Inside Stories: Why The A&R Job Has Become More Valuable Than Ever
Liviu Hodor, A&R for Hahaha Music, explains what does it take to breakthrough as an artist. Bonus: find out how he helped Inna in 2008 to become an internationally acclaimed artist!
We can’t emphasize more on the sheer amount of music flooding the all major DSPs playlists and categories. As manpower in terms of professional music curators is both expensive and scarce, music gatekeepers like Spotify or Apple have turned to technology and data mining. Powerful algorithms became these fortune tellers from the future: looking up through their crystal ball of historic data and online behaviour, the algorithms are guessing what should I listen to, in order to stay in my musical confort zone. And it’s not bad at all, to be honest. But truth be told, it’s like driving on a highway with the cruise control and lane assist sensors ON. No thrills, no adventuring into the wild & unexplored territories. No chance for talented artists who might bring a fresh breath of air to the music scene.
This is where serious record labels will have something to say. A layer of curation is needed more than ever and an experienced A&R hits all the checkboxes. But, really, what does an A&R do and how does it fit into the DIY landscape that’s both cheap and easy to use?
Liviu Hodor’s love affair with the music industry started more than 20 years ago. Radio host at Request629, one of the most influential shows Romania’s FM frequencies (more on that below), A&R for the almighty CAT Music and now doing the same job for Hahaha, music producer, Liviu has seen all the facets of the music industry. He was more than willing to share his A&R experience in an interview that would be more than useful for both young guns as well as artist who have already built a reputation on the music scene. Bonus: he was one of the first persons who discovered Inna and “pushed” her up the staircase of international stardom.
Do you remember how did you start working in the music industry?
I first entered the music industry at 16, working for a local radio station in my hometown of Câmpulung. That early experience gave me insight into the world of music and broadcasting. Afterward, I moved to Bucharest, where I worked for Pro TV, Radio Deea, Vibe FM and Radio 21. My formal involvement with record companies began in 2008, when I took on the role of A&R at Cat Music Romania. I spent 12 years with them, learning a great deal about artist development and the business side of music. Now, I’m fortunate to work with the talented teams at HaHaHa Production and Romdrops US, where I continue to grow and contribute to the music scene.
Is it mandatory for a good A&R to be also an artist / music producer?
I don’t think it’s mandatory for an A&R to be an artist or music producer, but it can definitely help. Having that creative background gives you a deeper understanding of the process from the artist’s and producer’s perspectives. I was also involved in producing music, which allowed me to relate more closely to the artists I was working with. It gave me insight into their creative challenges and helped me communicate more effectively. However, the most important qualities for a good A&R are an ear for talent, a strong network, and the ability to navigate both the creative and business aspects of the industry.
What does the job of an A&R involve, basically?
An A&R (Artist and Repertoire) plays a vital role in bridging the creative and business sides of the music industry. Essentially, the job involves scouting talent, helping artists develop their sound, and guiding them through the creative process. We also work closely with producers and songwriters to match the right music with the right artist. Beyond the creative side, an A&R oversees negotiations, contracts, and release strategies, making sure the artist’s work reaches the right audience. In many ways, it's about nurturing both the artist’s vision and their potential for commercial success.
What’s your routine / process to discovering new artists? Do you search for them online? Is it by recommendation only?
My process for discovering new artists is a mix of various approaches. I do spend time searching online platforms like YouTube, Instagram, and TikTok, where many up-and-coming talents share their work. However, recommendations play a big role as well. Over the years, I’ve built a strong network of industry professionals, from producers to other A&Rs, who often tip me off to exciting new talent. I also attend live shows and music festivals when I can, as there’s nothing quite like hearing an artist perform in person. Ultimately, it’s about staying open and always keeping an ear out for fresh sounds, whether they come through digital channels, word of mouth, or live experiences.
Do you take time every day to look for new & undiscovered talents on DSPs?
I try to dedicate time regularly, though not necessarily every single day, to look for new and undiscovered talents on DSPs. It’s important to stay up to date with emerging trends and what’s resonating with listeners. Platforms nowadays offer great insights into what’s gaining traction organically. That said, I balance this with other methods like recommendations from trusted contacts and live performances. I believe that combining these different approaches helps ensure I don’t miss out on any promising talent.
Are there any key elements you’re looking for when you search for new music and artists?
When I’m searching for new music and artists, a few key elements stand out to me. First and foremost, I look for authenticity—whether the artist has a unique voice or perspective that sets them apart from the crowd. Originality in their sound or storytelling is crucial. I also pay close attention to their work ethic and passion. It’s important that they have the drive to develop and grow because talent alone isn’t enough to sustain a long-term career. Of course, I also consider their potential for commercial appeal—whether their music has the ability to connect with a broader audience, but without losing their identity. Ultimately, it’s about finding a balance between artistry and marketability.
Are social media KPIs important în taking a decision to sign a certain artist to Hahaha?
KPIs do play a role in the decision-making process, but they aren’t the most important factor. At HaHaHa Production, we focus first on the artist’s talent, potential, and authenticity. Social media presence can be a useful indicator of how well an artist connects with an audience and how engaged their fanbase is, but it’s not the sole reason we would sign someone. We’ve seen cases where artists with smaller followings have incredible potential, and with the right support and development, they can grow exponentially. Ultimately, talent and artistic vision are what drive our decisions, while KPIs serve as an additional layer of insight.
