Person Brand Exploration: Project and Portfolio I

My personal brand exploration

1. Personal Brand
Exploration
Austin Powell - 09/14/24
Project & Portfolio: Week 2
Music Business

2. Career Category: Starting Career
SMART Goals
Short Term Career Goal:
To Be Completed By May, 2026
•Secure an entry-level job as a Backstage Experience Coordinator with Live
Nation
•KPI: Begin by scouting out 5 venues and connecting with the 5 managers on
LinkedIn by December, 2024.
Long-term Career Goal:
By 2030
•Become a Director of Regional Venue Sales with Live Nation, which is in charge
of promotional marketing for all of the venues in my region

3. Profession
Occupation:
Live Event Coordinator
Potential Job Titles:
•Event Coordinator
•Operations Manger
•Venue Scout

4. Target Audience
Live Event Attendees, Venue Operators, and Live Event Mangers

5. Competition
Ashlyn Maciejewski
•Work Experience: Grammy U Member
for 10 months; Box Office Attendant
at House of Blues for 6 months
•Education: BA, Music Business
•Noteworthy Experience: VIP
Representative at Live Nation
•Skills & Proficiencies: Microsoft
Office Specialist, Time Management,
Customer Service
•Overall Online Presence: 200+
connections, professional headshot,
no recommendations, past volunteer
work
Samantha Novak
•Work Experience: Retail Associate
at Marshalls, LLC for 1 year and 4
months
•Education: BS, Marketing/Music
Business
•Noteworthy Experience: DePaul Music
Business Orginization for 1 year
and 6 months
•Skills & Proficiencies: Analytical
Skills and Retail Skills
•Overall Online Presence: Headshot
needs updating for professional
standards, no customized banner,
low online presence

6. Identity
•Core Values:
•Integrity
•Passion
•Enthusiasm
•Craftsmansh
ip
•Ambition
•Vision: To help book premier talent
and produce large scale productions
•Guiding Principle: “Authentic
creation is second to none.”
•Passion: Live Events and Music
Festivals
•Superpower: Trendspotting &
Trendsetting
•Golden Circle: Why? Empowering
undiscovered artist. How? Working
with artist to market their brand.
What? Book talent and help them put
on captivating performances.

7. Promise & Position
•Promise: To not
only work with
established
artists, but help
discover newer
artists and bring
them into the
spotlight.
•Position:
Accelerated Artist
Empowerment

8. Networking
Industry Events
Elevator Pitch: You know how artists today are struggling with the over
saturation of the music industry? Well, what I do is help find the talented ones
and work with them on effective marketing strategies that cut through the noise.
I have recently worked with an up-and-coming artist that was struggling to get
his music heard and I helped optimize his search results and landing pages. Since
working with me they have seen a 50% increase in streams across all platforms.
Mentorship: Seeking a mentor with experience in Artist Management and Event
Coordination that knows the ins and outs of the industry
•LDI Show 2024
•Dec. 8th-10th in Las Vegas, NV
•Objective: Network with industry
leading companies and receive
train with the latest live event
technology
•I-24 by ILEA 2025
•August 12th-14th in Seattle, WS
•Objective: To network and gain
valuable education and perspectives
from industry leaders about the
changing trends within the live
entertainment industry

9. Digital Marketing
Digital Marketing Strategy to Improve Online ID Calculator Scores While Exuding Brand Archetype
•Focus Variables: Relevance & Purity
•Type of Content: Live event recap and highlight videos on a concert-goers Instagram page.
Consistent posts from the most influential festivals and concerts of concert goers
experiences.
•Primary Tools for Distribution: Instagram & YouTube - build of community through these
platforms so that people can experience some of the biggest events of the year to encourage
them to go to one themselves.
Online ID Calculator Scores:
•Volume - Less Than Zero
•Relevance - Zero
•Purity - Zero
•Diversity - Less Than
Zero
•Validation - Less Than
Zero
Brand Archetype:
•Archetype - Creator
•Description: Placing
the upmost importance
on authentic creation
that expresses human
nature. Helping artists
realize their unique
visions and artistic
ambitions.

10. Professional Development
Technical
•Data Analysis
•Task: Complete certificate
on Data Analysis
•Org: Coursera
•Date: Dec. 2024
•Design
•Task: Complete certificate
on Graphic Design
•Org: California Institute
of The Arts
•Date: May 2025
Transferable
•Networking
•Task: Attending a
networking conference
and make 10 connections
•Org: ILEA
•Date: Aug. 2025
•Planning
•Task: Complete Project
Planning certificate
•Org: Coursera
•Date: Dec. 2025

11. References
•(24) Samantha Novak | LinkedIn. (2001, September 11). https://www.linkedin.com/in/samantha-
novak-115157265/
•(24) Ashlyn Maciejewski | LinkedIn. (2001, September 11). https://www.linkedin.com/in/ashlyn-
maciejewski/
•CONFERENCES | ILEA. (n.d.). ileahub.com. https://www.ileahub.com/conferences
•LDI Show. (n.d.). LDI Home. https://www.ldishow.com/
•Reed, R. (2024, February 6). EDM Music Festivals and Destinations for 2024: A VIP guide. Forbes.
https://www.forbes.com/sites/robreed/2024/02/06/the-top-2024-edm-music-festivals-and-destinationsa-
vip-guide/
•Detroit Lakes Tourism Bureau. (2024, August 7). WE Fest Country Music Festival - Visit Detroit Lakes.
Visit Detroit Lakes. https://visitdetroitlakes.com/event/we-fest-minnesota-country-music-festival/
•Mc, M. (n.d.). Backstage. https://blog.shoflo.tv/glossary/what-is-backstage
•Live Nation Special Events. (n.d.). Live Nation Special Events is a one-stop solution for all your event
needs. https://specialevents.livenation.com/