- Carolynn Wollenberg is a student studying music business at Full Sail University with a passion for helping aspiring artists. - Her goals are to get an entry-level position at Atlantic Records after graduation, then manage an artist's career, and eventually start her own record label. - She outlines her skills, experiences, targets for professional development, and plans to network within the music industry.

1. PERSONAL BRAND EXPLORATION
Carolynn Wollenberg
Project & Portfolio I: Week 1
August, 2021

2. My name is Carolynn Wollenberg, I grew up
loving the small town country life in North Dakota
as the youngest of 3, finding comfort in music.
After moving to North Dakota’s 3rd largest city,
my passion for the music industry developed
even further. It was in this city I took on the
hobby of being a local hip hop promoter. I found
my true passion of traveling to work along side
creative artists to help develop and spread their
music throughout the US. Making the biggest
decision in my life to entire into Full Sail’s Music
Business Program.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Agents and Business Managers
of Artists, Performers, and
Athletes
• Music Directors and Composers
• Meeting, Convention and Event
Planners
BRAND ARCHETYPE - With my
knowledge of the industry and my
caregiver archetype. I have
empathy, compassion and desire to
help others pursue their careers
within the industry.
Artist/Tour Management for the Music Industry

4. CEO’s and Hiring Recruiters
TARGET AUDIENCE
Eric Hutcherson
Outreach Plan:
• I will complete research on the company Mr.
Hutcherson represents and its brand.
• I will reach out via email or LinkedIn.
• I will follow up via email within a week of initial contact.
EVP, Chief People and
Inclusion Officer at Universal
Music Group
Marcos Lozada
Outreach Plan:
• Before making initial contact I will research to gain more
knowledge on the company’s brand.
• I would volunteer at a non-profit organization attended
by Lozada and other representatives from Atlantic
Records.
• I will follow up by phone a week after initial contact.
Sr. Director, Human Resources
at Atlantic Records
Jeff Levin
Outreach Plan:
• Before initial contact I will further my knowledge of the
company by learning about their brand and their vision.
• I will use LinkedIn to make initial contact.
• I will follow up by phone and email a week after initial
contact.
A&R Atlantic Records

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Enter into an entry-level Position at Atlantic Records.
‣ Reach out and connect with 15 employees and 3
hiring managers on LinkedIn. Following up via
email with promotional material on my brand by
October 1, 2023.
Mid Term: (2029)
• Discover and manage a talented artist through their
career.
‣ Use my knowledge and skills to manage the
development of the artists career. Touring and
appearing on popular TV shows by May 03,
2029.
Long Term: (2043)
• Establish a recording label for aspiring artists in the
music industry.
‣ Save a total of $500,000 to open a recording
label for 40 aspiring artists with 2 partnerships
by September 15, 2043.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Keynote Presentation
SOFT
HARD
Novice / Adept / Expert
Microsoft Excel Novice / Adept / Expert
Time Management Novice / Adept / Expert
Creativity Novice / Adept / Expert
Electronic mail Software
SOFT
HARD
Novice / Adept / Expert
Graphics or photo imaging software Novice / Adept / Expert
Speaking Novice / Adept / Expert
Negotiation Novice / Adept / Expert

7. I help aspiring artists be heard through their
music by demonstration my knowledge of
the industry and using promotional skills.
PROMISE

8. CREDENTIALS
Work Experience:
• Mentor Network, Home Supervisor, 1.5
years
• Springhill Suites by Marriott, Front
Desk/Customer Service Agent, 6 months
Education:
• Music Business, B.S., Full Sail University (Exp. 2023)
Awards:
• Course Director Award, Full Sail
University, 2020

9. COMPETITION
April Williamson
Industry Experience:
• No prior Industry Experience Listed
Education:
• Currently Enrolled in Full Sail University
Leadership Experience:
• No Leadership Experience Found
Skills and Proficiencies:
• No Skills or Proficiencies Found
Carolynn Wollenberg
Overall Online Presence:
• April has over 500 connection on LinkedIn. There is a
banner image, customized URL, headshot or many
details on this profile. No published articles found or
social media sites.
• Grade: Fair, 56 out of 100
Industry Experience:
• Local Music Promotions for 5 plus
years.
Education:
• Music Business Bachelor Degree, Full Sail University,
2023
Leadership Experience:
• Supervisor at Mentor Network- 1.5 years
Skills and Proficiencies:
• Teamwork- X endorsements
• Leadership- X endorsements
• Creativity- X endorsements
Overall Online Presence:
• With little connections, and no banner I have
customized a URL, headshot, and few details on my
profile I do not have much of a online presence.
Obituary and social media such as Facebook,
SoundCloud, and Youtube found.
• Grade: Poor, 38 out of 100

