In today’s hyper-digital music world, where algorithms rule and global reach appears instantaneous, many A&Rs are driven to chase viral figures. However, the most astute players understand that local scenes continue to be the birthplace of future stars.
Whether it’s Atlanta’s trap, Toronto’s melancholy R&B, Lagos’ Afrobeats revolution, or South London’s drill, localized music movements continuously influence global culture. Tuning in to these scenes is not only smart, but also necessary for A&Rs.
A&R isn’t just about data; it’s about discovery.
In All You Need To Know About The Music Industry, Donald Passman highlights that, while the music industry has changed, the significance of discovering and developing unique talent remains at the heart of A&R.
“A&R people must strike a balance between commercial viability and creative instinct. “It’s part business, part gut feeling.” – Passman
And that “gut feeling” often begins on the ground—at open mics, community performances, or small studios—where the artist has not yet gone viral but has already left a cultural mark.
Why Local Matters More Than Ever.
Local supporters = a loyal base.
An artist with 2,000 committed admirers in their city generally has more genuine momentum than a viral success with passive views.
Scenes shape sound.
You can’t have the Weeknd without Toronto. You can’t have Burna Boy without Lagos. Sound is the same as geography. And A&Rs must investigate the why behind it.
Speed of culture
Local scenes frequently detect and respond to cultural shifts faster than major venues. Being close to the ground helps A&Rs stay ahead of the curve.
What A&R’s should be doing today?
Analyze city-based platforms and microtrends.
Follow local blogs, scene curators, and event pages in cities that have helped shape sound.
Use data to verify rather than discover.
Streams can validate what’s already happening, but A&R begins with cultural listening rather than spreadsheets.
Attend regional showcases and underground gatherings.
Nothing like the excitement of seeing an artist move a crowd in their hometown.
Passman reminds us that, while contracts, algorithms, and marketing change, the cornerstone of the company remains excellent music—which usually begins small. “Everybody wants to discover the next star. However, just a handful are able to glimpse them before the rest of the globe.” – Passman.
A&Rs who can listen to a situation rather than just a stream will shape the future of music.