Monk Music Talent Outreach and Onboarding Programme
A comprehensive outline on our approach and process for Talent Outreach and Onboarding, as part of the Soundbridge project.
Soundbridge is supported in part by the Shaping the Future of Innovation Grant, funded by
Talent Acquisition Team Structure
A&R Leadership Team
Members: Machel Montano, Che Kothari, Dana Shayegan, Nathaniel Martin, Graeme Nath
  • Develop and manage talent scouting criteria
  • Provide training and guidance to the A&R Team
  • Conduct personal outreach to priority current and potential clients
A&R Staff
Members: Junior A&R 1, Junior A&R 2 (to be hired Q3/Q4 24)
  • Assist the A&R Leadership Team in conducting thorough research
  • Identify key talent
  • Manage talent outreach and tracking
  • Negotiate and contract new talent
  • Support talent development
  • Oversee new content production
Genres and Styles Focus
1
Primary Genres
Positive music styles with commercial potential, including Soca, Afrobeats, Latin, Instrumental/Lofi/Beats, Jazz, Pop, Covers, Electronic/Dance Music, Steelpan and R&B.
2
Global Collaboration
These styles creatively align with Montano's latest and upcoming material and are suited for global collaborations, including those with creators from the EU.
3
Diverse Talent Pool
  • Focus on instrumentalists, producers, songwriters, and artistes.
  • Increase total size / potential for music business exports by focusing on developing careers around non-artist stakeholders and creators and executives in other anglophone Caribbean islands.
4
Innovative Approach
  • Blend genres of focus in a unique way to birth new musical styles and expand boundaries.
  • Scout/develop Steelpan players into producers of popular music.
  • Explore orchestral and avant garde cover versions.
Research & Scouting Process
1
In-Network Marketing
Engage existing clients to identify new projects and talent for development.
2
DSP & Online Research
Monitor key streaming platforms, charts, and playlists, including Apple Music Chart, YouTube Daily Chart, Julianspromos, Riddimstream, Massive Soca Hits + more.
3
Social Media & Influencer Research
Digital influencer, keyword, and hashtag research on TikTok, Instagram, YouTube, and X.
4
Educational Institutions
Collaborate with music teachers, vocal coaches, universities, secondary schools, and primary schools to create recruitment programmes and referrals.
5
Community & Outreach Programs
Work with local community initiatives to identify and support emerging talent.
6
Collaboration with Organizations
Engage with COTT, Pan Trinbago, Artists Registry, and other trade groups.
7
Marketing & Promotions
Leverage traditional, digital media, and promotional partnerships to reach potential talent.
Ideal Client Profile Strategy & Talent Scouting Criteria
Streaming History
Evaluate the artist's performance on major streaming platforms.
Work Ethic
Assess the artist's dedication and commitment to their craft.
Commercial Viability
Analyze the potential market appeal of the artist's sound and genre.
Audience Size
Consider the artist's following on DSPs and social media platforms.
Social Media Engagement
Evaluate the level of interaction between the artist and their audience.
Artistic Vision
Assess the artist's creative direction and long-term goals.
Collaboration Willingness
Gauge the artist's openness to working with others in the industry.
Productivity
Evaluate the artist's speed and consistency in content creation.
Research Framework and Evaluation Process
1
Identify Official Profiles
Locate and verify the artist's official profiles on relevant platforms such as Spotify, TikTok, Instagram, and YouTube.
2
Analyze Recent Content
Perform data-driven analysis of the last 5 content posts on social media, last 5 songs on Spotify, and last 5 videos on YouTube.
3
Calculate Engagement Rates
Use an engagement rate calculator to determine the level of audience interaction on social media platforms.
4
Create Score
Develop a scoring system based on predefined criteria to evaluate the artist's overall potential and fit with Monk Music's goals.
5
Categorize Talent
Group talent into tiers (A, B, C) based on evaluation of their material and associated data points.
Outreach Strategy and Process
1
Initial Talent Identification
Log key information into the Outreach Tracking Sheet, including talent information, contact details, and initial outreach data.
2
Initial Outreach
Use personalized communication templates tailored to the individual, referencing specific details about their music and career.
3
Follow-Up Strategy
Initiate follow-up within 7-10 days if no response, logging all attempts in the Outreach Tracking Sheet.
4
Engaging Senior Team Members
Loop in senior members of the Talent Acquisition Team for high-priority targets or strong interest cases.
5
Negotiation of Agreements
Coordinate with legal and business affairs teams to draft necessary agreements and facilitate negotiations.
