Who Should I Produce? (And Who Shouldn’t I Produce?)
Steve Lillywhite (producer of U2 and many others) believes the most important production decision you’ll make is deciding who to work with. The caliber and reach that your productions achieve are, in large part, defined by the artists you produce. And your work represents you to your future clients more than any website or social media presence ever will. Here are some questions to consider when deciding who to produce:
Can you put wind in this artist’s sails? Can you help them achieve what they are looking to achieve?
Can you get behind their message and believe in it enough to give it your best? Will you be proud to be a part of these songs going out into the world? (I have an upcoming post about ethical decisions producers make.)
Will this artist’s music represent me well to my future clients? Some music is not your stylistic preference and so it may not represent you to future clients as you’d want.
Will the artist let you serve them? I don’t just mean will they hire you. You must discern what the artist wants to hire you to do. If it is to produce then will they allow you the creative freedom to do so? I’ve seen situations where artists come into the producer/artist relationship with so many non-negotiables that it limits the creativity and quality of the end result. That kind of project may not be worth producing if you feel it won’t be able to reach its potential. If the artist would prefer to self-produce or co-produce then it’s best to be clear about that up front.
It’s an honor to be considered for the role of shepherding someone’s art. If you answer “no” to one or more of these questions then you may consider gently recommending they work with someone who would be able to serve them better. If the answers are “yes” then dive in and make something great together!