Xposure Goals to Unlock a ‘New Entrance Door’ to the Music Enterprise

When up-and-coming artists vie for the eye of A&Rs, producers and managers, it typically means being ignored and discouraged, whereas music trade professionals find yourself flooded with DMs and emails which might be practically not possible to prepare and sift via.

Enter: Xposure Music, a Montreal-based start-up whose purpose is to unlock a “new entrance door” to the music trade by offering a platform that advantages each musicians and people hoping to find them.

“We see our mission as not solely streamlining entry, however enabling serendipity,” Gregory Walfish, co-founder of Xposure, tells Selection. “We wished to compress what may take months of outreach or 1000’s of {dollars} to get to the fitting place on the proper time, into an interesting interplay for artists and professionals. We wish to assist individuals discover that breakout second.”

Walfish and Ryan Garber, each 22 years previous, based Xposure with a “dream to offer all artists within the trade a chance to get their music within the arms of any excessive degree government they will think about.”

How does it work? Artists can be part of the platform and submit their music to an array of trade insiders, who decide their very own costs for numerous providers. Artists pays for written or video suggestions, in addition to a reside name with an government. Or, they will submit their music totally free and not using a assured response. This technique helps artists prioritize their money and time with regard to outreach and self-promotion, and it helps execs arrange music submissions with particular filters regarding style, engagement, streams, whether or not the observe is a tune or beat, and whether or not it’s launched or unreleased.

Among the many gamers on Xposure are Polo Molina, founding father of Grassroots Music and supervisor of the Black Eyed Peas; Nick Jarjour, world head of tune administration at Hipgnosis; Kate Loesch, director of A&R at Capitol Data; and Steve Aoki’s staff. Xposure doesn’t take a lower of any future artist income — simply 25% of transactions made on the platform.

“I wish to discover the following famous person, take heed to extra artists, and assist kickstart artist journeys,” says Molina. “Xposure has the instruments to just do that. With out Xposure, streamlining the listening and discovery of latest artists’ music has been a tough course of. We obtain 1000’s of DMs and emails. With Xposure, it’s straightforward and pleasant for my staff and me to filter via and pay attention to those gifted artists.”

Different rap and rock artist Fayz provides: “That is the primary time I’ve had the chance to have a extra skilled ear give me a distinct perspective. I need an unbiased opinion to inform me if the tune is price it. The concept that I can ship my music to executives and different professionals and listen to sincere suggestions, it’s modified the way in which I create and make music.”

Fayz obtained suggestions from Loesch, Spencer LeBoff (director of A&R at BMG) and Jake Broido (A&R at Atlantic Data), amongst others. Walfish cites Fayz for example of Xposure’s goal to “expedite artist journeys and bridge pro-to-artist relationships.”

Provides Garber: “It’s so rewarding to witness the constructive interactions occurring on the platform already. We’re really constructing the way forward for music trade entry, and there’s nothing extra thrilling than seeing these connections happen in our Xposure ecosystem.”

Whereas it isn’t the primary platform to attach artists with music execs, Xposure differentiates itself by specializing in the person expertise.

“Different platforms restrict you to a sure variety of characters and do little to stop reviewers from posting unhelpful and even hurtful feedback,” Walfish explains. “Others have a low value level, however suggestions that’s delivered at scale, which can be not useful. We wished to ensure artists bought particular, detailed responses that would assist them enhance their craft and transfer their careers ahead. For instance, a UMG A&R exec gave considered one of our artist beta testers a five-minute video full of recommendation.” 

If the various value factors make gaining skilled steerage appear transactional, no less than artists on the platform can assure they may get what they pay for.

“We want extra entrance doorways for artists, the place everybody goes in with eyes open and is aware of what’s up. Introducing the financial aspect supplies the interplay with simply sufficient construction in order that it’s targeted on the duty, however not overreaching or exploitative,” says Matt McLernon, a senior supervisor on YouTube’s artist relations staff and advisor to Xposure.

In a time when on-line virality can propel an artist to stardom, Xposure additionally goals to degree the taking part in subject and supply the identical — ahem — publicity to creatives throughout the board.

“Xposure supplies artists with an opportunity to get the identical entry as a viral TikTok success,” notes Jarjour. “It’s all about difficult the thought of algorithms figuring out whether or not an artist is heard by high music execs and leaders within the house. You’re skipping the road to the desk.”

He continues: “The subsequent Adele or Michael Jackson won’t be good at social media. They might be gifted in different methods. They should be heard.”