The role of A&R today

A&R means artists and repertoire. In other words: people, and songs. Not formats. Not niches to fill. If you start with the box, you have already lost the ear.

Today the repertoire arrives from everywhere. A LIVE, a clip, a file sent at midnight. The job is not to be everywhere. It is to recognise, in that noise, what deserves a table, a studio, time.

Good A&R does not inflate a score. It frames. It says when a track is not ready. It protects an artist from their own impatience, and a label from its own fantasies. It is a craft of useful friction.

At Ginie Prod that ear sits at the centre, not in marketing. Ginie carries the artistic side of the projects. Everything else organises around it — never the other way around.

If you are talking to A&R, do not sell a trend. Show a voice and a repertoire, even a short one. We do not sign a moment. We commit to what can still be written after that moment.