BMG’s Tab Nkhereanye Helped Build Careers for Bieber and Frank Ocean — Here’s What Indie Artists Should Know

Tab Nkhereanye isn’t just another name behind the boards — he’s a seasoned creative force who’s shaped the careers of major artists like Justin Bieber, Frank Ocean, and Alessia Cara. Now the Senior Vice President of A&R at BMG, Nkhereanye brings decades of experience to the table, seamlessly merging artistry with executive prowess. From penning Bieber’s debut single "One Time" to signing songwriting juggernauts like The-Dream and Brian Michael Cox, his journey exemplifies both vision and longevity.

Nkhereanye’s early wins weren’t strokes of luck. He speaks with confidence and clarity when recalling his intuition about young Bieber’s stardom. After hearing the Canadian teen play a guitar nearly as big as himself in a grainy video sent by Scooter Braun, Tab knew it was go-time. That belief paid off: he placed multiple records on Bieber’s debut project, including one from then-unknown Frank Ocean. The move was both strategic and emblematic of Tab’s ability to hear talent before the world catches on.

That instinct has defined Nkhereanye’s career. He doesn’t chase trends — he trusts his ear and his gut. His ability to spot and support greatness early has led him to collaborate with talents who’ve reshaped the sound of contemporary R&B and pop. His signings and executive decisions speak to a philosophy grounded in long-term artistry, not flash-in-the-pan hype.

Crafting a Hit: Feel Over Formula

When it comes to making hit records, Nkhereanye leans into feeling over science. While some emphasize BPMs and technical arrangement, he prioritizes moments that connect. "If you can't hold the mic out to the crowd and have them sing it back, it’s not a hit," he said. Opening lines and vocal tone are also crucial — it’s about immediately grabbing the listener’s attention. He believes the first four bars should make listeners crave the next four.

He draws from iconic voices like TLC’s T-Boz and Sade, highlighting how tone and emotion often outweigh technical perfection. According to Nkhereanye, unique tones evoke feeling — something technology can’t replicate. Even with all the plugins available, he reminds artists: "They don't have a plugin for feeling yet." He credits singers like Mary J. Blige for delivering raw emotional energy, even if a note isn’t technically perfect.

His advice resonates especially in today’s hyper-digital world where perfection is often pursued at the cost of authenticity. Nkhereanye reminds artists that vulnerability and imperfection are assets, not liabilities. For him, crafting a hit is more about connection than calibration, and that’s a truth that independent artists can leverage without major label resources.

The Magic vs. The Mix: Knowing When a Song Is Done

Nkhereanye credits his experience in both songwriting and A&R for teaching him when to walk away from a track. For him, a song is done when it moves you twice — once in the studio, and again in the car. That internal compass has guided him to countless hits. He trusts that emotional reaction over any technical metric, believing the music should speak for itself when it’s truly complete.

However, he warns against overthinking. "Artists will beat a song to death chasing perfection, and end up stripping away what made it special," he said. He's witnessed expensive mixes that pale in comparison to the raw emotion of a demo. His advice to artists: trust your gut, not the gear. It's a perspective grounded in years of watching the soul get lost in the search for polish.

That clarity also helps him guide artists who may be unsure whether to keep refining or release. He understands the emotional investment that goes into creating music but urges artists to avoid the trap of endless revisions. With years spent both creating and curating music, Nkhereanye’s ear has become his most valuable tool. It’s a skillset that emerging artists would do well to develop themselves — knowing when to step back and say, "this is it."

Developing Artists and Building Rooms with Intention

Nkhereanye’s A&R philosophy centers on curation. Rather than chasing viral stats, he believes in curating rooms full of great people — artists, writers, and producers. He describes his process signing Alessia Cara as one rooted in tone and gut instinct. When he heard her singing a hook on another artist’s track, he didn’t hesitate. "Go get the girl," he told his partners. That decision changed careers.

The same philosophy applied when building the team for her breakout song "Here." From songwriter Sebastian Cole to producers Pop and Oak, Tab assembled talent that elevated the track organically. The moment the Isaac Hayes sample dropped in studio, he knew: they had a classic. This wasn’t a focus-grouped formula — it was feel, chemistry, and instinct, all in one room.

His approach highlights how assembling the right team can create musical magic. It’s not about hype or social metrics — it’s about synergy. For independent artists, surrounding yourself with collaborators who challenge and elevate you is crucial. Your team should not only reflect your sound, but amplify your essence — and for that, chemistry trumps clout every time.

Creative Evolution: From Pen to Power Moves

Tab’s transition from songwriter to executive wasn’t just a career pivot — it was a creative necessity. After years of writing under restrictive publishing deals, he decided to funnel all his songs into one artist, Blue Cantrell. That experiment morphed into an A&R role at Arista and eventually led to him working with legends across multiple labels. His pivot was a move from survival to strategy, born out of understanding how to work the system.

He recalls the moment he realized his own songwriting tank was nearing empty — and someone else’s was overflowing. That someone was Frank Ocean. Demo after demo kept getting better, convincing Nkhereanye that his calling was now behind the scenes. "Creative father time caught me," he said. "I’m not as good as that guy." His honesty about that shift shows humility — and a deep love for the game.

