With the ability of musicians to connect directly with fans on the internet, A&R’s role has diminished from its heyday.
However, A&R in today’s music industry comprises a broader scope of activities than it used to.
While the old-school model of A&R Reps matching artists with songs and labels has largely disappeared, there are still relevant roles in the modern music industry for A&R Reps. This will likely continue in the future.
Since the major labels aren’t signing as many artists as they used to, many A&R Reps tend to work independently, partnering with artists, bands, and smaller labels to identify and sign talent, develop and refine their music, and market directly to their fans.
The line has become blurred between A&R, live and studio production, management, artist development, publishing, and music marketing. The A&R of today and tomorrow must wear many hats.
That being said, the major labels have retained their A&R departments, though in a diminished role, and rely on the services of talented A&R Reps. There are just fewer of them since fewer acts are being signed.