A Day With iPluggers A&R Rep, Marvin Kuijs | Label Worx
This website uses cookies to give you an incredible experience. By using this website you agree to the terms This website uses cookies, learn more ×

Label Worx

Top

 

NEWS NEWS

NEWS

A Day With iPluggers A&R Rep, Marvin Kuijs
Posted By : Laura Holness
|
Posted Date : July 3rd, 2019
Marvin Kuijs is Head of A&R at iPluggers. iPluggers is one of the biggest radio promotion companies worldwide and plugs / promotes music to more than 35,000 radio stations around the world. iPluggers promotes releases for companies like The Orchard, Sony Music, Universal, BMG, Warner, Label Worx and Eurovision, for artists such as Pitbull, Mario Winans, Inna, Tito Jackson and Afrojack, but also works for indie labels and artists.

iPluggers has an A&R rep because it has a strict A&R policy: Every song submitted to iPluggers for worldwide radio promotion needs to pass these iPluggers criteria:

No out of tune vocals.
No bad recordings.
Good songs and production.
General quality check.
Will the song make a chance at radio stations?
What is the artist's history?

Because iPluggers provides this check, radio stations can be sure that the music they receive from iPluggers is of good, broadcast quality. This is one of the main reasons iPluggers' service is so efficient. To give you an idea: they refuse 60% of all releases that are submitted for plugging.

For artists, this seems difficult. But don't worry, because once you pass iPluggers' A&R criteria, you have a guarantee on results. iPluggers promises that if an artist / label doesn't see results within 3 months, they will give you your money back.

Kuijs is responsible for the quality check on all new submissions to iPluggers. In addition, he is the supervisor for special radio campaigns within iPluggers, working together with the label / artist on selecting the (next) best radio single, giving advice on artist branding, and sharing other music-related knowledge as needed.

Now that you have some background, let me take you through my day with Marvin Kuijs.

I meet Marvin at 10.00 at the iPluggers office. He has asked me to come a little later in the morning as he had a talent scout job the night before.

At 10.00, we start the day with a nice cup of coffee and enter the iPluggers private cinema, where all new submitted releases are played. In a cinema, you can clearly hear the audio and if a song has a video, it will play on the big screen. This way, you immediately get an expression of an artist and his or her branding.

Marvin tells me that within the first 30 seconds, you can already hear if a song is good enough to proceed with. The first 30 seconds are very important as that's all most radio programmers listen to considering the number of releases they go through on a daily basis. Once the music passes the initial iPluggers criteria, Marvin focuses on the artist's branding. If the branding is not good enough, iPluggers will offer to help them - they even have an in-house designer.

After 3 hours of listening to a lot of releases and YouTube videos, we conclude that only 9 releases have passed the test for radio promo. Marvin is very attentive and sends all artists (approved or disapproved) an email, with next steps if the release is approved, and the reason for disapproval if not.

We follow with a nice lunch in a fancy restaurant with rolling wine glasses, and after receiving in-depth music industry knowledge from Marvin, we hurry on to the next job of the day.

Most afternoons, Marvin plans iPluggers' big campaigns, for example the iPluggers Single Tip or Album Tip. Because I'm with him today, Marvin takes me to a music studio where he is producing a new song featuring a very well-known artist.

Most A&Rs are also producers / writers and have a lot experience in the music industry. That's why they can listen critically with their 'industry ears.' Marvin has worked on some Top 40 hits and produced official remixes and had featurings with a.o Snoop Dogg, Nicki Minaj, Shaggy and Janet Jackson, to name a few. In addition, he has written and produced quite a bit of film / TV music.

Sitting with Marvin in the studio, I ask him if the vocals from the featuring artist were recorded in this studio and if he meets every artist in person. Marvin laughs and tells me that most of the time (especially with well-known artists), they record vocals in their own studio and then send it to him to complete the production. He doesn't usually meet the artist, more often communicating via email and sometimes Skype.

I can see it's a lot of work to build up a track from scratch. Today, Marvin is syncing the vocals in the right places and building up the vocal parts to a climax.

