Q and A with AM Only’s Emma Hoser

Agent Extraordinaire Emma Hoser Provides Answers for DJs/Producers

When we think of some of the most talented and respected DJs in the electronic music scene today, names such as Roger Sanchez, Victor Calderone and Sander Kleinenberg come to mind; although they all have different sounds, there is one thing that links them together: their agent. The lovely Emma Hoser at AM Only (www.amonly.com) has been making her mark on the music industry for many years and now has an extremely impressive roster of DJs under her belt (the aforementioned trio being only the tip of the ice burg). For this month’s Academy Labs feature, we had the honour of talking to Emma and asking her some pressing questions – the answers to which we know could give all of our young artists some great insight into the worlds of both DJing and producing. To say that Emma Hoser knows what she’s talking about when it comes to talent would be a massive understatement, so pay close attention – taking her advice seems to have worked out pretty well for DJs in the past…

Q. Emma, what puts a DJ on the radar for an AM ONLY signing? Is it quality of production? Is it the ability to fill a room? Is it a big remix?

A. There are a lot of different ways that puts a DJ on my radar. Artists that I already work with are always a good way to hear about new talent. They might be playing an artists record, heard them play at one of their shows or possibly are signing them to their label. Personally hearing them at a show is great so I can also see the crowd reaction but with a lot of talent breaking in Europe before it does in the US this can be tough. Managers and agents that I work with can always be a good tool as well. Staying current with blogs, media sites and industry publications is key. Great production is helpful but being a good producer doesn’t mean you are a great DJ and vice versa. Although a solid release whether original or a remix that is being played by lots of DJs and charts on Beatport always helps.

Q. What aspect of DJing or Production should a young artist focus on?

A. Djing is not all about the records you play; the key is programming and being original. With the accessibility to music and technology I think a lot of the actual understanding of Djing to make people dance is sometimes lost. True stars know what they want to do, feel the crowd and take them on a journey. As for production, I would say make music that your passionate about and don’t follow trends. Be a leader not a follower.

Q. At what point in a young DJs career should he be thinking about creating an image or brand for himself?

A. I mean the earlier the better if a DJ/Producer knows what it is they are aiming for.

Q. What’s the single most important quality a young artist needs to have in order to succeed?

A. Hard Work.

Q. What’s the best investment an artist can make early in their career?

A. Always put in your best; never know who’s watching or listening.

Q. With so many sub-genres that fall under the umbrella of electronic music these days (i.e. House, trance, techno, dub-step etc.), do you think new artists should focus on mastering one? Or is it better to have a broader spectrum?

A. I think DJing should be about playing good music, period. If you feel it and it works at that time then go with it. I think genre classification can be very negative… Artistic expression shouldn’t have rules.

Q. What are some of the biggest and most common mistakes you see up-and-coming artists make?

A. Not being original, burning bridges and arrogance are not a good look and can really come back and bite you later.

Q. What is the best advice you’ve ever heard an agent give to one of their DJ’s (or that you’ve given one of your DJ’s)?

A. Quality beats quantity.

Audio Academy would like to send a huge thank you to Emma Hoser who was kind enough to take the time to talk to us for this installment of Academy Labs. For more information about AM Only, please visit www.amonly.com

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