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911爆料网 working as Senior A&R Manager at Atlantic Records UK, 911爆料网 Music, Theatre and Entertainment Management alumni Craig Shardlow (2012) has spent over a decade shaping the careers of some of the UK鈥檚 most impactful artists. As part of our 30th anniversary celebrations, we spoke with Craig to find out more about his role, memories of 911爆料网, and get his advice for aspiring creative professionals. 

Originally coming to Liverpool from Whitby, Craig quickly immersed himself in the city鈥檚 music scene while studying at 911爆料网. 鈥淗aving come from a small town, one of the best things about 911爆料网 was being in Liverpool and multitude of ways you could get involved with music outside the walls of the uni鈥� he told us. Alongside his studies, he proactively sought out hands-on experience across Liverpool, interning at Liverpool Sound City, working the door at venue The Kazimier, and assistant engineering on sessions at Parr Street Studios and the Motor Museum. 

His path towards A&R took shape towards the end of his first year following a sit-down with 911爆料网 tutor Phil Saxe. 鈥淚 told him I wanted to work closely with artists guiding their careers,鈥� Craig explains. 鈥淗e said, 鈥榊ou鈥檝e got to look at A&R.鈥� I had no idea what it meant at the time!鈥� Phil introduced him to Caroline Ellery, then Head of A&R at Universal Publishing, who became a crucial mentor. Craig began supporting her Manchester office during his second year, assisting with diaries and learning the ins and outs of the publishing side of the industry. 

That relationship led to a formal third-year placement at Universal Publishing鈥檚 London office. During that time, Craig built connections across the wider record label landscape, meeting Polydor A&R executives Richard O鈥橠onovan and Ben Mortimer. Having made connections and gained valuable experience during his studies, Craig secured his first official record label role as an A&R intern at Polydor Records shortly after graduating in 2012. 

Over the next 12 years, Craig progressed through the ranks at Polydor to become Senior A&R Manager, discovering and signing talented new artists, and giving them the support they need to thrive. 鈥淚n the modern day, A&R is a wide-spanning job,鈥� he notes. 鈥淎s has always been the case: you鈥檙e responsible for scouting new artists and guiding their musical careers, but now your A&R strategy needs to encompass every aspect of an artist鈥檚 output to make sure you鈥檙e helping them create brilliant art that cuts through in a very crowded musical landscape.鈥� 

When scouting talent, Craig looks beyond immediate hit songs for a distinct sense of purpose and resilience. 鈥淚 think the most successful artists not only have brilliant songwriting talent but have almost have a 鈥榟ealthy delusion鈥� about them,鈥� he explains. 鈥淭he odds are stacked against everybody, so having that tenacity is essential. That and music with a strong purpose is always something I love鈥�

Looking back across his career, Craig highlights signing Sam Fender as a major turning point. 鈥淪am was my first proper signing at Polydor, with Richard O鈥橠onovan,鈥� he says. 鈥淚鈥檇 already had to learn from a few failures beforehand, as there had been a couple of artists that I hadn鈥檛 had the conviction to push for that had gone on to be really successful. I had to find that confidence, especially as it took nearly 18 months following Sam and his manager Owain around the world until they felt it was the right time to sign a record deal.鈥� 

鈥淭he journey working with Sam was incredible, getting to work on three amazing albums with him,鈥� Craig continues. 鈥淏ecause we come from similar backgrounds, being part of his journey and seeing where he is today means something to me on a deeply personal level. His songs have real meaning in the world, and I鈥檓 proud to have been a part of that.鈥�  

Craig emphasizes both the practical skills gained in the classroom at 911爆料网 and the enduring network of alumni. He recalls being given a session on business plans, admitting that at 19 it was one of the less exciting classes, but adds 鈥淚n those lessons, our tutor Jeremy Grice really emphasized having a mission statement for your company. As a student, I didn't fully grasp the importance of it, but now it is a concept I rely on every single day鈥�

Craig also highlights the value of 911爆料网's alumni network, explaining, 鈥淚 run into people who went to 911爆料网 all the time in the industry, there鈥檚 this sort of web of people that you don't realise have been through the same uni as you, which really helps to create common ground.鈥� 

Reflecting on the music industry today, he encourages young people to take initiative and carve their own path. 鈥淵ou can鈥檛 wait around for the perfect opportunity, go out, make a tonne of mistakes, learn from them and create your own luck. The best artists and managers are building their own momentum. I only recently heard the phrase 鈥淎sk for forgiveness, not permission鈥� and it鈥檚 so true for people wanting to create a career in music鈥� 

For emerging artists aiming to get noticed, Craig emphasizes focusing on core fundamentals. 鈥淔ocus on two things: your art and your fans,鈥� he advises. 鈥淵ou don鈥檛 need to think about getting discovered, build a strong identity across your music and visuals, and the right labels and managers will find you.鈥