For decades the demo tape and more recently demo CD have filled the post bags of UK record companies.

The new ‘A&R Tools’ facility allows would-be artists to upload their mp3 and publicity pictures, merge them together and stream them to Parlophone’s A&R team.

The system records everything the team has reviewed and allows them to rate tracks and artists. Artists are also automatically informed once their tracks have been reviewed.

Currently in use by a handful of independent labels, the new technology caught the eye of Parlophone’s Head of A&R, Nigel Coxon, who subsequently commissioned a 3-month pilot. The pilot was successful and he and his team are now using the facility as an everyday part of finding new bands and artists.

With the advent of the mp3, record companies have found they not only receive traditional demo packs but also get spammed with a large number of mails containing web site links and actual mp3's which clog their mailboxes.

They may listen to these demos but have no efficient way of cataloguing what they have heard or match demos they like with ones the artist may have previously submitted.

The new system is hierarchical and most of the reviewing is done by the front line A&R team. Artists and tracks of interest are automatically passed to the more senior members of the team.

The system was the brainchild of ex-musician turned city IT consultant and software engineer Nigel Rees. Nigel, no stranger to the demo process from his own music days, set up the company Senica and employed top multimedia developers from as far afield as India to work on the project.

He says: “I spotted an obvious problem that needed to be resolved in improving the efficiency of reviewing large numbers of demos. I feel that with the new dawn of downloadable music, this A&R Tools system will help major record companies focus more on the core area of A&R and will significantly improve the viability of reviewing demos.”

Parlophone Head of A&R Nigel Coxon says: “One of our top priorities in A&R is to keep our talent spotting process as efficient and up to date as possible. This new system allows us to do just that, while at the same time helping us stay committed to giving anyone the opportunity to be heard.”

The Parlophone A&R team currently directs artists who contact them to submit demos via the system. Over the coming months it intends to have all demos submitted in this way.