WBD sat down with Filipino-Canadian Songwriter and Music Producer, Troy Samson. We chat current projects, his inspiring journey and this industry veteran’s thoughts on the evolution of music production over the last 30 years.
Tell us your story. How and when did you become interested in music?
My family moved to Canada when I was only 5. I wasn’t very good at sports growing up, but I got signed up for organ lessons and eventually taught myself guitar with the help of my musical uncle.
I developed a really good ear for chords and melodies, eventually joining a rock band in high school and playing bars around the city, underaged and full of ambition. I ended up attending VCC studying jazz and commercial music. I really wasn’t interested in jazz or classical music but I learned a lot about music theory, ear training and composition.
In my 20s, a local record label approached me to write pop songs for their artists, and I started my journey as a songwriter which led me to music production becoming a full time gig.
I’ve travelled the world, wrote and produced for artists in Europe, Asia and the US, then started a production company with hit songwriter and producer Mike James called Hipjoint Music Group. We discovered and developed talents like Canadian pop stars Kreesha Turner, Shiloh and Stef Lang and had a lot of success with film and tv placements.
In 2012, I started my own production company called Madlucky Music.
Throughout my career, I’ve had publishing deals with Warner Chappell Music, Nettwerk Music and Kobalt Music as a songwriter and worked with artists like Kelly Rowland, Smashmouth, Snoop Dog, and more recently, Olivia Penalva, The Strumbellas, Bleu Clair, and many more.
In 2021, I took the official position of A’&’R / Head of Production with Vancouver based Reliant Music overseeing much of their music projects, co-ordinating and working with other producers, artists and songwriters all around the world, and writing and producing songs with them whenever it makes sense to do so.
What is something that you love about Vancouver?
The diversity of the city and its community, the mountains and ocean views, and the west coast Canadian mindset, and being close to the family and friends I grew up with.
When did you decide to pursue music professionally and how?
I was in my mid 20s. I wasn’t making much money being in my original rock band, and I decided I didn’t want to tour like most musicians do, so as I was still cutting my teeth writing and making demos for the local record label, I also found work producing out of a little garage studio for a local Vancouver vocal coach. I ended up working with so many local talent people in that little garage! Through trial and error, I learned to produce songs and the projects just got bigger and better eventually landing me a staff producer role for a label in Hamburg, Germany.
Honestly, I didn’t set out to be a professional songwriter and music producer, but somehow that’s what I became and it’s been an interesting journey.
Tell us about your most recent project!
I wrote a song with the incredibly talented Simon Ward from the Strumbellas, a prominent indie band from Toronto. Their label liked our co write so much, they’ve decided to make it their next single for the U.S.. The song is called “I’m Coming Home” aka “Home”. I am so proud to say we wrote it over a Zoom session during the pandemic. Simon was in TO while I was at home in Richmond, BC… what a crazy time to be living in. They eventually recorded the song at Noble Studios in TO and will soon be out on GlassNote Records. https://glassnotemusic.com/artists/thestrumbellas/
I also have songs I’ve co-written and produced with local pop artist Olivia Penalva who has a recent radio hit called “Love Me”. I’m really stoked about her project… she’s an amazing artist and just a beautiful person to write with. Hoping the world will hear the songs we collaborated on very soon. https://www.oliviamusiclive.com
What has been your most memorable experience in your career so far?
Working with Kelly Rowland in Houston is still one of the landmark experiences. We had 2 hours to record a song, she had just finished a live show in the morning, and we had just flown into Houston the night before. We got it done, she was amazing and I was editing vocals on the flight back… it was so much fun.
That and producing a song with Snoop Dog for the TV series, The L Word… had no idea what to call him so when he answered the phone, I said “Hi, ummm… Mr Snoop!”. I think he actually said “Just call me Snoop”. Super memorable!
As a Music Producer, where do you get your inspiration from and how do you stay inspired?
I get inspiration from everything I see, hear and experience. All music, all art, movies, science, books, all sorts of design. Answers lie not in the problems in front of us but in the solutions all around us.
What advice do you have for aspiring producers wanting to make a name for themselves in today’s industry?
Raise your bar. Don’t compare yourself to your peers. Hold your bar as high as your heroes. Surround yourself with exceptional people. If you’re the smartest person in the room, find smarter people to work with. Listen to all types of music. Great music transcends all genres.
