Hits Only, Please
Having just attended the BMI Pop Awards in Los Angeles, an event so unique and thrilling it’s rivaled only by the ASCAP Pop Awards three weeks before it, and the SESAC Awards, sandwiched in between those two, I couldn’t help but look around the room at the award-winning writers assembled and wonder:
What do they know that the masses of struggling songwriters do not? Why can one writer create four or five BMI-award winning songs, awards that recognize the top-earning songs of the year, while most are hoping just to write one song that someday gets played on the radio?
This is the same question that lies behind my upcoming book, “Hits Only, Please”. I’ve spent the past year interviewing writers, publishers, radio programmers, music marketers and others, trying to understand “What makes a hit song?” and even more importantly, “What makes a hit songwriter?”. What is the key that allows certain songwriters to consistently create “hits”, and to show up on that BMI or ASCAP stage, again and again…
Of course, if I had discovered the magic formula, mine would be a very expensive book. But in interviewing a number of top songwriters, I have found several pretty good hints as to what’s needed to make it to the top of the charts. Here’s just one quick observation to start with:
Hit songwriters WANT to write hits.
Doesn’t everyone? No. In my experience, I’ve found that the majority of songwriters might like to have one of their songs become hits, but most do not actually WANT to write hits. Most songwriters want to write what they want to write, in the way that they want to write it. They are not interested in writing what radio wants or the audience wants. Many of them don’t even think about how their song might fit into a radio format, or which group of people might like their music, or what kind of things appeal to that particular audience. Everything is left entirely to chance, and to the desire for creative expression.
As a songwriter, at some point in your career you must decide what motivates your creativity. Is it a desire for personal expression? Or is it a desire to communicate? They are not the same thing. Expression is an easily attainable goal, and utterly impossible to judge or critique. If you feel you’ve expressed what you want to express, who am I to inform you otherwise? Only you can determine the success of your own personal expression.
However, if your goal is to communicate, you’ve taken on a much larger endeavor. You’ve also attempted something that is considerably more objective. You may feel that you’ve communicated an idea or an emotion quite clearly. But in the end, someone else will be the judge. If I, the listener, don’t understand what you’re saying, or relate to it, then the message was not communicated with success. Like beauty, communication is largely in the eye of the beholder, not the creator.
By and large, hit songs are created by those who have an intense desire to communicate. Hit songwriters have a desire not just to express themselves, but to communicate those ideas to an audience– to reach them, to touch them emotionally, and to entertain them. To that end, they are willing to make their music fit into radio formats and marketing plans. They keep up on trends and fashions to stay one step ahead of their audience. They edit relentlessly, to make sure that only their best work is put forward, and that every second of a song engages the listener with something new. They listen to feedback– from the industry, from their peers, and most importantly from their audience. If something isn’t working, they change it. Hit songwriters want to win.
At the ASCAP Awards, the songwriter of the year, Timbaland, was notably absent, but sent a message to be read on his behalf. He apologized for missing the event, but explained that he was in the studio mixing a new record. Then he threw down the gauntlet. After winning a record-setting 9 ASCAP awards over the past year, he said that he was looking forward to the upcoming year, and winning 10.
The next day, I saw my friends Mikkel and Tor from Stargate, the production team that has been dominating the charts for the past year with hits like “Irreplaceable” and “Please Don’t Stop The Music”. They had been at the awards and had heard Timbaland’s message– and at breakfast the next morning, they were already raring to get back to the studio. “Timbaland made the challenge last night” they laughed. “Now next year, we have to beat him.”
Writing hit songs is never easy. But you won’t win until you decide to get in the game. Congratulations to the all the ASCAP, BMI, and SESAC award-winning songwriters in 2008. I look forward to seeing you there next year!
