The intricacies of the contemporary music industry, particularly the often-opaque world of professional songwriting, were recently illuminated on "The New Music Business podcast" as host Ari Herstand engaged in a comprehensive discussion with Andreas Schuller. Schuller, a revered hit songwriter, producer, and co-founder of the music publishing company Honua Music, offered unparalleled insights into the mechanisms behind chart-topping tracks, the pivotal role of publishing entities, and the evolving landscape for creators. His extensive portfolio, boasting collaborations with global artists such as The Weeknd, Jason Derulo, and Madison Beer, has collectively amassed billions of streams and garnered numerous gold and platinum certifications, underscoring his authority on the subject.
The Architect of Hits: Andreas Schuller’s Journey
Andreas Schuller’s career trajectory is a testament to the dynamic nature of the music business. Initially carving out a reputation as a prolific songwriter and producer, responsible for crafting sounds that resonated with mass audiences, he has since transitioned to the publishing side, co-founding Honua Music. This evolution from creator to facilitator reflects a broader trend within the industry where experienced professionals leverage their knowledge and networks to cultivate new talent and manage intellectual property. Schuller’s dual perspective—having navigated the creative trenches and now overseeing the business infrastructure—provides a unique vantage point on the industry’s inner workings. His early successes were built on a keen understanding of pop sensibilities and an ability to translate artist visions into commercially viable records, leading to collaborations that consistently yielded global hits. The move to publishing allows him to mentor aspiring songwriters, providing them with the guidance and resources he once sought.
Demystifying Music Publishing: The Songwriter’s Revenue Stream
A significant portion of the podcast delved into the often-misunderstood realm of music publishing and how songwriters generate income. Schuller meticulously explained the various revenue streams that form the bedrock of a songwriter’s livelihood. Unlike recording artists who earn royalties from master recordings, songwriters primarily earn through publishing rights. These include mechanical royalties (generated each time a song is reproduced, such as on CDs, vinyl, or through interactive streaming), performance royalties (collected when a song is publicly performed, whether on radio, television, live concerts, or non-interactive streaming services), synchronization royalties (paid when a song is used in visual media like films, TV shows, commercials, or video games), and print royalties (from sheet music).
Publishing companies, like Honua Music, play a crucial role in administering these rights. They register copyrights, license compositions, collect royalties from various sources globally, and, critically, develop songwriters. This development often involves pairing writers with artists, producers, and other collaborators, organizing songwriting camps, and providing creative feedback. The global music publishing market, valued at approximately $7.2 billion in 2022, continues to demonstrate robust growth, projected to exceed $10 billion by 2027, primarily driven by the expansion of streaming services and synchronization licensing. However, the distribution of these revenues remains a contentious issue, with songwriters often advocating for higher percentages from streaming platforms. Schuller’s explanation underscored that while individual stream payouts for songwriters are minuscule, the cumulative effect of billions of streams, coupled with other royalty types, can lead to substantial earnings for hitmakers.
The Genesis of a Hit: Jason Derulo’s "Wiggle"
Schuller offered a captivating behind-the-scenes account of how one of his most recognizable hits, Jason Derulo’s "Wiggle," came to fruition. This anecdote served as a practical illustration of the collaborative and often serendipitous nature of hit songwriting. Released in 2014, "Wiggle" became a global sensation, peaking at number five on the Billboard Hot 100 and achieving multi-platinum status in several countries. Schuller detailed the creative process, from initial concept to final production, highlighting the importance of capturing a specific vibe and working harmoniously with the artist and other producers. The song’s infectious beat and memorable lyrics were the result of a concentrated effort, likely involving multiple writing sessions and refinements. The story of "Wiggle" exemplifies how a combination of creative vision, effective collaboration, and strategic production can culminate in a track that transcends cultural barriers and dominates airwaves.
Navigating Industry Politics: Splits, Credits, and Collaboration
The discussion then veered into the more complex and often fraught territory of songwriting splits, credits, and industry politics. In an era where most hit songs are the product of multiple collaborators—often three to five writers, and sometimes more—the equitable distribution of credit and royalties is paramount. Schuller emphasized the necessity of clear communication and formal agreements regarding splits before a song is completed and released. The "split sheet" is a vital document, outlining each contributor’s percentage share of the publishing rights. Disputes over credits and splits are unfortunately common in the industry, underscoring the importance of legal counsel and transparent negotiation. This segment highlighted that while creativity is the engine, robust business practices and mutual respect are the lubricants that keep the collaborative machinery running smoothly. The average number of credited songwriters on a Billboard Hot 100 hit has steadily increased over the past two decades, now often exceeding four, making clear agreements more critical than ever.
