A&R Norva Denton’s Keys to Success as a Music Executive

Norva Denton is relentless. The music executive, raised on Chicago’s South Side, is currently the Senior Vice President of A&R at Warner Records. Most recently, Denton executive produced Freddie Gibbs’ major label debut, $oul $old $eparately. Prior to that, the exec spearheaded the charge to get Wale’s comeback album certified Gold by the RIAA, largely thanks to the Jeremih-featuring “On Chill.”

Denton made a name for himself over a decade ago, in 2008, when he stepped into the role of the West Coast Regional Director of Artist Development for Island Def Jam / Motown Records. Denton brought a hustler’s spirit to breaking records for Lil Durk, BJ The Chicago Kid, and Kelly Price, among others, his energy and work ethic making him one of the savviest A&Rs in the game.

“We came from much worse than this,” Norva Denton says, “so the thought of giving up is unfathomable.”

On the keys to being a successful A&R… You are never too big to do anything. I grab coffee and carry bags for my artists. Nobody’s bigger than the program. You should also always be willing and ready to learn about music, consumer trends, and the latest in consumption. We have to stay proactive and never reactive. Aside from that, stay open to receiving new music and inspiration in unexpected settings.

On finding balance in the music industry… The 24 hours of being a music executive literally bleed into your personal life, and you can only hope to manage the two so you don’t lose yourself in the work. Keeping some time sacred and separate from work makes a world of difference.

On finding longevity… I have a fear of losing and/or not being able to make things last. You strive for perfection with every single record and of course, there will be more misses than hits, but you hope the hits are so massive that they average everything out in the big picture.

On his greatest challenge as an executive… Being transparent and truthful to myself while staying politically correct at times—it’s like walking a tightrope. The higher you climb this ladder the more complex the path becomes to navigate.

On navigating trends and staying true to his tastes... I often detach from the trends pop culture presents. I listen to music on my own time, careful to never let the chatter in the world sway or pressure me. It took me three months to listen to Kendrick Lamar’s last album ‘cause I didn’t want to be swayed by public opinion.

I also try to be measured with my use of social media. Digging in the crates also helps me find new sounds that inspire me. Records from the ‘70s and ‘80s inspire a lot of what I bring to the table in regards to my personal taste overall.

On his message to aspiring executives… Approach whatever it is you love with unapologetic passion and desire, that flame will be what separates you from those striving for the same.