Growth Strategy
The Plan
A Matter of Music develops musicians until they're ready for film and TV, then places them. Growing in public proves they know what they're doing. That proof is what wins the big prize: meaningful, lucrative corporate relationships.
Develop.
Place.
Partner.
Place.
Partner.
Grow artists
Place them
Win corporate deals
Place them
Win corporate deals
The Business Goal — Two Parts
Part 1
Grow musicians
Get artists ready for film and TV — the music, the metadata, the business side.
Part 2
Place them
When they're ready and nurtured, pitch them for placements.
Why grow in public? Every video, review and placement is public proof of expertise. That proof opens doors to corporate relationships — networks, studios, production companies, agencies, brands. That's where the meaningful, lucrative work is.
The key idea — read this first
The artist side is not the main money-maker. Its job is to develop talent and prove expertise in public. The corporate side is the destination. Judge every artist-facing offer by: does it build talent, build proof, or bring in leads?
Right now — B2C only
This plan focuses on artists (B2C). Corporate work stays the long-term goal, but it's parked on Phase 2 — B2B until we understand their B2B side well enough to direct it.
The Flywheel
1 · Attract
YouTube + SEO + Social
Sync explainers and Lunch & Listen reviews bring artists in.
2 · Develop
Lunch & Listen → Membership → Course
Artists get sync-ready. Their fees fund the work.
3 · Place
Sync Catalog
The most ready artists join the catalog and get pitched.
4 · Prove
Public Proof
Placements, reviews and case studies — all visible to the industry.
5 · Partner · Phase 2
Corporate Relationships
Proof + a ready catalog win ongoing deals. Those deals need more ready artists — so the loop repeats.
Every Piece Has One Job
| Piece | Its real job |
|---|---|
| Lunch & Listen Lead gen | Bring in artists. Scout talent. Turn submitters into members. |
| YouTube, SEO, social | Public proof of expertise — for artists and corporate buyers watching |
| Membership + course | Develop artists until they're placement-ready. Steady income to fund the business. |
| Sync catalog | A bench of ready, pre-cleared music corporate partners can rely on |
| Placements + case studies | The proof that wins corporate deals |
| Corporate relationships Phase 2 | The meaningful, lucrative work — parked for now (Phase 2 — B2B) |
How to read this portal
Identity is what we found. Monetization Plan is the money plan. SEO, YouTube and Social build public proof. Phase 2 — B2B holds parked ideas. Anything tagged TBD needs an answer from the client (see Open Questions).
Foundation · Research
Identity
Online music business education, plus hands-on sync and publishing services. Tagline: "Helping Artists Master the Business of Music."
YouTube
140
subscribers · 20 videos, mostly 2020 podcast episodes
Patreon
55
members · 22 posts · from $8/mo
Podcast
18
episodes · last one Dec 2020 · 5.0★ (8 ratings)
Live show
Weekly
Lunch & Listen on Zoom — their strongest asset
The Team
| Person | Background | Role now |
|---|---|---|
| Dawn Wisner-Johnson | 30+ years in music. Toured and recorded with Crumbacher (4 albums). About a decade at ABC Television building their in-house music library (Emmy-nominated work). | Publishing admin for a top songwriter. Music supervisor. Conference speaker. Face of the TikTok (@amatterofdawn). |
| Beth Wisner-Jahnsen | Music business + engineering at Dick Grove School of Music. Exec producing, band management, contract negotiation. | Co-leader. Business, contracts, publishing admin. |
| Miles Jahnsen | Video editor (Dreamlink, The Sync Report's Clubhouse shows). | Website, graphics, podcast editing. Music coordinator. |
| Ryan Farley | Runs Hubris Entertainment (Canadian artist grants, publishing education). | Sync agency partner with Dawn. Co-runs Lunch & Listen. |
Key asset: they have an in-house video editor (Miles). That makes the YouTube plan realistic.
