In the intricate world of music creation and branding, there’s one role too often misunderstood: the A&R (Artists & Repertoire). The story of how Mr Eazi entrusted his then-girlfriend (now wife) Temi Otedola with deep creative direction on his project titled Life Is Eazi, Vol. 2 – Lagos to London is a case-study in smart decision-making — and one that independent artists should study closely.
When Eazi set out to bridge the cultural and sonic gap between Lagos and London, he leaned heavily into this concept. The project dropped on November 9, 2018 via his label Banku Music (in partnership with Universal Music Africa). The 15-track tape went on to rack up over 79 million streams.
The Unexpected Move
Rather than appointing a typical industry veteran as A&R, Eazi turned to Temi Otedola and placed her in the role of Creative Director / A&R. Her job wasn’t simply to approve songs and deliverables — she listened critically, crafted the tracklist, and helped shape the tone: Lagos energy meets London swagger. Her contributions extended beyond “plugging” or “hype” — she played a true A&R role of identity, sound-direction and cohesion.
This move is telling for several reasons:
It shows that A&R is about more than connections: It’s about strategic listening, vision and alignment.
It reveals that the best A&R may sometimes come from non-traditional sources — someone who deeply understands the artist’s brand, audience and distinctive voice.
It underscores the importance of coherent project branding: the “Lagos” sound fused with “London” culture was a clear concept, and Temi helped manifest it.
What is an A&R, Really?
In industry terms, an A&R bridges the creative and the business. They:
Scout and develop talent
Shape an artist’s sound, image and market position
Oversee song selection, collaborations, album sequence, production aesthetics
Ensure the project remains artistically authentic while also appealing to the market
In short: an A&R helps you sound like a better version of you. If you’re an artist who wants to level up, identifying the right A&R (or acting as your own) is non-negotiable.
Two Types of A&R Engagement
1. Project-Based A&R
Hired for a specific album, EP or single rollout. They engage during the creative window: shape the sound, assemble collaborators, sequence tracks, choose guest features and steer marketing alignment.
2. In-House / Permanent A&R
This role works long-term with the artist or label, maintaining a brand’s sonic consistency, overseeing multiple projects, sustaining artist development. For example: label heads such as Don Jazzy or Olamide often play A&R roles.
Some top artists deploy multiple A&Rs: one for sound development, another for guest features/collabs, one for market or data insights. It’s about diverse lenses converging on the artist’s identity.
What Makes a Great A&R?
You want someone who:
Has great ears: can spot the hit, even in demo form
Understands cultural dynamics: knows the streets, knows the market
Brings a network of producers, songwriters and artists relevant to your sound (not just big stars)
Offers creative insight: gives honest feedback, guides direction, sees your long-term potential
Possesses emotional intelligence: handles creatives well, critiques without shutting down
Has data literacy: reads streaming analytics, distinguishes inflated stats from meaningful ones
How to Choose the Right A&R
Don’t just pick a buddy who loves your music — work with someone who:
1. Understands your target audience and niche
2. Has a track record of projects they helped shape
3. Respects your creative process but isn’t afraid to challenge it
4. Communicates clearly and keeps things organised
If you’re an independent artist and can’t yet afford a full-time A&R, you can start small: work with a producer you trust who naturally gives you direction. That’s your first A&R relationship.
Compensation Models for A&Rs
Salary / Retainer: For in-house A&Rs (monthly or yearly pay from label/artist management)
Project Fee: For freelance A&Rs hired for one rollout
Royalty / Backend Percentage: Some A&Rs negotiate a share (1–5%) of project earnings if they play a central creative role
Contracts differ — consider clearly delineating roles and rights in writing.
Why This Matters for You
If you’re building your music career, understand that success isn’t just talent + luck. It’s structure + strategy. Projects like “Lagos to London” succeed because every detail was managed: sound, sequence, identity, features and market roll-out. Your A&R is the quarterback of that process.
Final Takeaway
Next time someone asks, “What does an A&R do?” send them the story of how Mr Eazi brought Temi Otedola into the inner circle of creative direction. It wasn’t hype. It was craft. It wasn’t just a plug. It was purpose. And that is the difference between a project that flutters and a project that flies.
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