Curated By Creatives: Meet Aaron Lederer
‘Curated by Creatives’ is a segment where we highlight different creatives from across the world who are doing dope things. The interviews with be accompanied by a playlist full of their favorite sounds. This month, we were blessed with a playlist from Aaron Lederer hailing from Los Angeles, California.
Aaron is an A&R that works with a bunch of dope producers like Tee-waTT, lvusm and more. His most recent placement was featured on LVRN’s joint single entitled ‘Just Say That’. We recently had the chance to chat with him about the misconceptions of being an A&R, how LA influenced him as a creative and more.
Check it out below:
What makes your RARE?
I think my ability to see things through. A lot of the people I work with told me to give up on certain producers/artists just because they weren't popping off at the time. I believe in talent, patience, and persistence. Now a year later and these artists/producers are getting amazing opportunities, gaining fans, building communities, and working with the people that inspire them. This is what happens when you see things through.
There’s always debates about what makes a good A&R, what are 3 essential skills a good A&R should master?
I'd say being able to communicate, being timely, and being able to listen.
1. Being able to communicate efficiently to your team, the label, the producers, the producers team, the engineer, and the artist is quite possibly the most important part of any project. Making sure everyone is in the know and understands their roles and responsibilities is key to a smooth process into creating any project.
2. Set deadlines for yourself, it'll keep you focused.
3. LISTEN LISTEN LISTEN. Too many A&Rs make the project about them. Too many times I see A&Rs wanting to outshine the artists and producers. Not saying we can't shine but our job is to help bring out the artist's vision not our vision for the artists. Make suggestions, give critiques, but always remember you're there to assist in bringing someone else's vision to life.
What’s the biggest misconception about being an A&R?
I think the biggest misconception is that we just find artists early on the internet for other people. There's a laundry list of things we have to do, many which don't even involve music. The way the role of an A&R has evolved into many sub categories has created roles for every aspect of A&R work. Some A&Rs work well as project managers, some work well strictly on the music side, some A&Rs do more admin and research work. I tend to work better as a project manager or executive producer. Helping the artist figure out their direction for the project, world building, bringing in the right producers, clearing samples/beats, mixing the records down, submitting for distribution, and finally paying everyone for their hard work.
How has LA/your upbringing influenced your work ethic?
I think my drive is fueled by my mom and my siblings. Seeing us struggle financially and mentally as a family made me change the way I approach my dreams. It's made me realize I have no option but to succeed. I never wanted to see no groceries in the fridge, a Christmas without presents, or an eviction notice ever again. Those experiences helped shape my work ethic.
Who are 3 LA artist we should have on our radar?
Jayson Cash, the homie from Carson can rap his ass off
Ray Vaughn from Long Beach, is going to be one of the biggest surprises of 2022
Huey Bris from Long Beach, listen to Grace Park Legend you'll get it
What advice would you give an aspiring artist/A&R looking for their big break?
Find an artist that you love and WORK. I'm not talking about an already poppin artist, I'm talking about someone that you see the potential in, someone that you wouldn't mind being patient with. Take them and help bring their vision to life. If you can continue to do that successfully and selflessly you will find your way into the mix.