10. COMPETITION
Richelle Parham
Noteworthy Experience:
• Serves on Board of Trustees for Drexel University
• Savoy Magazines “Most Influential Women in Corporate
America”
Carolynn Wollenberg
Industry Experience:
• 25+ years of global strategy and
marketing experience.
• Managing Director of WestRiver
Group
Education:
• Double bachelor of Science degrees in Business
Administration and Design Arts from Drexel University
Skills and Proficiencies:
• Organized- X endorsements
• Creative - X endorsements
• Marketing- X endorsements
Overall Online Presence:
• I was unable to locate Richelle Parham's LinkedIn.
However she is talked about online, as well as has
social media sites.
• Grade: Average, 50 out of 100
Industry Experience:
• Local Music Promotions for 5 plus
years.
Education:
• Music Business Bachelor’s Degree, Full Sail University,
2023
Leadership Experience:
• Supervisor at Mentor Network-1.5 years
Skills and Proficiencies:
• Teamwork- X endorsements
• Leadership - X endorsements
• Creativity - X endorsements
Overall Online Presence:
• With no connections, banner, customized URL,
headshot, or details on my profile I do not have much of
a online presence. Obituary and social media such as
Facebook, SoundCloud, and Youtube found.
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Giving a voice to unheard aspiring artists of the
new and upcoming generations.
“NICKNAME?”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• WeFest
‣ August 2021 | Detroit Lakes, MN
• Tinashe
‣ September 2021 | Minneapolis, MN
• Machine Gun Kelly
‣ September 2021 | Minneapolis, MN
Digital Marketing
• Primary Content: I will develop and publish a blog based off
popular and upcoming artists in my industry. Posting 1 post
per week.
• Primary Tools: Facebook, Instagram and LinkedIn- to promote
blog posts and network with artists and other industry
professionals within the music business.
• Website: I will use my FullSail Portfolio Site to showcase my
knowledge on the music industry.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a Senior-Level Artist/Tour Manager with 20+
years experience in the Music Industry, November
2022.
Formal Education
• Music Business Bachelors Degree- Expected
Graduation in 2023
Technical Skills
• Media base- Indeed, April 2022
• Advanced Microsoft Skills -Universal Music Group, May
2022
• Adobe Photoshop - AWOL-MusicBusinessWorldwide,
June 2022
Soft Skills
• Organized - Indeed, August 2022
• Verbal Communication Skills - Universal Music Group,
May 2022
• Written Communication Skills - AWOL-
MusicBusinessWorldwide, June 2022

14. Carolynn Wollenberg
You know how many talented artists thrive to have their music be heard?
How many recording artists that want to use their art to inspire others? What
I do is help them achieve those goals through my hard work and knowledge
about the music business. I may not have much professional experience
within the industry, but I thrive to go above and beyond in the Entertainment
Industry.

15. REFERENCES
A&R Assistant. Indeed. (n.d.). https://www.indeed.com/.
Atlantic records CRAIG Kallman, ceo of Atlantic Records: Focus on the work
and the things that move the needle. Atlantic Records Official Website.
(n.d.). https://www.atlanticrecords.com/posts/craig-kallman-ceo-atlantic-
records-focus-work-and-things-move-needle-49062.
Island US is looking for a GREAT administrative Assistant, 4th & Broadway.
Jobvite. (n.d.).
https://jobs.jobvite.com/universalmusicgroup/job/oeztgfwg.
Machine gun kelly at minneapolis armory. Minneapolis Armory, Minneapolis,
MN - Tickets, information, reviews. (n.d.). https://www.minneapolis-
theater.com/theaters/minneapolis-armory/machine-gun-kelly.php.
Me, H. C. (2020, March 27). US government offers help for Musicians, music
industry. CelebrityAccess. https://celebrityaccess.com/2020/03/27/us-
government-offers-help-for-musicians-music-industry/.
Music Business Worldwide. (2021, July 30). AWAL – marketing Assistant (US).
Music Business Worldwide.
https://www.musicbusinessworldwide.com/jobs/awal-marketing-
assistant-us/.
Publisher Guest Contributors. (n.d.). Will fintech save the music industry?
Nasdaq. https://www.nasdaq.com/articles/will-fintech-save-the-music-
industry-2020-10-12.
Richelle Parham JOINS eBay as Chief Marketing officer of North America.
About eBay: Company Info, News, Careers, Investor Relations. (2010,
October 15). https://www.ebayinc.com/stories/news/breaking-richelle-
parham-joins-ebay-as-chief-marketing-officer-of-north-america-
ebaynews-video-interview/.
Richelle Parham. UMG. (n.d.).
https://www.universalmusic.com/executives/richelle-parham/.
Summary report FOR: 13-1011.00 - agents and business managers of
ARTISTS, performers, and athletes. O*NET OnLine. (n.d.).
https://www.onetonline.org/link/summary/13-1011.00.
Summary report FOR: 13-1121.00 - meeting, convention, and event planners.
O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/13-
1121.00.
Summary report for: 27-2041.00 - music directors and composers. O*NET
OnLine. (n.d.). https://www.onetonline.org/link/summary/27-2041.00.
Tinashe at First Avenue. First Avenue, Minneapolis, MN - Tickets, information,
reviews. (n.d.). https://www.minneapolis-theater.com/theaters/first-
avenue/tinashe.php.
Universal music Group. UMG. (2021, July 13).
https://www.universalmusic.com/company/#leadership.
We fest country music festival. WE Fest | The Largest Country Music and
Camping Festival in the US located at the Soo Pass Ranch in Detroit
Lakes, Minnesota. (2021, August 5). https://wefest.com/.