What They Sell Today
| Offer | Price | Notes |
|---|---|---|
| Lunch & Listen | Free to attend · $10 to submit | Weekly 1-hr Zoom. Songs reviewed for sync-readiness. |
| Workshops | $20 each | Music supervision series, royalties, TikTok, publishing, grants |
| Grant Q&A | $10 | 1 hr with Ryan |
| 5-week sync class | $100 (shown on sale for $50) | 90-min Zoom sessions with Dawn & Beth |
| Consultation | $90 / hr · $80 repeat | Sync strategy, contracts, PROs, royalties |
| Office Hours w/ Dawn | $15 / 15 min | |
| Patreon "amom Insider" | From $8 · site promotes $20 tier | Lunch & Listen reviews, workshops, replays, network |
| B2B services | "Hourly and project based" — no prices | Supervision, clearance, publishing admin, sync library, contract review, catalog organization, event production |
| Sync catalog | Commission TBD | "One stop," 100% master + publishing pre-cleared |
| Management (Take 2 Productions) | — | Artist management. Unclear if still active. |
Strengths
- Real credibility — network TV library, active supervisor, active publishing admin
- A weekly live show with a community that already shows up
- Both sides of sync — they teach artists AND place music
- In-house editor for video
Gaps
- Underpriced — most offers are $10–$20
- Too many small offers, no clear "next step"
- Podcast dormant since 2020
- B2B services hidden — no prices, no dedicated pages (Phase 2)
- Website SEO problems (see SEO)
Sources: amatterofmusic.com (home, about, consulting, classes, booking pages, sitemap), Patreon, Apple Podcasts, YouTube channel, Sync Summit speaker bio. Checked Oct 14, 2026.
Foundation · Inputs
Open Questions
What we couldn't learn from the outside. These answers finalize prices and priorities.
Money
- Revenue by line — rough split: education vs. consulting vs. B2B services vs. sync commissions
- Goal — monthly revenue target, and which line they most want to grow
- Sync catalog split — commission %, catalog size, recent placements
Audience
- Lunch & Listen numbers — average attendees, submissions per week
- Email list — size and platform (Wix? other?)
- Patreon tiers — what each tier costs and includes
- Placements we can name publicly — for case studies
Capacity & Scope
- Hours per week Dawn, Beth, Miles and Ryan can give to content
- Is Take 2 Productions (management) still active?
- Where are they based? PST times + SoCal schools suggest Southern California — confirm
- Canada / grants — is Ryan's grant work a market to grow?
Branding — not in scope
This portal uses a neutral placeholder design. It does not use their branding.
Revenue · Core Plan
Monetization Plan
Phase 1 is B2C: fewer artist offers, priced right, each leading to the next. This develops talent, builds public proof and pays the bills. Corporate deals come in Phase 2.
How The Money Stacks Up
| Layer | What it earns | What else it does |
|---|---|---|
| Lunch & Listen | Very little — on purpose | Lead gen + talent scouting |
| Membership, course, audits | Steady base income | Develops placement-ready artists |
| Sync placements | Commission per placement | Public proof |
| Corporate relationships Phase 2 | Largest + most predictable | Parked — see Phase 2 — B2B |
The Problem In One Line
Their 1:1 time is underpriced. A $90 hour or a $15 office-hours slot with a network-TV veteran is priced like a hobby service. Volume can't fix that — there are only so many hours.
Group formats like Lunch & Listen are different. One hour serves many people, so a low price is fine there. Its job is lead gen, not revenue.
The Artist Offer Ladder
| Rung | Offer | Price | Next step it leads to |
|---|---|---|---|
| Free | YouTube, podcast, Lunch & Listen (attend), "Sync-Ready Checklist" download | $0 | Join email list → submit a song |
| Entry Lead gen | Lunch & Listen submission — capped public slots each week. Members get guaranteed slots. | $10 (keep as is) | Follow-up email: join the membership, $10 credited to month one |
| Recurring Core | Insider Membership — 1 submission/mo, all workshops live + replay library, monthly group Q&A | $25/mo · $250/yr | Signature course |
| Signature High ROI | Sync-Ready course — 5-week live cohort + replays + a priority review | $397–$497 | Catalog application |
| Productized 1:1 | Sync Pitch Audit — 5 songs, metadata, splits, and a pitch plan, delivered by recorded video | $197 | Consult package |
| Premium 1:1 | Strategy consult · 3-session package | $150/hr · $397 for 3 | Catalog / management |
| Top | Sync Catalog — by application, for sync-ready artists | Commission on placements % TBD | Case study content |
Prices are starting recommendations to test, not market data. Adjust once we see their numbers.
Lunch & Listen = Lead Gen
- Don't raise the price. +$5 a song is a few hundred dollars a year. Not worth the friction.
- Scarcity, not price. Cap public slots. Members skip the line.
- Every submitter gets an offer. One email after their review: join, $10 counts toward month one.
- Track one number: % of submitters who join within 30 days.
What To Retire Or Fold In
- $20 one-off workshops Fold in — make them membership perks. Sell replays only as a bundle ($47–$67 per topic)
- $15 Office Hours Retire — chops up Dawn's calendar. Replace with the monthly member Q&A
- $10 Grant Q&A Fold in — becomes part of a "Grants" replay bundle
- The $50 "sale" on the class Retire — permanent discounts train buyers to wait
Platform Decision — Patreon
Recommendation: keep Patreon for now. Moving 55 members risks losing some. Do two things:
- Simplify to 1–2 tiers — right now the site says $20 and Patreon says "from $8." Pick one story.
