The Industry Talks: Songwriting & Strategy in Today’s Music Industry

Join multi-platinum songwriter, artist, and vocalist Guus Mulder for an in-depth masterclass exploring the craft and business of modern music creation. Based in Amsterdam and active across international pop, dance, K-pop, and Benelux’s top charts, Guus brings real-world insight from a career that has generated over half a billion streams on Spotify.

With credits including global hits like On & On and Waar Ga Je Heen, as well as collaborations with artists such as Maan, Snelle, Bilal Wahib, and Yves Berendse, Guus offers a unique perspective on both songwriting and navigating the evolving music industry.

This masterclass is designed to give the audience both creative inspiration and practical tools to build a sustainable career in music.

Guus will explore key topics shaping today’s music landscape:

• The impact of AI in music: what’s changing now and what’s coming next
• How to build your team: publishers, managers, and labels
• The evolving role of record labels in the digital era
• Revenue streams: how to make money as a modern songwriter/artist

Right after we will dive behind the scenes of two of Guus’ successful records. Learn how these songs were created from the first idea to release and what made them connect with audiences. At the end, Guus will be available for a Q&A.

Guus Mulder is a multi-platinum awarded songwriter, singer and artist based in Amsterdam. His work varies from writing international pop & dance and k-pop songs, to writing for many of the biggest Dutch & Belgian (indie-)pop artists. Guus is a well-rounded songwriter specializing in melodic structure, lyrical concepts, vocals, and vocal arrangement/production. He has been active in the Dutch music and songwriting scene since 2017 and is actively working with Benelux’s biggest artist, writers, and producers. His writings include various chart topping songs such as Alok & Dynoro’s smash hit ‘On & On’ or Dutch popstar Emma Heesters’ platinum hit ‘Waar Ga Je Heen’. Other Dutch credits include Maan, Snelle, Emma Heesters, Bazart, Bilal Wahib, Yves Berendse, & more. Other cuts include Martin Jensen, Sam Feldt, Banx & Ranx, & many more, racking up more than half a billion streams on Spotify alone.
Besides being a songwriter, having shaped his own unique & innovative Dutch pop sound, he releases his own music under the name ‘’Guusje’’. He released his second studio album called ‘’Doodgewoon’’ including the Belgian hit single ‘Blijf Nog Even Hier’ together with indie-pop band Bazart.

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Host or Publisher SAE Institute Amsterdam