Antonio Ortiz was born and raised in Lansing, Michigan. He is currently studying Music Business at Full Sail University, with an expected graduation in 2021. His goals are to become an artist manager, building the careers of talented musicians. He hopes to establish his own management company working with underground artists.

1. PERSONAL BRAND EXPLORATION
Antonio Ortiz Project & Portfolio I:
Week 3
June 22, 2019

2. Antonio Ortiz was born and raised in Lansing, Mi
the capitol of Michigan. Antonio began his
journey with entertainment falling in love with
rap and hip-hop music in his younger ages of a kid.
Which, later on he began to follow his career by
picking up skills as managing talent, marketing
and strategizing, and knowledge of the
entertainment business. These skills were
perfected as he attended Full Sail University in
fall of 2018 to receive his bachelor’s in Music
Business in 2021.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Artist Manager
•Artist Representative
•Talent Acquisition Manager
Royalty Brand Archetype - The goal
is to create a prosperous and success
within the clients that I represent.
Your brand personality is royalty and
you’re a sophisticated, captivating,
and influential with goals to build
successful people.
Agent and Business Manager for Artist, Performers, and
Athletes

4. • DEMOGRAPHICS: 90% Female
other 10 % Male; Ages 28-40 years
old, College degree bachelor’s or
master’s, and located mainly in the
United States.
• PSYCHOGRAPHICS: Like to do
research on important matters,
encouraging others, traveling,
flexible with time.
• IDEAL AUDIENCE MEMBERS:
Krystal Franco, Human Resources
(WMG), Victoria (Mason) Nugent, VP,
Strategic Marketing (WMG),
Richard Foster, Digital Marketing
Manager (WMG)
Recruiters & Hiring Managers at Warner Music Group
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Full-time position as a Manager, Artist Development at
Warner Music Group.
‣Developed my personal brand and other skills to
fulfill this position by connecting with WMG by
landing internships before spring of 2020.
Mid Term: (2025)
•Organize and advance the career of a talented
individual in the music industry.
‣Create great marketing constantly over the five
years for my clients to succeed musically and
financiallyby April 1, 2025.
Long Term: (2040)
•Establish my management and booking company that
can work more with underground artist.
‣Business savings account with at least $250,000
for business venture, 5 or more successful
clients and at least 1 partnership with a major
record company by April 1, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Financial Management 100%
Marketing Talent 80%
Brand Building 75%
Communication 95%
SOFTHARD
Microsoft Word 75%
Microsoft Excel 75%
Event Planning 50%
Contract Negotiations 50%
SOFTHARD

7. My goal is to create success for the team and
clients around me that I represent
throughout the music industry and
entertainment business as a professional
Manager.
PROMISE

8. CREDENTIALS
Work Experience:
•1 year of filming
•5 years of entertainment managing music
artist, models, and actors/actress
•2 years of producing music in all genres
Education:
•Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
•(2019) Nominated for academic
performance through The National
Society of Collegiate Scholars attending
Full Sail University.

9. COMPETITION
Tyler Nicolosi
Industry Experience:
• Does not have any professional work
experience in the music industry.
Education:
• Music Business, B.S. degree at Full Sail University (2018)
Leadership Experience:
• Guiding and branding individuals on their craft of music
visuals.
Skills and Proficiencies:
• Music Industry- 2 endorsements
• Music Composition- 2 endorsements
• Entertainment- 2 endorsements
Antonio Ortiz
Overall Online Presence:
• 500 connections or more, banner customized very-well,
profile pic could be a better headshot, not active as
much, no actual experience in the music industry only
entrepreneur ventures.
• Grade: Average, 50 out of 100
Industry Experience:
• No industry experience
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University expected graduation 2021
Leadership Experience:
• Guiding clients or team members into the right direction
of their careers.
Skills and Proficiencies:
• Music Industry- 0 endorsements
• Management- 0 endorsements
• Communication- 0 endorsements
Overall Online Presence:
• No banner still building profile but is a active account,
profile pic could be better headshot photo, less then 20
connections, about me section hasn’t been filled with
information.
• Grade: Poor , 25 out of 100

