Shawn Cohen
Manager & Director A&R
winduprecords.com
Founded in 1997, Wind-up Records is one of the largest independently owned music companies in the world, and includes Wind-up Publishing and 251 Management. It has been responsible for breaking many multi-platinum and diamond artists and continues to develop a young roster of alternative artists. Shawn Cohen has been with Wind-up for four years. Prior to that he worked at RCA/Jive and A&M/Octone. Cohen is responsible for finding, signing and developing talent for Wind-up’s roster.
Historically, Wind-up Records was known as a rock label––some even call it “the label that Creed built.” Are you maintaining that direction or expanding into other areas?
We’re expanding and evolving. Our roster now includes a variety of styles, from rock and alternative to indie-pop. We don’t want to be tied to a specific genre. Today, music consumers like a variety of styles.
Have the changes in the business affected how you evaluate talent?
They have to a certain extent in that we have to be certain that an act fits the label. But, it still starts with the music and artists who have the goods. Some artists just want to focus on their art, while others want to have a career. And we have to determine if their aspirations complement our label’s vision and goals.
How do you find new acts?
The Internet helps us filter through a lot of talent. The old model of A&R going out to shows every night is over. We discover artists on the Web, check out their social media sites and look for performance videos. In fact, I discovered the Griswolds (who Cohen recently signed) on a blog.
What are the special qualities you look for in an act?
Originality is everything. I want to hear something unique and different. There are a lot of good acts out there, but many of them come across too generic. There’s nothing special about them that gets you excited.
How accomplished does an act have to be to get signed?
There is a certain level of success we look for. But, we would still invest in and develop an act if we think they have the potential to be big. Traditionally, Wind-up has developed many artists and that process doesn’t stop once an act gets signed. We’re always developing different aspects of their career and new marketing techniques.
Do you have a courting period prior to,signing?
Yes. You need to form a relationship with artists and get to know them, and that takes some time. I have to be convinced that an act is right for the label and actually wants to be on our roster. Not all artists are label-ready. Some would be better off on a smaller indie or simply doing it themselves.
Is there anything an act or rep could do that would turn you off?
Well, we have a “no asshole” policy. We want to work with proactive artists and reps who want to be part of a team. If everyone is not willing to do what it takes to be successful, it can get into finger pointing very quickly. And that doesn’t benefit anyone.
What type of deals do you offer?
We’re pretty creative. Every deal is different because it depends on the label’s goals and the artist’s expectations, which vary from act to act. We only sign a few acts per year as it is––anywhere from three to five. And we release eight to 15 records per year.
Are you looking for anything in particular?
I’d like to find alternative mainstream artists––acts with radio friendly material and great live shows because touring is important today. Live performances connect with fans in a way that social media cannot.
Do you see any trends in the business?
Today fans want to “know” the artist as well as their music. People are also discovering music in new ways––often through streaming sites. Although there are some industry executives (and artists) that believe streaming hurts sales, I think it will eventually reconcile and compensation will evolve.
How do you like to be contacted?
We have contact information on our website. But we only accept submissions via Music Xray. We found that to be a cleaner and more organized process.
