Sonnero, speaking about his role in A&R, noted that the technical quality of a record often fails to convey the creator’s personality. He observed that many submissions arrive with strong mixing, competent arrangements and fit neatly within their genre, yet they lack insight into the artist behind the music.
He emphasized that artistic identity begins with the intention behind a track, suggesting that intention offers a clearer window into who the maker is than production polish alone. This perspective underscores the importance of looking beyond sound quality when evaluating new talent, a view first reported by Magnetic Magazine.