Direct2Exec & Coast2Coast:
They A-&-Aren’t Legit.
What You Need to Know
🧠 Aspiring artists are often drawn into the world of showcases and A&R meetings, thinking they’re just one performance away from being discovered by major labels. Companies like Direct2Exec and Coast2Coast prey on these dreams, promising access to A&R executives from labels like Roc Nation and Atlantic Records. In reality, these events are nothing more than elaborate scams designed to extract money from indie artists, offering no legitimate opportunities in return. The verdict is in: Direct2Exec is a scam.
How the Scam Works
Direct2Exec and Coast2Coast are, in fact, the same company, with only slight differences in how they market their events. Both operate under the guise of offering indie artists the chance to perform for high-level A&R executives, but the truth is much more sinister.
Direct2Exec:
Direct2Exec markets itself by claiming it holds A&R meetings in prestigious label studios, such as Roc Nation, Priority Records, or Atlantic Records. In reality, these events are held at unaffiliated commercial studios rented for the day.
The Actual Spaces They Use Are:
Quad Studio (NYC)
Claimed as Roc Nation’s studio, but in reality, Direct2Exec rents out the event space at Quad, which has no affiliation with Roc Nation. This is such a recognizable location (everyone you’ve ever heard of has recorded there, and the main studios overlook Time Square) that it’s incredibly brazen of Direct2Exec to attempt to misrepresent it. Any studio nerd would recognize it instantly, even the event spaces.
This is just an event space, not a studio. It’s part of Quad Studio in NYC. Not that it’s that important, but this is part of how the scam misrepresents the entire “event”. It’s pitched as if you are paying for a meeting at the actual record label, performing for decision-making execs in some high dollar record-label-owned studio space. The fact is, deals typically go down in boardrooms. Record deals are a business contract, not a rave. Actual deals are inked under florescent lighting, surrounded by suits, with a conference phone on every table. It won’t look like a party.
The Quad studio rooms are so iconic, I’m surprised they ever tried to pass them off as anything other than being the Quad. While they used to rent their studio spaces for these “events”, it appears in the last few years they started packing more artists and decided to rent the Quad’s larger “event” spaces instead. These spaces are not even set up to record or perform. They’re just flashy party rooms.
Mix Factory One (Detroit)
Marketed as Priority Record’s own studio, this is actually Mix Factory One Studio. While this studio is with-out-a-doubt a unique space, it’s definitely not record label affiliated. It’s just a quirky studio you can rent recording time in, just like any other studio anywhere in the country. It has no affiliation with Priority Records. Mix Factory is an easy studio to recognize, as is Quad. It’s amazing that Direct2Exec even tries to get away with misrepresenting it as a label-owned studio space. The decor in this studio and the wall-inlaid Tannoy monitors (as well as the unique acoustic paneling in the booth) are instantaneous giveaways as to which studio this is. It would be obvious to any studio nerd, and at least noticeable to basically anyone else, that this is not the vibe of Priority Records, and that Priority Records is probably not where these Midwest videos were filmed.
This is not a Priority Records affiliated studio. This is actually Mix Factory One, which is a highly recognizable studio in Detroit. It’s got a great vibe. But it’s not Priority Records. Nor is it affiliated with any record label. You could rent a session here tomorrow, if you wanted to. It’s a studio, like any other.
Summit Studio Pasadena (LA)
Pitched as Atlantic Records’ studio, but like the others, it’s merely a rented recording studio with no label involvement. This is possibly the location where the intro to all of their YouTube promo videos was filmed, even though it would appear (by the lack of a shadow and the strange position of the seating) that the A&R present in this intro was actually comped in (and the still-image comp was then animated) to create the intro sequence of all of the Direct2Exec promo videos. Which would be deceptive if they had done a better job at it. As it stands, it’s really just… an odd choice.
See Direct2Execs Strange Intro Here
The only studio these images match is this studio in LA. Unless the entire promo intro was filmed in a hotel reception hall (not totally out of the question) it was probably filmed here, a low-priced rehearsal space in California, called Summit Studio Pasadena.
This studio has rates as low as $24/hr due to it being a rehearsal space and not a traditional recording studio. It’s hard to say for sure, but my guess is this is the space they use for these “promo” videos.
From their Intro Video:
There’s no need to comp this guy in. And yet, it appears that’s what they did. It’s such an odd choice. It’s not like they couldn’t just get some guy to stand in for this 5-second-video that they planned to use in every promo they put on YouTube for the next 10 years. I don’t know why they would Photoshop this and then animate it to feel like a video, but, it seems that’s what they’ve done. Weird choices are red flags in and of themselves.
The Truth
The artists are asked to pay large fees to participate, covering the rental of the event space and the travel expenses of the so-called A&Rs.
🚩 In today’s industry, A&Rs have no power to sign anyone. Most of the “A&R” who participate in this scam are doing so without label consent, and often they do it after they’ve already left the label (or been fired). And even when actual label-affiliated A&Rs attend, they are not authorized by their label to sign artists at these events. That’s not even what A&R do.
