On October 15, 2020, Derek Schulman appeared on the Bob Lefsetz Podcast.

I first heard of Schulman as the guy responsible for signing Bon Jovi and Cinderella. But before becoming a label executive, he was a member of Gentle Giant (GG), a band that has a bigger fan base today than when they originally broke up.

When Lefsetz asked why GG had grown in popularity, Schulman explained: “We wrote music for ourselves, didn’t follow trends, and the music held up.” Interestingly, GG never considered themselves a progressive rock band. Rock, yes, but not prog. They simply pushed themselves musically.

I believe GG’s resurgence is largely due to the internet. Their music isn’t locked away in a vault, it’s widely accessible. If we were still in the pre-Napster era, their catalog might have remained buried, since labels wouldn’t see the financial incentive to print CDs. Labels have always believed they know what fans want, but they’ve often been wrong. Had they continued releasing hard rock in the ’90s, the genre could have still produced acts selling close to 500,000 units. Instead, they abandoned it.

It always comes back to the music. People return for the music, not for record sales, labels, executives, or streaming numbers.

From Musician to Executive

Before Gentle Giant, Schulman played in a band with a few hit singles, but by 1969, he was burned out from the pressure to keep churning out commercial hits. He wanted to form a band that was the opposite of pop, so GG was born.

But by 1980, after 14 years in bands, Schulman was done. GG had become a job, and he had lost enthusiasm for recording and touring. With nothing lined up, he spent a year feeling lost. Fortunately, he had savings, thanks to his role as GG’s quasi-manager in the mid-’70s.

A friend at PolyGram called with a job offer. Schulman moved from California to New York and joined the label as a Promotions/A&R rep, though his role was mostly promotions. He was hired because two of PolyGram’s heads of radio promotion were huge Gentle Giant fans.

At the time, PolyGram was a mess. The label had major acts like KISS and Def Leppard, but they drained a lot of resources. Schulman’s break came when artists and managers started bringing him albums. Uriah Heep was shopping a new record, and Schulman helped organize a deal to release it.

Then came Bon Jovi.

Bon Jovi’s Breakthrough

Schulman met Jon Bon Jovi and was impressed by his focus and drive. Jon wanted to be bigger than Elvis. He even introduced Schulman to his parents, who told him: “Take care of our son.”

At the time, no other labels were bidding on Bon Jovi. Schulman also had a strict policy, he refused to get into bidding wars.

The key move was bringing in Doc McGhee. Doc originally came to Schulman’s office pushing Pat Travers, but Schulman told him to check out Bon Jovi instead. Schulman saw in Doc the same relentless drive that Jon had.

Jon met Doc, they struck a deal, and just like with Schulman, Jon’s parents needed to approve.

McGhee put Bon Jovi on tour with Ratt and Scorpions. Their debut album was a success, but their second record, “7800° Fahrenheit”, was considered a sophomore slump. Schulman hated the album title, the recording process was a mess, and the overall vibe felt off. But the album did its job, it kept the band on the road while McGhee worked overtime to book shows.

Schulman, meanwhile, had started working with producers Bob Rock and Bruce Fairbairn, who had just finished albums with Loverboy and Honeymoon Suite. Jon and Doc knew they needed great producers to reach the next level.

Schulman suggested co-writing with others. Paul Stanley and Gene Simmons had already introduced Jon to Desmond Child. The rest is history.

The label knew they had something big as soon as “Slippery When Wet” was mastered. The original album cover was scrapped, and Jon designed the new one himself. “You Give Love a Bad Name” and “Livin’ on a Prayer” were immediate hits, and the album shot to No. 1. Schulman had a percentage point on the album, but when he left the label, his royalties ended.

Cinderella

Schulman was introduced to Cinderella by an agent, a lawyer, and Jon Bon Jovi, who knew Tom Keifer.

He went to see them play a club in Philadelphia. The band wasn’t great, Tom Keifer stood out, Jeff LaBar was solid on guitar, but the other two members weren’t up to par. Then Schulman listened to a 90-song demo of Keifer’s original material. He was blown away by Keifer’s songwriting.