As a Filipino-Canadian, what do you celebrate about your culture within the music industry? Does your culture influence your work?
Being Filipino Canadian is a big part of who I am when I am writing and producing music. Our culture’s rich history and love with music, dancing and the arts is present within me in every creative situation I’m in. Our culture’s sense of hospitality, humour and honour that I learned from my parents also plays into how I deal with everyone I collaborate with and with every opportunity that comes my way.
I am so proud to carry that upbringing with me wherever I go. It is a gift that I feel so privileged to be born with.
You are a veteran in the music industry and we’re honoured to feature you! How would you say the music industry has changed over the last 30 years? What do you miss and what do you welcome?
The pandemic has certainly taught us that remote working is possible and in some ways even more productive. That said, I do miss working with artists, writers and producers in person and I’m looking forward to the days we can all get together again.
As everyone knows, the music industry has radically changed to streaming. Records sales have been replaced by Spotify and Tik Tok plays. Today, terrestrial radio is still a major revenue stream as a songwriter, but on the streaming platforms, songwriters are disproportionally getting much less residuals than they deserve. I’m hoping that will change but as a songwriter and music creator, you really need to assess where you’re going to focus your energy and be strategic with who you’re going to collaborate with.
Production has become more democratized as the barrier to entry to becoming an artist or a producer gets lower and lower. Everyone has Garageband or some free or affordable music software accessible on their computers and smartphones. All of a sudden, anyone can produce music in their bedrooms.
That said, there is a generation of young artists and producers, that I have great faith in, who are determined to be accomplished musicians, who learn their music theory, master their craft, and have that driven DIY mentality to rise above the rest.
I really believe the attitude of being open to everything, and attached to nothing is a must in this industry. I love watching people embrace the old and the new and the beautiful music they come up with it.
COVID has affected us all in different ways. Can you share with us how this time has affected you and your business? And do you have a message to share with the community?
In the early months of COVID, it was challenging for sure. Luckily, I had already started working from my home studio, so transitioning to doing production work “in the box” and working with clients via Zoom was relatively not too bad. I also just started Zoom songwriting with artists around the world prior to the lockdowns, so it just became my new normal.
I am so grateful for the production work that sustained me during 2020 into 2021. When Reliant Music offered me the position of A’&’R, Head of Production, it was just a great fit as they have been providing me with awesome writing and production opportunities already. Teamwork makes the dreamwork and I feel very fortunate to be working with hit maker John Dexter, radio guru Adrian Locke and the good people at Reliant Music during these surreal times.
What’s coming up for you?
I have 3 songs, 2 of which are singles lined up with pop artist Olivia Penalva. I have an indie rock release called “Home” with indie artist The Strumbellas though GlassNote Records.
I also have two singles with two international DJ artists that I’m so stoked about but are under wraps at the moment… I don’t want to jinx them so maybe we can talk about them next time… Stay tuned!
Troy Samson shares Fun Facts!
- In a past life, I was a rapper aka Golden Child in the pop band “D Cru”.
- My kids are my ultimate test market… ages 17 and 14, if they genuinely like it, I know I’ve got something great. If not, then it’s back to the drawing board or straight to the trash!
- I’m a massive Beatles fan… when I need to remind myself why I love music, I turn to the White Album.
- I am constantly writing songs in my head. If I’m spacing out in front of you, I’m probably turning our conversation into a song. If I disappear to the washroom, I’m probably recording a voice memo so I won’t forget the idea. So my apologies in advance… I can’t help it!
- Making music keeps me in a state of flow. It is my fountain of youth.
WBD’s Lightning Round!
If you could live anywhere in the world, where would you live and why?
Wherever my family is. Family is everything to me.
If I gave you $20 to spend on anything right now, what would it be?
Church’s Chicken! Cmon now… lol
Tell us something about yourself that would surprise people.
I’m actually pretty shy. It’s a big part of who I am. I am a sheep in wolve’s clothing..
What would you be doing if you weren’t a professional musician?
I’d probably be a computer or electronic engineer. That or a philosophy student for life.
One guilty pleasure you aren’t willing to give up?
Can I say Church’s Chicken again? lol If not, then watching classic movies from my childhood as an adult. Groundhound Day or Rocky for example…mindblowing movies to rediscover as an adult.
For more info:
Website: www.troysamson.com
Instagram: @madluckymusic
Twitter: @MadluckyMusic