This is a little slideshow of my personal brand as a Full Sail University student. This will be one of my first marks towards making my visions a reality.

1. ~ Personal Brand Exploration ~
Project & Portfolio 1: Ámory Nieves Chesterton May 2020

2. Identity
Ámory Nieves Chesterton, a Fall graduating Full Sail Music Buisness Student, is a flamenco fusion artist set out to bring
love back to the music Industry. Originally from the Canary Islands in Spain, Ámory would train 9h a day for months
with the local Flamenco gypsy community in Madrid. His passion for music and sharing it with others grew as he
traveled the world and continued to explore new musical genres. Having grown up in the Turks & Caicos Islands also
gave his love music an island vibe twist, adding to his Spanish/American identity. Ámory set his sight upon the 407
(Orlando) in search of creative opportunities in the new Hollywood. Upon building worldwide relationships through
performances, he hopes to create a community retreat getaway where other inspiring artists may freely create and
network. He is determined to be the next island boy to leave a legacy in the world; and the first Spanish Cowboy to
influence the music industry.

3. Profession
• Organization and Public Relations as an artist:
• Public Relations Specialist
• Producer
• Singer
• Ruling Outlaw Archetype - My mission is to be successful and to make
my name and work recognized. I will do what is necessary to get there;
failure is not an option. Through curation of my works and music, I
provide a service that is completely unique and non-replicable. Thinking
ahead and being prepared for any given moment comes naturally.

4. Target Audience
The Service Industry ~ Restaurant & Hotel Owners/Managers, Record Labels, Stage Contractors
Demographics: 85% woman ages 15 - 60, single or married, any race with a trade or university diploma, located in
TCI, Europe, & USA primarily
Psychographic Info: Enjoys diversity in music along an appreciation for Spanish Guitar, strategizes for their
businesses growth and recognition, prefers a more formal or sophisticated atmosphere, enjoys elegant foods and
drinks with music to match along side, is looking for something new and different.
Up & coming contacts: Gordon Stewart (Beaches Resort Founder), Alhambra (famous castle with a stage in Spain),
Chris Blackwell (Island Records Founder).

5. Career Goals
Following graduation (2021):
I will open Sound Waves Records, start my movement, expand my musical initiative, and grow in social media recognition by 15%
- Growing the artists who go through our label both musically and spiritually is Sound Waves main priority, not making hits.
- Determine the movement’s name and way of branding (society)
- Expand my Love’s Back campaign being the worlds first Spanish Cowboy flamenco fusion artist
- Develop successful branding and marketing tools to use in my own initiatives as well as promoting others dreams.
Mid Term Goal (2025): Become notably recognized as Ámory, the flamenco fusion artist bringing love back to music; as well as being
recognized as a branding and retreat organizer.
- Having grown from current model connects by 40% (With easy access to names like Charly Jordan and Amberleighwest)
- Have close relationships with at least 10 Labels (3/10)
- Become featured on “Americas Got Talent “or “The Voice”
- Have successfully hosted 5 influencers’ trips
Life Long Goal (started at least by 2040): Open a villa and studio retreat chain across the world (starting in TCI and Canaries)
- By using my branding, marketing, stage, creatives, restaurant, and hotel contacts, I’ll expand my network of studio bases while also growing my own villa
agency with studios. These studios will be owned under my Label Sound Waves along with its subsidiaries. Through my experience of communications
and networking, I will be able to brand and develop artists’ dreams while providing them easily with the location and the recourses to do so (models,
photographers, media specialists). Other entrepreneurs looking to open up studios may do so under my label so long as their core values match that of
Sound Waves (as subsidiary's ). By having built my movement as a community, record label and villa chain, performance venues, and personal recognition
as an artist, new artists and producers will be able to network and grow more easily should they be accepted into the community. The core of this private
community and studio base will be the love for life and music, as well as publicly praising Jesus as our savior.

