MBW’s Inspiring Girls collection profiles feminine executives who’ve risen through the ranks of the enterprise, highlighting their profession journey – from their skilled breakthrough to the senior tasks they now fulfill. Inspiring Girls is supported by Virgin Music Group.
Since becoming a member of Sony Music Publishing, the place she’s now Senior Director of Artistic A&R, Shauni Caballero has cleaned up within the British rap house, signing the likes of Central Cee, Nemzzz, Russ Hundreds of thousands and Clavish.
Final yr, her work within the UK was rewarded and he or she relocated from London to New York, the place she’s centered on furthering careers and securing international collaborations for artists and writers on either side of the Atlantic.
Caballero, who grew up in North West London, has had an unconventional music profession. After leaving college early, and briefly pursuing a profession in performing, she landed a music PR internship and fell in love with the enterprise.
In her early twenties, she began internet hosting occasions for US artists and establishing periods for and helping producers on a contract foundation. After having her son, Caballero couldn’t maintain the journey and late nights that got here along with her work, so she took a job at British PRO PRS for Music, and that’s when she began her profession in publishing.
“I realized all about music publishing, royalties and neighbouring rights,” Caballero remembers. “I used to be like, ‘Why do I not learn about this? I’ve been within the recreation for fairly a couple of years now.’”
After discovering that a lot of the artists she was nonetheless spending time with in studios as a fan didn’t have a PRS account, or know what one was, Caballero seized the chance to fill within the information hole by establishing her personal publishing admin firm, The Go 2 Company.
DigDat was her first consumer, which led to Caballero working with different acts who had been a part of the early wave of UK drill, like Digga D, Kay-O, Skengdo and AM plus producers Ghosty and Gotcha.
“My enterprise took off and I used to be mainly this music writer of the streets.”
“My enterprise took off and I used to be mainly this music writer of the streets on the time,” she says. The music began going mainstream and the supervisor of Caballero’s most profitable consumer, Central Cee, launched her to the company music trade.
At that time, Caballero was additionally concerned within the inventive a part of her consumer’s careers and needed to supply full publishing offers. Sarah Lockhart, who on the time was Head of A&R at SMP (and now runs Epic Data within the UK), satisfied her to affix the writer and that’s the place she’s been since 2022.
When requested what she loves about publishing, Caballero says it’s the prospect to be purely inventive. “Working with songwriters, you possibly can simply deal with making good information and don’t have to fret about all the opposite issues. You don’t have to fret in regards to the music movies, the advertising or the technique.”
Right here, we chat to her in regards to the evolution and way forward for the British rap scene, the variations in working within the UK and US markets, classes realized throughout her profession, and extra…
You’ve labored intently with plenty of acts within the British rap scene. How do you see that exact scene evolving going ahead?
Everyone seems to be saying that UK rap is in decline and it’s one thing that actually upsets me, as a result of it’s not. I am going again to the UK a minimum of as soon as a month, I’m nonetheless assembly with new expertise there, and I believe the scene is the strongest it’s ever been.
What’s occurring is we’re simply going by a flip. There’s a brand new technology of younger youngsters which are developing and it’s going international. Being in America proper now, my telephone rings off the hook about UK acts. There’s even some I’m stunned they learn about, as a result of they’re actually early.
We’re seeing artists like Fimiguerrero and YT making noise within the States. Nemzzz has plenty of songs with US acts. Central Cee’s in all probability second largest music, BAND4BAND, is with Lil Child. Whereas all of the Brits are moaning and complaining that it’s on the decline, all of the Individuals are our scene.
British rap has traditionally struggled to interrupt by on a significant scale abroad. Why do you suppose that’s altering now?
The US is taking us extra critically and I believe plenty of that has to do with the web. With TikTok and TV exhibits like Prime Boy, they know extra about us Brits, which helps them perceive the music extra.
They perceive our slang now greater than ever. I used to be with an artist final evening and all he needed to speak to me about was who’s popping within the UK? Who ought to he work with? Additionally, the Individuals are understanding that international collaborations are essential for them. Being massive in America is nice however actually, all people needs to be a world star.
Would you wish to see something from the broader music trade that may higher assist the British rap scene going ahead?
I’d wish to see extra worldwide A&Rs. I at all times say that I’m a UK A&R within the States as a result of I’m right here to assist develop the music scene within the UK. Even with the artists and writers that I’m working with within the US, all we speak about is UK and European journeys.
I’m probably not certain there’s some other workplace within the enterprise proper now that’s actively throughout each territories. Having executives who’ve that mind-set goes to assist push the tradition and the scene ahead.
What recommendation would you give to any artists, songwriters, producers or managers from the UK who want to break the US market?
It’s a must to come out right here. I don’t suppose individuals journey out right here practically as a lot [as they should]. It’s a recreation changer. Come to the States and spend a while understanding their scene, their tradition and the music out right here. Spend a couple of weeks at a time, come to all of the festivals, all of the exhibits, be within the studios, be out right here assembly individuals. That’s for each the executives and the artists.
The US could be fairly totally different to the UK on the subject of work tradition, amongst different issues. What was that transition like for you?