- Revisit at ~150 members — then compare Skool or Circle (see Online Community). Patreon takes a fee on every payment.
What This Could Look Like — Illustrative
Membership
$3,750
/mo · 150 members × $25
Course
$31.8K
/yr · 4 cohorts × 20 × $397
Audits + consults
$2,000
/mo · ~6 audits + 6 hrs
Sync placements
TBD
depends on catalog split
Targets to plan around, not forecasts. Based on round numbers, not their data.
Decision needed
Which offer leads in the first 60 days — the membership or the Sync-Ready course? Pick one to push hard. The other follows. TBD
Get Found · Search
SEO
The site is on Wix. The basics are mostly missing, and some private pages are public. Fix the hygiene first, then build pages people actually search for.
Critical — fix this week
A booking page named "Copy of Consultation" is public and listed for Google. It names a repeat client and their discount price. Hide it or delete it in Wix Bookings, today.
What We Found
| Issue | Where | Fix |
|---|---|---|
| Draft pages are live and in the sitemap | /test-page, /copy-of-home, /copy-of-home-wip, /home-wip, /services-basic, /copy-of-sync-class-syllabus | Delete, or turn off "show in search results" |
| Messy URLs | "All Things Sync" lives at /copy-of-classes. Others: /copy-of-classes-1, /about-us-1 | Rename slugs (e.g. /sync-licensing-class, /about). Wix adds redirects. |
| No meta descriptions | Home, Podcast, Consulting, About, Classes | Write one for each page (template below) |
| Heading structure | Podcast, Consulting and About have no H1. Classes has 10. | One H1 per page, with the main keyword |
| Old event pages still live | TikTok workshops (Mar 9, Aug 3), Lunch & Listen Dec 3rd | Hide past events, or redirect to /lunch-and-listen |
| Generic page titles | "Consulting | A Matter Of Music" | Say what it is: "Sync & Music Business Consulting" |
| No content to rank | No blog or guide pages | Build the pillar pages below |
Title & Description Rewrites
Before
Consulting | A Matter Of Music(no description)
After
Sync & Music Business Consulting for Artists | A Matter of Music1:1 help with sync strategy, contracts, PROs and royalties — from a team with network TV experience.
Before
All Things Sync | A Matter Of Music/copy-of-classes
After
Sync Licensing Class for Songwriters | A Matter of Music/sync-licensing-class
Before
Podcast | A Matter Of MusicAfter
Music Business Podcast: Sync, Royalties & Publishing | A Matter of MusicPages To Build
Artist pillar
How to Get Your Music in TV & Film
The big guide. Links to the course, Lunch & Listen and the checklist.
Artist pillar
Sync Royalties & PROs Explained
ASCAP/BMI/SESAC, cue sheets, how sync pays. They already have podcast episodes on this.
Ongoing
One post per YouTube video
Embed the video + a written summary. Each video becomes a search page too.
Target Search Topics
- Artists: how to get music in TV and film · sync licensing for independent artists · what does a music supervisor do · how to get a sync placement · metadata for sync · how sync royalties work
Search volumes not checked yet. Validate with a keyword tool before writing.
Technical Extras
- Connect Google Search Console High ROI — Wix does this from its SEO dashboard. Free. Shows what people search to find them.
- Structured data — Event (Lunch & Listen), Course, Podcast, FAQ. Wix supports custom markup per page.
- Image alt text — describe team photos and event graphics
Get Found · Video
YouTube Long-Form
YouTube is a search engine for "how do I…" questions. Sync is full of them. They already record weekly content — it just isn't being published for search.
Where It Stands
- ~140 subscribers, 20 videos — mostly podcast episodes from 2020
- Titles bury the topic — show name and episode number come first
- Lunch & Listen and workshops are recorded but mostly go to Patreon
Four Content Formats
Format 1 · Weekly
"Is This Song Sync-Ready?"
Edited Lunch & Listen highlights. 3–4 song reviews per video. Real feedback is very watchable. High ROI
Format 2 · Evergreen
Sync Explainers
One question per video: PROs, cue sheets, metadata, splits, one-stop deals. 10–15 min.
Format 3 · Monthly
Industry Interviews
Revive the podcast as video. Guests: supervisors, editors, publishers.
Format 4 · As they happen
Placement Breakdowns
"How this song landed on [show]." Proof that sells the catalog.
