An analysis of my personal brand through keynote.

1. PERSONAL BRAND EXPLORATION
Aretha Walton
Project & Portfolio I: Week 3
June 23, 2019

2. This maverick talent manager grew up in a rural
town outside of Richmond, Virginia, where she
developed her unwavering passion for ethical
leadership. Her 10+ remarkable years working for
the U.S. government as a Bachelor Housing
manager, is further evidence of her influential
leadership. As a result of her ambition she
enrolled in the Entertainment Business program
at Full Sail University where she’s focused on
developing talent management skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Box Office Assistant
•Booking Agent
•Talent Manager
Maverick Archetype - I’m honest
persuasive, and analytical. That’s
how I defy the odds. Using
revolutionary strategies to
unapologetically make a difference.
Talent Manager for Professional Entertainment Company

4. • DEMOGRAPHICS: Female 28-40
years old, Predominately
Caucasian Decent, College
Educated, Located on the West
Coast.
• PSYCHOGRAPHICS: Follows
graduating college and its
alumni, volunteering, and staying
current with technology.
• IDEAL AUDIENCE
MEMBERS:Keith Rutsky,
Recruiter & Talent Acquisition @
Live Nation, Andrea Zambrano,
Human Resource Manager @ Roc
Nation-Live Nation, Rosalyn Leiva,
Human Resource Directer @ Live
Nation/Ticketmaster
Recruiter & Hiring Executives of Production Companies
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Launch client management firm.
‣Connect with, and send service agreement
contract to current clients and 3 addition
potential clients.
Mid Term: (2027)
‣Expand service to include acquisition of
professional entertainment client, Increase
profit margin 20% by increasing tour
management to include sponsorship.
Long Term: (2040)
•Establish a production company and Literary House.
•100% funded with 10+ years experienced staff.
$1,000,000.00 in gross profit by 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Accounting Software 85%
Spreadsheet Software 85%
Public Speaking 70%
Conflict Resolution 70%
SOFTHARD
Tax Preparation 30%
Analytical Software 65%
Photoshop 20%
Twitter 20%
SOFTHARD

7. I help professional entertainers handle their
daily business, such as booking jobs
providing support, and promoting their work
to increasing their fanbase.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years Accounting Technician, US
Federal Government
• 6+ years Bachelor Housing manager,
Dept of the Navy
Education:
• Oracle MS Office Travel Agent
Certification
• Entertainment Management, B.S., Full Sail University (Exp. 2020)
Awards:
• Rear Admiral Zumwalt Award, Dept of the
Navy
• Outstanding Performance evaluations,
US Federal Government,

9. COMPETITION
Michelle Colon
Industry Experience:
• 3.5 years Artist Management Assistant
• 4 mo. Social Media Internship
Education:
• Entertainment Management , B.S. at Full Sail University
Leadership Experience:
• Speaks 2 languages
Skills and Proficiencies:
• Customer Service - 0 endorsements
• Microsoft Excel - 0 endorsements
• Microsoft Word - 0 endorsements
Aretha Walton
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, professional headshot, detailed summaries
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 1 year Author Management
• 6 months Artist Management
Education:
• Current student enrolled in Entertainment Management,
B.S. at Full Sail University
• Accounting Certificate, US Federal Government
• Travel Agent Certificate, Pro Travel
•Leadership Experience:
• Front Desk Supervisor, Dept. of the Navy
• Housekeeping Supervisor, Dept of the Navy
Skills and Proficiencies:
• Microsoft Excel - 0 endorsements
• Microsoft Word - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not
customized, amateur headshot, non-detailed
summaries throughout profile, no content pieces, no
articles published, sporadically active on personal
social media accounts, URL not customized
• Grade: Poor, 25 out of 100

