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The title of "A&R"  for the coveted record label position used to stand for Artist and Repertoire. For the past 15 years it would accurately stand for "Artist in Research". 
That's because the numbers (downloads, views, followers, shares, etc.) have taken precedence over talent. 
The question for artists is no longer "What special gifts are you bringing to the label?", but moreso, "How many potential fans are you bringing with you?" 

This opens the door for aspiring artists too, well,  Offset said it best... do anything for clout.

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