🎧 Listen to the episode below:
From radio to record labels
In this episode of Mastered. The Business of Music, Logan talks with Amanda Kingsland, Vice President of A&R at Universal Music Canada, about what it takes to build a long and successful music career. Amanda has spent more than twenty years in the industry, beginning in radio before transitioning into A&R, where she helps artists shape their sound, strengthen their artistry, and reach audiences across Canada and beyond.
Amanda’s journey through the music industry
Amanda’s passion for Canadian country music has guided her entire career. From her early days at Rogers Radio as a Music Director to her current role at Universal Music Canada, she has always been dedicated to artist advocacy, development, and representation. In 2021, she made the leap from radio to A&R and quickly climbed the ranks to Vice President, playing a key role in discovering and nurturing some of Canada’s most promising artists.
What does A&R really mean?
A&R, short for Artists and Repertoire, is often described as the bridge between artists and record labels. Amanda explains that her role is all about making artists and their music ready for fans. That includes scouting talent, helping refine their artistic identity, connecting them to collaborators, and ensuring the music they release resonates with listeners.
She notes that the role has evolved dramatically in the digital age, with social media and streaming platforms now playing a huge part in artist discovery and development.
Advice for independent artists
Amanda shares practical advice for artists who don’t yet have a label or A&R team behind them. Her biggest tip? Network, send emails, and follow up. Building connections is one of the most important skills an artist can develop. She also encourages independent artists to do a self-audit of their work, identifying where they excel and where they might need outside support.
Understanding your audience and focusing on your strengths can help you make better decisions about what to release and when. Whether you’re deciding between singles or full albums, Amanda says it comes down to knowing what connects with your fans.
Building a sustainable career
Success in music doesn’t happen overnight. Amanda emphasizes that persistence, self-belief, and hard work are essential to building a sustainable career. Artists who demonstrate dedication and hustle tend to stand out, both to fans and to the industry professionals who can help elevate their careers.
Key takeaways
- A&R stands for artists and repertoire, the link between artists and record labels.
- Amanda Kingsland transitioned from radio to A&R, where she now helps build Canada’s country roster.
- The rise of streaming and social media has changed how A&R discovers and develops artists.
- Building relationships and networking are essential for career growth.
- Independent artists should audit their work to identify strengths and gaps.
- Understanding your audience helps determine your release strategy.
- Persistence and self-belief are crucial for long-term success.
- Artists should focus on authenticity and continual growth.
Listen and learn
Listen to the full episode of Mastered. The Business of Music with Amanda Kingsland to learn how A&R shapes careers, what labels look for in new artists, and how you can start building the foundation for your own success.
👉 Stream the episode above and subscribe to Mastered for more industry insights.
In country music, the Front Porch has long been a place of reflection. A place where you can look at the life you have inside that front door. A place where time almost seems to stand still, where you can get away. It’s also a place where you can go to observe the world as it passes by you. To think about your place out there beyond the driveway.