This moment wasn’t a defeat — it was a pivot rooted in self-awareness. Rather than compete, he empowered. That mindset helped launch careers and built a legacy not bound by ego. For creatives at any stage, recognizing when to evolve can be a career-defining decision. And in a business where many cling to yesterday’s wins, Nkhereanye’s ability to pass the torch might be his most enduring strength.

The Business of Discovery Then and Now

In earlier days, discovery meant hearing a demo or catching an artist at a live show. Tab found Frank Ocean through producers KP and Malay, then brought him in based on feel and vocal uniqueness — not streaming numbers or viral metrics. It was an era when the ear reigned supreme, and one memorable hook could launch a career. That sensibility remains intact in how Tab evaluates music to this day.

Now, discovery has become increasingly data-driven. Social media clips, TikTok virality, and backend streaming analytics dominate modern scouting conversations. While Tab laments how noisy the landscape has become — with thousands of songs released every day — he still commits himself to active discovery. If a record speaks to him emotionally, he’ll chase it anywhere, from Atlanta to Moscow. The method may have evolved, but the motivation remains.

He’s quick to remind up-and-coming artists and execs alike: it’s still about taste. Amid algorithms and analytics, it’s the human ear that discerns hype from true heat. Artists may manipulate systems or inflate metrics, but they can’t fake soul. And in Tab Nkhereanye’s world, a great song — one that moves people — is still the ultimate currency.

Coachability: The Real Edge

Tab Nkhereanye believes the ability to be coached is a game-changer — and a missing ingredient in too many artists today. In his eyes, it’s not about whether an artist can sing or rap; it’s about whether they can listen, adapt, and evolve. Social media may flood creatives with likes and heart emojis, but that validation doesn’t always translate into real-world staying power. For Nkhereanye, the greats — whether it’s Beyoncé, Taylor Swift, or Terron Thomas — have all been coached.

He recalls his own journey, noting how executive mentors helped shape his ability to navigate corporate roles after years as a songwriter. That mentorship, paired with humility, allowed him to thrive where others might have stalled. He’s clear with young artists: self-awareness and openness are signs of strength, not weakness. Being coachable means knowing when your art needs another perspective, when your vision needs refining.

Nkhereanye also sees coachability as a major factor in long-term sustainability. Artists might blow up overnight with one viral track, but sustaining a career takes discipline, adaptability, and an openness to feedback. He worries that the next generation is so busy performing for followers that they’ve stopped learning from seasoned voices. To truly win, Tab says, artists must be willing to learn, unlearn, and then learn again.

When Indie Isn’t Enough

In the modern era of digital distribution and DIY platforms, more artists than ever are going independent. But Tab Nkhereanye urges musicians to be honest with themselves about what that path really requires. He believes there's a time when every independent artist hits a ceiling — and that’s when a label becomes not just helpful, but essential. If your brand requires big visuals, high-budget rollouts, or tour support for a crew, you’re going to need backing.

He uses the example of multi-member groups, glam-heavy acts, and artists with cinematic aesthetics. Those acts need money, logistics, and infrastructure. While platforms like TikTok and YouTube can break a song, they rarely sustain an entire career. Labels bring reach, resources, and seasoned guidance that many indie teams can’t match.

Tab respects artists like Russ and Brent Faiyaz, who’ve proved that independence can work with the right mindset and skillset. But he cautions others not to romanticize the grind without understanding its weight. If your music requires a certain scale — festivals, late-night performances, global rollout — you might need a label more than you think. In Tab’s words, being independent is only powerful when it's a strategy, not just a vibe.

Stand on the Table Moments

Every great executive has moments they wish they could relive — and for Nkhereanye, it’s passing on Kendrick Lamar. He doesn't shy away from the admission. Kendrick came to his office multiple times early in his career, and although Tab recognized his talent, he didn’t ‘stand on the table’ to make the signing happen. That lesson stuck, and he’s candid about it being one of the biggest regrets in his professional life.

On the flip side, Tab also stood firm on decisions others doubted. One was his unwavering belief in Kanye West’s "Through the Wire." Despite the unconventional vocal style and fractured jaw delivery, Tab saw genius. The record, which others dismissed, went on to become a defining moment for a then-unknown producer-turned-rapper. Tab also went to bat early for Frank Ocean, signing him before most knew his name.

Nkhereanye shares these stories not to boast, but to illustrate the stakes of the job. A&R isn’t just about knowing music — it’s about trusting your taste, your timing, and your tolerance for risk. Standing on the table means risking your reputation to back someone who hasn’t yet proven themselves. It’s a leap of faith, and one that can change music history.

The Future Is Human

When asked if AI will write a No. 1 record this decade, Tab Nkhereanye didn’t flinch — he said yes. It’s not because he’s rooting for it. It's because he understands how quickly technology is evolving. Yet even as AI creeps into songwriting and production, he believes it’ll never replace soul.

Nkhereanye is no technophobe. He embraces tools that help songwriters and producers move faster or communicate ideas more clearly. But his fear is about the erosion of humanity in music. When art becomes too perfect, too calculated, it risks becoming hollow. AI might help structure a song, but it won’t birth a Sade verse or a Mary J. Blige wail.

As the industry braces for more machine-made content, Tab doubles down on the irreplaceable power of human connection. He encourages artists to stay grounded in emotion, experience, and storytelling. The future might be digital, but the heart of music — at least to Tab Nkhereanye — will always be human.