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Building a sound + direction is A&R = Artist & Repertoire. The art of cultivating the right material, sound and direction for an the artist to help them discover their true potential and stand out in the marketplace.

Here is my short list of 7 Steps to find your sound and direction. 

1. Don’t let social media steal all of your creative juices

Social media takes time and energy away from all creatives. It’s a great tool but it steals precious time we need to dive more deeply into creating our music.

Music takes time. Nothing great is ever created in a hurry or without due process. Music needs time to incubate and nestle in to find your sound and direction and write. 

When you are ready to dig into your next project, plan social content ahead of time so you can tune out of the distractions on the surface and tune in to your creativity. 

2. Listen to a lot of music but narrow down your sound 

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. 

The Signature Songwriting Circle: A&R, Sound + Direction, Artist Persona – click here to join the waitlist. 

4. Don’t chase trends—set them 

There is a pendulum in music that swings from trends as we move through time. When you chase the pendulum in an attempt to be popular, you end up chasing the trends. 

The problem with that is that by the time you get your music out it’s already gone. The trick is to aware of trends but to get ahead of them. 

One of the ways of doing that is to spend time finding, honing and refining your sound (see #7 below). It doesn’t mean you can’t have different chapters in your sound —but they all need to fit under one umbrella of your overall sound. Once you find your sound then stick to it. That way when the pendulum starts to swing your way again you are not only ready, you are ahead of the curve.

That’s why artists that come out of the blue with a sound that is not current 

5. Be authentic, don’t copy 

Find your own lane and stick to it. When you copy other artists too much you dilute your identity and blend into the sea of artists trying to get heard. Trying to be popular can be the kiss of death or sign of a sell out. Music is a place to form your own opinion, to make an artistic statement. 

Find your signature sound and style. You want to build a sound that stands out in the marketplace—not blends in. Don’t try to be too “perfect.” Experiment, some flaws or imperfections add a uniqueness to your sound and style. 

Use your ears and objective perspective to assess your work. Be selective—be picky. Choose taste and aesthetic over theory or being rigid about an idea.

6. 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 for each project. 

Spent time building your sound. This also really helps to set the direction for your songwriting for your new project. 

7. 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 (see #6).

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.

Follow us on Instagram – you’ll find this and more inspiration for your music in our daily posts and weekly Wednesday Instagram Live held every Wednesday at 12:00pm ET. 

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