Gone are the days of label execs lurking at sticky-carpeted pub gigs, plucking the “next big thing” straight off the stage. In 2025, the art of A&R (artist and repertoire) is less about late-night scouting and more about artists who are building sustainable careers in an era defined by streaming, social media, and global connectivity. At its core, though, the role hasn’t changed – it’s still about spotting sparks of authenticity and helping artists turn them into lasting fires.
With BIGSOUND 2025 about to kick off in Brisbane next Tuesday, some of the world’s most influential A&R figures are in town, and they’ve shared what they’re looking for in an artist today. Representing a cross-section of cutting-edge music companies – from Some Action (the London-based management and A&R hub founded by Ollie Hodge), Secretly (home to indie powerhouses like Bon Iver and Phoebe Bridgers, represented here by Lau Frias), Nettwerk (the Canadian-born label and management group that’s championed alt-pop and folk icons for decades, repped by Rachel Cragg), and Third Man Records (Jack White’s celebrated Detroit/Nashville imprint, with Camille Augarde at the helm) – these execs bring unique perspectives shaped by their rosters, but united by a common thread: the hunt for music that moves people, no matter the noise of the algorithm.
“We don’t sign artists based on streaming numbers or TikTok followers. We really try to follow our gut.” – Camille Augarde, Third Man Records
For Rachel Cragg of Nettwerk, it all starts with emotion. “When I’m introduced to a new artist, the first and most important question I ask myself is: Does this music make me feel something?” she explains. That emotional spark, she says, is what transforms a good artist into a great one – something that resonates, lingers, and ultimately endures. “Whether it’s a lyric that hits home, a vocal that cuts through, or production that shifts the atmosphere – [it’s] the foundation”.
She continues: “It might sound simple, but genuine emotional connection is rare and powerful. It’s the difference between something that’s just good and something that resonates deeply, lingers, and stays with you. That connection is what gives artists longevity – because fans remember how they felt, not just what they heard.”
Lau Frias of Secretly echoes the importance of connection, but frames it through world-building. “I’m drawn to artists that embrace the scope of their limitations, those that can naturally establish entire worlds through their music,” Frais tells Music Feeds. “From their sound, to their visuals, to the performance itself – art that evokes a deeps sense of wonder; bold in manifestation yet playful in process.”
For Ollie Hodge of Some Action, the equation is broader. He’s looking for a mix of talent, vision, and grit – and an understanding of how to build and nurture a fanbase. “All artists are different and so their paths to success will be different,” he says. “I have high expectations for artists I’m working with so I’m looking for artists who are exceptional on one or more of the following measures: talent, individuality, clarity of vision, songs or songwriting ability, soulfulness, application, focus and resolve, the team around the artist and finally their understanding of fanbase building and how they’re going to do that.”
He continues: “Occasionally I’ve been in the right place at the right time and it’s just all there ready to go and it has just hit me, but often the artist is in some ways still developing so I try to work out where they need help and then if I think i can provide that support to them to help them reach their potential.”
As for longevity, Hodge adds that the artists he’s worked with who’ve had the most sustained success are the one’s who’ve “really dug deep and pushed themselves”.
“As an a&r you can be saying something is close but not quite good enough even when someone is performing close to the edge of their abilities,” he concludes. “The most successful artists lean in and push harder at this point. The longer an artist is in market and the more successful they are the higher the bar moves. Sometimes the bar has been very, very high but I’ve seen them still manage to jump over it. It takes an unusual blend of strength of vision and flexible, open thinking.”
And over at Third Man Records, Camille Augarde is blunt about steering clear of hype-chasing. “We don’t sign artists based on streaming numbers or TikTok followers. We really try to follow our gut. If we’re genuinely moved by a performance or a recording, chances are others will be too.” Her advice for artists is simple but pointed: originality, consistency, and kindness go further than trend-hopping.
“There’s no point in emulating what’s popular in the moment because that changes like the wind,” Augarde says. “Be original, continue to stretch yourself creatively, be nice on your way up the ladder, and communicate with your team/label in order to ensure that your vision is being blasted into the world in the way that you intended.”
As BIGSOUND prepares to showcase 120+ artists across Fortitude Valley next week, these perspectives are a reminder that in an industry obsessed with numbers and followers, genuine artistry still cuts through. Whether it’s emotional resonance, world-building, perseverance, or gut instinct – the fundamentals of A&R are alive and well. They’ve just learned to adapt with the times.
Further Reading
Bigsound Announces Over 100 Bands And Artists For 2025 Conference
Bad/Love Unleash Arena-Ready New Single & Ink UK/EU Booking Deal Ahead Of BIGSOUND
Bad/Love vs Bad Juju: We Got Two Of BIGSOUND 2025’s Heaviest Bands To Interview Each Other