They have no desire, no authority, and no intention, of signing anyone there. A&R do not sign artists, anyway. They are label employed liaisons that manage the artists who are already signed to a label’s roster. They are not “scouts” either – such a thing no longer exists, and by some accounts, never really did.
Music doesn’t really make money the way it used to. For that reason (among others) the days of scouts, finder’s fees, and labels “taking a flier” on startup artists still in their pre-revenue phase are long behind us, and probably gone for good. Direct2Exec knows this, but their business model is betting on the fact that you don’t.
Even worse, Direct2Exec doctors their promotional videos by reusing identical footage from other events and falsely claiming attendance by label executives. Artists pay, hoping for their big break, but all they get is a showcase in front of other unsigned artists, not industry professionals.
The False Promise of Label Access
Direct2Exec markets itself as an exclusive opportunity for independent artists to perform directly in front of A&R representatives from major record labels. The company claims these performances take place in prestigious label studios, such as Roc Nation or Atlantic Records, giving the impression that artists are stepping into a legitimate industry space with the chance to be discovered. But the reality couldn’t be further from the truth.
Direct2Exec may not even always have A&R at these meetings, as it would appear – not only do they pack a bunch of artists in at once to share the same “meeting” – they also reuse footage, mostly that of A&R “watching” the performances and acting all hyped.
Which can only mean that they couldn’t be bothered to be hyped more than once. If I was getting paid almost $10k per “meeting” – I’d be pretty hyped. So seeing them repeatedly reuse hype footage is pretty upsetting.
It’s probably the most unforgivable shortcut they could take. So, of course, they took it.
Re-using “hype” footage proves two things:
- They can’t be bothered to be fake-hyped for each performer, and they’d rather just do it once and get it over with.
- They are clearly packing multiple artists in to one meeting, even though each artist paid individually to perform for these A&R “One-on-One”
This is pretty disheartening to see. These performers gave it their all, and they deserve better than this nonsense. They at least deserved to have these “A&R” watch their performance and act excited about it. That’s the very least their money should have bought them. But instead, Direct2Exec doctored the footage, trying to keep the performers out of the “hype” frames so you couldn’t tell that it was all filmed at the same time. But scrubbing the videos on YouTube, I found a few stray frames they missed. You can see them to the left.
The photo to the left and the photos above were taken from two different performance videos, which had been carefully edited to make it seem like each performer had their own hyped-up audience during their own private A&R meeting. But in reality, lots of performers were packed in to the same “meeting” and therefore they were visible in random frames of the video that the editor missed. To be honest, these videos weren’t that carefully edited. They’re pretty sloppy, actually.
This was all shot the same day, same meeting, same tiny room, and one thing they clearly didn’t get was a one-on-one performance with these “A&R” – who couldn’t even be bothered to give individual reactions to these artists who paid individual fortunes to be in front of them. That’s pretty low, and it only gets worse from here.
The Deception Behind Direct2Exec
Direct2Exec is known for renting out generic event spaces or recording studios that have no affiliation with major record labels. For example, they often rent out locations like Quad Studio in New York City or Signature Sound Studios in Los Angeles, presenting them as official label spaces. Artists are led to believe they are walking into Roc Nation or Atlantic Records, when in fact, they are performing in spaces that have simply been rented for the day.
While Direct2Exec might occasionally feature actual A&R representatives, these individuals are attending without the authorization of their labels. They have no authority to sign anyone and are merely paid to be there as part of the show.
Worse yet, Direct2Exec often doctors its promotional videos, reusing footage to create the illusion that major label executives are present at these events when they aren’t.
They re-use the footage on the top left in about 20 videos from the last year alone. Who knows how long ago this “hype” footage was filmed, or if any actual A&R are present at the performances. These “opportunities” continue to be sold, filmed, and spliced with old b-roll for YouTube, with Direct2Exec uploading them in the hopes that they can sell even more scam “meetings.” The scams themselves help sell more scams. Any real “A&R” involved should be fired. There was definitely a time in this industry when they would’ve been. Currently participating A&R are listed right on D2E’s website.
Paying to Play: The Financial Trap
Artists are expected to pay a hefty fee to participate in these showcases, sometimes as much as $300 to perform a single song. The promise? That you’ll have the ear of someone who can change your career.
But the truth is, these A&R representatives are not scouts, nor are they authorized to offer any deals. They are there for one reason: to help Direct2Exec profit from the dreams of hopeful artists.
Once inside, you’ll find that you’re not alone in chasing that dream. The room is usually packed with other artists who have paid for the same chance, and there’s no real opportunity for meaningful feedback, networking, or industry connections.
The Reality of These Meetings
Attending a Direct2Exec event is akin to performing at an open mic night. You’re showcasing your talent in front of other unsigned artists, with no label executives watching, and no real industry opportunity. The A&Rs present are merely there to collect a paycheck for their appearance, not to sign anyone.
