The work
James Payne has taught metal drumming online since 2014. His membership is the real product: lessons, courses and a library that serious drummers pay for every month. When we started working together in 2024, the teaching was already world class. What was missing was a steady way to put it in front of the right drummers.
We started by listening. Drummers describe their own problems better than any marketer can: the speed they cannot reach, the years of practice that went nowhere, the fear that it is too late. So the ads say exactly that, in James’s own voice. “The fast way is the long way.” “You are fixing the wrong problem.” “YouTube is free. The years you wasted are not.” Each one points at a page made for that one problem.
Within the first three months revenue was five times what it had been.
Then we built the rest of the machine around it: an organic plan that feeds the ads, landing pages for every offer and every sale, and a constant stream of creative. In October 2026 alone we shipped 360 pieces, from short videos to carousels to articles, every one of them approved by James before it went out.
Two years in, paying memberships have doubled. Everything we make is judged against one number, new paying members, because that is the number that runs his business.
