{"id":31413,"date":"2024-07-22T19:11:00","date_gmt":"2024-07-22T18:11:00","guid":{"rendered":"https:\/\/www.sonymusic.co.uk\/?p=31413"},"modified":"2024-07-24T19:11:53","modified_gmt":"2024-07-24T18:11:53","slug":"robots-humans-founder-president-discusses-tech-and-artist-discovery","status":"publish","type":"post","link":"https:\/\/www.sonymusic.co.uk\/robots-humans-founder-president-discusses-tech-and-artist-discovery\/","title":{"rendered":"Robots + Humans\u2019 Founder and President Discusses Tech and Artist Discovery"},"content":{"rendered":"\n

Speaking recently to Music Week, Robert Ronaldson, founder and president of Sony Music-backed Robots + Humans<\/a>, explored how tech is changing the process of artist discovery.<\/p>\n\n\n\n

Before striking the 2020 deal with Sony Music, Ronaldson ran software company, The White List, which helped discover and sign artists to the major including Koffee<\/a>, Regard, Young T & Bugsey<\/a> and Sam Fischer<\/a>. Starting as a small label and partnering with other Sony frontline labels on releases – using Ronaldson\u2019s technology-driven insights \u201cto develop ways to market our artists online in new and creative ways\u201d – Robots + Humans has chalked up four billion streams to date across recordings, management and publishing.<\/p>\n\n\n\n

Reflecting on the changing role of tech, Ronaldson said: \u201cI think data analytics plays a part in the discovery process for every label now\u2026 The cool thing about the machine that is Sony is a lot of the services are centralised; there\u2019s an amazing sales team; there\u2019s 4th Floor Creative<\/a>; there are in-house radio pluggers, so we were very conscious of what we could do to offer a point of difference, otherwise we\u2019re just a brand name with an A&R service. We spent that two to three-year period building our digital marketing offering, so we could really add value in the areas that artists were finding the hardest at the time: navigating social media, virality and how that whole thing works. That development is the main way it\u2019s changed for us.<\/em>\u201d<\/p>\n\n\n\n

He added: \u201cThe idea of using software to analyse an artist felt pretty radical during those A&R meetings back in the day before partnering with Sony, even though it seems common practice now across every label. At the start, it was hard to gain credibility as a music person, because the industry was so far away from that place, but it definitely feels like we\u2019ve now found our place and are welcomed into the Sony fold.<\/em>\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Speaking recently to Music Week, Robert Ronaldson, founder and president of Sony Music-backed Robots + Humans, explored how … Continued<\/a><\/p>\n","protected":false},"author":53,"featured_media":31419,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11,1],"tags":[],"class_list":["post-31413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-executive","category-sme-news"],"acf":[],"yoast_head":"\nRobots + Humans\u2019 Founder and President Discusses Tech and Artist Discovery<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sonymusic.co.uk\/robots-humans-founder-president-discusses-tech-and-artist-discovery\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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