Hidden Gems: Meet Jody Friedman of Elite Music Coaching

Today we’d like to introduce you to Jody Friedman.

Hi Jody, please kick things off for us with an introduction to yourself and your story.
I started as a performer at the young age of 4 as a child model, doing mostly print and commercial work. This experience allowed me to become familiar and comfortable with getting in front of the camera, and I think it helped with my confidence when it comes to public speaking. I was in school plays, choir, and the like. When I think back on it, I have always loved affecting others through performance.

Both my parents were hippies. My mother is a huge fan of pop music, whatever was and is popular. Her exposing me to this from a young age allowed my ears to really lock onto what makes a song catchy, melodically, and what lyrics are evergreen and timeless. My dad really loved rock, classic rock, and folk, including many greats like Harry Chapin, Simon & Garfunkel, and The Beatles, among others. I don’t think I’ve come across a storyteller as good as Harry Chapin, and if you have not seen Pat Benatar’s performance of his song “Shooting Star,” do yourself a favor and look it up on YouTube.

I think it was around 1993 that my older brother and his friends started learning guitar. I would pick it up and play every so often, trying to figure things out, and it really stuck with me. I dedicated myself to learning the guitar and would practice every single day after school for a good year. At that point, I was really getting comfortable on it and began expanding my capabilities by listening to songs and using my ear to figure out how to play them. I would play Nirvana a lot, where it was all power chords, and it was easy enough to fake it with power chords while still learning how to get crisp-sounding bar chords. Then, I heard Dave Matthews’ distinct open chord stylings and was blown away. I loved the way he broke traditional methods of playing to create lush, moody chords.

In 1994, I joined my youth group, and they had song leaders who led the entire youth in song sessions, playing spirituals and popular music. The energy in the room filled with thousands of angst-ridden, emotional teenagers was incredible. I was moved and began working hard to learn to become a song leader.

I was also heavily involved in my high school’s television production, which aired daily, called UPC TV. My friends and I would create parody music videos to songs like “Fight For Your Right” by The Beastie Boys, “YMCA” by The Village People, and “Eat It” by Weird Al Yankovic. I didn’t realize I was doing “Sync” at a young age until many years later.
In 1995, I auditioned and earned the position of Regional Song Leader for my youth group. It was awesome getting to cut my teeth in performing in front of large crowds and groups on stage that way.

My three years as a song leader ended when I went to college at Florida State University (Go Noles!). At the time, FSU had the #3 film school in the country. I applied but did not get in, so I did what all the other FSU film school rejects did: majored in TV Production. Little did I know how much this experience of learning TV production would help me in the future as I integrate my insights into thinking like an editor into everything I do in Sync.
In college, I played mostly open mics and “clubs” and had a short-lived band called “Here Lies Juliet” (hahaha – so 1998!) with my friends, Adam Lewis and Cathy Heller. Here Lies Juliet played one show, then the band broke up, which I find hilarious to this day. It’s the classic story! We were young and stupid and trying to figure things out.

After college, I landed a job at CNN Headline News in Atlanta as a “video journalist,” where my job was to run the teleprompter and manage the stage (as stage manager or in film, it’s called “2nd AD”). This lasted a couple of years, and then CNN decided to host a talent show called CNN Idol (CNN International Talent Search). I wrote and performed a song called “The Prompter Song,” and it won first place and $12,000!

Not only that, but the next day, the President, Jim Walton, called me into his office to congratulate me on a job well done. It was surreal. Years later, I would be emailing with retired anchor Chuck Roberts, and Chuck was explaining to me that it was interesting for him to try to explain to Chinese diplomats why there was a plaque hanging on the wall of the HLN newsroom that showed a boy with a cowboy hat and a guitar (Ha Ha Ha!!). I’ll include that photo here for context.

“The Prompter Song” got me the meeting with Jim Walton, and I think it also secured my job in NYC at CNN NY. They hired a bunch of us from Atlanta to go up to CNN NY and help transition from Penn Plaza over to the Time Warner Center (circa January 2004).
I lived in NYC for two years, gigged a lot, and worked a lot. It was an amazing time and is an electric city. I’m so glad I had that experience.

I was leaving work on my way to a gig when the executive producer of “Nancy Grace” stopped me in the hall, and we started talking music. He proceeded to tell me that he needed a theme song for the show. I went home that night, opened up Garageband, and started piecing together some loops. This became the “Nancy Grace All Points Bulletin Theme” and ran for two years!
In 2006, on the drive out west, I received my first royalty check for that theme in 2006, and it was $15,000 for the writer’s share and $15,000 for the publisher’s share. I had never before received that much money in one check.

It was perfect timing and allowed me to start my sync agency, HD Music Now, where I began signing and representing talent for placement. At the time, it was easy to get meetings with music supervisors, so that’s what I did. I worked on building those relationships and offering them solutions for their needs and landed placements.

In 2008, my college friend Luke Kasdan called me up to ask if I would act in his film “Don’t Fade Away,” starring Mischa Barton and Beau Bridges. I remember being on set and asking Luke if he needed a music supervisor. I was given a $40k budget and had to clear songs like Whiskeytown, Ryan Adams, Alexi Murdoch, and more. It was a great learning experience and one I’m forever grateful for.