There’s a tradition which is like, ‘Don’t allow them to see you sweat, placed on this entrance’. It wasn’t simple, it was the toughest factor I’ve ever finished in my life. It was more durable than once I had my son and I used to be a single mother. Being away from all my family and friends and having this new regular… then the American work tradition could be fairly brutal. That took some getting used to and I’ve needed to actually alter.
Us British individuals are fairly culturally totally different to Individuals. We now have a really dry sense of humour, for instance, they usually discover it offensive. I felt like I used to be actually misunderstood. It’s exhausting to make mates in your thirties anyway, but it surely was actually tough making an attempt to slot in with my group as a result of I felt like I used to be at all times offending everybody, they only didn’t perceive me. We bought there in the long run and I believe all people has a bit extra of an understanding of who I’m.
Prior to now 10 months, I’ve grown a lot as an individual. I don’t remorse it in any respect and I’m lastly actually having fun with being right here, as a result of I’ve seen the worth that’s added to the folks that I work with, particularly the artists and the producers. I’ve gotten even nearer to them since I’ve moved right here. Clavish made a joke that he sees me extra now that I’ve moved to America than he did once I lived in London.
What are the most important classes that you just’ve realized throughout your profession?
I stay by this saying, ‘It doesn’t matter what number of occasions you fall, it solely issues what number of occasions you stand up’. I’ve realized how resilient I’m. I didn’t notice that I used to be this mentally robust. I’ve positively realized that dropping at present doesn’t imply you lose in the long term.
Additionally, the explanation why everybody appears to like me is how a lot I care and the way private that is to me. I’ve realized there’s extra energy in having relationships with the artists and the expertise than there’s with any govt. At one level, I believed how shut I bought to them was a foul factor — my son calls plenty of these artists uncle.
“they deal with me like I’m their mum. I’m at all times telling them off once they’re late, messing round or entering into hassle.”
I used to suppose, ‘Ought to I set boundaries?’ Then I believed, no, as a result of that is my life. Particularly now being an American govt, it’s not unhealthy that I’m so near them as a result of their success is my success and vice versa. You’ll be able to by no means care an excessive amount of. Particularly with the boys that I work with, they deal with me like I’m their mum. I’m at all times telling them off once they’re late, messing round or entering into hassle. It doesn’t matter what, at all times put your relationships with the expertise first.
How would you describe your strategy to A&R and making an attempt to get the very best out of artists creatively?
As a lady, I believe it’s actually essential to hold your self a sure approach. Particularly in rap, it takes so much as a lady to be taken critically and also you’ve bought to be an individual and a voice that they really respect. In any other case, it’s pointless being there.
I learn one thing as soon as about how the Japanese do enterprise — they’ll look you up, lookup your CV, and be like, ‘Okay, he’s a very good candidate’. Then they’ll spend a day with you, they’ll eat with you, they’ll occasion with you they usually’ll have a very good time. That’s how they decide in the event that they need to work with somebody. You suppose you’re partying, you’re having a good time, they usually’re truly making an attempt to suss you out. In the event that they such as you, they’ll determine they need to do enterprise with you.
I take that strategy. I’ll by no means do a take care of somebody I don’t know. I at all times get on a flight, get within the studio. Even yesterday, I used to be out with an artist as a result of I’ve to verify it is a good match. I need to ensure you’re truly going to hearken to me as a result of I do carry plenty of worth.
I believe I’m in a really blessed place to be working with these creatives, however, equally, they’re in a blessed place to be working with me. The period of time, care and energy I put into ensuring these guys have success, 90% of executives aren’t like that. They’re simply going to attend till you’re popping, get what they’ll get and as quickly because it drops, they depart.
Everybody that I work with I’ve been working with because the inception of their profession and I’ve by no means left. Even once they haven’t been signed to me they usually’ve gone to different firms, I’m nonetheless shut and I nonetheless work with them.
“I’m a winner, I solely work with winners and if I’m investing my time, I anticipate you to win.”
I at all times say that it’s when issues dip and fall off is once I’m the closest. I’m like, ‘Okay, let’s strategize, let’s make a plan. How are we going to get issues again on observe?’ There’s an artist who is basically massive now {that a} yr in the past, issues utterly dipped for, and I went to the studio on my birthday. I spoke to him, informed him to get his shit collectively and that these had been the issues I wanted him to do.
I’m a winner, I solely work with winners and if I’m investing my time, I anticipate you to win. I don’t have any unhealthy stripes towards my title proper now. I solely have individuals which are having plenty of success and I wish to suppose I’m a cause for that. I wouldn’t say I’m the entire cause however I’m positively a giant a part of the success of their story.
You talked there in regards to the significance of gaining the respect of the creatives that you just’re working with, particularly as a lady, within the studio. What are a few of the methods you try this?
I used to be going to say, ‘Like a boss!’ however that’s so cliche. Not getting sloppy drunk within the studio, that’s an instance. With sure conversations, I at all times say, ‘I don’t need to hear all that, I’m right here to work, play me some music’. It’s a must to be fairly assertive. I discover males particularly are very receptive to that. All of them need a mum, actually, to be there and maintain their hand.
