5 Secrets to Find Your Sound and Direction on Your Next Record
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5 Secrets to Find Your Sound and Direction on Your Next Record
Finding and building a sound + direction is the process of A&R = Artist & Repertoire. A&R is the matching of the artist and the repertoire so that the message sound and direction directly fit the artist and align with their personality and strengths.
The art of cultivating the right material, sound, and direction for an artist to help them discover their true potential and stand out in the marketplace.
Making a masterpiece means first fleshing out the right sound + direction. Many artists have difficulty finding their sound or committing to a genre. Most artists listen to tons of music in multiple genres and this part can be hard to figure out. The first thing is you can probably include more elements of these genres than you think, but you will have to rule out some stuff. However, as you go through the process the pieces you weed out become obvious.
Finding the right sound and direction for your music is really important. It helps achieve a home base for your music and attracts your key audience. When finding a sound use these 3 to help guide your way.
Here are 5 secrets to help find your sound and direction on your next record:
1. Pick a genre and stick to it
Direction + genre: As you head off into your next project, focus on the vision of the direction that you want. Land in a genre or if that’s too claustrophobic for you, try blending a few genres. What are the elements that you want to make up your sound?
But when it comes to picking a genre that can be difficult to sort out. It can be a blend of genres to create your sound. Most artists like a wide variety of music which is a good thing because it’s helpful to have a wide listening palette. Just don’t mistake your palette and what you like with your artist’s sound and genre.
For instance, I love Stevie Wonder and wore out “Songs in the Key of Life” but that’s not the sound and direction I go for as an artist. However, his musicality influences me quite a bit.
The trick is to listen to a lot of music but then narrow down your sound to the sound that is the closest to your instincts as well as excites your artist self. I use a curated process of A&R to help artists find their sound and direction.
Try this:
- Write down your biggest influences throughout your life.
- Select 3 to 4 artists that resonate most with you in terms of sound and direction.
- Create a playlist of songs that you’d like your next project to sound like. Include different tempos – uptempo, midtempo, and ballads for variety.
Create a playlist of songs that reflect your sound + direction. Finding your sound and direction requires deeply listening to the “sound” of the music. Most of the time (unless you are a producer), you are listening more to the voice or the song.
Try listening more closely to the “music” – the “sound” of the production.
- What layers of instruments are making that sound? What instruments are you hearing?
- What sounds are being used?
- Make playlists of music that is close to what you want on your record.
- Note the time stamps of sounds you like.
What do you want your music to sound like?
Create a playlist of songs that reflect the sound and direction of each project.
Spent time building your sound. This also really helps to set the direction for your songwriting for your new project.
2. Listen to a lot of music but narrow down your direction
It’s good to have a wide listening palette. It’s a sign of a strong musical ear. But when you are ready to refine your sound and direction for your next project you’ll want to narrow the field to identify your signature and what you sound best at.
Artists don’t like to be boxed in, but you do need a home base. A home genre first. That home base genre can be a blend of things as long as it is clearly shaped so the listener can identify what they are looking for.
Start by making some lists.
What did you listen to growing up?
What artists were you absolutely obsessed with? (or really loved?)
What are you listening to now?
Who are the artists, or songs that represent a sound that is slightly off the beaten path? This can become accents or wild cards —small layers of sound or elements that bring innovation.
3. Be rooted in the past but relevant today
Borrow from yesterday but use modern musical elements or sounds from today. Take for instance Amy Winehouse’s Back to Black. Legendary producer Mark Ronson pulled from the past but set the record in the current day with modern sounds.
Be up to date with current trends. Listen to Spotify playlists and find the lesser known artists coming up in the ranks – you’ll find some killer stuff.
While at the same time build your vintage playlists. What are the time periods or decades in music that represent your roots?
Looking for help with your sound and direction? Join the only songwriting program of it’s kind that helps artists find their sound and direction.
4. Write a lot of songs
The only way to close the gap between talent and skill is a large volume of work. The only way to really get good—is to write a lot of songs. Often a sound is revealed with writing. But writing can also be informed by the sound and direction you are setting your sights on.