Time flies in a studio! After lots of musical fun, it's already 20.00 and we need to hurry as at 22.00, Marvin needs to judge a talent show as a jury member. We pick a nice grill restaurant before the show and enjoy a bottle of wine and great conversation.

At the talent show, I am amazed at the talent of all the candidates. There are so many good singers and bands. Marvin was very critical, and provided them with a lot of constructive criticism. He tells me later that he needs to be strict as artists will not learn if they don't get constructive advice. Quoting him: 'No doubt their mother, friends and family will tell them they are good, but with that kind of feedback, you never reach your goals. If you want to succeed, you need to receive constructive criticism and apply it.'

The evening was meaningful to Marvin as he had chosen a song from one of the candidates to include on a compilation album he is working on in association with a major label.

By now, it's already 01.00 and time for me to go home. The time has whizzed by. I thank Marvin for this fantastic day and leave with a better understanding of how an A&R rep spends his days. Conclusion: it's a great job, with long hours and it takes commitment and passion to excel.

Exclusive offer for Label Worx customers only:
Single 299 Euro: Label Worx price 270 Euro
EP 450 Euro: Label Worx price 405 Euro
Album 599 Euro: Label Worx price 540 Euro

Contact us for the deal code here.

 

Next Article : Sounds Of The Future: How Sonar became The World's Leading Festival Of Electronic Music And Art

Do you have questions?

Our team of specialists are on hand to answer all of your questions so please don't hesitate to get in contact.

GET IN TOUCH

Join Label Worx today

Signing up is quick and easy using our online form. Complete this and one of our Account Managers will be in touch.

SIGN UP TODAY

More News

Good News Corner

Our News   /   April 21st, 2020

Good News Corner

Whilst times are certainly tough right now, we know that there's still plenty of positive news out there. Every day we're seeing amazing examples of the industry we love pulling together and proving that there's a strong community of artists, labels and professionals all looking out for each other - that's why we're going to be updating this article regularly to include as much of the good stuff that we can find. If you have any tips, we'd love to hear from you on our socials!

First wave of guests revealed for Virtual Music Conference

Industry News   /   May 17th, 2020

First wave of guests revealed for Virtual Music Conference

We've been working hard behind the scenes with our friends at Toolroom to make sure that the first Virtual Music Conference event will be one that offers real value and practical advice to anyone looking to further their career in the music industry.

Songstats Q&A

Industry News   /   May 14th, 2020

Songstats Q&A

We all know that data is king - but with so many different platforms and sources all offering a mind-boggling amount of information, the challenge is making sense of it all. That's where Songstats comes in, the new app from the team behind 1001Tracklists. Songstats compiles essential playlist, chart and stream data for artists, labels and industry professionals, to give you real-time insights on the performance of each release. We caught up with Oskar Eichler from Songstats/1001Tracklists to find out more about how the app works...

Is Your Track Ready To Be Mastered?

Industry News   /   May 10th, 2020

Is Your Track Ready To Be Mastered?

Knowing when a track is finished can be difficult for any producer, but making sure that your track is ready to be mastered before sending it to the engineer is much simpler. We master thousands of tracks at Label Worx and wanted to share some simple tips for ensuring your track is ready for us to work on.

DJ S.K.T - #GoMonthly Q&A

Industry News   /   May 5th, 2020

DJ S.K.T - #GoMonthly Q&A

Last month we launched our #GoMonthly campaign and the response has exceeded our expectations. We're giving away three months' free use of our Royalty Worx software to labels who commit to reporting statements on a monthly basis, and at the same time, AudioLock will provide their Back Catalogue scanning and takedown service for free for the same three months.

 Top 5 Mastering Myths

Industry News   /   May 3rd, 2020

Top 5 Mastering Myths

We have mastered thousands of tracks through our LW MSTRD service, and over the years we have heard people share the same myths about mastering time and time again. This month, we'll be shining a spotlight on our mastering service and to start things off, we thought that we'd debunk some of the most common myths and misconceptions we hear.

Q&A with The Music Mission

Industry News   /   April 29th, 2020

Q&A with The Music Mission

We've been working with our friends at AudioLock on an industry-wide campaign to help tackle music piracy. You may have seen some of our posts about it, but with over 250 supporters now signed up including Beatport, Traxsource, Juno, Defected, Toolroom, Axtone and Mobilee, we thought it was a good moment to speak to the team behind The Music Mission and hopefully answer a few questions that we've been asked about the initiative.

