The Importance of Slogans in Songwriting

More than just the name of the artist or the band itself, it's crucial to discuss the significance of incorporating slogans into your songs. The ability to articulate thoughts through lyrics is essential.

Here's what to consider:

• Start with Basics:

  • It doesn't begin with a computer.
  • It doesn't start with buying Pro Tools 8.1 or Ableton.
  • It starts with a piece of paper or possibly a notebook and a pencil.

• Inspiration from Everyday Speech:

  • A person I greatly respect, Peter Waterman, achieved massive success using everyday sentences in his titles.
    • Examples include:
      • "I Could Be So Lucky"
      • "Better the Devil You Know"

These are phrases that people commonly use. For a pop songwriter, crafting accessible music is often more challenging than creating complex tunes.

Advice for Aspiring Songwriters:

• Observe Public Conversation:

  • I always advise students and aspiring songwriters to take public transportation.
    • Get on the tube or the bus.
    • Carry a notebook and a pencil to jot down what you hear.

• Collect Slogans:

  • Paying attention to what people say allows you to gather slogans.
  • A slogan is something that resonates with people, that captures their imagination.

Creative Naming Techniques:

• Titles and headlines are clever if they spark people's imaginations.

For instance, I once signed an artist at Decca purely because of his name. He was a talented songwriter who wrote for others, even for Rihanna.

• When I first heard about him, I asked, "What's his name?"
  • "Gary Go," was the reply.
  • "What do you mean? Like, 'Go, Gary, Go?'"
  • Yes, exactly!

His name intrigued me because it showed a twisted sense of humor. I wanted to meet him immediately.

Additionally, when he played me his song titled "I'm So," it highlighted his original approach. This enticed me as someone who was running the A&R department at Decca Records.

Understanding Market Dynamics:

• It's essential not to feel compelled to follow the market trends.
• Think differently than the market; if you follow it, the market may not embrace you.
• The age-old lesson: if they can have you, they don't want you; if they can't have you, they desire you.

This concept extends to how one manages offers from record companies.

Song Titles Matter:

• Avoid clich? titles like "I Love You Baby"; they've been done too often.

One of the most significant records to illustrate this point is Giorgio Moroder and Donna Summer's "I Feel Love."

• This track achieved immense success not just because of its innovative production but also due to its impactful slogan.
• No record at the time sounded like that: it featured root notes played on an early sequencer, layered with a beautiful gospel voice.

The contrast of the gospel voice against the robotic beats created a compelling dynamic.

The Power of a Catchy Title:

• The song isn't titled "I'm in Love" or "I've Been in Love." It's called "I Feel Love."
• This simple phrase is magnetic; it sticks in your mind.

With such a title, it implies freedom and exploration, resonating deeply with listeners.

In 1977 or 1978, when this record was released through independent labels like Hansa in Germany and Casablanca in the States, it would have likely confounded the mainstream A&R representatives of major labels at the time. They may have not understood its unique appeal.

Conclusion: Creating memorable music often requires stepping away from traditional norms and embracing originality in both lyrics and titles. Focus on what resonates with everyday listeners and strive to incorporate that understanding into your songwriting process.