‼️ In fact, the very premise that a label A&R would scout for raw, unsigned talent at an event like this is outdated and false. A&Rs today work with artists who have already built their own brands, with substantial streaming numbers and established fanbases. They are not attending open auditions to discover the next big thing. By the time a label is interested in you, you will already be a profitable, self-sustained artist.
Coast2Coast
Coast2Coast is the other side of this scam, and while their business model is slightly different, the predatory tactics remain the same. Marketed as a live performance tour, Coast2Coast promises artists a chance to perform on stage across the country.
But, a particularly avid investigator (who also happens to be an independent artist and industry-leading marketing expert) Gaetano Dinardi was able to uncover most of this company’s sinister operations, and gave a full report on the topic of specifically the Coast2Coast side of this scam, in his article posted to his personal blog, officialgaetano.com.
Gaetano’s report exposes Coast2Coast’s live-show model, showing this is no real tour being offered to eager, paying artists. Instead, Coast2Coast rents out low-budget banquet halls, bars, and event spaces, where artists perform in front of crowds made up of other unsigned artists, not actual fans or industry insiders.
Coast2Coast runs aggressive social media advertising campaigns, luring in hopeful artists with promises of touring opportunities and exposure. Ads often use misleading language like “Rappers Wanted” and offer slots in showcases that are anything but industry standard.
Coast2Coast preys on amateur-level artists who don’t know any better, promising that performing at one of their showcases will help launch their careers. In reality, artists are asked to pay exorbitant fees (up to $300) to perform one song, often in front of small, disinterested crowds.
Fake Success Stories and Co-Signs
One of Coast2Coast’s most deceptive tactics is using fake success stories to create the illusion of legitimacy. They often suggest that major artists, like 2 Chainz, owe their success to Coast2Coast, when in fact, these artists achieved success long before any association with the company.
Additionally, Coast2Coast pays well-known artists for cosigns and drops, which they use in their marketing to trick indie artists into thinking the events are credible.
🚩 They’ve even gone so far as to misuse endorsements, including falsely claiming that Meek Mill co-signed one of their mixtapes, leading Meek Mill to publicly correct the false attribution and actively distance himself from the company.
How Much Money Are They Making?
According to Gaetano’s research, Coast2Coast and Direct2Exec are making massive profits from these scams. For example, a showcase featuring 32 artists, each paying $300 for one song, results in $9,600 per event.
🎩 With Coast2Coast hosting up to 30 showcases a month, they could be making upwards of $288,000 monthly—and that’s just from their live events.
This doesn’t even account for the additional money they pull in through their mixtape promotion services, or their Direct2Exec meetings, which are equally deceptive and equally profitable.
Targeting Vulnerable Artists
As Gaetano Dinardi beautifully documented in his expose, one of the most disturbing aspects of Coast2Coast and Direct2Exec’s operations is how they target young, inexperienced artists.
These companies often go after artists like $lim Tuc, a 16-year-old high school student from Tucson, Arizona, who saw Coast2Coast’s ads on Facebook.
Tuc paid $150 for a performance slot, only to realize he’d have to spend even more money on travel, lodging, and additional fees—all to perform in front of other artists, not fans or industry insiders.
In the case of Direct2Exec, the real tragedy is how many artists are misled into thinking they are performing for real A&Rs with signing power, only to discover that the whole event was a cash grab – at which point it was too late to do much about it.
Even worse, some of the footage from these events is recycled across different showcases, making it look like label executives were present when they weren’t.
Protect Yourself
Here are some key things to look out for to avoid falling into these traps:
- Real A&Rs don’t charge artists. If someone is asking you to pay for access to a showcase or meeting with an A&R, it’s a scam. Remember, A&R do not have the power to sign artists, and there are no such things as “scouts”. Hearing “you’ve been scouted” or “I’m A&R and I can get you a deal” means you’re dealing with a scammer. There are no exceptions to this rule.
- Verify the venue. If the event claims to be in a major label’s studio, call the studio directly to check if the event is legitimate.
- Research reviews. Many artists have posted reviews online, calling out Coast2Coast and Direct2Exec for their fraudulent practices. These companies rely on volume, so they’ll accept anyone, regardless of talent or qualifications.
- Beware of inflated success stories. Coast2Coast often uses misleading endorsements and fake success stories to lure artists in. Research any claims they make to ensure they are legitimate.
Final Thoughts
✍🏻 Direct2Exec and Coast2Coast are two sides of the same coin, exploiting indie artists by charging them for fake opportunities and empty promises. Whether it’s a bogus A&R meeting in a rented event space or a “live tour” performed in front of other unsigned artists, these scams offer nothing of real value. These events are essentially just the world’s most expensive open mic nights, and in front of the world’s least excited, least powerful music industry goons. Always do your research, and remember that in the music industry, legitimate opportunities never come with a price tag.
Dive Deeper
To read more about Coast2Coast’s tactics, check out this detailed report by Gaetano Dinardi.
* Special thanks to Gaetano Dinardi for his incredible research, and for everything it added this investigation.
Stay in the loop,
– Music Scam Alert Staff
don’t get duped.
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