P&P1 - Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Courtney Coleman
Project & Por=olio I: Week 3
March 22, 2020

2. Having a(ended her first concert as a first year
undergraduate student at UF, Courtney Coleman
fell in love with music and the experience that it
provided people with. Her passion for music and
the process—and the teams behind the arAst—
grew. She’s been a fan of the industry since then
and dreams of working in digital markeAng at a
label or working with arAsts independently. AFer
gaining experience as a social media manager at
markeAng agencies, Courtney enrolled in the
Music Business program at Full Sail University
where she’s focused on learning as much as she
can about the music industry.
IDENTITY

3. PROFESSION
PotenJal Job Titles:
•Social Media Director
•Online MarkeAng Manager
•CommunicaAons Director
Caregiver Archetype - creaAng
content that helps other arAsts tell
their stories and share their art with
fans. Commi(ed to supporAng and
encouraging successful arAsts as
they promote their next release,
tour, or other project.
Digital MarkeJng for Rising and Successful Music Acts

4. • DEMOGRAPHICS: 60% Male,
25-45 years old, Predominately Non-
White POC, Married, College
Educated, Located in major ciAes like
NYC and LA.
• PSYCHOGRAPHICS: Enjoys going
to concerts, ge[ng free march from
other arAsts, goes to fesAvals, listens
to a lot of music, discovers new arAsts
through streaming service playlists.
• IDEAL AUDIENCE MEMBERS:
Corey Zaloom, Director of Global
Digital MarkeAng (Domino Recording
Company), Jay Devonish, Director of
A&R MarkeAng, Music (Entertainment
One), Steven "Supe" White, Director of
A&R (eOne Music)
ArAst Managers/Recruiters at Independent Urban Labels
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately AFer GraduaAon, 2021)
•Land a social media posiAon on the digital at an
independent urban label.
‣Connect with more label heads and digital
markeAng team members by December 2021
Mid Term: (2025)
•Lead a digital markeAng campaign for 1 major urban
arAst’s release
‣IdenAfy KPIs for measuring arAst growth that
will determine how campaign led to release
success
Long Term: (2040)
•Establish a successful digital markeAng agency that
caters exclusively to successful musicians.
‣Increase total revenue to $1M+ a year and
secure at least 2 exclusive label partnership by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media MarkeJng 90%
Adobe CreaJve Suite 80%
Time Management 75%
Public Speaking 40%
SOFTHARD
Social Media MarkeJng 90%
Adobe CreaJve Suite 80%
CriJcal Thinking 70%
Public Speaking 40%
SOFTHARD

7. I help rising and successful urban musicians
increase brand awareness by promoJng
their projects through tac=ul social media
markeJng.
PROMISE

8. CREDENTIALS
Work Experience:
•5 years experience in social media
markeAng for a wide range of industries
•3 years experience in graphic design
EducaJon:
•English, B.A., University of Florida (2016)
•Music Business, B.S., Full Sail University (Exp. 2021)
Leadership:
•UF chapter of NaAonal AssociaAon of
Black Journalists, President (2014-2016)

9. COMPETITION
Nithun Rajandrean
Industry Experience:
• Has 1+ year experience in assisAng
with entertainment related events
EducaJon:
• Current student enrolled in Music Business, B.S. at Full
Sail University (exp. 2020)
Leadership Experience:
• None listed on his LinkedIn profile
Skills and Proficiencies:
• Social Media - 10 endorsements
• Networking - 6 endorsements
• Team Leadership - 6 endorsements
Courtney Coleman
Overall Online Presence:
• 500+ connecAons, 5,421 followers, banner image
customized but not clean or professional, amateur
headshot, About secAon completed, no arAcles
published, no linked sites or social media accounts, URL
customized, 3 LinkedIn cerAficaAons completed
• Grade: Average, 60 out of 100
Industry Experience:
• 6 years social media markeAng across
various industries and covering
entertainment
EducaJon:
• Current student enrolled in Music Business, B.S. at Full
Sail University and degree in English, B.A. at University
of Florida
Leadership Experience:
• President of collegiate media organizaAon for 2 years
Skills and Proficiencies:
• Social Media- 12 endorsements
• Blogging- 8 endorsements
• MicrosoF Office- 7 endorsements
• WriAng- 5 endorsements
Overall Online Presence:
• 500+ connecAons, 2,492 followers, banner image
customized and reflects personal brand, professional
headshot, detailed summary, experience secAon with
links, linked acAve social media accounts, URL
customized, 3 cerAficaAons
• Grade: Average, 70 out of 100

