In recent months, things only seem to be getting better for Sabrina Carpenter. Last summer, while opening for Taylor Swift's Eras tour, she started going viral for the city-specific outros that would follow at the end of her song “Nonsense,” a bona fide hit that drove fans to No. 56 on the Hot 100 and No. 10 on Pop Airplay. It was followed by “Feather”, from her deluxe edition Email I can't send album, which went even further, peaking at No. 21 on the Hot 100 and becoming her first Pop Airplay No. 1 earlier this year.
But that was only the beginning. “Espresso,” her single released alongside her Coachella performance in April, climbed to No. 3 on the Hot 100 and No. 1 on the Global 200, establishing her as the pop superstar of the moment, crowned accordingly with an interpretation (and display of skits) above Saturday night live. But her latest single, 'Please Please Please', went even further – after debuting at No. 2 on the Hot 100 and giving her the top two songs on the Global 200, 'Please Please Please' went on to climb to the top both on the charts, giving Carpenter her first Hot 100 No. 1 and the distinction of replacing herself at the top of the global charts.
The momentum was dizzying – with each level conquered, another one dropped soon after. Or, as Island Records vp of A&R Jackie Winkler He puts it, “'Nonsense' walked so 'Feather' could jog, then 'Espresso' ran so 'Please Please' could start a riot.” And the success earned Winkler, who originally signed Carpenter to Island and has worked with her ever since, the title of Advertising sign's Executive of the Week.
Here, Winkler talks about building each of those songs, Carpenter's evolution as a songwriter, how A&R has evolved over the years — and what's next. “I think this album is going to blow people away,” Winkler says of Carpenter's upcoming Short N' Sweet, is expected to be released in August. “If you like 'Please Please Please' and 'Espresso,' just wait and see what's in store.”
This week, Sabrina Carpenter's “Please Please Please” hit No. 1 on the Hot 100, her first song to top the chart. What key decision did you make to help make this happen?
Sabrina and Jack Antonoff they had known each other personally for quite some time, so it was a natural progression for them to finally work together. Given the chemistry that Sabrina and Amy Allen had already built, putting the three together felt like the perfect musical combination that undoubtedly yielded something extraordinary. It's also fun to share the success of this song David Gray and Jenn Knoepfle at UMPG who were instrumental in connecting the dots.
“Please Please Please” also reached No. 1 on the Global 200, replacing “Espresso,” which was No. 1 last week. Why do you think these songs resonate and work so well around the world?
To put it simply, the two songs speak for themselves. The first time I heard 'Please Please Please' and 'Espresso', they both sounded like hit records. The exquisite nuances of Sabrina's vocal performance and fast-paced lyrics, combined with Jack Antonoff and Julian BunettaHis brilliant productions all play an essential part in what makes these songs so infectious and undeniable. They are particularly bold and no one could pull them off as fearlessly and authentically as Sabrina.
Since last year, Sabrina has been steadily climbing the charts, from 'Nonsense' to 'Feather' to 'Espresso' and 'Please Please Please'. How have you worked with her to help her develop her sound over the past year to get to this level?
It really feels like all four songs came at the perfect times in her career. “Nonsense” walked so “Feather” could jog, then “Espresso” ran so “Please Please Please” could start a riot. At its core, the music Sabrina makes is a perfect reflection of who she is as a person, and it's all the quirks and character that give her such a strong musical identity. Writing with her friends has always been the easiest way to allow her to be herself, so protecting that process at all costs will remain a vital part of her ever-evolving sound.
You originally signed Sabrina to Island several years ago. How have you seen her develop as a songwriter and artist since then?
From day one, Sabrina's superpower has always been knowing exactly who she is and the type of musical collaborators she wants to work with. I've seen her develop into an extraordinary songwriter who has not only coined entirely new phrases, but permeated popular culture around the world with her lyricism alone. One of the most gratifying parts of watching her succeed is that none of it has happened by skipping steps or getting a lucky break. It's all down to her remarkable talent, the music itself, and the relentless detail she's put into every aspect of her creative campaign. [Island co-CEOs] Justin Eschak and Imran Majid they are ambitious leaders who strongly encourage our artists and Island Records staff to take risks musically and strategically, which has made this journey even more enjoyable as we continue to push forward without limitations.
With such a string of hit singles, how does that influence your approach to her upcoming album?
I think this album is going to blow people away. If you like 'Please Please Please' and 'Espresso', just wait and see what's in store. Every ounce of the album is filled with Sabrina's personality — funny, honest, sassy and smart, but most of all she's honest. There isn't a single song on the album that could be mistaken for another artist, which is by far my favorite track.
How has A&R changed over your career and how has technology changed the role?
Technology continues to be a valuable tool for doing our jobs more efficiently. Since the beginning of my career, our access to information, data and even resources used to break artists has multiplied. However, my approach to signings, selecting singles and mixing creatives has never wavered from following my instincts. What will remain constant in A&R is the importance of maintaining genuine relationships, remaining selective and faithful in finding artists with longevity, point of view and unparalleled vision.