Schulman told the lawyer: “Get Tom to replace the other two with better musicians, and I’ll give you a deal.”

Andy Johns was brought in to produce “Night Songs”. The album dropped shortly after “Slippery When Wet” exploded, and “Night Songs” shot into the Top 10. Suddenly, Schulman was on fire, he had two bands in the Top 10.

When Lefsetz asked why Cinderella never released another big album, Schulman pointed out that they did, “Long Cold Winter”, but he had briefly forgotten the title.

Tom Keifer eventually lost his voice, which Schulman confirmed was true. Schulman also helped shape Cinderella’s albums with his artist experience, though he didn’t contribute to Bon Jovi’s records in the same way. He even co-wrote songs with Tom but never took credit.

Dream Theater

Derek Oliver, an A&R representative at Atco Records and a passionate fan of progressive rock, was the key figure in discovering Dream Theater.

In the late 1980s, Dream Theater had self-released their debut album, “When Dream and Day Unite”, through Mechanic/MCA Records, but the album failed to gain much traction due to poor promotion and distribution.

Meanwhile, Oliver, who had interviewed and reviewed the band during the period as part of Kerrang was impressed by their technical proficiency and songwriting.

Recognizing their potential, he brought Dream Theater to the attention of Derek Schulman, the head of Atco Records at the time.

After meeting the band and seeing their dedication, Schulman agreed to sign them to Atco. Under his guidance, Dream Theater recorded their breakthrough album, Images and Words (1992), which featured the hit single “Pull Me Under.” The album’s success helped establish them as a leading force in progressive metal, proving that Schulman and Oliver’s instincts were right.

Running Labels

Schulman also played a key role in launching Bob Rock’s production career, giving him his first gig with Kingdom Come, another band that went on to dominate the charts.

In 1989, Schulman left PolyGram to run Atco Records. PolyGram wanted to keep him, offering him control of Vertigo and Mercury, but he wanted a change, even if it meant losing his Bon Jovi and Cinderella royalties.

Doug Morris was hesitant about Schulman at first and saw him as a potential replacement. But Schulman built an impressive roster, signing Pantera and The Rembrandts. He had actually planned to sign Pantera to PolyGram but knew he was leaving, so he told their attorney to wait until he moved to Atco.

At first, Atco thrived. Schulman put together a strong team, and the first three years were fantastic. But eventually, he started losing perspective. One day, he heard a No. 1 song on the radio and liked it. When he asked a work colleague who had signed the artist, they said: “You did.” That moment shook him.

Doug wanted him out, but Schulman quit. He even attempted a coup while on a trip to Russia.

Roadrunner Records and the Rise of Metal

Schulman took a break before getting a call from an old friend, Case Wessels, at Roadrunner Records. Initially consulting for a year, he eventually became president.

Roadrunner was independent, which Schulman loved—no board to answer to. He scrapped some of Wessels’ ideas and focused on breaking bands like Coal Chamber and Fear Factory, both signed by Monte Conner.

Then he saw Slipknot live and knew they would be massive.

He also signed Nickelback. Their first album (with Roadrunner) featuring “Leader of Men”, got some airplay, but when “Silver Side Up” dropped, Schulman immediately recognized its potential. The moment he heard “How You Remind Me”, he knew it would be huge.

Roadrunner was suddenly rolling in cash. Wessels wanted another “Silver Side Up”, but Schulman knew those albums don’t appear every six months, more like every 5 to 10 years.

Lefsetz asked why Nickelback gets so much hate. Schulman believes they’re a guilty pleasure, many people who claim to hate them secretly enjoy their music.

Finally, Schulman pointed out that while the industry panicked over piracy during Napster, hip-hop thrived by giving music away for free.

When streaming took over, hip-hop was already dominant—and it still is.

If you like your hard rock and metal history, then Derek Schulman is an unsung hero and this podcast is one to listen to.