The Evolution of Professional Songwriting: A Post-2010 Landscape
Schuller provided a compelling historical perspective on how professional songwriting has transformed since 2010. The advent of ubiquitous digital audio workstations (DAWs), the rise of streaming, and the increased global connectivity have fundamentally reshaped the creative process. The traditional model of a single artist and a single songwriter has largely given way to "songwriting camps"—intensive, multi-day sessions where various combinations of songwriters, producers, and artists collaborate to generate a high volume of material. These camps, often organized by labels or publishers, aim to maximize creative output and foster dynamic collaborations.
Furthermore, the streaming economy has subtly influenced song structure. With listeners having instantaneous access to millions of tracks, the emphasis has shifted towards immediate hooks and concise intros to quickly capture attention. This contrasts with older models where longer intros and more gradual builds were common. Schuller noted the increasing specialization within songwriting, with individuals often focusing on "toplining" (writing melodies and lyrics over existing instrumentals), beat-making, or specific lyrical themes. This specialization, combined with global networking opportunities, means that a hit song might be pieced together by collaborators working remotely across different continents.
Breaking Into the Music Industry: Practical Advice for Aspiring Songwriters
For those aspiring to enter the competitive world of professional songwriting, Schuller offered practical, actionable advice. His primary emphasis was on relationship-building. In an industry that thrives on connections, networking is not merely beneficial but essential. Attending industry events, utilizing online platforms, and genuinely cultivating relationships with artists, producers, A&R representatives, and other songwriters can open doors. Beyond networking, Schuller stressed the importance of honing one’s craft. This involves constant practice, critical self-assessment, and a willingness to adapt and learn. Developing a unique voice while also understanding current market trends is a delicate balance. He also suggested that aspiring writers be proactive in creating a strong portfolio of demo tracks and maintaining an active professional online presence. The journey is often protracted, demanding resilience and an unwavering commitment to the craft.
Originality vs. Trend Chasing: Striking the Creative Balance
A perennial debate in creative industries is the tension between originality and commercial viability. Schuller addressed this by discussing what truly works in the hit-making formula. While chasing trends might offer short-term gains, true longevity and impact often stem from a unique artistic voice. However, he also acknowledged that completely ignoring trends can lead to irrelevance. The sweet spot, he suggested, lies in infusing originality into contemporary sounds, finding a way to make something fresh yet familiar. Hit songs often resonate because they tap into universal emotions or experiences, presented through a novel sonic or lyrical lens. This requires not just creative talent but also a deep understanding of cultural currents and audience psychology.
The Art of Collaboration: Building Great Writing Rooms and Creative Chemistry
Schuller delved into the nuanced aspects of fostering effective collaboration. Creating a "great writing room" goes beyond just having good equipment; it involves cultivating an environment of trust, psychological safety, and mutual respect. Creative chemistry, he explained, is often intangible but vital. It’s about how personalities blend, how ideas flow freely, and how constructive criticism is received. Publishers and A&R teams play a crucial role in pairing individuals who are likely to spark creative synergy. Understanding the strengths and weaknesses of each collaborator—whether it’s a lyrical genius, a melodic innovator, or a production wizard—is key to maximizing the output of any session.
AI’s Inevitable Role: The Future of Music and Songwriters
The conversation concluded with a forward-looking perspective on the impact of artificial intelligence (AI) on the music industry. Schuller acknowledged AI’s growing capabilities in music generation, composition, and even performance. He presented AI not as an existential threat to human creativity but rather as a powerful new tool. AI can assist songwriters by generating ideas, providing instrumental backings, or even analyzing trends. However, he underscored that the human element—emotion, narrative, and the inexplicable spark of creativity—remains irreplaceable. The challenge for songwriters will be to leverage AI effectively, integrating it into their workflow while preserving the unique artistic signature that defines human expression. The ongoing debates surrounding AI-generated content, copyright ownership, and fair compensation for original works will undoubtedly shape the legal and ethical landscape for songwriters in the coming years. Major industry bodies are already grappling with how to define and protect human-created intellectual property in an age of increasingly sophisticated AI.
Broader Implications and Industry Insights
The "New Music Business podcast" episode with Andreas Schuller served as more than just an interview; it was a masterclass in the contemporary music publishing and songwriting landscape. It reinforced the notion that while talent is a prerequisite, success in this industry is equally dependent on business acumen, strategic networking, and adaptability. Schuller’s insights highlight the ongoing shift towards a more collaborative, globalized, and technologically integrated music creation process. For aspiring songwriters, the takeaways are clear: cultivate relationships, continuously refine your craft, understand the business mechanics of publishing, and embrace technological advancements while safeguarding the irreplaceable human element of creativity. The industry, as Schuller vividly portrays, is more relationship-driven than ever, underscoring that while algorithms might predict trends, genuine human connection still fuels the hits.
The podcast, produced by the team at Ari’s Take and expertly edited and mixed by Ruben Zarate with music by Brassroots District, continues to be a vital resource for anyone navigating the complexities of the modern music business. For further in-depth knowledge, Ari Herstand’s "How to Make It in the New Music Business," now in its third edition, offers additional guidance for artists and industry professionals alike.
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