

The Manager’s Playbook 023: Nick Groff - Billie Eilish, MGK, Jacob Collier, Avicii, A&R, Artist Development, Major Labels, Fan Engagement & The Manager's Role
9 snips May 13, 2025
In this engaging discussion, Nick Groff, a seasoned A&R expert with 16 years at Interscope, shares insights on his work with stars like Billie Eilish and Avicii. He delves into the evolving roles of A&R in balancing creativity with commercial demands and the impact of social media on artist discovery. Groff highlights the importance of genuine artist-fan relationships and offers innovative strategies for deeper engagement. He also emphasizes the significance of dedication in navigating today’s complex music landscape, making this a must-listen for aspiring industry professionals.
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Understanding A&R Role
- A&R stands for Artists and Repertoire, focusing on scouting talent and managing artist music catalog.
- The role extends beyond signing artists to creatively partnering and navigating label politics for artist benefits.
Labels Balance Data and Development
- Major labels sign many artists based on data and current market trends for faster returns.
- Significant artist development requires huge time and resource investments, which labels balance with commercial risks.
Vision for Jacob Collier
- Nick Groff signed Jacob Collier knowing commercial success was uncertain but believing in his long-term artistic significance.
- Jacob became the first artist nominated twice for Album of the Year without a charting single, showing success beyond traditional metrics.