At a recent industry event, 24Hip-Hop ran into Sensei Nowa, National President of the Hip-Hop Fraternity and A&R at Universal Music Group’s Virgin Music, while he was chatting with interns from UMG’s 1824 project. We seized the moment to get his take on how A&R is evolving and why the human touch still matters.
Sensei Nowa laid it out clearly:
“AI can analyze data and trends at lightning speed but it can’t feel. The intuition, cultural understanding, and emotional connection that an A&R brings are irreplaceable.”
He also emphasized UMG’s inclusive approach to talent:
“We’re not just signing fresh faces—we’re working with champs like K-Camp or Diamond the Body who want to maintain independence but tap into major distribution power. They want major reach without sacrificing creative control—and UMG bridges that gap.”
Beyond hip-hop, he has also been part of marketing teams supporting campaigns for Alex Warren and Luke Combs’ “Ordinary.” The collaboration soared to number one on the Billboard Hot 100 for a milestone 10 weeks, earned the top spot globally, and dominated multiple charts—including the “Songs of the Summer” list.
Additionally, Sensei touched on the 1824 Project, underscoring its importance for aspiring professionals looking to break into the industry. The program is working with college students with at least 1.5 years remaining before graduation and requires a weekly commitment of 20–25 hours. “I wish more people got involved with opportunities like this” he shared. “It’s a real-world, hands-on pathway into marketing, PR, content, and event work.”
Sensei Noah’s journey also highlights the importance of apprenticeship. “It was through hands-on experience that I truly found my path,” he said. This is exactly what the 1824 project aims to provide: a chance for aspiring professionals to dive right into the industry.
Want to get involved? Click the link below: https://umusiccareers.com/
