How Wendy Starland Discovered Lady Gaga and Is Disrupting the Music Industry

How did Wendy Starland discover Lady Gaga and build a billion-dollar brand?

Wendy Starland is best known for discovering and developing Lady Gaga, transforming her from an unknown talent into one of the most iconic artists in history. Dissatisfied with working only on pre-established artists, Wendy sought out raw talent, attending over 60 shows before finding Stefani Germanotta. She and her team reverse-engineered a market gap by creating an edgy, visually striking persona inspired by the New York gay community and cultural icons like Freddie Mercury. The name “Lady Gaga” was born from Queen’s hit song “Radio Gaga,” flipping the concept into something entirely new.

What are the biggest challenges facing artists on streaming platforms today?

Streaming has become a losing game for most musicians. Wendy revealed that even global superstars like Snoop Dogg earn less than $45,000 from a billion streams on Spotify. Artists receive roughly $0.004 per stream, and platforms like Spotify and Apple Music provide zero revenue from advertising. This means even massive streaming success doesn’t translate into meaningful income, forcing most artists to rely on touring and merchandise sales to survive.

What is Music Soul, and how is it changing the game for creators?

Frustrated with a broken system, Wendy co-founded Music Soul alongside technologist Aris Persidis. The platform uses AI to automate audience engagement by matching content with opt-in consumers from partner brands. Music Soul flips the traditional model by allowing artists to retain 70% of all advertising and streaming revenue, a stark contrast to the industry norm. The system bypasses the need for follower counts or playlist placements, giving visibility and earnings to creators based on direct engagement and brand alignment.

How does the platform use AI to connect artists, consumers, and brands?

Music Soul’s AI matches brand advertisers with users based on shared criteria gathered during onboarding. Instead of chasing followers, creators are served to highly targeted audiences, sometimes tens of millions strong, through partnerships with brands like Home Depot or Estée Lauder. For artists and everyday users, the platform is entirely free. For brands, it’s a high-impact, data-driven engagement tool. As Wendy puts it, “It’s the Uber for content.”

How was Music Soul built, and how does it compare to other platforms?

With $4.5 million in funding and over 1.5 million lines of code, Music Soul far exceeds the functionality of traditional platforms. While apps like TikTok or Instagram offer around 15 engagement features, Music Soul has more than 80, making it a one-stop ecosystem for creators, users, and advertisers. It operates under a blanket music license, ensuring legal access to virtually all online music.

What advice does Wendy have for aspiring artists and entrepreneurs?

Wendy emphasizes the importance of originality and entrepreneurial grit. Copycat strategies may feel safer, but the true path to success lies in standing out and filling unclaimed market niches. Today’s creatives must master business, legal, marketing, and networking skills, not just their art. She encourages artists to become their own best advocates, surround themselves with trustworthy professionals, and be relentless in learning new skills.

What were some of the hardest lessons Wendy learned building her brand?

Wendy has faced unethical behavior, legal disputes, and difficult partnerships along her journey. She believes resilience and self-reliance are critical, along with a deep understanding of contracts and strategy. Talent alone isn’t enough, you have to turn talent into skill, and skill into opportunity. With Music Soul, she’s now focused on building a platform where creators can finally thrive on their own terms.