Personal Brand Exploration - Full Sail University

Personal Brand Exploration

1. Personal Brand
Exploration
Cynthia Sotelo
Project and Portfolio I: Personal Branding –Online
Music Business
06/15/2024

2. Career Category: Changing Career
▪ShortTerMcareer Goal
oDuring school and after
graduation
▪Land an entry-level position or
internship with a music company in
the los angeles area.
•longTerMcareer Goal (2036)
oEstablish connections after years
of gained experience
▪Manage an artist and help them excel
in their art.
oStart my own management
company
This Photo by
Unknown author is
This Photo
by Unknown

3. Profession
•Potential Job Titles
oTour Manager
oArtist Manager
oA&R
2 0 X X
Occupation: Music Business

4. Target audience
Artist Tour managers A&R specialists
Marketing
coordinator
Groups I relate
to, OR feel
most excited to
work with
x x x
Groups I
already know
people in, Or
already have
clients in
x x
Groups I have
the most
knowledge
about
x
Groups I would
find most
fascinating to
learn more
about
x x x
2 0 X X
Different Groups of people who use the services I provide

5. Competition
Cynthia sotelo Stephanie Karten
2 0 X X
Work Experience: 10 years in
Optical field
Education: Current student
enrolled in Music Business B.S At
Full Sail University
Skills and Proficiencies:Spanish
speaking, Customer Service
Overall Online Presence:7
connections, no banner, has
profile picture
Work Experience:10 years
inOptical field
Education:Graduated from Ithaca
College with a B.S. in
Communications
Skills and Proficiencies: A&R,
Artist Development, Music
Production, Social Media
Marketing
Overall Online Presence: 500+
Connections, No banner or profile
picture on LinkedIn.

6. Identity
2 0 X X
Core Values:
▪Joy
▪Balance
▪Honor
▪Commitment
Golden Circle:
WHy?:
▪Help an artist or team
reach their full potential
How?
▪Creating bonds and
honorable relationships
with everyone I meet
What?
▪Artist/Tour Manager
Vision:
▪Successfully bring an
artist from a small
following, to one with
an outstanding solid
fanbase.
Guiding Principle:
▪"Keep moving
forward" -Walt
Disney
Passion
▪Helping Artist
SuperPower:
▪Pushing everyone to
have successful
careers

7. Promise & Position
Promise
To push an artist to be the best
version of themselves in all aspects
Position
Artist Manager
2 0 X X

8. networking
▪Music business association •Music managers forum
•MBA has events year round that are great
opportunities for networking and
career growth.
•MBA hasan Annual Music biz conference
that incorporates the entire global
music business.
•MMF is an organization set
specifically for music
managers in the music
business.
•Thisorganization would
be perfect for me
considering Iwould love
to bean artist manager.
•ELEVATOR PITCH:
oTHERE ARE MANY EXTREMELY TALENTED ARTISTS OUT THERE WHO HAVE YET TO BE DISCOVERED OR GIVEN THE PLATFORM THEY
DESERVE. WITH MY OUTGOING AND FRIENDLY PERSONALITY, I CAN BUILD TRUST WITH MANY ARTISTS AND LABELS. I HAVE CURRENTLY
CREATED MANY RELATIONSHIPS WITH MUSIC ARTIST CURRENTLY IN THE INDUSTRY. FROM BIGGER ARTISTS LIKE LOGIC, TO SMALLER
ARTISTS LIKE ADAM MELCHOR.
•MENTORSHIP: JUSTIN FLEISCHER, CURRENT MANAGER FOR LOGIC.

9. Digital marketing
Digital Marketing Strategy to Improve
ID Scores and Exude Archetype
▪Focus Variables: Volume, Purity, and
Validation
▪Type of content: Digital videos on new and
upcoming artists in different genres of music
▪Primary Tools for Distribution: All social
media platforms,with focus on TikTok and
Youtube.
2 0 X X
Online ID Calc Scores
•Volume: low
•Relevance: high
•Purity: low
•Diversity: high
•Validation: low
Brand archetype
•Archetype: Girl next door
•Description:known for helping others feel seen and
heard. Creating connections with everyone we come
across on a down-to-earth level is what we intend to
achieve

10. Professional
Development
•Potential Job Titles
oTour Manager
oArtist Manager
oA&R
2 0 X X
Occupation: Music Business

11. References
•Careers In Music, Music Schools & Colleges. (2024, February 16). How to become a concert tour manager & what to expect
on the road. Music Careers | Expert Advice - Careers in Music. https://www.careersinmusic.com/tour-manager/
•Careers In Music, Music Schools & Colleges. (2022, August 21). Music Careers: The complete list - Careers in music. Music
Careers | Expert Advice - Careers in Music. https://www.careersinmusic.com/music-careers-list/
•Stassen, M., & Stassen, M. (2019, March 26). Stephanie Karten joins Armada Music as US-based A&R Director. Music
Business Worldwide. https://www.musicbusinessworldwide.com/stephanie-karten-joins-armada-music-as-us-based-ar-
director/
2 0 X X