6
Signing and Onboarding
Oversee the signing process and transition the talent to the onboarding process, including introductions to key team members and project timeline setup.
7
Continuous Monitoring and Support
Schedule regular check-ins with the talent and update the Outreach Tracking Sheet with ongoing project statuses and collaborations.
Key Performance Indicators (KPIs) and Research Goals
Research Goals
1
2
3
1
Market Mapping: Develop a comprehensive map of the music landscape in T&T
2
Data Collection & Analysis: Collect and analyze data from DSPs, social media, and community feedback
3
Talent Identification: Identify and categorize emerging talent across the eight focus genres
Outreach Goals
  • Initial Contact: Complete initial outreach to 100% of identified talents within 6 weeks
  • Follow-Up Engagement: Achieve follow-up contact with 80% of non-responsive talents
  • In-Person/Virtual Meetings: Conduct at least 15 meetings with prioritized talents
  • Community Partnership Development: Establish at least 3 strategic partnerships
Addendum: Outreach & Onboarding Templates
Initial Outreach (Email)
Subject Line: Excited to Connect with You, {{ArtistName}}!
Email Body:
Hi {{ArtistName}},
I’m {{YourName}} from Monk Music, the distribution company and record label founded by Machel Montano. We recently came across your work, and we’re genuinely impressed by your talent.
Your song [Insert Song Name] really stood out to us, particularly the way you [Insert Specific Praise, e.g., blend genres, write meaningful lyrics, create a unique sound].
At Monk Music, we provide services like music distribution, marketing, royalty collection, and funding for music content. We’d love the opportunity to discuss how we can help you take your career to the next level.
Would you be open to a quick call to explore a potential collaboration?
Looking forward to hearing from you!
Best regards,
{{YourName}}
[Your Position]
Monk Music
[Your Contact Information]
Initial Outreach (DM Version)
Hi {{ArtistName}},
I’m {{YourName}} from Monk Music, a distribution company and record label led by Machel Montano. I just wanted to say I’m a big fan of your work—your track [Insert Song Name] is incredible!
We’d love to explore a collaboration with you. At Monk Music, we specialize in [Insert 1-2 Key Services, e.g., marketing and music distribution] and believe we can help elevate your career even further.
Let me know if you’re open to a quick chat or call. Looking forward to connecting!
Best,
{{YourName}}
Follow-Up Email/DM (No Response)
Subject Line: Following Up on a Collaboration Opportunity
Email Body:
Hi {{ArtistName}},
I hope this message finds you well! I wanted to follow up on my previous email about exploring a potential collaboration with Monk Music.
Your work, especially [Insert Song Name], has truly impressed us, and we’re eager to discuss how our services—like music distribution, marketing, and funding—can support your growth as an artist.
If you’re interested, let me know a good time for a quick call. I’d be happy to share more details about how we work with artists like you.
Looking forward to hearing from you!
Best regards,
{{YourName}}
[Your Position]
Monk Music
Post-Call Thank You
Subject Line: Great Speaking with You, {{ArtistName}}
Email Body:
Hi {{ArtistName}},
Thank you for taking the time to speak with me today. It was great learning more about your work and sharing how Monk Music can support your journey.
As discussed, I’m attaching [Insert Document/Link, e.g., the agreement for review or onboarding instructions]. If you have any questions, don’t hesitate to reach out.
Looking forward to working together!
Best regards,
{{YourName}}
[Your Position]
Monk Music
[Your Contact Information]
Agreement Email
Subject Line: Next Steps: Agreement for Collaboration
Email Body:
Hi {{ArtistName}},
We’re thrilled to move forward with this collaboration! Attached, you’ll find the agreement outlining the details of our partnership.
Please review the document and let us know if you have any questions. Once you’re ready, you can sign and return the agreement to [Insert Contact Email/Link].
Excited to take this next step with you!
Best regards,
{{YourName}}
[Your Position]
Monk Music
Welcome Email
Subject Line: Welcome to Monk Music, {{ArtistName}}!
Email Body:
Hi {{ArtistName}},
Welcome to the Monk Music family! We’re excited to have you on board and can’t wait to start working with you.
Here’s what’s next:
  1. [Insert Next Steps, e.g., Complete onboarding by submitting requested materials via this link: [Insert Link]].
  1. [Insert Task, e.g., Schedule an introductory meeting with your team contact].
Feel free to reach out to me or the team if you have any questions. We’re here to support you every step of the way.
Let’s make amazing music together!
Best regards,
{{YourName}}
[Your Position]
Monk Music
[Your Contact Information]