What We Do
Overview
The goal is to create social proof that shows authority in the space, develop and organize the artist's growth path to create more sync opportunities, and build toward organizational connections over time.
Develop.
Place.
Partner.
Place.
Partner.
Grow artists
Place them
Win corporate deals
Place them
Win corporate deals
Main Ideas
Develop the artist pathfor increased revenue
Prove expertise in publicthrough content
Develop organizational relationshipsthrough public presence
Two Phases
Phase 1 · Now
Social proof +
artist path development
artist path development
Build authority in the space through content creation and artist success stories. Grow the email list so we own a direct line to our audience.
Phase 2 · Later
Organizational +
corporate connections
corporate connections
Develop this strategy once Phase 1 is 80% complete.
How It All Connects
1 · Attract
Social, YouTube + Podcast
Short clips on TikTok, IG and YouTube Shorts. Long-form video and podcast episodes.
2 · Free offer
Free or low-cost content
Free lessons and the checklist turn viewers into email subscribers.
3 · Stay in touch
Email list
A regular email with lessons, Lunch & Listen invites and artist stories. Moves subscribers toward Patreon.
4 · Join
Patreon + Lunch & Listen
Paid tiers, community and live song reviews. Artists build skills and get feedback.
5 · Go deeper
Higher tiers, course, 1:1 coaching
More structure and more direct time with Dawn and Beth.
6 · Place
Opportunities to place
Artists who are ready join the AMOM library and get pitched for sync opportunities.
Throughout all 6 steps
Social proof → Organizational connections
The content, reviews and placements build social proof. Over time, that proof builds organizational connections (see Organizations).
What We Do · Identity
Identity
Online music business education, plus hands-on sync and publishing services. Tagline: "Helping Artists Master the Business of Music."
Standard To Live By
Does it build talent, build proof, or bring in leads? Ask this of every artist-facing offer. If it does none of the three, cut it or fold it into something that does.
Test 1
Builds talent
Makes artists more sync-ready: course, reviews, challenges.
Test 2
Builds proof
Shows expertise in public: videos, placements, case studies.
Test 3
Brings in leads
Grows the list and the membership: Lunch & Listen, TikTok + IG, free checklist.
YouTube
140
subscribers · 20 videos, mostly 2020 podcast episodes
Patreon
55
members · 22 posts · 5 tiers, $8–$50/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" | 5 tiers: $8 · $12 · $20 · $25 · $50 /mo | 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.
How We Do It · Product Strategy
Monetization Plan
Create strategic artist offers that are priced right, each leading to an obvious next step in the sales funnel. The system to develop talent should become a significant revenue stream on its own.
Where The Money Comes From
| Layer | What it earns | What else it does |
|---|---|---|
| Free tier + contests | Nothing directly, on purpose | Lead gen + spotting talent |
| Member + Pro tiers, course, audits | Significant, recurring income | Develops placement-ready artists |
| Sync placements | Commission per placement | Track record |
| Corporate relationships Add-on | Large, recurring deals | Parked. See Organizations |
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.
Membership Tiers
Free, Member (~$30–35/mo) and Pro (~$99/mo). Full details on Online Community.
À La Carte
One-time purchases, open to anyone. Each one leads toward a membership.
| Offer | Old price | New price | Leads to |
|---|---|---|---|
| Single song review First purchase | $10 Lunch & Listen submission | ~$25 | Member |
| Sync-Ready course: 5-week live cohort + replays + a priority review | $100 (on sale for $50) | $397–$497 | Pro (included in Pro) |
| Sync Pitch Audit: 5 songs, metadata, splits and a pitch plan, by recorded video | New offer | $197 | Consult package |
| 1:1 strategy consult · 3-session package | $90/hr · $80 repeat · $15 office hours | $150/hr · $397 for 3 | Pro |
Prices are starting recommendations to test. Adjust once we see real numbers.
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
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
How We Do It · Product Strategy
Online Community
Lunch & Listen is what keeps the community alive. Patreon holds it in three tiers: Free, Member and Pro.
Membership Tiers
Free: little to no access, some education. Member: more access, more education. Pro: full access. Library Artist: placement-ready, graduated out of paying.