Put yourself on a schedule. You’ll need to be disciplined to become a good writer. We know at the end of the day that no production will make up for a song that is not strong.
Songs are the key to your success.
- Write 1 song a week.
- Write.
- Write good songs, crappy songs.
- Just write.
- Tweak.
- Songs are not written they are rew
- Demo.
- Go on to the next. You’ll discover so much about your sound + direction.
- Write songs you would fight for.
At my label ccvm.co we spend a year writing with an artist for their albums. We use our A&R process to carve the sound + direction and hone the themes and song concepts. Then we bring in our team of pro songwriters to write following the direction.
As a rule, we write 2-3x what we need in order to “pick the cherries.”
For example:
- For a 7 song EP: write 14 – 21 songs
- For a 10 song album: write 20-30 songs
Then we have the artist and and as well as our team vote on the songs to do a little market research into what songs connect the most to people before deciding on the final list for the project. We use the others songs as bundles or B-sides to use pre or post launch inbetween albums. It’s a nice way to write because the songs belong to a “collection” which strengthens the artists writing and message.
5. Write about real stuff from your life
Real songs make more impact. It is common to not want to dig into the uncomfortable stuff but that’s where the great songs are.
People are looking for real music. They aren’t looking for fluff. Real means real —from real life. The more you write about real life, crafted well, the more you will impact your listener.
Bob Dylan says songwriters are writing about 4-5 themes over and over again throughout their careers. Don’t worry about writing 20 sad songs. If that’s what you’re feeling write it! You won’t always feel sad, but when you do, it’s an opportunity to write the saddest songs you can think of. You may write several to find one jewel. That’s the goal.
When you write songs that are more authentic from your own life the tendency might be to write more ballads. But songs from your life with deep emotion can either be fast tempo-pumped-up rebellious stuff, mid-tempo statements, or slow heartbreaking ballads. It is not subject to tempo.
My best piece of advice to stand out with your writing is to study songwriting because it is a high-level skill and you’ll need it. Then, write music for the people, not the industry. Different from writing with a high level of skill —don’t get caught up in the cycle of writing music you think the industry wants —which is career suicide. The best songs are songs you write for you. Because you have something to say. Find it and say it. A good technique is to write the song for you and then go back and edit anything too personal out. But editing before you’ve gotten to the core of what you are trying to say will dilute your song.
To get help with A&R, and find your sound & direction for your next project:
- Set up an A&R Direction Session. After registering, you’ll fill out a lengthy A&R Profile that goes deep into your listening history and influences before we meet. It also goes into your life and past to align the album with your purpose and message. Then at the session, we’ll dive right into developing your sound + direction for your next project. Click here to watch a quick video about the process and learn more about how it works.
- Come join our Signature Songwriting Circle where we walk you through the A&R process of finding your sound and direction and writing songs for your next project. Click here to learn more and sign up for the waitlist.
JOIN ME EVERY WEDNESDAY AT noon Eastern: Join me on YouTube (and Instagram, Facebook)– where I discuss the Blog of the Week followed by a short Q&A where you can ask me questions.
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Hi, I’m Cari Cole.
You’ve got talent, but you want to become great at it. You’re in the right place! My mission is to help you refine your unique artist vision to bring to the world.
About Cari Cole
Cari Cole is the CEO / Founder of caricole.com and CCVM: Label Without Walls. She is a Holistic Vocal Coach, Artist Development Expert, A&R Director, and Songwriter based in New York City helping artists for the past 38 years. She is a mentor for Women in Music and The Association of Independent Music Publishers.
Her latest venture, CCVM a label services company, provides artists with a seamless path from creation to completion. After 30+ years of observing the overwhelm and challenges that artists face, Cari pulled together the best top creative professionals and designed a new approach to supporting our artists.
Disclaimer:
The information provided on Cari Cole's website is informational only and should not be used for diagnosing or treating a health problem or disease. Those seeking personal medical advice should consult with a licensed physician. Always seek the advice of your doctor or other qualified health provider regarding a medical condition. Never disregard professional medical advice or delay in seeking it because of something you have read on Cari Cole's website. If you think you may have a medical emergency, call 911 or go to the nearest emergency room immediately.
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