Campus in November: Sync Licensing Month

Four Tuesday nights. One outcome: get your catalog sync‑ready and your business tight.

When: Tuesdays, November 4, 11, 18, 25 at 8:30 p.m. EST

Where: Live online (Campus virtual room)

Who it’s for: Artists, producers, writers, managers, and indie labels who want real placements and a repeatable system

Led by: Michelle Allman‑Esdaille, Founder and CEO, The HOOK & Company

Why this month matters

Sync is one of the fastest ways to turn great songs into visible wins and recurring revenue. This month on Campus, we strip away the guesswork with four focused workshops that move you from theory to action. Each session includes live examples, worksheets, Q and A, and a clear action list you can apply the same night.

Week 1 — Metadata: Why Is It So Important?

Tuesday, November 4, 8:30 p.m. EST

Metadata is the invisible language that connects your music to supervisors, editors, and producers. If it’s wrong or missing, your perfect song never gets found.

You’ll learn:

• What metadata is and why it powers the entire sync pipeline

• The three types of metadata and how to tag them correctly:

  • Descriptive: genre, mood, tempo, instrumentation, lyrics, themes

  • Ownership: rights holders, splits, PRO info, contact details

  • Technical: file type, ISRC, sample rate, mastering notes

• How proper metadata speeds up discovery and reduces friction for decision‑makers

• Tools and naming systems that keep your catalog clean and searchable

Deliverables: a best‑practice metadata checklist, file‑naming convention template, and a tagging tool shortlist

Week 2 — Crafting the Syncable Song: Techniques and Secrets Behind the Lyrics and Production

Tuesday, November 11, 8:30 p.m. EST

Not every great song works for picture. Syncable songs are crafted for story, emotion, and universality.

You’ll learn:

• Storytelling that lands on picture and drives emotional impact

• Lyric writing for universality, clarity, and usable sections

• Production moves that help editors: strong intros, builds, climaxes, endings, edit points, alts and stems

• How genre and sonic identity influence placement potential

• Breakdown of real sync examples and why they won

Hands‑on: rework one of your existing songs for sync suitability using a guided worksheet

Week 3 — The Difference Between a Music Library and a Sync Agent

Tuesday, November 18, 8:30 p.m. EST

Libraries and agents both pitch, but the business model and outcomes are different. Know the path that fits your goals.

You’ll learn:

• Clear definitions: libraries, sync agencies, and publishing admin

• Exclusive versus non‑exclusive deals and what to watch for in contracts

• How agents curate versus how libraries catalogue

• Revenue splits, backend royalties, and rights considerations

• How to choose based on your career stage and catalog type

Case studies: real‑world partnerships, results, and cautionary tales

Week 4 — How to Negotiate Your Sync Deal

Tuesday, November 25, 8:30 p.m. EST

Landing the placement is exciting. Negotiating it well protects your value.

You’ll learn:

• Key deal components: rights granted, term, territory, media, exclusivity, fees

• Master versus publishing splits and common payment structures

• Negotiation strategies that ask for more without losing the deal

• Red flags in contracts and how to handle them

• Why cue sheets, PRO registrations, and follow‑up matter

Practice: mock negotiation to apply everything you’ve learned

About the instructor: Michelle Allman‑Esdaille

Michelle Allman‑Esdaille is a visionary music executive, entrepreneur, and advocate for sustainable, equity‑driven careers. As Founder and CEO of The HOOK & Company, she leads The HOOK Sync Group, Sustainable Creative Living, and the Managers‑On‑Demand marketplace. She built Canada’s first Black female‑owned sync agency, securing placements with networks such as BET+, OWN, and Bravo, alongside independent films. Michelle consults for Music BC’s Jumpstart program, mentors with Women In Music Canada, and has developed national programming across Alberta, Ontario, and Nova Scotia. Named one of Canada’s Top 100 Black Women to Watch in 2024 by CIBWE and author of the anthology “You Have So Much Potential,” she champions inclusive career development and equitable access for underrepresented creators across the country.

What you’ll walk away with

• A clean, searchable catalog with correct metadata

• A checklist for writing and producing sync‑ready songs

• Clarity on representation options and deal structures

• Confidence to negotiate fair, professional sync agreements

How to join

Campus sessions run live at 8:30 p.m. EST on November 4, 11, 18, and 25. Seats are limited to keep Q and A useful.

Register now on Campus and bring one finished song plus one work‑in‑progress to get the most from the month. If you are a Beatcave member, your perks apply at checkout.

Prep list

• Organize five of your best songs with final WAVs, instrumentals, and clean versions

• Collect writer and master splits, PRO info, ISRCs, and contact details

• Export stems and alt mixes where possible

• Prepare one licensing one‑sheet with your artist bio and key links

Have questions or want to confirm membership perks. Reach out and we’ll get you set up for week one.

www.beatcave.ca/campus