Announcing dance music's first Virtual Music Conference - and you're invited

Industry News   /   April 28th, 2020

Announcing dance music's first Virtual Music Conference - and you're invited

YOU'RE INVITED TO THE WORLD'S FIRST ONLINE DANCE MUSIC CONFERENCE

The expanding reach of Apple Music

Industry News   /   April 23rd, 2020

The expanding reach of Apple Music

We understand how important it is for artists to know that their music is reaching as many people as possible. With that in mind, the recent announcement that Apple Music has expanded its service into an extra 52 countries is great news for our labels. The move opens up a whole new market of customers in Africa, Latin America and beyond; these countries include:

NEW DSP: Jaxsta

Our News   /   April 21st, 2020

NEW DSP: Jaxsta

We are delighted to announce another great DSP - Jaxsta! Jaxsta is a music metadata database, matching official information from record companies, distributors, performing rights organisations and publishers to create the definitive online home of music information.

NEW DSP: Mixupload

Our News   /   April 17th, 2020

NEW DSP: Mixupload

We are very pleased to announce a New DSP for our Label Worx roster - Mixupload! Mixupload is a dynamically developing project for DJs and music lovers. It is the most popular in eastern Europe and Northern Asia, with ambitious plans of world expansion.

Is it a good time for labels to release new music?

Industry News   /   April 14th, 2020

Is it a good time for labels to release new music?

With the Coronavirus lockdown in place around the world, many artists and labels are looking at release schedules and wondering whether to push back or bring forward their big releases. Sure, your standard promotional campaign might not be possible right now, but it doesn't mean you should sit on records indefinitely - this could also be a great opportunity to try something new; with an increase in captive audiences and changes to listener habits, this forward-thinking approach is definitely one which should be considered.

#GoMonthly

Industry News   /   April 7th, 2020

#GoMonthly

Despite the difficulties that our industry is facing right now, we have been humbled by the incredible way that everyone is pulling together to support each other in any way they can - and like so many others, we want to do something to help. Working with our friends at AudioLock, we are launching the #GoMonthly campaign in an effort to encourage a positive change in a fundamental way the industry works - one that we hope will benefit both artists and labels in the immediate short term and long term.

What does a good store pitch look like?

Industry News   /   March 31st, 2020

What does a good store pitch look like?

One of the most common enquiries we get here at Label Worx is about playlist and store features, and what labels can do to give themselves the best chance of support on their releases. Our team is always on hand to advise on individual cases, but we felt this article from Red Bull definitely sums up the main things to think about with information directly from Deezer, Spotify and SubmitHub.

Working from home: What are your tips?

Industry News   /   March 31st, 2020

Working from home: What are your tips?

To say that times are strange would be an understatement, and one of the biggest changes that many companies have had to make - ourselves included - is setting up a way to have the whole team working from home at once.

Beatport ReConnect raises over $180,000 for COVID-19

Industry News   /   March 30th, 2020

Beatport ReConnect raises over $180,000 for COVID-19

Beatport's 34 hour live stream raises over $180,000 for COVID-19 Solidarity funds with a staggering 8.5m people tuning in.

Label Worx joins The Music Mission

Industry News   /   March 29th, 2020

Label Worx joins The Music Mission

Music piracy affects us all, this is why we are proud to announce that we're working with anti-piracy specialists AudioLock and a growing number of high-profile labels on a new project that will tackle the issue of pay-for-access download sites: The Music Mission.

Live stream your DJ set

Industry News   /   March 26th, 2020

Live stream your DJ set

With people all over the world being told to stay at home, music is playing an important part in keeping us connected. If you've spent any amount of time online over the last ten days you'll almost certainly have stumbled across a live stream by your favourite DJ. Whether this is from their home studio or a setup in the middle of their kitchen, everyone in the music industry has had to quickly adapt and we've loved seeing this display of unity in a very difficult time.

 

audiolockc4didj-voicenativepaypalprimerightsteryour-edmyoutube