Ganbarg points out that execs across a label are unable to do the things they tend to immediately focus on with a freshly signed act. Music companiesвЂ™ struggles in the quarantine era are, of course, not limited to only signings. But I had made the relationship - we met out on a boat, he came to see me the next Monday in my office, and we talked every day after that.вЂќ It took like 10 months to sign this kid, and eventually everybody was interested. Nobody was paying attention to the kid, and they werenвЂ™t looking for a deal. ThatвЂ™s the way I prefer for the magic to happen, because it feels so organic and right. вЂњI met AJ Mitchell because I went on a charitable cruise and he was performing,вЂќ Arbagey says. I feel like, now, IвЂ™m looking under the hood more, which is not something I did every time in the past.вЂќД®ven though so much of discovery happens online nowadays, many A&Rs, Arbagey included, prefer to stumble upon an act in real life and feel it in their bones - itвЂ™s like meeting a romantic interest at the grocery store, as opposed to a dating app. Maybe it works for both parties to do something short-term.вЂќД®pic EVP A&R and LewisвЂ™ colleague, Joey Arbagey, adds: вЂњIвЂ™m really normally more of a вЂfeelingвЂ™ guy, but this is forcing me to pay a lot more attention to the analytics. вЂњYou may come across an artist with the digital footprint and analytics to support whatever their ask is, and maybe they donвЂ™t want to do a long-term deal. вЂњI canвЂ™t say that I personally see a one-off deal being done, but if this lasts longer, we have to be flexible to the environment and the marketplace,вЂќ he says. Lewis adds that he thinks the process of signing and the types of deals being offered will вЂњnaturally evolveвЂќ based on the environment. If live is your strong point, youвЂ™re gonna have a hard time striking a deal right now.вЂќ But I think thatвЂ™s probably why there are less rock deals happening right now. Sometimes, depending on the artist, that might not be their strong point. вЂњFor some artistic types, that live show is absolutely paramount. вЂњDifferent forms of artistry present themselves in different ways,вЂќ Lewis explains. Rock bands in search of a label are in particularly hot water. Without those physical opportunities, Ganbarg says that Atlantic has been taking virtual meetings with new artists - but the bar of who to sign is being raised higher as a result. If live is your strong point, youвЂ™re gonna have a hard time striking a deal right now.вЂќ - Ezekiel Lewis, Epic Records A&R head вЂњThere are less rock deals happening right now. ItвЂ™s also not uncommon for executives to fly to an artistвЂ™s town in the middle of wherever and meet them on their home turf. He loved it, and I think he took his mom.вЂќДЄn in-person meet can also be helpful for artists to get a better sense of the label, says Ganbarg, who adds that he usually walks artists around the office, showing them bits of history such as Atlantic co-founder Ahmet ErtegunвЂ™s awards for helping form the Rock and Roll Hall of Fame. How often do you get up here? Do you want to go see a show?вЂ™ And heвЂ™s like, вЂUh, yeah, sure! IвЂ™d love to.вЂ™ I sent him to Hamilton or Dear Evan Hansen - I canвЂ™t remember, but it was one of the two shows that we did the music for. So, I said to him, вЂHey, youвЂ™re in New York. вЂњHeвЂ™s a big musical theater guy, and I do a lot of the musical theater at Atlantic. One of the things that Swims and Ganbarg bonded over вЂњwhen we were in the romance part of the danceвЂќ was musical theater, he says.

вЂњHe did a cover of Bonnie RaittвЂ™s вЂI CanвЂ™t Make You Love Me.вЂ™ It went viral, everyone fell in love with him, we brought him to New York, and we fell in love with him.вЂќ вЂњ from Georgia - this huge, teddy bear of a guy with face tattoos and this gorgeous voice,вЂќ Ganbarg says. Atlantic didnвЂ™t end up working with Swims, who ultimately went over to the companyвЂ™s sister label Warner Records - but Atlantic spent time and effort pursuing him. вЂњNormally speaking, you try to get creative and do anything you can to make the artist realize that youвЂ™re the right home for them - especially if itвЂ™s an artist that you love, and you really want to sign that artist,вЂќ says Ganbarg, whoвЂ™s noticed a decrease in pop music signings.Д®arlier in the year, Atlantic was interested in an unsigned artist named Teddy Swims. and showing them a good time is not uncommon in this business. Bringing an artist out to an industry hub like New York or L.A.

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