When a music legend chooses you to head up a record label, you have done something right. Leeia Henderson, A&R for Chuck D’s label makes it very clear that TheArt isn’t just looking for talent. They want people of great character who make great music.
Having made the transition from spoken word artist to managing an overseas act to a major label A&R to building TheArt’s roster, Leeia’s experiences give her great perspective in curating and developing talent worthy of a legend’s endorsement. She’s able to relate to the artist’s perspective with an understanding hard to find in today’s industry where a vast majority of acts little more than investments for which the labels hedge their bets on a lucrative return. She genuinely cares… but that doesn’t mean she is not selective.
An A&R has always been the person who guides the artists in their careers. We currently have about 10 acts that we are looking at for the label right now. First, we have to do a character assessment. Image is important to him. When it comes to image, we are looking at their Facebook and their Twitter. We want to see what they are talking about and the kind of people they are associating with. Maybe some labels don’t care about that now, but we do. We can’t just work with just anyone.
Once I talked to the artist and I like what I hear, I go to the team and ask their take on the potential signee. If the collective decides that the artist fits, agreements go out. From that point, we promote and support the artist once they have signed with us.
One can easily imagine that she is bombarded with music from artists via email and social media every day. Who wouldn’t want to become a part of Chuck D’s legacy as an artist signed to his label? You can’t really be mad at that. However, TheArt isn’t for every act. She doesn’t hesitate to make it clear that some things won’t be accepted. Before you submit music, it better have a message.
I don’t want to hear about rims, gold jewelry, homes and cars. What the message? What about the government? What about social change? Everybody thinks they can’t rap or sing, but where is the substance? I advise acts interested in submitted music to do their research on Chuck D for insight into the musical direction we’re looking for. Music is very powerful. We want to work with artists that are talking about something… Something that moves people, something that makes people stop and listen.
Despite the enormous amount of time and energy she invests in her role at TheArt, Leeia has not forgotten her roots. Not only does she sit on the advisory board of the songwriting organization Writing Sessions of America, but she also personally has assisted aspiring artists to make it to their annual music conference in Atlanta, out of her own pockets.
I believe in helping people. It is kind of hard for talented people who are serious about the careers but may not have the money to make it to the music conference. Once they are there, there are opportunities to perform and network with industry executives and award winning music producers for three days. It’s not about the money, sometimes it’s about feeling good about being fortunate enough to help others.
