A&R Insights with Bongile Pateni of Nine2Five Productions

An A&R representative plays a key role in shaping how music is presented to an artist’s audience. They are responsible for discovering and signing new talent, guiding creative development, and supporting marketing and promotional efforts. A typical week for me at Nine2Five Productions involves both discovering new talent and supporting the creative development of our artists. I spend time online scouting potential signings for our publishing roster while also guiding the creative process—deciding which producers to pair with our singers or which artists should jump on beats created by our producers, and overseeing arrangement, mixing, and mastering. I am also involved in marketing strategy and developing the artist plan, identifying target audiences, and ensuring the music resonates with them. When a song isn’t created with a specific audience in mind, I develop strategies to position it so it reaches the right listeners.

The most rewarding part of my job is discovering and developing talent, and watching it grow into something truly impactful. I get to be part of an artist’s journey from the very beginning, and I find great satisfaction in matching the right songs, producers, and opportunities with the right artist, knowing that these choices can shape or elevate their careers. Beyond that, seeing fans connect emotionally with music I helped bring to life—whether it inspires, moves, or entertains them—is deeply fulfilling.

I don’t have any specific misconceptions I’ve heard from artists about A&Rs, but from what I’ve observed, many artists don’t fully see the importance of working closely with an A&R on their projects or singles, or they aren’t well informed about what an A&R does and why they need one.

When scouting new talent, I look beyond music quality, because not every emerging artist can afford or has the privilege of working with top engineers. I focus on originality and long-term potential to become a global star through proper artist development. I consider their marketability and which audiences their sound could resonate with. I also observe how they conduct themselves on social media, and how consistently they promote their music.

For me, talent will always come first. No amount of online presence would make me consider signing an artist based solely on that.

If an artist doesn’t yet have a strong online presence, I don’t see it as a deal breaker. In such cases, it becomes the company’s responsibility to provide the right support to build and maintain that presence.

Many artists who approach me do not provide an EPK, and some are not even aware of its purpose or importance. Those who submit a complete EPK alongside their music are more likely to make a strong impression, as it shows their professionalism, dedication to their craft, and readiness to grow in the industry. A well-crafted EPK contains an artist bio, press photos, high-quality visuals, music, press articles, social media links, and contact details, offering industry professionals a complete overview of your music and brand.

The approach many artists take when reaching out is often unprofessional. Sending messages like 'Ola' or 'Ekse' without explaining the purpose of contact, or simply sharing a music link with 'Listen to my new single' and no context, rarely makes an impact. A clear, professional message explaining why you’re reaching out and providing context for your music goes a long way.

Please send your music to nine2fivesubmissions@gmail.com for consideration to be part of our publishing roster.

Focus on building a strong local presence first—perform at local shows, collaborate with other talented artists in the region, and actively submit your music to community radio stations. At the same time, create high-quality music and visuals that can compete on a national level. Learn the music business to understand how the industry works, and if possible, get a manager to represent you, allowing you to focus on creating music while they take care of your business development and career growth.

I would advise an artist to focus on developing their unique sound and brand identity.