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# The Unsung Heros Behind Songwriting’s Renaissance In The Digital Age [Thomas Scherer, EVP BMG]
- URL: https://www.hypebot.com/the-unsung-heros-behind-songwritings-renaissance-in-the-digital-age/
- Published: 2016-10-14T10:15:00.000Z
- Updated: 2016-10-14T10:15:00.000Z
- Description: When it comes to making a song a success, one of the key players, the song plugger, is often forgotten, and although the role has certainly changed dramatically over the. Continue reading [https://www.hypebot.com/hypebot/2016/10/the-unsung-heros-behind-songwritings-renaissance-in-the-digital-age.htm
- Author: admin
- Tags: DIY Advice & Tips, Music Business, Music Marketing, Music Think Tank, Alex Jones (radio host), American Society of Composers, Andrea Bocelli, Apple Inc., Application programming interface, Atlantic Ocean, Authors and Publishers, Blog, Borg (Star Trek), Business Insider, California, #wp, #wp-post, #Import 2026-01-21 10:13

[![2](https://a4.typepad.com/6a01b7c7aa2d2b970b01bb0942d584970d-150wi "2")](http://a4.typepad.com/6a01b7c7aa2d2b970b01bb0942d584970d-popup?ref=hypebot.com)When it comes to **making a song a success**, one of the **key players**, the **song plugger**, is often **forgotten**, and although the role has certainly **changed dramatically** over the years as music has **transitioned to a digital format**, the role remains important.

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In this new post on [MusicThinkTank](http://www.musicthinktank.com/?ref=hypebot.com), **Thomas Scherer, EVP US publishing and international writer services at BMG** explains the role of the song plugger, and how the fit in with today's modern music economy.  
  
  
The Return Of The Song Plugger – The Unsung Heros Behind Songwriting’s Renaissance In The Digital Age – MTT – Music Think Tank  
  
  
"To understand the role of the song plugger within the music ecosystem, it’s necessary to go right back to the roots of the music business. Before high-quality recordings were widely available, department stores employed ‘song demonstrators’ to drive sales of sheet music to the public. While the modern plugger seems almost completely unrelated to this archaic profession, the core role is the same – getting songs heard by the right people to drive publishing revenue. "[\[Continue Reading\]](http://www.musicthinktank.com/blog/the-return-of-the-song-plugger-the-unsung-heros-behind-songw.html?SSScr&ref=hypebot.com)

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