Working in the Music Industry
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by Erica Samba-Nogie, Ministry of Sound 
Interview with Alec Boateng, A&R (Artists and Repertoire)/ Promotions for Smoove Records, Ministry of Sound’s urban imprint.
If you’ve ever fancied jacking in your current job and taking one up in the music industry then you’ve probably already discovered that it’s easier said than done. Making it in music, either as an artist, promoter, plugger or some other role is notoriously competitive and fiercely demanding. Forget the after parties and free records, alpha males/female need only apply. Want to know more? Then let’s speak to…
The A&R Rep
Alec Boateng started work at Ministry of Sound in 2004 after previously being employed in Marketing at Unilever. With releases such as SLK ‘Hype Hype’ already under his belt and Jamesy P ‘Nookie’, we tracked him down to ask him about the role of A&R and, is it really just about the parties…?
Hi Alec, can you tell us about you role at Ministry of Sound?
Hi, well, I’m the A&R/Promotions person for Smooth Records, Ministry of Sound’s Imprint label. My role requires me to look for new talent/projects, whether they are singles/albums. Then once the artist is signed, preparing the ‘product’ and then introducing it to the market place.
How Did You Get Your Job?
Well, previously I had various jobs on the underground circuit, like DJing. Then I ended up with a show on BBC 1xtra putting together UK music compilations with the likes of Kano, Klashnekoff, Estelle, Roll Deep etc. This then led me to win a UMA (Urban Music Award) for Best compilation 2004. Over time I meet loads of label representatives in the industry. My last meeting was with Ben Cook at Ministry, who asked me to come on board to kick off an urban imprint here at under the Ministry of Sound label.
What is your education and background?
I have the usual GCSEs, A – Levels and Marketing & Management Degree. Mainly, I was quite chilled about my career, I was young. I did 2 years, 9 -5 at Unilever firstly in the trademark administration department and then the marketing department. Then I went to University but all the while I was Djing. But whilst at school I just wanted to be a footballer or get a 9-5 job!
Does your role require you to be passionate about music?
Definitely, something has to carry you through all the long nights and free parties! Nah, seriously though, if you have passion for something you always find that little push when things get hard.
What do you look for in a potential hit?
Commercial appeal, plus a viable path through radio and/or media, into the mainstream. Plus the people behind the music (artist & management) need to be super hard working and dedicated.
What’s the toughest thing you’ve had to deal with so far?
Sometimes you have to convince people to believe in something you really believe in. It is always hard when they don’t share the same vision. That’s more of a challenge than something that is tough to deal with. It’s tough to lose to another label on a project that you really want to work.
Is being an A&R rep really about going to free parties and getting wined and dined?
The wined and dined stuff is usually done by me! There aren’t as many parties as I thought, but I’ve been to a few good ones. I’ve definitely had more guest list action than before!
Tell us about your show on Radio One (BBC 1Xtra)
I love doing radio, so it’s something I look forward to every week. My show (Saturday evening 5-7pm) is really about the best of the genres within urban music and a bit of madness in between the music. I play the newest and most upfront stuff with a massive emphasis on UK music, with exclusives and fresh music from artists such as Klashnekoff, Kano, Terri Walker, Roll Deep, Dizzee Rascal etc.
Where do you want to be in 5 years time?
Hopefully, running an urban label!
Have you got any advice for someone who wants to get into the music industry?
I think it’s best to just be polite, be good at what you do (or wanna do). This will encourage others to believe in you. Get out and about and do things that prove your passion and knowledge for your chosen career.
