When a record label wants to recruit and develop new artists it turns to their artists and repertoire (A&R) department. A&R associates are responsible for sifting through massive amounts of music by streaming new songs, attending concerts, or watching popular covers on YouTube. In the end they usually introduce us to our favorite artists.
In Toronto, two people that are gaining attention in this field are $ha (previously known as $ha Hustle) and Plug Pope. $ha is an artist himself which probably makes this job a little easier for him. Most recently the OVO approved creative introduced us to Roy Wood$ – who was later co-signed by Drake. Needless to say, he knows what’s hot and he gives it to us. (Were excited for his new material!)
Apart from $ha there is Plug Pope, who is the epitome of hype. Pope never seems to run out of energy which is amazing considering the amount of energy he spends with his crew. The CMDWN affiliate promotes members; Ca$tro Guapo, Fiji, and Teo Nio. All four individuals are people you want to get to know.
If there’s anything you can take from $ha and Plug Pope is that having good taste in music pays off – literally. In Toronto, there’s a lot of artists on the rise so we’re excited to see what type of music these guys bring us next.
Ca$tro Guapo ft. Fiji – We are Not
Roy Wood$ ft. $ha Hustle & Dej Loaf – Murda
Edit, 11/20/15: $ha photographed by Drew Yorke