Critical — permission before publishing
Lunch & Listen songs belong to the artists. Add a consent checkbox to the submission form allowing the review to be posted on YouTube. Without it, they risk copyright claims and upset artists. Past recordings need permission one by one.
Fix The Titles
Before
A Matter of Music 12 - Understanding PRO's (Performing Rights Organizations) ASCAP, BMI, SESAC - Pt1After
How ASCAP, BMI & SESAC Actually Pay You (PROs Explained)Before
A Matter Of Music 17 - Metadata and Email EtiquetteAfter
The Metadata Mistakes That Kill Sync PlacementsRule: topic first. Show name goes in the description, not the title. Retitle all 20 existing videos — it's free and fast.
Every Video Gets
- A hook in the first 30 seconds — the question, and why it matters
- Chapters — timestamps in the description
- A link to the free checklist — in the description and a pinned comment (trackable link)
- An end screen pointing to the next video in its playlist
- 3 Shorts cut from it for YouTube, TikTok and Reels
- A blog post on the website (see SEO page)
Playlists
| Playlist | What goes in it |
|---|---|
| Sync 101 | Start here — explainers in order |
| Royalties, PROs & Publishing | Money side of the business |
| Lunch & Listen Reviews | Weekly song feedback |
| Industry Interviews | Podcast episodes + guests |
Cadence & Workload
- 1 long-form video per week — alternate review videos and explainers
- 1 interview per month — published as video and audio podcast
- Miles edits — review videos come from footage they already record, so they're the cheapest to make
What To Track
- Click-through rate — are titles and thumbnails working?
- Average view duration — are people staying?
- Checklist signups from YouTube — the number that matters for revenue
Convert · Home Base
Online Community
They already have one: Lunch & Listen. The weekly Zoom is the heartbeat. Patreon is the paid layer. The job is to tighten it, not rebuild it.
How It Fits Together
Free
Lunch & Listen (attend)
Open to all. The front door. Every session ends with an invite to join.
Paid
Insider Membership
Submissions included, replay library, monthly Q&A, member-only chat.
Platform — Now vs. Later
| Option | Good for | Tradeoff |
|---|---|---|
| Patreon Now | Already has 55 members. No migration. | Weak community features. Fee on each payment. |
| Skool | Community + courses + calendar in one | Flat monthly fee. Simple look. |
| Circle | Polished, paid tiers, courses | Costs more, more setup |
| Discord | Musicians already use it | Harder to sell inside |
Revisit at ~150 members, or when the course launches — courses + community in one place gets more valuable then.
Rituals
- Weekly Lunch & Listen — keep it. Add a member-only "priority review" slot.
- Monthly member Q&A — replaces paid office hours
- Member wins — share placements and releases. Doubles as proof.
- "Song of the month" — top-rated submission gets considered for the catalog
Convert · Paths To Purchase
Marketing Funnels
One funnel for now: artists. It turns a viewer into a member, then a student, then a catalog artist. (The B2B funnel is parked on Phase 2 — B2B.)
The Artist Funnel
Step 1
Find
YouTube video, Short, or Google search.
Step 2
Free Checklist
"The Sync-Ready Checklist" — metadata, splits, PRO registration, instrumentals, stems. Captures the email.
Step 3
Free Lunch & Listen
Email invites them to attend live this Friday.
Step 4
Join or Enroll
Membership, then the Sync-Ready course.
Welcome Emails
| Day | Job | |
|---|---|---|
| 0 | Here's your checklist | Deliver fast |
| 1 | From ABC's music library to you | Dawn & Beth's story. Credibility. |
| 3 | The #1 reason songs get passed on | Quick win + link to a video |
| 5 | Come to Lunch & Listen | Free live invite |
| 7 | Become an Insider | Membership offer |
Critical — tracking first
Use trackable links (UTM or Bitly) on every YouTube description and post before launch. Otherwise we can't tell which videos bring in paying members.
Expand · Direct
New Client Outreach
Content is slow. Outreach is fast. For now, all outreach goes to artists and the communities they belong to. (B2B outreach is parked on Phase 2 — B2B.)
Who To Reach
| Who | Move |
|---|---|
| Past consult + class clients | Personal invite to the membership. Founding-member price. |
| Songwriter groups, music schools, producer communities | Offer a free guest workshop → link to checklist |
| Conferences they already speak at | Special offer for attendees. Collect emails at every talk. |
| Other podcasts & YouTubers | Dawn as a guest — "the ex-ABC library builder" |
Weekly Rhythm
- 10 artist or community conversations / week — tracked in a simple sheet or CRM
- Follow up twice — most replies come after the 2nd touch
- Referral reward — a free review or audit for every client sent our way
Message templates: next step
Planning · Sequence
30 / 60 / 90
Fix first. Then launch. Then scale.
