Interview: Ricard Tomás Shelly Digital Marketing & New Business @ Blanco y Negro

Welcome to an exclusive interview with Ricard Tomás Shelly, who handles Digital Marketing and New Business at Blanco y Negro, one of the most popular and well-known record labels in electronic music, particularly in Spain. In this insightful conversation, we explore Ricard's learnings, his valuable advice for emerging artists and gain insight into his life beyond the role.

Interview with Ricard Tomás Shelly:

Question: What initially drew you to the music industry and working at a record label?

Ricard: I come from a background in Media Production, but it was my curiosity and passion for the digital world and rights that led me to the exciting opportunity of contributing to the expansion of a leading independent music distributor in Spain and Latin America. This path eventually brought me to Blanco y Negro Music, where I have received the support of management to play a challenging key role in the future of the company.

Question: How do you handle the pressure and demands of the music industry while maintaining your own well-being?

Ricard: I do that through sport. I love sports and nature, so I constantly strive to take on new challenges that combine both. Never before in my life had I imagined running 100km ultramarathons. However, I've not only accomplished this feat several times but have become a finisher in each one of them. In these exhilarating races, I encounter numerous struggles, but they also serve as examples of teamwork, discipline, time management, and resilience. Ultramarathons truly test one's mental toughness and perseverance.

The pursuit of pushing my limits keeps me focused and motivates me to maintain healthier habits. Furthermore, being a father to young kids makes it even more crucial to strike a balance in life.

Question: If you could have any superpower, what would it be and why?

Ricard: I'd choose time manipulation! Time travel, being in different locations at the same time, traveling to the past or the future would be an incredible asset. Applied to our industry, it could have a great impact: identifying trends, seizing opportunities, making better decisions, and finding a balance between work and personal life. But we all know that "with great power comes great responsibility!"

Question: Can you share a mentor or role model who has had a significant influence on your career?

Ricard: While great names like Steve Jobs, Bill Gates, Daniel Ek, Mark Zuckerberg, Walt Disney, Elon Musk, Michael Jordan, and many others have served as sources of inspiration, and learning from their stories has been valuable, I have found true mentors and role models in the people who have surrounded me: family, friends, and colleagues.

Everyone has helped shape my character, values, and skills, from my parents to my current CEO. Moreover, I've decided to remain humble, follow my dreams, challenge myself every day, and expand my horizons.

Question: What qualities do you look for in an artist when considering signing them to your label?

Ricard: Apart from the attitude and commitment which are crucial, these are the key qualities we look for:

1. Originality: We value musicians who have a distinct sound and fresh artistic vision that differentiates them from the crowd. This uniqueness helps them stand out in a competitive landscape.

2. Audience and Online Presence: An engaged and growing audience is a crucial aspect of an artist's appeal. We analyze an artist's online presence, social media following, streaming data, and overall fan engagement to understand their current reach and potential for further growth. A dedicated and active fan base demonstrates the artist's ability to connect with listeners and build a community around their music.

3. Editorial Support: Previous editorial support from media can signify that the artist's work has been recognized and appreciated by industry tastemakers. This recognition can help solidify an artist's credibility and attract wider attention.

4. Potential for Live Performances: The ability to deliver captivating live performances is another aspect we consider. Artists who can connect with their audience on stage create memorable experiences and contribute to their overall marketability.

5. Sponsor and Brand Potential: We seek artists who have a brand-friendly image and possess the potential to forge authentic and mutually beneficial partnerships with relevant sponsors.

Question: What are some red flags that may discourage you from signing an artist?

Ricard: These red flags serve as important indicators: unprofessional behavior, unrealistic or unaligned expectations, suspicious activity like high fan database with low engagement, distrust...

Question: How important is an artist's image and branding in today's music industry?

Ricard: Artist' image and branding are key in the music industry. They define you to the world and shape your audience's perception of you. It's the first thing they'll see about you, and you have the power to decide how you want to be portrayed. Crafting your image thoughtfully can set you apart, attract opportunities, and build a devoted fan base.

Question: How hard/easy is it to get signed these days?

Ricard: In today's digital age, getting noticed and signed by a record label has become more accessible due to online platforms and social media. However, the real challenge lies in differentiating oneself from the vast pool of talent and gaining significant exposure.

Success requires a unique and authentic brand, including a distinctive sound, well-defined image, and engaging online presence. Independent artists have more opportunities to reach audiences directly, but breaking through the noise and catching the industry's attention demands persistence, talent, and effective promotion.

Building a dedicated following and organic growth are vital for gaining attention from both fans and potential industry partners. While technology facilitates visibility, achieving sustainable success necessitates dedication, networking, collaborations, and a strong commitment to stand out in the competitive music landscape.

Question: How does LabelRadar help the music discovery process for you?

Ricard: LabelRadar has been a game-changer for our music discovery efforts, allowing us to tap into a pool of exceptional talent and expand our roster with incredible artists since we started using it in 2020.

As a label, we utilize various online tools and discovery channels to explore new music, and LabelRadar has become a prominent part of our repertoire. The platform has allowed us to come across a wealth of incredible talent, from artists who directly send us their demos to those we discover through the platform's advanced filtering options: particularly helpful in narrowing down our search and finding artists whose styles align with our label's vision.

Question: How has joining LabelRadar impacted your (or your team's) day to day?

Ricard: Joining LabelRadar has significantly streamlined our day-to-day operations and transformed the way we handle demo submissions. Before, managing demo submissions through various channels, such as social media, emails, and calls, was an overwhelming challenge. It often led to missed opportunities, disorganization, and difficulty in keeping track of potential talent.

However, since embracing LabelRadar, we have centralized our demo reception process, making it much more efficient and manageable. Now, artists and producers can submit their demos directly through the platform, which provides us with a unified and organized system for reviewing and responding to submissions.

If you don’t already have a LabelRadar account, you can sign up here.