Making Music


Coaching. Artist Development. Label Services. Marketing. Strategy.

Empowering Music Makers with Winning Strategies...

"Michael has always been at the forefront of everything that encompasses a career in music. From self promotion, mastery of social media, producer, song writer, composer and now as an expert  in the state of the art in how to monetize music in todays changing world. It seems there isn’t anything Michael can’t do..."


Trevor Morris two-time EMMY award winning composer 


To be great at Artist Development, you have to be willing to listen and then take action. Technically, managers “advise” artists on their careers. We take the job beyond simply advice. We are partners and collaborators with our artists. In the 21st century, we develop your business and how those businesses are marketed. We protect your rights. We create a future with you and then take steps to fulfill on what you want - that’s what Artist Development is...

Monetization/Catalog Services

We will look at your catalog and start optimizing your presence on YouTube, digital radio and all other streaming media platforms to create reliable income stream from views, plays and playlists. We will also look at how you’re the publishing for your original songs are administered. We work under the hood of your posted material. We will offer solutions on whether getting a publishing administrator would help increase your income and creative footprint. We will also work with any outside teams you have who may be hired to increase your views, likes and subscriptions.


Every great athlete has a coach. They demand the BEST in the performance of their players. We will coach you. We will empower you to look at how you are proceeding and how you doing with achieving your milestones and ultimate goals. To be coached, you MUST be coachable... This means ready to do actions and to take on concepts that you might disagree with or not even understand at the time. Great athletes trust their coaches. Great coaches trust their players. 

Marketing/Social Media

What image do you show the world? How do you do it? Is it what you wear? The look on your face? Is it how you approach your social media? The way you interact with your audience? "Branding" is one of the most overused and misused word in the music industry. The difference is that we KNOW what branding is. Branding is creating an audience experience. By creating your brand, you've now created a important roadmap for all the choices that constitute your marketing, social media and PR.


We have worked in the music business for more than 30 years. We have won Emmy® Awards, created platinum-selling music and had billions of people hear our music. We are experts at music copyrights, music monetization, marketing and we actually know what the word "brand" means... We have been managers, teachers, coaches and consultants. We have worked with the very best in music and the very newest. We only work with a small select group of artists who see the value of learning the fundamentals and building a career organically. 

We are committed that each one of our clients finds their true, authentic voice - both musically and in how they express their narrative out in the world.


Welcome to Artist Expansion  

"Michael's no bullshit approach combined with his deep knowledge, personal experience and passion for helping others is the perfect combination for bringing musicians to new heights of self-awareness, artistry and success..."

Ryan Judd Award-winning Billboard Charting Guitarist/Composer 

The Basics of Music Monetization

Michael Whalen during his introduction to the "Your Music, Your Music, Your Career" event on January 10th, 2015 at Aaron Davis Hall at The City College of New York.