$0 was unused
Free
- Sync 101 starter lessons + the checklist
- Monthly music industry update
- Read and comment on community posts
- Watch Lunch & Listen once a month (no submissions, no Q&A)
- Weekly free brief contest
- Monthly open contest
- No direct access to Dawn
~$30–35/mo was $8–$25
Member
- Everything in Free
- Every Lunch & Listen, live
- 1 song reviewed live per month + Q&A
- Weekly paid brief challenge
- Full lesson library, workshop replays, templates
- Live workshops
- Members-only chat
- Monthly group Q&A with Dawn and Beth
- 15% off consults and classes
~$99/mo was $50
Pro
- Everything in Member
- Limited seats
- Pitch track: songs that pass our review are considered for real briefs
- Personal sync plan, updated quarterly
- Monthly 30-min 1:1 with Dawn or Beth
- In-depth video feedback on 2 songs a month
- Metadata and delivery check before pitching
- Monthly Pro-only small group
- Sync-Ready course included
- Graduates to Library Artist once placement-ready
Graduated · no fee
Library Artist
- Placement-ready, with songs ready to be pitched
- Songs join the AMOM library and are pitched for real briefs
- Keeps full Pro access at no cost
- We earn through placement commission % TBD
Pitch track means consideration, not a guaranteed placement. Keep current patrons at their old price for 6–12 months. Cap Pro seats by the hours Dawn and Beth can give.
Talent Gets Rewarded
Real talent moves up, whatever tier it starts in. Free members who win contests can earn free months of Member. Pro members who are placement-ready graduate to Library Artist and stop paying.
Move To Skool
Skool is easier to monetize. Courses, paid tiers and the community sit in one place, so each level unlocks more to pay for. And it keeps more of every payment.
| Skool Recommended | Patreon | |
|---|---|---|
| Built for | Courses, community and levels in one place | Memberships and posts. Not a course platform. |
| Timing | Launch with the relaunch: one change, not two | Rebuild the new tiers here |
| Fees at 100 paid members | ~$250/mo | ~$550/mo |
| Switching | All 55 patrons re-join. Founding-member pricing keeps them. | No migration |
Fees from third-party reviews. Confirm on Skool's site before deciding.
Regular Events
- Weekly Lunch & Listen: live for paid members. Free members watch once a month.
- Monthly member Q&A: replaces paid office hours
- Member wins: share placements and releases. Doubles as proof.
- Weekly Sync Brief Challenge: see below. Replaces "song of the month."
Weekly Sync Brief Challenge
Every week, members get a mock sync brief, the kind a music supervisor would send. They submit a song that fits. The best fit wins a prize, judged live at Lunch & Listen.
Weekly schedule: brief drops Monday, entries close Thursday, judged live Friday, winner featured on YouTube and social the next week. One song per member, with full ownership or signed splits.
Contest Lineup
| Contest | Who enters | Prize |
|---|---|---|
| Weekly free brief | Free tier | Live review at Lunch & Listen |
| Weekly brief challenge | Paid tiers | Pitch priority, a coaching hour or a free month |
| Monthly open contest | All tiers | Live review + YouTube feature + a free month. Adds $100–$250 cash at 100+ paid members. |
| Quarterly champion | Weekly winners | Lifetime membership |
No cash prizes until 100 paid members. At that size, a monthly cash prize is a small share of membership income.
Critical: guardrails before launch
Judge on skill, never chance. A prize plus chance plus a paid entry can legally count as a lottery. Write official rules (who can enter, deadlines, prizes, entrants keep their songs) and have a lawyer check them.
Who This Is For · Artists
Artists
Artists who want their music placed in film, TV and ads. This is the side we're growing now.
Spotlight
The biggest growth is in artists who don't know sync is a career yet. They have songs sitting unused. We can show them a path.
Two Kinds Of Artists
Sync beginners
Musicians who didn't know sync is a career path. They have finished songs and no idea those songs could earn them money in TV, film or ads.
Experienced sync-ers
More seasoned musicians who know sync exists. They need structure, honest feedback and a real path to being pitched.