You’ve bought to have boundaries as nicely, particularly if it’s the primary time you meet an artist. It’s a must to assert your self and it’s important to make it identified who you might be first. ‘I’m from this firm, I’m right here to work’, in any other case, it may go utterly left.
WHAT’s THE BEST piece of Profession recommendation you’ve ever been given?
It was from [British publisher] Paulette Lengthy [pictured]. She was like, ‘I believe you’re sensible however simply pay attention to the way you come throughout’.
Everybody is aware of I could be a bit unhinged on Twitter and I’ve gotten higher however she was like, ‘You’ll miss out on alternatives and other people will make this assumption about you. Be extra aware as a result of I needed to keep away from you. I used to be like, ‘This woman is nuts.’’
My entire life, I didn’t care what anybody considered me and to a level, I nonetheless don’t, however that actually upset me as a result of I look as much as this girl and I really like her. So I used to be like, I don’t ever need to be ready the place somebody I actually respect needs to keep away from me as a result of I’ve tweeted one thing loopy or misplaced my cool on somebody or one thing and it’s gotten round.
That recommendation made me be extra aware of how I’m coming throughout. I do have an excellent coronary heart, my intentions are pure, however I’m extra self conscious now.
How do you see the position of a writer evolving? Do you see any adjustments on the horizon?
For certain. Publishers are extra essential now than ever, particularly with this rise of unbiased artists and firms like Gamma. I’m such a fan of Gamma as a result of what Larry Jackson is doing is so modern and totally different. It’s about constructing companies outdoors the artist, it’s a non-conventional report label.
With publishers, we are actually concerned in a lot. I’m concerned within the music however I additionally speak to the publicists, the brokers, all the things, and ensure we’re all on the identical web page. I’m even concerned within the launch dates. With most artists not desirous to be with their labels anymore, they’re leaning much more on the publishers and we’re seeing, in my case anyway, that publishers have much more management and much more of a say. I believe the position is simply evolving into having extra management over the scenario.
“I believe we’re going to see the position of writer utterly change within the subsequent few years.”
I believe we’re going to see the position of writer utterly change within the subsequent few years. Folks speak down on publishers on a regular basis, ‘Publishers have it made’ and we don’t need to do as a lot. I don’t discover that’s the case for myself. I am going on the highway with the artists, arrange periods and writing camps round their excursions. I believe that’s going to be the usual now that the writer goes to have to be nearer, particularly when you’re signing author artists. It’s going to be extra essential that you just’re extra fingers on.
What do you suppose is essentially the most thrilling growth occurring in at present’s music enterprise?
New firms which are popping up, like Gamma. A brand new technology of executives which are considering otherwise and rebelling towards the company system.
There’s plenty of younger analysis youngsters who’re getting a foul rap as a result of they’re put on this knowledge bracket. There’s a couple of of them that I’m near as a result of they offer me some good ideas. They’re actually inventive they usually don’t get given the chance. After I first began listening to in regards to the knowledge stuff and assembly these youngsters, I used to be like, ‘Get out of right here, that is nonsense, A&R is about style and expertise’ however they do have style and expertise. They simply perceive the information, the algorithms and all of the stuff that, I’ll be sincere with you, I believe I’m a bit too outdated to know.
The information is sort of thrilling as I’ve began to know it and I’m even discovering songs on there. You would be a knowledge analysis A&R however an ideal situation is to be an excellent mixture of each. Certainly one of these youngsters was telling me about forecasting tendencies. When you’ve bought that mind-set however you’ve gotten nice style too, these are going to be the sport changers within the enterprise and essentially the most modern. They’re going to be those to alter all the things.
How about essentially the most difficult factor about working in at present’s music enterprise?
Dinosaurs, that’s what I name them anyway. The outdated mind-set. The quantity of occasions I get informed, ‘That’s not how issues are finished’ – nicely that’s why it’s not working, as a result of we have to shake it up. We have to do issues otherwise. Issues aren’t going to get higher if we don’t turn out to be adaptable.
The usual company approach of doing issues simply doesn’t work in at present’s local weather. With all this pushback of ‘That’s not how issues are finished’, I at all times need to say, it’s higher to beg for forgiveness than to ask for permission, since you’ll see the outcomes. I’d fairly you didn’t ask me how I bought it finished since you received’t prefer it. That’s the most important problem.
When you may return to the start of your profession and inform your self one factor, what wouldn’t it be?
Cease partying a lot, focus extra on enterprise. I don’t stay my life with remorse, I had a good time and it’s all out of my system now, however I positively had an excessive amount of enjoyable early in my profession.
I used to be so nice with the relationships however I may have made much more cash and had a lot extra success if I centered extra on the enterprise. That additionally comes with age and maturity. Now I’m like, ‘Okay, we’re having a good time, we perceive and know one another, let’s get to the enterprise and let’s work.’
Virgin Music Group is the worldwide unbiased music division of Common Music Group, which brings collectively UMG’s label and artist service companies together with Virgin and Ingrooves.Music Enterprise Worldwide
