How to Monetize a Podcast: Midwest Murder's Jonah Lantto on Live Shows, Sponsors & Owning Your Niche
Jonah Lantto, true crime writer and co-host of the hit podcast Midwest Murder, joins Julie Lokun and Dominick Domasky to reveal how he turned a basement side project into a full-time media business built on live shows, sponsorships, and relentless consistency. The conversation breaks down exactly how creative entrepreneurs can monetize a podcast, find their niche, and build a business "vertical" out of their voice — no celebrity status required..
From Basement to Business: How Jonah Lantto Turned True Crime Into a Podcasting Empire
What if your next business breakthrough isn't a marketing funnel — it's a microphone?
In this episode of The Creative Entrepreneur Podcast, hosts Julie Lokun and Dominick Domasky sit down with Jonah Lantto, co-host of Midwest Murder, one of the fastest-growing true crime podcasts in the country. Jonah shares the real, unfiltered story of how a basement side project turned into a full-time podcasting business — one built on live shows, sponsorships, merch, and an audience that trusts him enough to show up in person, city after city.
This episode isn't just for true crime fans. It's a masterclass in podcast monetization, audience-building, and turning content into a real business vertical.
What You'll Learn in This Episode:
- How Jonah went from a basement podcast to selling out live true crime shows across the Midwest
- The exact moment he realized podcasting could become a full-time business
- Why niching down (not chasing big-name stories like Gacy or Dahmer) became Midwest Murder's competitive advantage
- How to "own your ecosystem" by building live events, email lists, and merch instead of relying on one platform
- The five-year consistency rule that took Midwest Murder from North Dakota to Nashville
- Beginner podcasting tips: equipment, editing software (Audacity), short-form video repurposing, and landing dream guests
- Why every podcaster needs a content plan and episode arc before hitting record
Guest Spotlight: Jonah Lantto
Jonah Lantto is a true crime writer, live storyteller, podcast host, and wedding officiant based in the Midwest — available everywhere the story takes him. He's the co-host of Midwest Murder, a true crime podcast known for uncovering forgotten regional cases and turning them into sold-out live storytelling events across the Midwest and beyond.
- Website: jonahlantto.com
- Listen to Midwest Murder: Apple Podcasts
Meet Your Hosts
Julie Lokun, JD — Media entrepreneur, podcast strategist, and brand consultant. Founder of Dragonfly Cre8tions LLC and co-founder of The Mediacasters, Julie helps entrepreneurs build authority through podcasting, publicity, and strategic brand positioning. Her shows rank in the top 0.05% globally on Listen Notes and top 5 on Apple Podcasts weekly.
Dominick Domasky — Bestselling author, publisher, and founder of Motivation Champs Publishing. Co-host of The Creative Entrepreneur Podcast and a tireless champion for the creative entrepreneurship movement.
Join Us Live
Ready to build your own creative business? Join Julie and Dom at Cre8tive Con, the national traveling entrepreneurship conference where podcasters, creators, and business builders come together to learn, connect, and grow.
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Interested in being a guest on the Creative Entrepreneur Podcast?
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