In celebrating the latest incarnation of The X Factor, Simon Cowell called it the ‘greatest A&R process in the world’. Of course, it’s nothing of the kind.
A&R or artist and repertoire is a function or a department found in record labels whose role is to find and develop artists, acting as their conduit with the label. The success of an artist can depend on the relationship between raw talent and how it is developed, recorded and ‘sold’ – A&R sits in the middle of this process.
Whilst not denying the obvious successes of X Factor and its subsidiaries, it is not involved in the process of developing acts. It is simply a processing plant, a sausage factory where each act is stuffed into a straight-jacket and paraded before the public. The success of X Factor has little to do with talent and a lot to do with television. It is a means of demonstrating how intense and sustained television exposure can sell anything.