6. Skills Analysis
Adroitness & Notable Skills
Required Competency Within My Trade
~ Public Relations
~ Songwriting and Collaboration
Hard:
Soft:
Soft:
~ Strong Stage Presence
Hard:
~ Strength Under Pressure & Short Notice
~ Public Speaking
~ Organization
~ 34%
55%
50%
60%
~ 10%
75%
50%
75%
Digital Creation (drone collectives, logo design, marketing strategies)
Reading Music

7. Promise
My name is love (Ámory) and my
promise to you is that I Will bring love
back to the music industry.

8. Credentials
Notable Awards & Achievements:
- In the year 2018 Ámory was awarded with a trophy by the FFMC as Floridas most advanced classical guitarist and the first guitarist to ever enter at Irene Muir.
- In 2018 Ámory commenced the infamous Ana Vidovic’s concert performance in Tampa with the piece Asturias Albeniz, upon receiving her signature on his
guitar
- Amory represented NBPS within a performance group at Tampas infamous Morsani hall containing 2610 seats
- Amory has performed and held discussions at private events worldwide from Enforex & EF in Spain, to local venues in the Turks and Caicos in the Caribbean.
- Music Video collaborations though influencer trips and the hosting of Charly Jordan in TCI.
Musical Education:
- Mentorship by Jay Roberts, son of Howard Roberts who started MI in Hollywood, CA
- One on One training with the Flamenco community in Spain, notably El Entri & Jesus de Rosario.
- Jazz and Gypsy Jazz training with NBPS top leading guitar professor in Florida Mr. Dow
- Through live performances in Europe, US, and TCI

9. Competition
Education:
• Music Buisness undergraduate of Full Sail University
Leadership Experience:
• Media management for villas and artist brands.
Skills and Proficiencies:
• Performes at over 5 venues at TCI
• Professional Songwriter and Consulter
Overall Online Presence:
• Over 1k followers on Instagram
• Unique music videos and collective works on Youtube
• Active various Social media outlets
Ámory Nieves Chesterton
Industry Experience:
• Villa Management in the Turks and Caicos Islands.
• Professional drone videographer & Influencer/content building trips host
• Private event and live venues performer
Education:
• Crazy Horse, Paris
Leadership Experience:
• Artist brand growth and creative curation
Skills and Proficiencies:
• Endorsed as musical recording specialist
• Professional Songwriter and Curator
Overall Online Presence:
• Verified and over 1k followers on Instagram
• Unique music videos and collective works on Youtube
• Active various Social media outlets
Aria Crescendo
• Performer and Music Productions Specialist (themed after love)
• Professional Yoga Instructor for spiritual growth
• Dancing Mentor
Industry Experience:

10. Competition
Education:
• Music Buisness undergraduate of Full Sail University
Leadership Experience:
• Media management for villas and artist brands.
Skills and Proficiencies:
• Performes at over 5 venues at TCI
• Professional Songwriter and Consulter
Overall Online Presence:
• Over 1k followers on Instagram
• Unique music videos and collective works on Youtube
• Active various Social media outlets
Ámory Nieves Chesterton
Industry Experience:
• Villa Management in the Turks and Caicos Islands.
• Professional drone videographer & Influencer/content building trips host
• Private event and live venues performer
Education:
• Non Specified - Life experience through work
Leadership Experience:
• Digital artist brand growth and promotion
Skills and Proficiencies:
• Endorsed within Ministry Leadership
• Digital Music Marketing Specialist
Overall Online Presence:
• Non active, or not easily found, on Instagram
• No active youtube found
• Non active on social media apart from Linkedln
ASG Music Publishing & Artist
Management
• Singer/Songwriter
• Promotional Specialist for Artists
• Choir Director
Industry Experience:

11. Brand Position
Passionate in reviving love and realness while creating, and curating music in a new and irreplicable way. With seeking
new ways for purposeful messages to be shared, the mark of Sound Waves along with Love Waves will be remembered.
Hosting others through real moments and creating content has always happened naturally in Ámory’s upbringing. His
parents loved to share what they had with others and often invited him to play music for their guests; thus, his drive to
grow real based moments and love through music. As a family of hosts Ámory would play music, his mother would
dance and share stories, while his father made drinks, cooked, and organized events.