How much does AI influence the process of discovering new artists, from an A&R perspective? Is it still a human only job?
AI is starting to play a more significant role in the process of discovering new artists, but it hasn’t replaced the human touch—at least not yet. From an A&R perspective, AI tools can help analyze trends, predict the potential of certain songs, and highlight emerging talents based on streaming data or social media engagement. This can be useful in filtering through the vast amount of content out there. However, there’s still an irreplaceable human element to A&R. The emotional connection you feel when discovering an artist, understanding their story, and recognizing their potential to evolve—that comes from experience and instinct. While AI can enhance the process, it still requires human insight to truly identify and nurture the next big talent.
Talking about AI, does an A&R need some tools to detect computer generated music vs human productions?
As AI-generated music becomes more sophisticated, it’s becoming increasingly important for A&Rs to have a good understanding of how to differentiate between computer-generated and human-created music. While it’s not necessarily about using specific detection tools, a trained ear and deep industry experience are key in recognizing the nuances of human emotion, imperfections, and creativity that often distinguish human productions from AI-generated ones. That said, as AI continues to evolve, I think it’s possible that certain tools might become necessary to better identify these differences, especially as the lines blur. However, it’s still the emotional connection and artistic intent that drive what resonates with audiences, whether the music is human or AI-generated.
Back in 2008, if I remember correctly, Inna premiered Hot at Request629, the radio show you hosted with DJ Andi at Vibe FM 92.1. A pivotal moment for her career, marking the start of her international fandom: did you feel at that time that this could be smash hit?
Absolutely! When Inna premiered Hot on our radio show, I felt this could be something special. The song had a catchy hook and infectious beat, and it really showcased her unique vocal style. It was clear that it resonated not just with our audience but had the potential to reach a global market. The combination of Inna’s talent and the production behind the track was a recipe for success. Looking back, it’s amazing to see how that moment marked the beginning of her international fandom, but at the time, I had a strong sense that we were witnessing the launch of a major artist.
What was your contribution to discovering Inna and supporting her music on Vibe FM?
When she first came to our attention, I was impressed by her unique sound and the quality of her music. Hosting Request 629 with DJ Andi provided a platform to showcase her work, and we made a concerted effort to promote her tracks heavily on Vibe FM. We organized interviews, featured her music prominently in our playlists, and even invited her to perform live on the show. By building a connection with our listeners and promoting her in this way, we helped to create buzz around her music. Supporting her during that pivotal time was incredibly rewarding, especially as we saw her career take off and her international fandom grow.
A recent success story from Hahaha’s repertoire
One of the recent success stories from HaHaHa Production showcases the incredible talent within our roster. With over 30 artists, producers, and songwriters, we’ve been actively developing our international presence through music camps worldwide.
For instance, Serban Cazan has produced notable tracks like 'Praising You' by Rita Ora x Fatboy Slim, which reached significant chart positions, as well as 'What Do You Believe In' by Rag’n’Bone Man. He also worked on Tom Walker's 'Echoes' and the collaboration 'Can’t Forget You' featuring Ofenbach, James Carter, and James Blunt, both of which have performed well internationally.
Florin Boka, known as Feenom, has produced tracks like 'Cold' by Jessie Murph, 'Like I Do' by Inasx, and 'Stormrider' by Jacqueline Fernandez. Lucian Nagy produced the hit 'Amen' by Tom Grennan, while Vladimir Chopsticks delivered a rock version of Demi Lovato’s 'Neon Lights,' and Roland Kiss contributed to Jauz’s 'Higher for Your Love.'
These tracks are just a few examples of our diverse and talented roster, and we have many more exciting releases lined up. The collaboration and creativity within our team are really pushing boundaries, and I’m excited to see where these projects will take us next.
More and more voices say that the labels are becoming obsolete in the DIY context, as artists can self publish their music, create marketing campaigns with a few clicks, promote on social media. How do you feel about this?
I believe that while the DIY approach has indeed empowered many artists to take control of their careers, labels still play a crucial role in the music industry. The ability to self-publish and leverage social media has changed the landscape, allowing artists to reach audiences directly and engage with their fans on a personal level. However, labels bring expertise, resources, and industry connections that can be invaluable for artists looking to scale their careers
For example, a label can provide marketing strategies, funding for production, and access to experienced professionals who understand the intricacies of the industry. Additionally, labels often have established relationships with distributors, playlist curators, and media outlets, which can significantly enhance an artist’s visibility.
Ultimately, I think it’s about finding the right balance. Some artists thrive in a DIY environment, while others benefit from the support and guidance that a label can offer. The music industry is evolving, and I believe that both paths can coexist, allowing artists to choose what works best for them
The A&R job has clearly changed in recent years. Do you think it will be replaced by algorithms and machines at some point in the future?
The A&R role has indeed evolved significantly in recent years, especially with the rise of technology and data analytics. While algorithms and machines can assist in identifying trends, analyzing streaming data, and even suggesting potential hits, I don’t believe they can fully replace the human aspect of A&R.
The intuition and emotional intelligence required to identify and nurture talent are deeply human qualities. A&R professionals bring a nuanced understanding of music, culture, and audience connection that algorithms simply can't replicate.
Furthermore, the process of developing an artist involves much more than just finding the right sound; it’s about understanding their vision, building relationships, and guiding them through the ups and downs of their careers. While technology can enhance certain aspects of the job, the core of A&R—connecting with artists and fostering creativity—will always need a human touch.