Days 1–30
Fix & Foundation
- Day 1: hide the "Copy of Consultation" page
- SEO cleanup: drafts, slugs, titles, descriptions, Search Console
- Retitle all 20 YouTube videos; build 4 playlists
- Add YouTube consent to the Lunch & Listen form
- Answer the open questions; lock new prices
- Build the Sync-Ready Checklist + welcome emails
Days 31–60
Launch
- Weekly long-form video starts (Lunch & Listen highlights first)
- Relaunch membership at new price; founding offer for current patrons
- Guest workshops at 2 songwriter or producer communities
- Start artist outreach — 10/week
Days 61–90
Scale
- First Sync-Ready cohort at the new price
- Launch the Sync Pitch Audit
- First pillar guide: "How to Get Your Music in TV & Film"
- Review data: which videos drive signups → make more of those
After 90
Phase 2 — B2B Discovery
- Discovery call on their B2B work (see Phase 2 — B2B)
- Then build the corporate plan
Planning · Later
Phase 2 — B2B
Corporate relationships are still the long-term goal. But we don't know enough about their B2B side yet to direct it well. So it's parked here until Phase 1 (B2C) is running.
Status — parked
Nothing on this page is in the current plan. These are early ideas, kept so we don't lose them. They will change once we learn how their B2B work actually runs.
Why B2C First
- It builds the proof corporate buyers will want to see — placements, a strong catalog, public expertise
- It builds the bench — sync-ready artists to place when B2B deals come
- It buys time to learn the B2B side properly before advising on it
What We Need To Learn First
- Current rates — clearance, supervision, publishing admin fees
- Who their B2B clients are today — editors, filmmakers, networks, brands?
- How work comes in — referrals, repeat clients, conferences?
- Deal history — what's been placed, for whom, and what it paid
- Sync catalog — size, genres, commission split, how it's pitched
- Dream partners — 5–10 companies they'd love a relationship with
Corporate Relationships — Draft Ideas
The goal is ongoing relationships, not one-off gigs. One-off projects are the way in. Retainers and catalog deals are the destination.
| Relationship | Partner | Pricing model |
|---|---|---|
| Preferred music partner Goal | Production companies, networks, promo teams | Monthly retainer TBD |
| Catalog licensing deal | Editors, promo departments, game studios, agencies | Per-use fees, or annual blanket deal |
| Music supervision | Indie film, docs, series | Project fee → retainer for repeat clients TBD |
| Music clearance Way in | Filmmakers, docs, video podcasts, brands | Per project · "starting at" TBD |
| Publishing administration | Songwriters with active catalogs | % of collections confirm current rate |
What corporate buyers need to see before they commit: a track record (placements), a reliable catalog (pre-cleared, organized, easy to search), and a team that's clearly expert. The Phase 1 plan builds all three.
Why now: video podcasts and YouTube creators need sync licenses for music in video. Audio-only licenses don't cover it. Clearance work is an easy first project with new corporate clients.
B2B Funnel — Draft
Step 1
Find
Google ("music clearance for documentaries"), LinkedIn, or referral.
Step 2
Service Page
Clear process, credits, "starting at" price.
Step 3
Quote Form
Project type, number of songs, budget, deadline.
Step 4
Call → Proposal
Reply within 1 business day.
B2B Outreach — Draft
| Who | Move |
|---|---|
| Video editors | Dawn already supervises for editors. Ask each for 2 referrals. |
| Indie filmmakers & doc producers | Film festival and film school networks. LinkedIn. |
| Video podcasters & YouTube creators | "Is your music cleared for video?" — short, helpful DM or email |
| Production / promo teams | Send a short catalog reel by genre |
Parked From Other Pages
SEO — B2B service pages:
B2B service
Music Clearance Services
For filmmakers, docs and video podcasts. Quote form.
B2B service
Music Supervision for Indie Film
Process, past work, "starting at" price.
B2B service
Publishing Administration
What it is, who it's for, how fees work.
- B2B: music clearance services · music clearance for documentaries · music supervisor for indie film · how to license a song for a film · music licensing for video podcasts
Social — LinkedIn:
| Dawn & Beth personal | B2B: reach filmmakers, editors, producers. Confirm they're active |
When To Revisit
After the first 90 days — once the membership, YouTube rhythm and artist funnel are running. Start with a B2B discovery call with Dawn and Beth.
"3 things a music supervisor checks first."
The best 30 seconds of feedback from Lunch & Listen.
ABC library story, client placements, wins.
Weekly Lunch & Listen call to action.