloschannel840]

I hope I make it one day , I really want to share to the world my music and love to the music

[@lennardellis]

thanks awesome video, the demo drop doesn't work and says "internal server error"

[@AaBb-yv8rg]

Hey , does spinning records who produce music videos to the demos ?

[@JanBaars]

Low-key wearing a sonic youth t-shirt and cobain on the wall.

[@KookyCloud]

I would love clarification on the Vocal Sample topic. Is he referring to the use of vocal samples of known songs or vocal samples you encounter in sites like splice? Because the first option seems like a nightmare to make viable

[@jornheringa]

Hi Kookycloud, both can work well but if you want to get exposed quicker, samples of older record can speed up this process...but not...if you do it the right creative way...you need to reaction like: i know this but i can't put my finger on it! Then you can have a winner. We help artist clearing the publishing rights if we like the record....many artist broke though this way in the past....so that's just a tip to get noticed quicker....Or create a completely new trends yourself, that's the coolest of course but not super easy : ) i hope this helps. all my best, jorn

[@P._Version]

Shaggy from Scooby-Doo works as an A&R now? Good for him!

[@NitrX_Music]

Hi！Guys, I wonder how can a person from outside Nerderlends to go to Spinn' Records when getting signed? Thx

[@salemrazak1099]

Re the using well known lyrics, doesn't that cause all kinds of copyright problems and prevent label release? Unless you wanna do a bootleg

[@lando199]

At 6:10, the tip with the vocal, does he mean sending them a cover of an old song, as in recording a new vocal with the lyrics from an old hit (which seems to be a recipe for the slap house tracks). Or could it be sampling a track, or using an acapella from an existing track? From what I've read, most labels don't want bootlegs/remixes or edits sent to them in their demo drop. Just interested in what he meant there.

[@jornheringa]

hi anton, i will explain a bit more....1 on 1 samples or bootlegs don't work anymore...but you can use only the melody of an old song and create a complete new top line on top of it...i call this creative sampling...so you still hear something familiar but people cant put their finger on it directly...i hope it more clear now. all the best! jorn

[@lando199]

@@jornheringa Thank you for clearing that up! So would one use just the melody from the old song in that case? Not the lyrics? all the best, Anton

[@jornheringa]

@@lando199 hi anton, these 2 record are great examples of creative cover / flips / interpolations: Yves V x Icona Pop - We've Got That Cool feat Afrojack, another one is Topic x ATB - Your Love (so the atb classic melody with on top of it a complete new song). I hope this helps : )

[@lando199]

@@jornheringa yes chief, gotcha!👌 Thanks for taking the time to explain 🙏

[@refinedphenomena4078]

What does it stand for ?

[@mariano.mp3]

I read "How to actually get HEAD and got excited" 😫😫😫

[@SolStateMusic]

Hahaha wrong channel

[@karliforeal]

tried to register for the demo drop but I'm not receiving the activation email back.

[@SolStateMusic]

Did you try promotions tab or spam folder? That's my guess...

[@TearFoX]

❤️

[@pandamoan7891]

Now do the same thing but whit NCS

[@SolStateMusic]

That's a good idea!

[@wakeupscreaming9883]

When you submit a demotape, does it have to be mixed "radio ready"?

[@SolStateMusic]

There's a good thread about this on Anne Tekstra's question

[@blair6383]

Always have it finished when submitting to a label you've never interacted with before

[@TheLostYouth]

@@SolStateMusic can you clear up a bit? I'm not sure if I should upload on talent pool 'FULL/ready/mixed version or whateva we calling it' (someone can steal that kind of full track before potential release). Or just cut in a half and upload only (let's say) 2nd half of track.

[@lasttime1372]

Don’t risk too much, don’t be too fresh… because of guys like him and because of this attitude we stuck with all these artists who sound the same. We’ll never get new Massive attack or Radiohead with this mindset

[@etherealbonds]

So you basically have next to no chance to get signed if you have a unique sound because they are looking for what most people like lol

[@mikeyfightz]

welcome to the business side of music. at least he was being honest and straight up

[@etherealbonds]

@@mikeyfightz Seems like the business side is hindering artists from evolving massively. That's why everyone is trying to copy other artists instead of pushing boundaries. I'm glad there are unique artists like Alon Mor always pushing boundaries giving zero fcks for the business side of things..

[@SolStateMusic]

Unless you create a trend/sound people like, just like many things on the internet...

[@etherealbonds]

@@SolStateMusic So if you have a unique sound you are better off founding your own label releasing your music there if you don't fit into the mainstream?

[@ArmageddonPunk]

Your comment is like a person going to McDonalds to complain that they only sell burgers. If you're a unique musical artist there are hundreds of other labels. Like a gourmet restaurant.

[@SANGEETKAMUSAFIR]

All i got is: Passion Passion Passion

[@tommy.countach]

Im looking for a label atm, but this is very disencouraging, i better stop 😂 thanks for the reality check

[@sahilkhatri4182]

I have just started the video, but i khow what you guys have to do nowadays.. MAKE CAR BASS MUSIC (SLAP HOUSE). Thank me later.