From Intern to A&R: Craig Shardlow on discovering Sam Fender and navigating the music industry

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

Originally coming to Liverpool from Whitby, Craig quickly immersed himself in the city’s music scene while studying at LIPA. “Having come from a small town, one of the best things about LIPA was being in Liverpool and multitude of ways you could get involved with music outside the walls of the uni” 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 LIPA tutor Phil Saxe. “I told him I wanted to work closely with artists guiding their careers,” Craig explains. “He said, ‘You’ve got to look at A&R.’ I had no idea what it meant at the time!” 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’s London office. During that time, Craig built connections across the wider record label landscape, meeting Polydor A&R executives Richard O’Donovan 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. “In the modern day, A&R is a wide-spanning job,” he notes. “As has always been the case: you’re responsible for scouting new artists and guiding their musical careers, but now your A&R strategy needs to encompass every aspect of an artist’s output to make sure you’re helping them create brilliant art that cuts through in a very crowded musical landscape.” 

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

Looking back across his career, Craig highlights signing Sam Fender as a major turning point. “Sam was my first proper signing at Polydor, with Richard O’Donovan,” he says. “I’d already had to learn from a few failures beforehand, as there had been a couple of artists that I hadn’t 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.” 

“The journey working with Sam was incredible, getting to work on three amazing albums with him,” Craig continues. “Because 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’m proud to have been a part of that.”  

Craig emphasizes both the practical skills gained in the classroom at LIPA 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 “In 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”

Craig also highlights the value of LIPA's alumni network, explaining, “I run into people who went to LIPA all the time in the industry, there’s 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.” 

Reflecting on the music industry today, he encourages young people to take initiative and carve their own path. “You can’t 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 “Ask for forgiveness, not permission” and it’s so true for people wanting to create a career in music” 

For emerging artists aiming to get noticed, Craig emphasizes focusing on core fundamentals. “Focus on two things: your art and your fans,” he advises. “You don’t need to think about getting discovered, build a strong identity across your music and visuals, and the right labels and managers will find you.”