Estabrook Roads Newest A&R Sara Sotelo

The primary responsibility of an A&R rep is to seek out new and promising artists or bands that have the potential to achieve commercial success. They actively scout for talent by attending live performances, listening to demo recordings, and keeping a close eye on trends and developments in the music industry.
Recently, we had the pleasure to interview an A&R whose name is Sara Sotelo and who is currently with Estabrook Road.
Interview with A&R Sara Sotelo

What do you look for in a demo?

I like it when a demo can catch my attention from the very beginning of the track. You need to have good energy in your performance because if your music is good when it’s recorded but doesn’t have the potential to be translated well into a live performance, then you don’t have a FULL package. You need to have something in your tracks that catches our attention, whether that’s a good beat, a great chorus, just a sick drop, or anything else. You want something that an A&R will remember. Now, I am not going to lie; a good-quality demo won’t hurt and will help you stand out from the rest. As an artist, you want to be able to put your best foot forward because your demo can make the difference between whether we, as A&Rs, want to listen to the whole thing or just skip it.

Is it true that you guys won’t listen to a track if it hasn’t got your attention after 30 seconds?

Yes and no, I know I’ve done it and there comes a point where you develop an instinct that you can trust. There definitely are times where you can tell right away if the artist has what you’re looking for or not. But then there’s times where you think to yourself “Ok this has potential let’s hear the whole thing” Then you decide whether they have what it takes and just need help developing their material, image or what not. You don’t want to pass on something that might just be rough around the edges. And then there’s the times where unfortunately you can tell right away that the artist just doesn’t have what you’re looking for.

How much do trends affect your decision to sign artists?

I believe that it depends on the package that the artist is presenting to you. Of course, you want someone who can be on top of the charts today and go viral, but ultimately, you want someone who will be able to stand the test of time and will be the one to set the trends going forward.
You always must take into consideration the trend cycle and keep in mind that things will eventually come back into popularity. At the same time, you also want to find artists who will be able to stand out regardless of the trends that are coming up around them. You don’t want a one-trick pony. Essentially, you want to keep them in mind, but you also need to be able to look beyond them.

Do artists ever get signed from sending in demos? Or will the A&R always find the artist via their own means?

Absolutely! And this is something that’s been proven in the past with artists that are well-established now, and I have no doubt that it’s going to keep happening in the future. I can appreciate the hustle because it do take nerve to put yourself out there and be like “Hey, look at what I’m doing; I know you won’t regret taking a chance on me”. As an artist, you want to put yourself on the radar of the people who you know can help you get to where you want to be. Because if an artist is good and they have a well-put-together package, then that’s ultimately what’s most important; it doesn’t really matter if you found them or if they found you. The work that you do with them is what’s going to make the difference.

How has streaming affected the music industry and do A&R build artists from scratch nowadays?

It certainly has, in good and bad ways. There’s the argument that streaming services have made it harder for artists to profit from their music being played. And of course, there was the Apple Music free trial situation that Taylor Swift called out back in 2015. But I think streaming is here to stay, and I think it has made it easier for artists to reach new audiences globally. I remember being a teenager here in Mexico and going to the CD store and looking for albums from my favourite bands and them not being there because the store simply didn’t carry them or them being extremely expensive because they were imported, and that made music inaccessible to some of us, so streaming has helped breach that gap and has made it easier for people to access music.

And when it comes to building artists from scratch, it can always happen depending on the artist’s situation, and it’s happened since the beginning of the industry. Does it happen as often as it used to back in the day? No, but there’s still a lot of involvement and a lot of work that goes into growing and developing an artist from their initial stages to something that can be more marketable and that can reach a broader audience, so they can reach their full potential.

If you were an artist; would you sign to a major label?

If I thought I was ready for it and the label shared that opinion, there’s a chance I would. Being on a major label requires a lot of mental strength, and if you’re not ready to be thrown into an environment that is extremely fast-paced and demanding, then it’s not the right move just yet. Small labels can help your career as well; they might not have (almost) unlimited resources, but smaller labels tend to really focus on their artists and pay attention to them in a way that big labels often can’t afford to do so, especially if you’re brand new and not established yet. And also, the contract would have to be good. Always read the fine print, especially when it comes to giants in the music business. It’s a difficult decision, and I do not envy anyone who’s ever had or will ever have to make such a decision.

Have there been any immediate effects on you due to the current economic climate?

YES! Haha, I think most of us have had to tighten our belts due to the current economic situation. Whenever the budget gets a little tight, I remember a teacher I had during college who used to say, “When the people are sad, you should sell tissues”. Referring to how when people are sad, music about hope will always prevail. Hopefully, though, we will be able to loosen up a little bit when it comes to finances sooner rather than later.

What are the biggest changes you’ve seen in the music business?

The representation and diversity within the music industry has (very) slowly but surely improved over the last couple of years, and hopefully, it’s something that’s only going to continue improving. I remember being one of only four women in my Audio Engineering major out of 40+ students during college and having people within the school doubt my abilities, even going as far as making comments about the slim possibilities of women succeeding within the industry. Thankfully, now there are a lot of strong women in the industry that are breaking the glass ceiling and setting a precedent not only when it comes to artists that are on stage but also behind the scenes when it comes to production and executive positions. So hopefully future generations of young women will come into an industry where they are the only person in the room who’s not a man.

Any other general advice?

If you’re a young woman and you want to be part of the industry in any capacity at all but especially if you want to work behind the scenes, work hard, develop your instinct for finding the potential in an artist and be persistent, you will find the right path for you and the right people who will believe in you and your talents. And if you’re an artist, make sure you’re putting yourself out there, and make sure you have an idea of who you are and where you want to get. And never feel discouraged if a label tells you that you still need to develop your music or your image. It doesn’t mean you don’t have talent, if they didn’t believe in you and your talent, they wouldn’t bother to offer you that insight.

Sara is available for submissions via email: [email protected]