12. Networking & Marketing
Music Conferences and Networking Bases:
NAMM - LA, CA (January 16-19, 2020)
Music Expo - Miami, FL (May 16 - 18, 2020)
Midem - France, Palais des Festivals et des Congrès, Cannes, (June 6 - 7)
(2020 dates postponed until further notice)
Digital Entrepreneurship
Primary Content: Currently my Youtube and Instagram consist of compositions and musical works with a history of creation in the bio.
Over time I will continue to post covers and originals further growing my fanbase.
In the future I’m looking to create a channel within my youtube dedicated to “Songwriters”. There is not much information or recourses out
there set to guide new and upcoming artists, let alone educational videos designed for songwriters and freelance musicians. This will be
one of my niche’s within the youtube community further down the line.
Tools: I will use youtube and instagram analytics to monitor who is viewing my content when and where. These tools will be helpful in
determining what is working and what could be improved upon. Furthermore, building an organic fanbase is of the utmost priority. Rather
than striving for views, building a fanbase through real connections will be vital in to having 1000 True fans. An article written by Kevin
Kelly delves more into the topic of how just 1000 True fans will be enough for a creative to survive.
Website: Through projects completed at Full Sail and showcased on the portfolio site, both practice of digital marketing and real world
expertise will be shown.

13. Professional Development
Music Buisness Graduate of Full Sail, 2021
Music is a life long project and grows with each artist over time. Unlike a race where the further you run the closer you become to the finish line, the more you
explore and learn within the music realm, the further away the end mark becomes. The value held behind “running your own race” is especially true when
pursuing the creative industry.
Technical Skills
- Brand Development - Life Long
- Logo and Graphic Design Tricks - Skillshare (July, 2020)
- Ableton Mastery - Skillshare, amongst others (December 2020)
- RC-300 Loopstation Mastery for Live Performance- User Manual (August 2020)
Soft Skills
Personal Development - Life Long (also based upon life’s seasons)
Flamenco + other musical genre fusion - Life Long
Piano Mastery - Life Long
Public Speaking - Life Long
Reading Music - March 2021
Event Organization Notes - July 2020
Villa media outlet expansion & promotion - September 2020
Final Cut - October 2020
Mentor
Finding a mentor who truly desires to help will be up to fate; rather than a manager, an artist would be the best mentor for me. An artist such as Sade or Seal who
spread love and their spiritual beliefs in their music would be an example of a beneficial mentor. I hope to one day mentor many artists who are pressuring and
expanding their dreams by curating their visions with them.

14. Elevator Pitch
The music industry needs passion and long lasting music to come back. My name is
Ámory & I’m a flamenco fusion artist on a mission to bring love back to the music
industry. Recent collaborative works I’ve participated in include organizing and hosting
influencer retreats and curating content building retreats for up and coming artists.
Through personalized branding strategies and media promotion advising, artists and
brands that collaborate with me grow organically while building content and connections
at the same time. I showcase my new musical genre through my collective works of
worldwide drone videography, as well as through life performances. The world needs to
know, Loves Back!

15. References
Iconfinder. (n.d.). 4,425,000 free and premium vector icons in SVG, PNG, CSH and AI format. Retrieved from https://
www.iconfinder.com/
Summary Report for: 27-2042.01 - Singers. (n.d.). Retrieved from https://www.onetonline.org/link/summary/
27-2042.01
Summary Report for: 27-2012.01 - Producers. (n.d.). Retrieved from https://www.onetonline.org/link/summary/
27-2012.01
Summary Report for: 27-3031.00 - Public Relations Specialists. (n.d.). Retrieved from https://www.onetonline.org/
link/summary/27-3031.00
Public Relations Specialist Job in Lake Mary, FL at Randstad. (n.d.). Retrieved from https://www.ziprecruiter.com/
ojob/cd05e0f6361949c5ba9b1b8849abff9e
Midem, the leading music industry event for the music ecosystem. (n.d.). Retrieved from https://www.midem.com/
en-gb.html
Linkedln, Retrieved from https://www.linkedin.com/in/asg-music-publishing-and-artist-management-a465b3159/
Linkedln, Retrived from https://www.linkedin.com/in/aria-crescendo-7904ab3a/