Her Story
About Sandria
Sandria Caul serves as a Lead A&R at Fromm Consulting, a position she has held for about four months after progressing from junior A&R to full A&R and then lead A&R. In this role, she oversees a team of approximately 50 junior A&Rs, conducts meetings with artists and potential artists, handles extensive email outreach and scheduling, and prioritizes daily tasks. She is also the Director of Intelligence and A&R Education at Uproar, a professional community encompassing artists, repertoire, production, and related music industry professionals. Prior to returning to the music industry, Sandria worked in many healthcare roles after initially dabbling in music during her younger years and college. She attributes her rapid advancement within 90 days and overall success to the guidance of mentors Matthew Tuck, Mason Mrgan, and Channel Walker along with her own hard work, dedication, and persistence as a self-starter.
Her Interview
Ten minutes with Sandria
01What do you attribute your success to?
The guidance of my mentors, as well as my hard work and dedication. Waking up every day and choosing to push through is just the biggest part of my success. There's a lot of days where things are unclear, uncertain, you have to be a self-starter, and you have to be willing to get back up and try again, even when you get a no.
02What advice would you give to young women entering your industry?
Just be confident. And be tenacious. Continue to be grateful for every win along the way.
03What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is actually AI. AI music has kind of shaken things up, but it also dilutes music for everyone, so it can be a helpful tool, but I see a lot of demise as well.
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