R#108 with Sigi Schuller, Chief Artist Officer biddz

Sigi Schuller

A wild journey through almost thirty years of A&R and German music history. Because of his passion for aviation, Sigi Schuller slipped into the music industry and can report exciting anecdotes from this time.

In the Redfield Podcast he remembers how he met MILES musician and successful producer Tobias Kuhn early on, became band and label manager and spent one of the wildest weeks of his life with MILES in Japan, who were treated as rock stars there.

Schuller later moved from the indie world to Universal Music in the major music business. The unknown appeals to him, he becomes Head of A&R and ultimately Senior Director A&R for Vertigo/Capitol. During this time he worked with acts such as Rammstein, Unheil and Kraftklub, among others. He reports on the structures and signings there and it quickly becomes clear what an extensive network these music managers have.

After more than 13 years at Universal Music, Sigi Schuller is moving to Sony Music as Vice President Columbia GAS and reporting to Willy Ehmann to take on the role of Chief Artist Officer at the music tech start-up biddz at the beginning of 2022.

In an interview with Alexander Schröder, he explains biddz's business model, which wants to “think about the funding, marketing and monetization of music in its entirety”. He explains his future vision regarding marketplace economics, NFTs and metaverse.