Over the next couple of years, my sync agency would grow, and my income doubled year after year after year as more and more placements would roll in. Meanwhile, the music supervision was slower moving and lower pay, but I personally found it very rewarding.

As the industry evolved, I recognized the need for my offerings to evolve as well. Music supervisors really like for things to be ‘organized’ and while HD Music Now was becoming known as a ‘go-to’ for music, we were not known for one genre. So, in 2015, I joined forces with fellow music supervisor/sync agent Jennifer Lanchart, and we launched a trailer label, Collaborate Music Productions. Collaborate went on to have much success with trailers like “Picard,” “Big Sky,” “Fantasy Island,” “Gunpowder Milkshake,” and others.

In 2019, I partnered with Michael P. Lazarus to create Ocho Music Group so we could offer authentic Latin music for projects. I also landed a distribution deal with APM Music for both Stacks to Tracks, my vintage and ethnic catalog, and Ocho Music Group.

Then, in 2020, COVID hit, and everything came to a screeching halt. During this time, I had a moment to look back and see how far I had come. I also realized that while my companies were thriving, it was time for a change. I felt compelled to go back to my roots of the days I was a song leader and leading others. This time around, it wasn’t performing songs; it was through teaching musicians how to do exactly what I had done.

Through “Elite Music Coaching,” my partner, Michael Elsner, and I teach other independent musicians our bulletproof “Sync Placement Formula” so they can learn how to make a good living from their music without having to tour, build a fan base, or bother with streams on Spotify. We have designed a Sync Success Path that takes them through five stages of Sync Success. This success path was the result of many conversations with colleagues over the course of a year, and we noticed that every single one of us followed the same path.

We have a thriving community of Sync Professionals, whom we call “Sync Titans,” who are crushing it in Sync. We offer coaching calls, listening sessions, opportunities to submit to projects, guest virtual networking events, and more. It really is an awesome community.

Oh! And we’re writing a book and producing a feature film, which I never thought was possible but manifested it into a reality. Our minds are capable of doing incredible things if we tap into their potential.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Is there ever a smooth road? So many struggles along the way, hiccups, frustrations, circumstances, sleeze balls, jagweeds, you know….,Cards chips dips and dorks. Seriously though, the music industry sucks. Straight up. It’s not great. A lot of vampires so look out!

Lucky for me, I got out of the music industry when I got into Sync. Confused? Sync is NOT the music industry. It’s the film industry, the tv industry, the video game industry, the ads, trailers, etc….

Truth be told, most of my struggles come from working with amateurs who don’t take the time educate themselves about the industry they are in. Even folks who have landed placements through luck may not be fully knowledgable for a multitude of reasons, one of the main ones being there is a lot of bad advice, wrong advice and/or incomplete advice online, especially now, during the Sync Licensing BOOM! Just make sure you research who you’re learning from and be sure they are active in the business.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Elite Music Coaching is a premier training platform dedicated to helping independent musicians make music licensing a foundational aspect of their business. With over 30 years of combined experience and over 10,000 placements, including theme songs, blockbuster movie trailers, and ads for globally recognized brands, we offer a comprehensive 360° view of music licensing.

What We Do:
We specialize in guiding musicians to land high-value placements, transforming their music careers and lives. Our expertise spans across various facets of the music industry, ensuring that our clients are equipped with the knowledge and tools needed to succeed.

What We Are Known For:
Our track record speaks for itself with thousands of successful placements. We are renowned for our hands-on approach and personalized coaching that goes beyond traditional music education. We don’t just teach; we mentor musicians to become Elite Level Performers in the Music Licensing Industry.

What Sets Us Apart:
What sets us apart is our real-world experience and proven success in the industry. Our unique Sync Success Path takes musicians through five stages of sync success, ensuring they have a clear roadmap to follow. We focus on practical, actionable strategies that yield results. Our community, known as “Sync Titans,” is a thriving network of professionals who support and uplift each other, making the journey collaborative and enriching.

Brand Pride:
We are most proud of the tangible transformations we have seen in the lives of our clients. From independent musicians struggling to make ends meet to successful professionals generating significant income through placements, the success stories are what fuel our passion and drive.

What We Want You to Know:
Our mission is simple: to help musicians like you generate a great income through placements of your music, at a level that will completely transform your life and your family’s life. Whether you’re just starting or looking to elevate your existing career, Elite Music Coaching offers the expertise, resources, and community support you need to achieve your goals.

Join us at Elite Music Coaching, and let’s make your music dreams a reality!

How do you think about happiness?
My family…and Sushi.

Family is everything. I have an amazing wife, who has supported me along the way, allowing me to grow and become a man worthy of her love – this is something I strive for every day.

My children are incredible – my son is a working actor, passionate and driven and incredibly smart, my daughter is wise beyond her years and the most empathetic person I’ve ever known. Their superpowers are going to change the world and I just hope I’m around to see it.

Sushi…because well….if you know, you know.

Contact Info:

• Website: https://www.elitemusiccoaching.com/getstarted
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• Facebook: https://youtube.com/@elitemusiccoaching
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