The Ask

iVideosongs created hundreds of great guitar lessons. How could it expand the brand, grow revenues, and provide more effective music education? Ground zero, the little start up had about 20,000 YouTube followers, offering free online guitar lessons. The brand's groupies at Merton Way had new ideas in store.

The Work

The vast majority of guitar players are self-taught. But publishers still churn out books full of theory. How could iVideosongs "keep it simple" and give guitar players a faster journey to killer guitar chops?

The big idea was to link lessons to highly focused posters, journals, and cheatsheets for musicians. By breaking all that theory into digestible bites, the printed materials use QR codes to direct learners to how-to videos. Now, beginner through advanced players can learn one thing at a time...and get it right the first time.

Educators know that pairing on-hand materials with online video is more effective. So, iVideosongs pivoted into an e-commerce model that boosted its YouTube ad dollars.

The Win

Merton Way created a line-up of posters, cheatsheets and books. Launched for sale on Amazon FBA, the agency manages iVideosongs' Amazon Seller account, Etsy,, eBay, and other channels. Constantly tuning its ROAS and ACOS, the sites using the best search words to maximize each listing's copy and images. In less than one year, iVideosongs grew from a hobby business into a dynamic, 6-figure music publisher. The company expects to top 7-figures in 2023.

And YouTube subscribers leapt to 100,000 within a few months of the launch.

Rock on!

More Work

Case Studies