Personal Brand Exploration Presentation.pdf

Personal Brand Exploration Presentation

1. Personal
Brand
Exploration
Gabriel Leung-Kahler
Project & Portfolio I: Week 1
Music Business
February 16, 2025

2. Career Goals
•ShortTermGoalistoestablish
mybrandwithinmusicjournalismand
contentcreationbylaunchingmypersonal
websiteandaYouTubechannelthattellsthe
storiesofupcomingandundergroundartists.
Inthefirstyear,Iaimtoupload1high-quality
featurevideopermonthtoyoutubeand2-3
tiktoksperday,includingartistinterviews
andbehind-the-scenesfootage.Bytheend
oftheyear,mytargetistoreach1,000
subscribersonyoutubeandtiktokusing
consistentuploadsandstrongengagement
onsocialmediaplatformstogrowmy
audience.
Career Category:
Entreprenurial Ventures
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•Long Term Goal is to build a comprehensive
media company that uplifts new and emerging artists
through a mix of music journalism, education, and
entertainment. I aim to expand across multiple
platforms, including YouTube, podcasts, live events,
and written content, ultimately creating a brand that
influences the music industry and culture while
providing artists with exposure and opportunities for
growth.

3. Profession
Entrepreneurial / Talent pursuits within
Content Creation and the Music Industry
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Source: ONETonline.org

4. Target Audience
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Emerging
Artists,
Producers,
Creators
Music Industry
Professionals
Fans of New
Music and
Related
Content
Podcasters,
Vloggers,
Content
Creators
Live Event
Organizers &
Promoters
Relate, Interest,
Excite X
People I Know
X
Most Knowlege
X
Excited to
Learn X
Source: Book Yourself Solid

5. Competition
ZANE LOWE
Work Experience: Apple Music 1 (2015), BBC
Radio 1 ('03-'15), MTV Europe
Education: Auckland Grammar School
Noteworthy Experience: Music Curation, Award
Winning Broadcaster
Skills & Proficiencies: Music Curation, Interviewing,
Industry Expertise
Overall Online Presence: 90/100 Active on Twitter
and Instagram, Broadcasting on Apple Music 1
KURTIS POWERS
Work Experience: Co-founder & Creative Director of a
creative consultancy since 2019. Founder & Director of
a radio station, hosting two weekly music programs. Co-
broadcaster of a show in London.
Education: altMBA: Alumni of Cohort 32, a leadership
and management program
Noteworthy Experience: Founded Analogy, a creative
consultancy, and The Face Radio, contributing to the
Brooklyn music scene.
Skills & Proficiencies: Creative Direction, Broadcasting,
Entrepreneurship
Overall Online Presence: 70/100 Very Pure Search
Results, Low Follower Count
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Source: kurtispowers.co, webarchive.org

6. Identity
Core Values
•Integrity
•Connection
•Creativity
•Tranquility
•Resourcefulness
•Why?
Learn, Speak, Do
•How?
Creating a community that discovers musical
artists and creators across the world and
Amplifies their voices
What?
Entertaining Digital Content and Live
Eventsfocused on new music discovery and
exposure
Vision
To lead a community of like-minded individuals
who blend music, art, and technology while
fostering inclusive environments that encourage
self-expression and connection both online and
offline.
Guiding Principal
"Everyone has a story, Every story has a purpose."
Uncovering and Amplifying the unheard through
Meaningful Content.
Source: Start with Why, Core Values Exercise Worksheet

7. Promise
& Position
I create personalized, story-driven
music documentaries that showcase
an artist’s journey, elevate their
brand, or connect them with their
audience in a meaningful way. My
content isn’t just entertainment—it’s
aportfolio piece that helps artists
be taken seriouslyin the industry."
Artist-Centered Storytelling
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8. Networking
INDUSTRY EVENTS
SXSW (South by Southwest)
Austin, TX (March 2025)
•Objective:Network with emerging and established
artists, music industry professionals, and content
creators. Explore new music trends, technology in
media, and brand partnership opportunities.
ELEVATOR PITCH
A3C Festival & Conference
Atlanta, GA (October 2025)
•Objective:Connect with independent artists,
producers, and managers. Gain insights into the
music industry’s evolving landscape, while
scouting new talent for content collaborations.
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“You know how independent artists struggle to gain visibility in a way that
truly represents them?
Well, what I do is create documentary-style content that captures their brand
and helps them build a lasting impact.
In fact, one of the artists I’ve worked with saw a huge increase in engagement
and landed opportunities with new fans and industry professionals.”
MENTORSHIP
Seeking out someone with experience in both digital content creation and the
music industry. Someone who has successfully built an independent media
brand focused on artist discovery. Strong connections in both underground
and mainstream music spaces and be able to provide guidance on branding,
audience engagement, and sustainable business growth. Potential mentors
could include music journalists, independent label executives, or documentary
filmmakers with a strong online presence.
Source: sxsw.com, a3cconference.com

9. Digital Marketing
Digital Branding
Strategy
Focus Variables: Diversity & Relevance
Type of Content: Video + Podcast Clips
(Documentaries, BTS, Interviews...)
Distribution: TikTok, Instagram,
YouTube, Patreon, Discord, Personal
Website
Conceptual Materials: Kaye Putnam, Content Marketing Institute, CareerBlast
Online ID Calculator
Results
Volume: Zero
Relevance: Low
Purity: High
Diversity: Low
Validation: Low
Brand Archetype
Quiz
Archetype: Maverick
Description: Pushes Boundaries

10. Professional Development
TECHNICAL
•Video Editing
oTask: Adobe Premier 2025 Tutorial
Course
oOrg: LinkedIn Learning
oDate: June 15, 2025
•After Effects
oTask: After Effects 2023 Tutorial
oOrg: LinkedIn Learning
oDate: July 25, 2025
TRANSFERABLE
•Social Media Marketing
oTask: Social Media Marketing: Strategy &
Optimization
oOrg: LinkedIn Learning
oDate: March 15, 2025
oMusic Promotion
oTask: Social Media Promotion for Musicians,
Artists, & Engineers
oOrg: LinkedIn Learning
oDate:April 15, 2025
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Source: linkedin.com/learning

11. References
O*NET Online. (n.d.).Local wages for public relations specialists in New Jersey. Retrieved
fromhttps://www.onetonline.org/link/localwages/27-3031.00?st=NJ
LinkedIn Learning. (n.d.).Online courses and learning resources. Retrieved
fromhttps://www.linkedin.com/learning/?u=50813145
Internet Archive. (2012, May 12).Archived web page. Retrieved
fromhttps://web.archive.org/web/20120512182141/
Oakley, J. H. (n.d.).Zane Lowe: Artist profile. Retrieved
fromhttp://www.jhooakley.com/artists/zane-lowe
Powers, K. (n.d.).Kurtis Powers official site. Retrieved fromhttps://kurtispowers.co
South by Southwest (SXSW). (n.d.).SXSW Conference & Festivals. Retrieved
fromhttps://www.sxsw.com/conference/
A3C Conference. (n.d.).A3C Conference: Hip-hop music, business, and culture. Retrieved
fromhttps://www.a3cconference.com
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