What Each One Needs
| Audience | What they want | What worries them | Where they are | First step we offer |
|---|---|---|---|---|
| Experienced sync-ers | Placements and feedback they can trust | Pay-to-pitch scams, wasted money | YouTube, TikTok, songwriter groups | Free tier: watch Lunch & Listen + weekly free brief |
| Sync beginners | Income from music they already made | "This isn't for someone like me" | TikTok, IG, YouTube Shorts | Free Sync 101 starter + checklist |
Goals & Expected Outcomes · Revenue
Revenue
What the plan should earn, using the new prices.
Phase 1 Projections
What the artist side can earn at 900 paid members (800 Member + 100 Pro).
| Source | How | Per year |
|---|---|---|
| Memberships | 800 Member × $33 + 100 Pro × $99, monthly | ~$436K |
| Sync-Ready course | 3 cohorts × 40 students × ~$447 | ~$54K |
| À la carte | Single reviews, audits, 1:1 consults | ~$60K |
| Placement commissions Estimate | From Library Artists | ~$50K |
| Artist side total | ~$600K |
Commissions are the least certain number until there's placement data.
Growth Milestones
Yearly artist-side revenue as paid membership grows.
Phase 2 Projections
| Source | How | Per year |
|---|---|---|
| Organizations Phase 2 | ~8 supervision projects, ~25 clearance projects, 3 retainers | ~$300K |
| Annual conference | Virtual or small in-person event, ~150 attendees × ~$75 | ~$10–15K |
On top of the artist side. Organization numbers depend on Dawn and Beth's real rates. See Organizations.
What We Measure
- Income from memberships, courses, coaching and placements
- Paid members, and the share of free members who upgrade
- Monthly cancellations
- Artists who graduate to Library Artist
- Speaking invitations
- Music supervision opportunities (Phase 2)
How We Do It · Marketing Plan
Marketing Funnel
How a stranger becomes a paying member, and a member becomes a Library Artist. Each stage has one job and one next step.
The Funnel At A Glance
| Stage | Job | Next step we ask for | Starting target |
|---|---|---|---|
| 1 · Discover | Get seen | Follow, or grab the free checklist | — |
| 2 · Capture | Get the email | Download the checklist | 2–5% of viewers who reach the offer |
| 3 · Nurture | Build trust | Join the free tier | ~20% of subscribers |
| 4 · Free tier | Taste the real thing | Upgrade to Member | ~5–10% of free members |
| 5 · Member | Learn and get feedback | Upgrade to Pro | ~10–15% of Members |
| 6 · Pro | Get placement-ready | Graduate to Library Artist | When ready |
Targets are starting guesses to test, not benchmarks. Replace them with our own numbers after 90 days.
Two Ways In
Sync beginners
"A career you didn't know existed"
Hooks: "Your song could earn from a TV show." "What a music supervisor listens for." First step: the free checklist.
Experienced sync-ers
"Why your song got passed on"
Hooks: real review moments, metadata mistakes, pitching tips. First step: watch Lunch & Listen free.
Stage 1 · Discover
- Where: TikTok first, then Reels, YouTube Shorts and long-form, the podcast, Google, guest appearances.
- What: clips cut from Lunch & Listen and long-form videos. One problem, one fix.
- Ask: every clip ends with the free checklist ("comment SYNC" or the bio link).
Stage 2 · Capture
- The offer: the Sync-Ready Checklist. Metadata, splits, PRO registration, instrumentals and stems. Short, useful, and it shows how much they don't know yet.
- Capture points: "comment SYNC" auto-DM on IG, TikTok bio link, YouTube descriptions, Linktree (first link), the website homepage, the free Lunch & Listen sign-up.
- One sign-up page on the website, so every link goes to the same place and the same email tool.
Stage 3 · Nurture
Welcome series, sent automatically after sign-up:
| Day | Job | |
|---|---|---|
| 0 | Here's your checklist | Deliver fast. Ask one question: "Have you had a sync placement yet?" to sort beginners from experienced. |
| 1 | From ABC's music library to you | Dawn and Beth's story. Credibility. |
| 3 | The #1 reason songs get passed on | A quick win + a link to a video |
| 5 | Watch Lunch & Listen free | Invite to the free tier + the weekly free brief |
| 7 | Join the community | Free tier sign-up |
After the series: the regular email every week or two.
