What we actually listen for in a demo

People often ask for our “criteria”. We do not have a point grid. We have a listen. It always starts in the same place: is someone there?

Voice first — sung, spoken, rapped, it does not matter — as long as it has a temperature. Then the centre of the song: a line, a motif, a chorus that is not only dressing. Then the hold: does it last beyond the opening effect?

Genre interests us less than rightness. A pop song can be empty. A raw song can be whole. We do not have a box to fill. We have a house to keep.

What we do not listen for: a view count stuck on as a preamble, comparisons with already established artists, promises of what it “could” become if only. A demo is not a conditional tense.

If you wonder what Ginie Prod is looking for, first look for what you can no longer remove. That remainder is often the beginning. Send that. Not the version where you added everything out of fear.