10. COMPETITION
Adam Ruehmer
Industry Experience:
• 13+ years of music industry
experience, touring, markeAng and fan
engagement
EducaJon:
• PoliAcal Science, B.A.
• Music Business, B.A.
Noteworthy Experience:
• 5 years experience as Linkin Park’s digital markeAng
manager
• 6 years experience leading digital markeAng at Warner
Records
Skills and Proficiencies:
• Social Networking - 19 endorsements
• Digital MarkeAng- 15 endorsements
• Social Media - 12 endorsements
• Music Industry- 10 endorsements
Overall Online Presence:
• >500 connecAons (482 followers), banner image
customized, decent headshot, About secAon completed,
detailed job summaries, two recommendaAons, two
featured projects, URL customized
• Grade: Good, 80 out of 100
Courtney Coleman
Industry Experience:
• 6 years social media markeAng across
various industries and covering
entertainment
EducaJon:
• Current student enrolled in Music Business, B.S. at Full
Sail University and degree in English, B.A. at University
of Florida
Leadership Experience:
• President of collegiate media organizaAon for 2 years
Skills and Proficiencies:
• Social Media- 12 endorsements
• Blogging- 8 endorsements
• MicrosoF Office- 7 endorsements
• WriAng- 5 endorsements
Overall Online Presence:
• 500+ connecAons, 2,492 followers, banner image
customized and reflects personal brand, professional
headshot, detailed summary, experience secAon with
links, linked acAve social media accounts, URL
customized, 3 cerAficaAons
• Grade: Average, 70 out of 100

11. BRAND POSITION
Sharing powerful social campaigns to provide
elevated musical experiences, from the
perspecAve of a super fan.
COURTNEY COLEMAN
Courtney considers herself a
super music fan, a “stan,” so she
has the perspecAve to know
what a great musical rollout
would look like.

12. NETWORKING &
MARKETING
Industry Events & OrganizaJons
• Music BIZ 2020
‣ August 16 - August 19, 2020 | Nashville
• Music Business AssociaJon (Music Biz)
‣ Student Membership | Global
• American MarkeJng AssociaJon (AMA)
‣ Student Membership | Global
Digital MarkeJng
• Primary Content: Stories with Aps on social media markeAng
and music industry highlights.
• Primary Tools: Instagram Stories and LinkedIn- share weekly
Aps on what I’ve learned about social media markeAng and
share new trends with my thoughts on those trends. IG stories,
a quick image recap; LinkedIn- a wri(en post
• Website: Full Sail digital porvolio site to showcase my
professional and school work; use the blog to showcase social
media markeAng Aps and trends relevant to the music industry

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking VP of social media managemet/digital
markeJng with at least 10 yrs of experience in the
music industry; interested primarily in R&B/hip hop
arAsts, Oct 2021
Formal EducaJon
• Complete Music Business, B.S. by expected graduaAon
date in 2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2020
• SEO FoundaJons - Lynda.com, Dec 2020
• WordPress 5 EssenJal Training - Lynda.com, Dec 2020
Soj Skills
• Time Management- LinkedIn Learning, Dec 2020
• Personal Branding on Social Media- LinkedIn Learning,
Dec 2020
• Join AMA, Dec 2020
• Impromptu Speaking - LinkedIn Learning, Dec 2020

14. Courtney Coleman
“You know how digital made most tradiAonal
markeAng for music releases result in li(le to no
return? Well a well-thought out digital markeAng plan that involves social
media can really help with the exposure of any music release. In fact, I
implemented a digital strategy for a rising arAst recently and it resulted in
200,000 more followers on IG and their single charAng on the BB top 100.”
“

15. REFERENCES
AMA Membership. (2020). Retrieved from h(ps://
www.ama.org/ama-member-benefits/
Assistant Social Media Manager, Sony Music | Glassdoor.
(2020). Retrieved from h(ps://www.glassdoor.com/job-lisAng/
assistant-social-media-manager-sony-music-entertainment-
JV_IC1132348_KO0,30_KE31,55.htm?jl=3508718449
EntertainmentCareers.Net. (2020). Digital/MarkeAng Manager -
Music - Missing Piece Group - Newark. Retrieved from h(ps://
www.entertainmentcareers.net/missing-piece-group/digital-
markeAng-manager-music/job/321125/
LinkedIn Learning. (2020). Retrieved from h(ps://
www.linkedin.com/learning/
Music Biz 2020: May 11 - 14, 2020: JW Marrio( Nashville.
(2020). Retrieved from h(ps://musicbiz.org/events/music-
biz-2020/
Music Business AssociaAon. (2020). Retrieved from h(ps://
musicbiz.org/
ONETOnLine.org. (2020). Summary Report for: 11-2011.00-
AdverAsing and PromoAons Managers. Retrieved March 22,
2020, from h(ps://www.onetonline.org/link/summary/
11-2011.00
ONETOnLine.org. (2020). Summary Report for: 11-2021.00-
MarkeAng Managers. Retrieved March 22, 2020, from h(ps://
www.onetonline.org/link/summary/11-2021.00
Rajandrean, N. (2020). Nithun Rajandrean LinkedIn Profile.
Retrieved March 22, 2020, from h(ps://www.linkedin.com/in/
nrajandrean/
"Records" | Search | Industry "MarkeAng". (2020). Retrieved from
h(ps://www.linkedin.com/search/results/people/?
facetIndustry=[“80"]&keywords=Records&origin=FACETED_SE
ARCH
Ruehmer, A. (2020). Adam Ruehmer LinkedIn Profile. Retrieved
March 22, 2020, from h(ps://www.linkedin.com/in/aruehmer/