 INSIDE INFORMATION FROM A&R REPS
by THE G-MAN, MusicDish Associate Writer
If you think you know how an A&R rep acts and behaves, think again. As demonstrated at
L*A*M*P's "Essential Jobs in the Music Industry" series, Joe Poindexter and Brendon Mendoza are part of a new breed in Artists and Repertoire. Intensely interested in music and dedicated to finding
great artists with superb songs, both men are a far cry from the cynical and manipulative image that often accompanies their job description. Part of the reason they can put major emphasis on
music is their affiliation with independent-minded firms that are working within the major label system. Poindexter is at Elementree, the Geffen (Interscope)
imprint started by Korn's Jonathan Davis. Mendoza is at American, the label headed by Rick Rubin and which is associated with Island/Def Jam, a part of Universal. With two such free-thinkers running things,
and with the distribution and marketing muscle of huge conglomerates backing up their choices, their goals can be focused on the artist and the music. (pictured l to r: Joe Poindexter, Elementree; Leslie
Waller, L*A*M*P CEO; and Brendon Mendoza, American Recordings.)
The information revealed in the two-hour session was
consistently helpful and often fascinating, as you'll quickly see from these extremely brief excerpts:
- Poindexter on what it takes for an A&R rep to decide to sign an artist: "You need to say 'I believe in this band and I'll put my job on the line for it.'"
- Mendoza on what is most important in assessing an artist's abilities: "A song, a song, a song."
- Poindexter on the best advice for people entering the music industry: "Read Don Passman's 'All You Need to Know About the Music Business.'"
- Mendoza on what he's looking for: "Anything between Johnny Cash and Slayer that's amazing."
- Funniest exchange of the night: Poindexter said "I may like a band and Brendon may think they're horrible," to which Mendoza responded, "I may just be trying to trick you."
- One audience member asked them, "When you listen to a demo, how important is the production?" and they both replied instantaneously "Not at all."
- At different times during the seminar, each admitted that a great performance of an excellent song can make
the hair on their arms stand straight up. And they both agreed that's what they're looking for.
A great deal of data was presented during the evening, including Web sites they regularly visit, what they do on a
typical day, how they got into the business, who they've recently signed, and something that may have been worth the
price of the entire series: their e-mail addresses. Which begs the question: why wasn't every band, every artist, and every manager in the Valley at this event? The G-Man is on iTunes and http://www.delvianrecords.com.
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