What Do We Look For In Emerging Artists?


Photo via FACT Magazine.

Back on November 24, 2015, I had the honor of being interviewed by one of my favorite new music discovery platforms, fanum.fm. When asked the question, “What characteristics or qualities do I find attractive in new and emerging artists?” I answered as follows:

When I was an A&R and music publisher, I was often asked: “What do I look for in emerging artists?” As strange as it may sound, this was never a simple question for me. In fact, I was always looking for better ways to explain what catches my attention. Even today, when it comes to discovering new and emerging talent, there are a few elements that I find myself…well…a “sucker for” — here they are!

1. Production Quality (Songs)


Photo via GrungeCake.

My introduction into the world of recorded music came through producing and writing songs alongside a very good friend of mine. We were HUGE fans of The Neptunes and were always intrigued by the quality of their production and how they worked with a wide variety of artists. When it comes to identifying artists who catch my attention, I’m very production driven.

Here are a few attributes which I tend to look for:

  • Good selection of sounds (electronic, live, sampled, etc).
  • Catchy melodies and chord progressions.
  • Clear and audible vocals.
  • Interesting vocal and/or instrumental arrangements.
  • Thoughtful lyrics and storytelling.

In October of 2015, I was talking to one of my friends in the lobby of my apartment building. A few minutes into our conversation, I heard an ear-catching melody underneath some foreign female vocals. I immediately had to pause the conversation to find out exactly what song was being played. Thanks to Shazam, I discovered it was “Come” by Jain – a singer/songwriter from France. Due to the flavor and quality of her production, I was positively exposed to her music. As a result, I continue to follow her work as she proceeds to build her brand.

2. Brand Potential (Cohesive Aesthetic)


Photo via The Fader.

I firmly believe that a strong brand should entail a cohesive aesthetic across all media platforms. It’s important to avoid confusing our potential consumers and make sure that they know where and how to find us. Our website, Facebook, Instagram, Snapchat, Soundcloud, Twitter, and Youtube all serve as primary and secondary touch-points for people to find us. They need to be in sync. A GREAT example of an emerging artist with a cohesive aesthetic is Kali Uchis:

I’ve always been a sucker for the small things that tend to add up as our careers manifest down the line. Do you notice how Kali’s quality visuals match her personality, style, and theme across all channels? Even her color scheme is a consistent baby blue and pink. Brand cohesion plays a huge role when it comes to catching and keeping our consumers attention.

3. Diligence, Honesty, and Initiative


Photo via Google.

Practicing diligence, taking initiative, and being honest with one’s self is truly what helps to set an artist up for the long-haul in regards to defining their legacy. I believe Kehlani is a prime example of this. Her current label, Atlantic Records, considers her a “mindie” act (‘Major’ artist with ‘Indie’ bonafides), having her fan base as an independent artist before garnering the attention of the majors.

It’s apparent that her hard work is just beginning to pay off, while her more subtle honesty bleeds through her music. In an interview with The Fader, she talks about going through foster care, losing her father as a child, and her wavering sexual identity. These are all topics that many artists shy away from for fear of compromising how they are viewed in public. Kehlani is different. She realizes that to inspire others is to accept herself for exactly who she is. She is such a shining light of truthful experience and authentic artistry! For this reason, Kehlani is continuing to win over fans and supporters even through her public challenges and setbacks. Keep striving Kehlani, keep striving!


(Uh • Kway • Us) Aquaus Kelley is a forward-thinking Brand Strategist, Cultural Curator, and Educator. As the Founder of A Lovers Ambition Lifestyle Group, he specializes in identifying talent and creating opportunities for brand development, exposure, and growth. Aquaus has worked with companies and organizations such as Cornerstone Agency, City Year Miami, Universal Music Group, and W Hotels. He is extremely passionate about helping companies adapt to culture and building value between brands and their consumers centered around love. His ultimate mission is to use his influence to project positivity across the globe and invest in the collective future of society through the arts, education, entertainment, and leadership.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s