For decades, finding the next big hit was always a human job. One label is hoping an AI-powered algorithm can help with that. Is this the future of A&R?
Snafu isn’t the only label using analytics and data to find artists. Warner Music Group purchased a similar algorithmic A&R tool called Sodatone in 2018, and almost any A&R scout has already been using different analytics from Shazam and Spotify to predict what’s on the come-up. But where the majors use tech as one tool in their arsenal, AI is deeply embedded into Snafu’s DNA as a company, its executives say.
The company, in development since 2018, has signed 16 artists. While it has seen quick growth from recent signings like Costa Rican electropop singer/songwriter Mishcatt, whose Spotify numbers have grown by tens of thousands in a matter of months, Snafu still needs to make hits to prove such a data-heavy approach can actually work.
In an industry as historically averse to change as music, the reliance of more tech may be met with skeptics uncomfortable with the idea of a bot deciding who and what fans are going to listen to. But Desai is wary of such a critique, and heard skepticism from some industry members before launch. Some critics “looked at A&R as this black box you couldn’t touch and applying data to it in some sense could take away the magic,” he says. “But we look at it the other way.
“Years ago, it would take us months to try and close a deal,” adds Yaasiel “Success” Davis, VP of A&R for Atlantic Records. “Now we’re able to get things done quickly because there’s so much consumption. That’s why these technology companies started becoming a big asset.”
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