10. COMPETITION
Diamond McClintock
Industry Experience:
• 3 years overall as a talent acquisition
manager and talent acquisition partner
at Warner Music Group
Education:
• Dickinson College (2010-2014) Art history/Studio Art
degree N/A
• University of East Anglia (2012) which, she studied
church architecture
Noteworthy Experience:
• Entrepreneurship - President of promotions company for
over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Final Cut Pro - 5 endorsements
• Public Speaking- 31 endorsements
• Editing - 13 endorsements
Antonio Ortiz
Overall Online Presence:
• 500+ connections, banner image not yet customized,
perfect headshot, very- detailed profile, two
recommendations, well established experienced in
management industry
• Grade: Good, 80 out of 100
Industry Experience:
• No industry experience
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University expected graduation 2021
Leadership Experience:
• Guiding clients or team members into the right direction
of their careers.
Skills and Proficiencies:
• Music Industry- 0 endorsements
• Management- 0 endorsements
• Communication- 0 endorsements
Overall Online Presence:
• No banner still building profile but is a active account,
profile pic could be better headshot photo, less then 20
connections, about me section hasn’t been filled with
information.
• Grade: Poor , 25 out of 100

11. BRAND POSITION
Bringing success, originality, and brand
building to my clients, team members, or
employers careers are my goals of success.
ANTONIO “RACHE” ORTIZ
Antonio created the nickname
“Rache” coming up in his
hometown as an underground
rap artist, which he’s very known
as throughout Michigan.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Music Business Association
‣ May 5 - May 9, 2019 | Lansing, MI
• Entertainment and Technology Law Conference
‣ September 26, 2019 | New York, NY
• NY : LON Connect 2019
‣ January 2020 | New York, NY
Digital Marketing
• Primary Content: Building clients through my small business of
a management company to build skills and performances to
enter the professional music industry.
• Primary Tools: Linked in- make connections within the
entertainment business with posting posts and blogs for my
clients and I; AGK Management website- Promote clients that I
represent brands to build their fans and revenue.
• Website: Full Sail digital portfolio site to showcase school work
and achievements; use engagements with clients on blogs.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking to land a internship with a well-known music
company before spring of 2020 by working with a high-
end entry level employee to further show me the
knowledge of a manager.
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2021
Technical Skills
• Be highly skilled on with Microsoft Excel by spring of
2021.
• Microsoft Word skills to be advanced by spring of 2021.
Soft Skills
• Event planning- Work on booking and planning events
for clients to build experience on creating successful
events or projects for companies/ clients by spring of
2021.
• Contract Negotiations - Get a fully understanding of the
business of law in the entertainment business by spring
of 2021.

14. Antonio Ortiz
The professions I can provide are set at high
expectations for my clients or business partners as an
entertainment and business manager/assistance. I bring professional skills to
the table such as; communication skills, high-level of time management,
knowledge of grammar and punctuation, motivating, strategic and creative
marketing, and very confident on achieving success.
“

15. REFERENCES
McClintock, D. (2019). Diamond McClintock Linkedin Profile.
Retrieved June 23, 2019, from https://www.linkedin.com/in/
diamond-mcclintock-5761a258/
Nicolosi, T. (2019). Tyler Nicolosi Linkedin Profile. Retrieved
June 23, 2019, from https://www.linkedin.com/in/tylernicolosi/
CDKGlobal.com. (2019). Manager Development job description.
Retrieved June 23, 2019, from https://jobs.cdkglobal.com/job/
San-Jose-Manager%2C-Development-CA-95134/544266000/?
feedId=243100&utm_source=ZipRecruiterPPC&utm_campaign
=CDK_March2019Java
warnermusicgroup.com. (2019). Manager, Artist Development
job description. Retrieved June 23, 2019, from https://
wmg.wd1.myworkdayjobs.com/en-US/WMGUS/job/USA---Los-
Angeles---777-S-Santa-Fe-Ave/Manager--Artist-
Development_R-009197-1
ONETONline.org. (2019). Summary report for: 13-1011.00-
Agents and Business Managers of Artists, Performers, and
Athletes. Retrieved June 23, 2019, from https://
www.onetonline.org/link/summary/13-1011.00