Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Michael Elsner, Owner of Master Music Licensing, located in Nashville, TN, USA.

What's your business, and who are your customers?

My primary business is called Master Music Licensing, where I teach independent musicians how they can get their songs into TV Shows, Films, Commercials, Video Games, Film Trailers, and any other form of visual media. The foundation for this business is a process that I created throughout my own career that I call The 4-Step Plan to Licensing Success. Any time you hear music underscoring a TV show, a "Synchronization License" (also called a sync license) must be granted by whoever owns the song. You may not realize, however, that the majority of the music you hear on TV is created by composers or independent musicians. In fact, only 7% of the music on TV has commercially released music from well-known artists. So, for independent musicians, this is a tremendous outlet for them not only to get their songs heard by millions of people throughout the world but it's a tremendous outlet for them to generate long-term royalties.

Tell us about yourself

Even though this is my 25th year as a full-time musician, I tell people all the time that I don't work in the music industry. I work in the TV, Film & Video Game industries. Currently, I have over 2500 placements of my own songs in over 180 individual television series, accounting for over 850 individual episodes. Some of these include American Idol, The Voice, Good Morning America, Impractical Jokers, EXTRA, The Sing-Off, and The Ellen DeGeneres Show. Tracks I've written have been used in international commercials for Audi, Mazda, Skechers, and Verizon, as well as trailers for Star Wars: The Mandalorian, Maleficent 2, Disney’s Cinderella, Ocean's 8, Susperia, Narcos, Sneaky Pete, as well as a Super Bowl Ad for Amazon Prime’s Jack Ryan series.

As my credits grew, people started asking me to speak at their conferences and host seminars. For me, the problem with speaking at these conferences was that in the short time I was allotted, I could only cover the very basics and not dive deep into this topic. In 2017, during a random recording session, the artist I was working with encouraged me to create an online course. This opened a whole new world for me, and it allowed me to share every little aspect of successfully getting music into TV and Film. Since then, I've been 'all-in' on helping other talented musicians throughout the world get their music into major TV shows, films, and commercials!

What's your biggest accomplishment as a business owner?

I would say that the biggest accomplishment I've had as a business owner is how this information has impacted so many people.

Hundreds of musicians are now making a full-time living utilizing my 4 step process to license their songs on TV. I've spoken with a number who are now making over six figures a year! Additionally, once I truly figured out how to scale an online business to 7 figures, I broke it down into seven steps and started sharing them with other entrepreneurs. In the two years since I began coaching in the entrepreneurial world, many of my students are earning multiple six figures with their online courses, and a few have gone on to reach seven figures. So, not only has shared my processes through my online business impacted musicians, it's impacted entrepreneurs as well.

What's one of the hardest things that comes with being a business owner?

I would say that the hardest thing that comes with being a business owner is turning off my brain at the end of the day. I absolutely love what I do - from creating music and running my own creative production company to teaching other musicians through Master Music Licensing and also working directly with online entrepreneurs to help them scale their own businesses. To me, none of this is work. These are each extremely fulfilling endeavors that allow me to be creative and impactful.

At the end of each day, I look forward to what the next day is going to bring. However, there are times when I wish I could just shut off my brain and do nothing.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

The first tip would be to focus on growing your email list. In the online world, that is your most valuable asset. I looked at it as my own private ATM machine. Whenever I need an influx of cash into the business, I create an offer, set a deadline, and send out a series of emails to those on the list.

The second tip would be to constantly nurture those on your email list with highly valuable free content. You want them to be excited to open your messages, and click through to the video/blog/training / etc., that you're sharing. It must be relevant to them, of course, but if you focus on delivering content that keeps your click-through rates high, then you will never have a problem when it comes time to make an offer and generate income for your business.

The third tip would be to create a highly valuable lead magnet and welcome sequence. Like the first two tips, this is all about your email list and your email engagement. I'm not a fan of the idea of throwing together a quick little PDF to get someone's email. It's just as easy for someone to unsubscribe as it is for them to subscribe. The goal is not just to keep them on your list but to keep them highly engaged with you. The moment someone joins my list, I want to be at the top of THEIR 'know you, like you, trust your list. For example, with my music business, my lead magnet is a 30-page e-book called "The 4 Step Plan to Licensing Success." In this e-book, which takes about 45 minutes to read, they get a solid understanding of the steps it takes to get their music on TV and why each one is important. Then, over the next two weeks, they are in a welcome sequence where every few days, they receive an email with a link to a video that answers the most commonly asked questions.

I use this exact same method for my entrepreneurial brand. The lead magnet is an e-book called "7 Simple Steps to a 7-Figure Business." We then follow up with a 2-week welcome sequence addressing the common questions I get regarding building an online business. After this sequence is complete, we've not only delivered tremendous value, but now they have built momentum, and many are ready to take the first steps into a paid course or membership.

All of this starts with a compelling lead magnet and then nurturing that new subscriber, so they get to know you, start to like you, and grow to trust you. It's at that point where they will now be receptive to any offers you make.

Where can people find you and your business?

Website: https://www.mastermusiclicensing.com/
Facebook: https://www.facebook.com/MasterMusicLicensing
Instagram: https://www.instagram.com/mikeelsner/
LinkedIn: https://www.linkedin.com/in/michaelelsner/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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