10. COMPETITION
Samantha ClarkeIndustry Experience:
• 1.1 years Administrative Coordinator-
Events, University of Virginia
• 1.9 years Events Manager/Coordinator,
Incognitus
• 8 months Intern, The Sight Set North
Agency
• 11 months Artist Development Intern,
Full Sail UniversityEducation:
• Entertainment Management , B.S. at Full Sail University
• Marketing, A. A. at Kalamazoo Valley Community
College
Leadership Experience:
• 1 month Volunteer, People Magazine
• 1 month Social Media/ Photography Intern, Florida
Music Festival
Skills and Proficiencies:
• Event Management - 1 endorsements
• Social Medial - 1 endorsements
• Leadership - 3 endorsements
Aretha Walton
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, professional headshot, detailed summaries
throughout profile, no articles published, inactive on
social media, URL customized
• Grade: Poor, 25 out of 100
Industry Experience:
• 1 year Author Management
• 6 months Artist Management
Education:
• Current student enrolled in Entertainment Management,
B.S. at Full Sail University
• Accounting Certificate, US Federal Government
• Travel Agent Certificate, Pro Travel
•
Leadership Experience:
• Front Desk Supervisor, Dept. of the Navy
• Housekeeping Supervisor, Dept of the Navy
Skills and Proficiencies:
• Microsoft Excel - 0 endorsements
• Microsoft Word - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, non-detailed
summaries throughout profile, no content pieces, no
articles published, sporadically active on personal
social media accounts, URL not customized
• Grade: Poor, 25 out of 100

11. BRAND POSITION
Upsetting tradition by renewing what isn’t
working for you from established negotiation
results .
ARETHA “NEGOTIATOR” WALTON
Aretha earned the nickname
“Negotiator” by her clients as
she often thinks quickly and is
fully prepared at the negotiation
table.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Richmond Performing Arts Alliance, The Sound Of Music
workshop
‣ May 30| Richmond, VA
• Women’s Prosperity Network)
‣ Chesapeake, VA
• Music Entrepreneur’s Club
‣ New York, NY
Talent Management
• Primary Content: est. YouTube channel; sharing knowledge
about the industry, and client spotlight; 1 to 2 uploads per
week.
• Primary Tools: FB and Instagram - promote YouTube channel
through promo videos and posts; LinkedIn - highlighting
podcast stories, and network with industry professionals.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase knowledge of the industry and spotlight
clients work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seek a Talent Management entrepreneur to for
mentorships by Dec. 2019
Formal Education
• Complete Entertainment Management, B.S. by expected
graduation date in 2020
Technical Skills
• Growing Your Business With LinkedIn, lyndia.com Dec.
2019
• Branding Foundation - Lynda.com, Feb. 2020
Soft Skills
• Twitter Essential Training - Lynda.com, Oct. 2019
• Analytical Software Development - Lynda.com, Nov.
2019
• Join Music Business Association, attend events, starting
Jan . 2020
• Photoshop Adding Style to a photo - Lynda.com, Sept.
2019

14. Aretha Walton
Well, what I do is gain them recognition through
networking events, talent shows, and open performances where
they gain a fanbase. In fact, after serving 6 + years as a Talent Manager, I
promote and guide their talents. I handle public relations, booking jobs, and
assist in establishing a positive image and brand.
“

15. REFERENCES
.
Colon, Michelle.(2019)“LinkedIn Profile”. Retrieved 23 June
2019 LinkedIn, www.linkedin.com/.
“Details Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes.” O*NET
OnLine, 2018, www.onetonline.org/link/details/
13-1011.00.
“Genworth Lights Up! Youth Series.” Retrieved 23 jJune
2019 RPAA, rpaalliance.com/LightsUp.
H, Dr. “Women's Prosperity Network | Tidewater Chapter
(Chesapeake, VA).” Meetup, www.meetup.com/
WPNTidewater/.
Le, Billy. (2019)“Linkedin Profile..” Retrieved 23 June 2019,
www.linkedin.com/.
“Lynda: Online Courses, Classes, Training, Tutorials.”
Lynda.com - from LinkedIn, www.lynda.com/.
“Music Entrepreneur Club Tour - New York.” Eventbrite,
www.eventbrite.com/e/music-entrepreneur-club-tour-
new-york-tickets-62203517395?aff=erelexpmlt.
Putnam, Kaye. “Maverick Brand Archetype - Kaye Putnam |
Psychology Brand Strategy.” Kaye Putnam | Psychology
Driven Brand Strategist, www.kayeputnam.com/
brandality-archetype-maverick/.
“Talent Coordinator .” Workday, 19 June 2019,
livenation.wd1.myworkdayjobs.com/en-US/
LNExternalSite/job/Indianapolis-IN-USA/Talent-
Coordinator_JR-24403.
Unsplash. “Information Pictures | Download Free Images on
Unsplash.” Information Pictures | Download Free Images on
Unsplash, unsplash.com/search/photos/information.