Stage 4 · Free Tier → Member
- Let them see it work. Watching Lunch & Listen once a month shows what a live review is worth.
- Upgrade moments: right after a Lunch & Listen they watched, after entering the free brief, and when a contest win gives them a free month.
- A bridge offer: a single song review (~$25) for people not ready to subscribe.
- A short email after each moment, with one link to join.
Stage 5 · Member → Pro
- Signs someone is ready: they submit every month, place well in the brief challenge, or finish the course.
- A personal invite from Dawn or Beth, not a mass email. Pro has limited seats, so it should feel earned.
- What sells Pro: the pitch track, a personal plan and monthly 1:1s.
Stage 6 · Pro → Library Artist
- When they're placement-ready, with songs ready to be pitched, they graduate and stop paying.
- Every graduate becomes a story: a post, a video and an email. That brings in the next round of artists.
Keeping Members
- Weekly reasons to show up: Lunch & Listen and the brief challenge.
- Offer a pause instead of cancel, for artists who are busy for a month.
- A win-back email 30 days after someone cancels, with what's new.
Critical: tracking first
Put trackable links (UTM or Bitly) on every post, bio and description before launch. Without them, we can't tell which content brings in paying members.
Goals & Outcomes · Timeline
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
- Write challenge rules; run the first Weekly Sync Brief Challenge
- 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 guide page: "How to Get Your Music in TV & Film"
- Review data: which videos drive signups → make more of those
When ready
Phase 2: Organizations
- When the signs on Organizations are met: discovery call on their B2B work
- Then build the corporate plan
Who This Is For · Organizations
Organizations
Organizations come after the artist side is running. This page covers when to start and what B2B outreach will likely need.
When To Start
Build the B2B strategy once the artist side is running. By then there's steady content, a track record and artists ready to place.
Signs It's Time
- The artist growth path is 80% developed and launched
- Patreon has grown 80% (55 → about 100 members)
- Our placements are public: credits and case studies published where organizations can find them
How To Build The B2B Strategy
1 · Review
B2B discovery session
Sit down with Dawn and Beth. Map current clients, rates and how work comes in today.
2 · Choose
Pick 1–2 offers to lead with
Clearance is likely the easiest start. Supervision and catalog licensing can follow.
3 · Prepare
Build the outreach basics
See the list below.
4 · Reach out
Contact a short target list
Personal messages, tracked, with two follow-ups.
5 · Adjust
Review after 60 days
Keep what gets replies. Drop what doesn't.
What Outreach Will Likely Need
- A clear section of the website for organization lead gen
- A proof pack: credits (including the ABC library work) and 2–3 short case studies
- A catalog reel: short clips of pre-cleared songs, sorted by mood and genre
- A target list of 20–30 people
- Active LinkedIn profiles for Dawn and Beth
- A simple tracking sheet for contacts and follow-ups
Who They Are
| Who | What they want | What worries them | Where they are |
|---|---|---|---|
| Filmmakers, editors, networks, brands | Cleared, usable music, fast | Legal risk, missed deadlines | Referrals, LinkedIn, Google |
Likely Offers
| Offer | For | Pricing model |
|---|---|---|
| Music clearance Easy start | Filmmakers, docs, video podcasts, brands | Per project |
| Music supervision | Indie film, docs, series | Project fee, then retainer for repeat clients |
| Catalog licensing | Editors, promo teams, game studios, agencies | Per use, or annual deal |
| Publishing administration | Songwriters with active catalogs | % of collections |
Why clearance first: video podcasts and YouTube creators need sync licenses for music in video. Audio-only licenses don't cover it.
Who To Reach
| Who | How |
|---|---|
| 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?" A short, helpful message. |
| Production / promo teams | Send the catalog reel. |
145 videos · ~101 likes per video
70 posts · bio says "Music Business Consultation"
20 public videos, all old podcast episodes · ~112 views each · best: 499
22 posts · 5 tiers · one $7 workshop sold separately
18 episodes
No free offer. Lunch & Listen link goes to the homepage.
Not used for lead gen.