By Cassy van Eeden

Making it in the music industry – especially in South Africa – is hard work and record deals aren’t handed out like freebees. But what can you do to better your chances of landing a record deal?

Do your research

Approaching hundreds of record labels trying to get signed isn’t going to work. You have a better chance at getting noticed by contacting specific people at the appropriate labels. This means that you need to do your research.

Al Flynn, retired artist manager, says that research – and lots of it – is where you need to start. “Research the industry, the key players, record labels, producers, anyone who is relevant,” he says. “Trying to sell yourself to every single label you come across is really just taking stabs in the dark.”

Flynn remembers, while working at a punk rock label, being approached by a pop singer. “I told her, ‘This is the wrong place man’." He adds: “Be selective about who you contact and make sure your pitch fits their brand.”

Through research, you will be able to establish which labels work with your genre of music or which companies sign primarily young artists, for example. Target them.

Connect with A&Rs

Most labels have A&R (Artist and Repertoire) representatives who are responsible for finding fresh talent and developing their careers. This is the person who you want to get noticed by.

Award-winning South African hip hop artist, Solo, recommends connecting with A&R representatives. “They’re technically responsible for scouting talent,” he says. “If you have ready tracks that you think could convince a label, that’s probably the best person to try convince.”

Get noticed

Connecting with A&Rs isn’t always successful. In fact, many record labels can’t be contacted by the public. What is important to know is that A&Rs are constantly scouting for talent, everywhere. One of the best ways to land a record deal is to be discovered.

“A&R representatives discover new [talent] through independent record labels, listening to college radio stations, attending local club performances, reading reviews in magazines, attending annual music conventions and keeping a watchful eye on the Internet,” says Bobby Borg, author of The Musician’s Handbook: A practical guide to understanding the music business.

If you want to get noticed, you have to be everywhere. Do live performances, develop an online presence, connect with other artists and get the word out about what you’re doing.

Be wary

If you are lucky enough to be offered a record deal, be very careful.

“Artists should be wary of everything,” says Solo. “If you know what you are looking for specifically from a label, bring it to their attention. And have a lawyer look through all proposed contracts.”

Adams & Adams’ intellectual property expert, Stephen Hollis, says: “Many artists stick to the belief that a recording deal with a major label is the only route to commercial success and they are happy to sign on the dotted line as long as the other contracting party is one of the major record labels.”

But, as Hollis warns, contracts can make or break an artist’s career. Make sure you understand your negotiating power as well as your rights when it comes to your intellectual property before you sign anything, he says.

Have you landed a recording contract? What is your advice to aspiring artists?