Tony Asher (born May 2, 1939) is a British-American lyricist who co-wrote eight songs on the Beach Boys 1966 album Pet Sounds in conjunction with Brian Wilson, including "God Only Knows" and "Wouldn't It Be Nice". Asher, who formally helped translate Wilson's ideas into words, had a significant influence on the album. In Asher's own words, "The general tenor of the lyrics was often [Brian's], however the actual choice of words was usually mine. I was really just his interpreter."
Asher met Wilson while recording at United Western Recorders in the 1960s. Looking for a clean break from the by-then-famous Beach Boys sound (associated with surfing and cars) and not wanting to collaborate with any of the songwriters with whom he had previously worked, Wilson called Asher—an advertising copywriter whom he barely knew—in early December 1965, and within ten days they had started to write what would eventually become Pet Sounds. After Pet Sounds, Asher's original draft lyrics for their single "Good Vibrations" were replaced with new words by Beach Boy Mike Love.
After leaving the advertising agency business, Asher teamed with John Bahler to form Producer's Music Service, a successful jingle and scoring production company in Hollywood. Asher eventually went to work for Bass/Yager and Associates, a Los Angeles graphic design firm headed by designer Saul Bass. Asher spent twelve years at the firm, the last eight as President.