Cat's Mother of the Month - Pia Ashcroft

Playing a role in an artist’s journey as they go from strength to strength is undeniably one of the greatest things things to be a part of in the music industry, especially when you’re around from the early stages of their career. As a previous A&R and now a successful artist manager, this is something that Pia Ashcroft knows all about🙌 In this interview Pia tells us about her route into the music industry, what an average day looks like for her at Operator Records and what some of her proudest moments are to date.

What was your route into the music industry?

I was obsessed with music and bands since the age of 9 or 10.  I started out ‘flyering’ for the Barfly in Sheffield and another small venue, eventually booking bands and ‘night managing’ (being there to oversee the logistics of the show). 

During this period, I also did several stints of work experience in London at record labels - one at Fiction and one at SonyBMG. I then moved to Manchester for University, studied law, and managed to secure a part time job ‘scouting’ for Warner music. This was due to relationships and contacts I had built through the previous work I had done. 

When I graduated I moved to London, took a temping job and went to gigs every night to continue the ‘scouting’, meeting with as many people as I could. Eventually I was offered a job at Sony Music as an A&R scout. I stayed at Sony for around 6 years, working in the A&R department at RCA. I became an A&R manager which saw my role move into ‘record making’ as well as finding new artists.

Was artist management a natural progression for you coming from an A&R background? Do they go hand in hand? 

After leaving Sony I wanted to try something a little more entrepreneurial, that allowed me to work broadly across all aspects of an artist's career. I had always been fascinated by the brand and fan building side of an artist’s career, as well as the music creation and live. Management wasn’t really something I decided to do consciously, it just felt like the natural progression.  I had an artist I was working closely with and the relationship felt like that of an artist and manager. Managers now are expected to be quite hands on with the artist development and a&r process so I definitely think the experience at Sony was invaluable.

What does an average day look like for you at Operator Records? 

My role at Operator records has always been to oversee the general ‘creative side’ of the label.  Typically I work with the artists to help progress their music – helping them to identify their sound and getting them into the studio with the right producers and writers.  I also bring in creative partners to work on visuals; and help to identify media partners/ platforms and channels we can plug into, to create content and to help to grow their fanbase.

Tell us about some of your proudest career achievements to date?

Continuing to work in the industry for over 10 years feels like an achievement!  I have been lucky enough to meet some great people, and learn some great lessons!  I would say the proudest career moments so far are having a number 2 record with an emerging artist on RCA and having 2 platinum singles with an artist that I managed from the start of their career.  Seeing an artist I have worked closely with for several years sell out their first European tour and headline a sold out London show was an amazing moment. 

I recently helped to create a successful podcast with one of our artists – which is about to hit 1 million unique downloads, and has already resulted in a sold out live show.  I have also been working closely with a new Film, TV and Theatre company which has been a dream!  Seeing theatre and film projects come into fruition and all sorts of exciting partners coming on board.

Who was your Cat's Mother (role model) growing up? 

I guess my mum?! My parents taught me to understand the importance of hard work and focus… but also to choose your own path.

Are there any obstacles or challenges that come up quite a lot and if so how do you get around them? 

There are many!  Trying to keep artists and labels happy at the same time!?  Receiving ‘no’s’ from media partners? 

It's important not to feel weighed down by the obstacles and challenges – keep clarity and perspective and approach things methodically.  Persevere, and be flexible where possible with plans and strategy.

What can an aspiring artist manager be doing at the early stage of their music career to up their chances of success in this field? (But also to figure out whether it is right for them!)

I guess it starts with identifying an artist that you love.  It takes so much focus and energy that you have to truly believe in the artists you are working with.