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hey guys you're watching soul state i'm jordan head of a r at spin in and today i'm going to tell you how to get hurt and sign a r for me is is stomach feeling but what i do a lot when i really like a record i'm playing it loud in the office not not this time because we're still closed if people were reacting on the record i knew hey they like it and i'm attracting their their attention okay okay what does an a r actually do listening to a lot of music first of all that's the most important uh but it's not only listening to music it's coaching the artist what's good in the demo what can we do better success is uh of course having chart hits the fun part or the challenge is always oh we're having a hit in a certain country uh let's see if we can make that a multiple territory hit and after after that try to make it the global hit what do you think is the difference between a good a r and a bad andr i think a good a r can can judge a record based on what the audience is is wanting knowing what trends there are in the market and servicing an audience and not your personal taste you're trusting your gut but at the same time you're trying to be very in sync with what the world actually wants absolutely that's so so important because you're not signing your record to play them at home for your own taste no it's all about what the audience is wanting the current market that's so super important what's most difficult for you as an anr i think entering complete new genres because uh you are known for a certain brand and a certain sound sometimes yeah you simply want to enter a new genre as well and that can be difficult that's interesting because one of the main questions from the outsider's perspective is where's the line between sort of fitting the label and being unique and it seems like you're sort of struggling that as well yeah absolutely absolutely you talked about like you know going into the office and blasting a record i think this is a nice segue into how you guys are sort of making decisions behind the scenes if you were to wave like a magic wand what does the perfect artist or what does the perfect track design look like nobody is perfect but there are some things some elements which may can make an artist complete first of all that's the music it needs to be a good musician or needs to have really good ears i think an artist needs to be very good and social doing interviews uh networking and he needs to be a great entertainer of course you can't be good in everything if you know what i'm uh what i mean...