Do you dream of getting signed by a major record label and crossing borders with your music? You’re not alone.
The bitter truth, however, is that 99% of artists never get noticed. Why? Because they don’t understand what labels are really looking for.
If you want a label to invest in you, you need more than just talent. You need to become a valuable asset—a package so undeniable that signing you feels like a no-brainer.
In this article, we’ll show you exactly how to position yourself for success and give yourself a better chance than 99% of other artists.
1. A Unique and Marketable Sound
No label wants to sign an artist who sounds like everyone else. If your music doesn’t have a unique touch, you’ll struggle to stand out. Think about Burna Boy’s Afro-fusion, Tems’ dreamy R&B, or Asake’s street-influenced Amapiano. These artists created their own sound.
You should do the same: Experiment until you find a signature sound that makes people recognize you instantly. Work with producers who understand your vision and can help craft a distinct sound. Learn from the greats but make the music your own.
2. A Clear Vision for Your Career
Many artists want fame, money, and luxury, but labels are looking for something deeper. ID Cabasa once shared how, at the beginning of Olamide’s career, he (Cabasa) asked him and another aspiring artist what they wanted. The other artist talked about houses and cars. Olamide simply said, “I just want to be heard.” Today, he’s one of Africa’s biggest stars, while the other artist remains unknown.
Don Jazzy has also emphasized that vision is one of the most important factors in signing an artist. If you don’t have a clear goal beyond money, labels won’t see long-term potential in you.
Define what success looks like for you beyond material things. Set long-term career goals. Do you want to break into the global market? Dominate a specific genre? Stay consistent with your message and direction so fans and labels know what you stand for.
Vision fuels your drive even when the journey doesn’t look like what you envisioned. Burna Boy is another shining example. He had talked about dominating the world music map, being given a global artist treatment and winning a Grammy, several years before these dreams came true. Timaya affirmed that he’s not surprised at his (Burna) exploits today. That’s the power of vision.
3. Live Performance Energy
Your ability to own a stage can make or break your career. Labels don’t just want good studio artists; they want performers who can electrify an audience. If you can do that, you become an artist people will pay to see, and that means more money for the label.
This requires that you perform as much as possible. Grace local shows, festivals, online concerts. Develop stage presence in the process. And ensure you document them. .
4. A Loyal, Engaged Fanbase
Labels don’t build artists from scratch. They invest in artists who already have a strong, engaged following. If people are showing up for you—buying merch, attending shows, supporting your content—it’s proof that you’re worth signing.
What to do:
- Build a community—fans should feel like they’re part of your movement, not just casual listeners.
- Interact daily—reply to comments, go live, share behind-the-scenes content.
- Create something fans can identify with—a name, a lifestyle, a movement (e.g., Wizkid’s FC, Burna Boy’s Outsiders).
4. A Business Mindset and Work Ethic
Your talent is not all you need. Music is fun, but only to the listeners. But for you, it’s work. This is why your mindset and discipline are crucial. Labels want artists who treat their craft like a business. If you’re lazy, unprofessional, or difficult to work with, no label will take the risk.
Before the spotlights start to really beam on you, master professionalism now. Show up on time and deliver quality work. Register your music, set up publishing, and understand royalties. Surround yourself with a competent team (manager, PR, lawyer) or show that you’re actively building one.
5. A Strong Brand Identity
Your brand is a whole lot more than your music. It comprises your image, message, and what you represent. A strong brand helps fans connect with you and makes labels see your potential.
So, define your look, sound, and message as these are what set you apart from every other artist. Stay consistent and avoid confusing your audience with random, off-brand content.
The Moral of It All:
Major labels don’t gamble on random talent. Their eyes are on artists who have a clear path, a movement, and a sound that can’t be ignored.
If you focus on these steps, you’ll separate yourself from the 99% of artists waiting for luck.
