Looking at the music industry today and the new artists that are breaking through, there is really only one consistent theme that surrounds them all – they have been featured before they inked the deal on Crazed Hits. I have been reading Alex’s site really since it went online in Feb ’08 and over the years I have learned about acts, hit singles and songwriters months, if not years, before Ryan Seacrest gets to blab about them on his radio shows.
Over the years Alex has featured over 100 artists, bands and songwriters that have signed with major and indie labels before the pen dried and some have gone on to gain major international exposure (Drake, LMFAO, Owl City, etc).
I reached out to Alex to have a quick conversation on discovering new artists, how he got his start (he’s still a young gun) and what artists can do to get their music into his headphones. Check out the full conversation below:
Greg: How did you get involved in the A&R game and looking at such an amazing track record at such a young age?
Alex: I always loved music. I started out playing in bands when I was younger and always enjoyed searching for up and coming artists online. Prior to starting Crazed Hits, I found i.e. Katy Perry, One Republic and Colbie Caillat before they had record deals. In early 2008 I decided to start a website where I’d post the best unsigned artists that I came across. That’s how it all started.
I had absolutely no idea how to design or run a website. I spent a few days figuring it all out and then launched Crazed Hits on a $150 budget out of my bedroom in Germany. At that point, I was 22 and had absolutely no connections to anyone in the music business. I never worked at a label or any other music company before. I was probably as far removed from “the scene†in Los Angeles and New York as anyone could be.
Crazed Hits quickly created a buzz in the music industry and the thing that really made people pay attention was when I found BC Jean, who was back then without a record and publishing deal. One of her tracks really stood out – it was called called “If I Were A Boy.†I instantly freaked out and put it on my website. A few months later Beyoncè recorded it and the song became her biggest single to date.
I ended up finding more hit artists and writers such as Owl City, Kesha, Drake, Kid Cudi, LMFAO, and the website kept getting bigger and more influential.
Greg: I’m sure you found out about artists in a bunch of different directions. What are some of the more common ways that breakthrough artists end up in your inbox or on your radar?
Alex: I have developed a nice little scouting system. If an artist is making noise, it will definitely pop up on my radar. When I first started out I had absolutely no industry contacts, so all I could do is rely on myself and just go out there and find the best unsigned artists. That’s still how I do it today. A lot of people submit music to me, but the best stuff are usually things that I find on my own.
Greg: How important is online buzz to a label and what metrics are they really looking at? We always breach tangible things like email subscribers or PollStar stats, but that may not be the end all of what a label is looking for?
Alex: It really depends on the label and their philosophy. Some labels sign most of their artists based on research and numbers. There are signings happening where the artist has absolutely no traction, but that’s definitely the exception.
Usually, the label wants the artist to have some level of success on his/her own before signing it. They want to see anything from digital sales, to MySpace plays/friends, YouTube Views, TV synchs, and sold-out live shows. Having a well-known and established manager, producer and/or attorney on your team can help a lot too!
Greg: Are you familiar with the types of deals most artists are signing in 2010?
Alex: It’s very very hard to generalize. Every deal looks different, but it’s usually a 360 deal with little upfront money. A lot of singles deals are happening too, where the label invests a little bit of money and only commits to releasing one single.
Greg: Honestly, how important is the music vs. the buzz or commerciality of an artist looking for a major deal in today’s environment?
Alex: Again, it really depends on the label and their philosophy. Generally speaking, the more you bring to the table, the better your chances of getting signed, and the more clout you have when it comes to negotiating.
Greg: Going along those lines, is the album as important as the single – I know you typically pinpoint the go-to song for a new act on your site. Where should the focus be for a new artist?
Alex: The focus should be on writing great music and putting together an “artist pitch†that makes sense. Those are the most important things. After that, you need to focus on marketing your music and developing a fanbase.
Having one hit single is not enough. You need to deliver a body of work that showcases who you are and makes people attach to you!
Greg: We’ll close with this one…of all the acts that have gone through Crazed Hits and had a deal, how many have broke with huge singles/albums vs the number that have yet to release anything significant? Is there any pattern or telling sign as to why some have success and why the others never take off like they planned?
Alex: Most of the artists that got signed off of Crazed Hits have yet to release an album or single. The ones who have already put out a single and/or album have done really well (i.e. Owl City, Kid Cudi, Drake, Kesha, LMFAO).
There is definitely a strong pattern as to why certain artists work and have success. It all comes down to making people care! You accomplish that by being unique and showcasing your personality through your music, photos, videos, etc. You need to have an identity and stand for something! My analysis of Owl City elaborates on this.
Greg: Thanks to Alex for hanging out with us today and if you would like to check out what he is doing and the acts he is covering, you can stalk him here:
