Brand Exploration

PERSONAL BRAND EXPLORATION
Alex Gerhard
Project & Portfolio I: Week 1
June 1st, 2021

Who Am I?
Picture of You
Goes Here
My name is Alex Gerhard, I graduated
from Marple Newtown High in 2020, I am
20 years old studying at Full-sail University
in the music business program and I am
planning on working the sales of streams
and physical copies. I grew up around
music having it in the family and my
talented friends really swayed my
intentions for my professional career.
Being in the band from 4th to 12th grade
also helped me decide :D

PROFESSION
Potential Job Titles:
• Social Marketing coordinator
• Marketing Manager
• Product Manager
The Maverick -I am considered the
maverick meaning my future will be
working with people in the industry
who work to better the streaming
industry and to work differently than
the competition.
Business in the Streaming music
industry
Picture Relevant
to Your Industry
Goes Here

DEMOGRAPHICS: my target audience
has a gender split up about 70% male
and 30% female with a overall age
range of about 30-45 years old most of
them being White or non-Hispanic.
These people are at this age because it
takes experience to tackle their roles
PSYCHOGRAPHICS: listening to music
has no limits, especially these days. I
listen to music doing anything and
everything including school.
IDEAL AUDIENCE MEMBERS: Haydon
Young,Vp of Growth (TIDAL), Kimberly
Trinidad, marketing Director
(Pandora),Andrea Kim, Global
marketing strategy and social
Manager(Spotify)
Recruiting and hiring Industry professionals with experience
from companies like TIDAL, Pandora ,and Spotify
TARGET AUDIENCE

GOALS
Short Term: Connect with people/person(s) from as many majors as
possible at school(s)(after graduation 2022)
• Work to getting jobs in my industry(LOCAL) and getting into a
comfortable work flow.
‣ Getting a job in downtown Orlando would be a great
introduction to further my career. Getting my foot in the door
of any nightclub or artist venue will be good experience.
Mid Term: 2025
• Add this point in my professional career, I will have a full-time
marketing job in my industry
‣ This may not be the dream job but it is more than a foot in
the door, I will have a full-time job marketing for one of many
companies out there looking to further my work experience
Long Term: 2030
• Management Job at Spotify (NYC)
‣ This is where I want to be. Spotify is one of if not the top
used streaming service and with my prior experiences, I will
present myself as a well managed and seasoned
professional at marketing for the New York Branch of Spotify

SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Data analysis 70%
Communication 80%
Planning 45%
SOFT
HARD
Promotion 90%
Fluently speak English & Spanish 30%
Computer skills 85%
Public Speaking 40%
SOFT
HARD
Ability to use Google suite products 45%

I help Artists Make More Money by
Managing smarter.
PROMISE

CREDENTIALS
Work Experience:
• Red Cross Certified Lifeguard (4YRS)
• Barback/Foodrunner (7YRS)
Education:
• Marple Newtown alumni (2020 Grad)
• Music Business Major , B.S., Full Sail University (Exp. 2022)
Awards:
• Young Authors Award
• Edward J Kent Band Award
• 2x State Champions In Band Field Show

COMPETITION
Michael Goodrich
Industry Experience:
• Marketing Director (cambe and
associates LLC)
Education:
• Full Sail University alumni (2013-2018)
Leadership Experience:
• Licensed in motion graphics for video
editors(lynda.com)
• Human resource director
Skills and Proficiencies:
• Digital marketing
• Brand development
• Skill 3 Goes Here - X endorsements
Alex Gerhard
Overall Online Presence:
• Michael is someone I would say is an accomplished an
alumni of full sail. He used his degree program towards
his HR job and appears to be very good at what he
does. His LinkedIn profile is very customized and he
has over 500+ connections. I would give his online
overall presents a 80% because compared to an
industry professional with more success than you could
ask for, Michael has done a good job but compared two
other industry professionals, his career could have
been more successful
HEADSHOT HEADSHOT
• Music classes from 12 y/o to current day
Education:
• Marple Newtown high school (2016-2020)
• Full Sail University (2020-2022)
• Lifeguard and swim instructor
• Leadership experience goes here
• Skilled on Mac And Windows computers
• Active and creative mindset
• Productive and organized
• I do not have many online connections but I have set
up my profile and updated the look and customization
of my profile page. I currently have only for connections
but I'm looking to make more as I continue. I would rate
my overall online presence poor only because I'm
looking to expand when I finish school. If I would have
to grade myself now for overall presence I would give
myself 25% out of 100%.

COMPETITION
Andrea Kim
Noteworthy Experience:
• Won the gold and silver lion awards
• Worked on “Renegades: Born In The USA” with the
President Barack Obama
Alex Gerhard
HEADSHOT HEADSHOT
• Global marketing strategy and social
manager for Spotify
Education:
• Parsons school of design (2011-2015)
• Knows how to speak English, French,& Korean
• Creative hands-on problem solver
• Management on a global scale
• Andrea Kim has over 500+ connections with a very well
rounded profile. She brands herself around Spotify. She
has many notable awards and even published when
she was younger. She is also active in the fashion
industry as well winning more than one award. Overall
Andrea shows how creative she is with her colorful
LinkedIn profile and stands for what is right like a real
maverick. I would give Andreas presence a 85%
Music classes from 12 y/o to current day
Education:
• Full Sail University (2020-2022)
• Lifeguard and swim instructor
• Leadership experience goes here
• Skilled on Mac And Windows computers
• Active and creative mindset
• Productive and organized
• I do not have many online connections but I have set
up my profile and updated the look and customization
of my profile page. I currently have only for connections
but I'm looking to make more as I continue. I would rate
my overall online presence poor only because I'm
looking to expand when I finish school. If I would have
to grade myself now for overall presence I would give
myself 25% out of 100%.

BRAND POSITION
For up-and-coming artists who need solid
foundation and a reasonable source of income, I
provide undoubtably the best management with
opportunities to grow because I look at artists and
what they do as their way of life and without the
right guidance you can't make a name for
yourself.
AMONEY610

NETWORKING &
MARKETING
Industry Events & Organizations
• Sad summer festival
‣ August 20th @ Central Florida fair, Orlando
• Rolling Loud
‣ July 23-25 @ Miami’s “Hard Rock Stadium”
• Made in America festival
‣ September 4th-5th @ Philadelphia PA
Digital Marketing
• Social Media Music Promotion: I have been promoting my friends
music for years so promotion on social media, it’s like second
nature to me. That includes days leading up to a song or music
video drop and a overwhelming amount when there’s a release
• Primary Tools: Instagram and Twitter are the most useful tools to
promote music at no cost. I will be using mainly Instagram and their
story feature to promote events, music videos, and album drops
• Website: I am planning my website to promote artists I already plan
on working with in the future, showcase playlists with a variety of
genres and artists, and ways to reach out to me with questions and
information. Any further information will be added as I improve my
site

PROFESSIONAL DEVELOPMENT
Mentor
• I am lucky enough to already have an industry mentor. Someone I
can rely on for questions on very specific topics. Christine Webbie
has worked for many major labels and made the dreams of many
artists come true. If I know I'm stuck asking myself how I'm going to
answer important questions, I can rely on her for guidance.
Formal Education
• Full Sail university Music Business bachelors (2020-2022)
• Temple university masters in business (2022-2024)
Technical Skills
• The use of apple slides and Microsoft excel
• Branding and marketing
• Customer service Communication
Soft Skills
• Organization of life and work
• Communication between classmates and instructors
• Coming prepared and correct

Alex Gerhard
The average artist makes .004 cents per stream, it
doesn't sound like a lot because it's not. I have one goal in mind… pay
artists what they deserve!
“

REFERENCES
Mitchell, J.A. (2017). Changes to citation formats shake the
research world. The Mendeley Telegraph, Research News, pp.9.
Retrieved from https://www.mendeley.com/reference-
management/reference-manager
“Brand Quiz - Kaye Putnam: Psychology Driven Brand Strategist.”
Kaye Putnam | Psychology Driven Brand Strategist, 22 May 2019,
www.kayeputnam.com/brandality-quiz/.
“Creative Project Manager.” Spotify Jobs, spotifyjobs.com/jobs/
creative-project-manager.
“Log In or Sign Up.” LinkedIn, www.linkedin.com/.
“Made in America Festival: 2 Day Pass @ Ben Franklin Parkway -
Sep 04 - Sep 05.” Front Gate Tickets,
madeinamerica.frontgatetickets.com/event/fbkce6puix38xhv1.

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