2. Assignment 1
ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. Ofelia Frechette-Linguistic/Intrapersonal/Logical/Musical
Diamond Turner-Musical/Visual/Naturalist
Patrick Noel-Kinesthetic/Intrapersonal/Linguistic
Donovan Hudelson-Intrapersonal/Musical/Naturalist
Jazel Maldonado-Musical/Visual/Kinesthetic
2. Christian Guardino Hollywood Life Christian Guardino,
https://www.youtube.com/watch?v=LcJdrE3Gn3
3. One similar artist is Michael Bublé, they are both talented male pop vocalists.
TARGET AUDIENCE
4. Christian Guardino is famously known for being on American idol with this it puts him in
their category for demographics since he has gained fans from being on this show “Most
networks want to target the 18-49 key age demographic because this is where the most money
tends to be spent” (Gaille, 2015). Today there’s numerous ways to watch American idol, whether
it’s online, clips from social media, and just live on television. “ People in the 18-34 part of this
age demographic are increasingly watching television online instead of when it is aired
live”(Gaille, 2015). With American idol the target audience range is very wide, most people
watch this show with their families. It has been on television for a very long time so it tends to
move from generation to generation “More people in the American Idol demographics are still
living at home with their parents. This includes adult children up to the age of 34”(Gaille,
2015).This a great for Guardino as he has access to numerous ages for his fan base that he’s been
able to reach by his time on the show. Social media platforms can further play into a target
audience as well; mostly millennials use social media platforms to share songs they like and
artists. For the artist Christian Guardino his target audience is 18- 34-year old’s (millennials-
middle age adults). On YouTube the artist's target audience is 49.93% male and 50. 07 % female
(Christian Guardino,2022). This artist is starting with a good variety of audiences and the more
music he makes this number will continue to differ but most likely stay in the same range “15%
of people in the 18-34 portion of the American Idol demographics were born in a foreign country
before moving or immigrating to the USA” (Gaille, 2015). The Top Countries that involve his
target audience are the United States and Brazil. Based on his audience and age range the
lifestyle and interests vary. His audience likes brands such as, Walt Disney, NBC, American
3. Idol,Starbucks, are the most common likes (Christian Guardino,2022). The audiences’ interests
involve television and film, shopping, and retail.
5.
1. Hobbies/Lifestyle Choices -Entertainment (American Idol), Shopping, Healthy Lifestyle/
Fitness.
2. Clothing/Accessory Brands -Walmart, Amazon, Starbucks
3. Major Social Media Accounts They Follow- ABC, American Idol, America’s got Talent.
4. Relevant Personalities/Influencers They Follow – Jordin Sparks, Paris Hilton, and Faith
Evans.
5. Other Similar Artists: Allen Stone, Bruno Mars, and Jason Mraz.
6. Movies or Tv shows- American Idol, Elvis Duran Show, and Live with Kelly and Ryan.
6. Quick Pitch
Christian Guardino has locked in on Spotify with 5,464 monthly listeners and 4,389 followers.
He is known for his appearances on American Idol and you can click this link to see his post
release single. His voice is amazing and he really touched a lot of people especially Katy Perry
who was in tears on American Idol when he earned the golden buzzer. Overcoming blindness
with a gene therapy trial is a huge factor in him never giving up on his dreams (Thompson,2022).
This singer brings a Bruno Mars feel to his performances.
7. Primary Platforms
1.Instagram
2.SoundCloud
3.Twitter
4.YouTube
5. Spotify
Instagram lets you craft a socially engaging gallery of your art to get you exposure. 87% of
surveyed buyers claimed to use IG to find new artists in 2020 and the same number in 2016
(Statista Research Department,2022). Currently, out of all of Guardino’s social media platforms,
he has the most followers and engagement on Instagram. He can use this as a way to build his
following on other platforms by sharing videos of his vocal talent. He can also use Instagram as a
way to share photos and videos from actual performances he has given from American Idol or in
venues.
SoundCloud is great for exposure and getting constructive criticism. It is a place to post and
gives upcoming artists a place to make a name for themselves. JuiceWRLD, Smokepurpp,
XXXTentacion, and Lil Pump rose to mainstream via SoundCloud (Lochrie,2021). Guardino can
use SoundCloud to his advantage by sharing covers for listeners to discover his talents. He can
also share demos that he is working on and ask his fans which one they like most to
professionally record and possibly develop a video around.
4. Twitter is a great way to engage with fans and see what the fans are discussing. Guardino can use
Twitter to share more of his personality with his listeners and answer questions about his creative
process, American Idol, and more. This creates a deeper connection with the artist and lets fans
be more engaged and want to see the artist succeed.
YouTube is a great way to share visual content. Guardino currently already has some of the most
viewed performances of his season of American Idol on YouTube and can leverage that into
growing his YouTube channel. He can share videos discussing his experience on American Idol,
original songs and covers, and professional videos for his music.
8.
GETTING TO KNOW THE ARTIST:
Talents
Singing and/or Rapping:
One of the talents that Christian Guardino contains is his singing. His experience of singing from
a young age nurtured the strong and clean gospel/pop voice he gained. His influence from his
favorite artist Smokie Norful, Singer/songwriter who wrote “Dear God,” can be heard in the
techniques being used in Christian Guardino’s vocals. All backed with the instrumentation of
gospel/jazz musicians providing the perfected bed for his voice.
Songwriting and/or Lyricism:
His lyrics contain a sense of romanticism providing the feel of love within his original songs.
The single “Waiting” fully encapsulates Christian Guardino’s writing. A song written about
waiting for the romantic interest to notice him. Most of his lyrics are of a loss or the struggle of
love.
Look and/or Aesthetic:
Christian Guardino wears a style that can be compared to many contemporary and country
artists. He dresses with leather or nicely designed black jackets, typically black jeans, and
sometimes a fedora. His music videos occasionally contain moments with a black and white
filter and set in either the studio or public gathering locations, for example, a café, providing a
rustic, contemporary, country feel to his videos.
Backstory:
Christian Guardino’s backstory is filled with struggle and overcoming obstacles. At a young age
he was diagnosed with Leber Congenital Amaurosis (LCA), which causes “severe vision loss at
an early age” to the point of permanent blindness. Thankfully he underwent an experimental
gene therapy that managed to cure the disease. He openly speaks about his story to anyone who
asks. Later he was able to participate in American Idol on ABC during its fifth seasonal run and
placed top 7 until being eliminated by his competitor Jay. Now he continues to write original
music along with his recent release of “Higher” (BTS Visualizer).
5. Elements of Experience
Guardino has recorded and released four songs since 2018. “Missing Part of Me” was his first
release followed by “Waiting” and “Wishful Thinking” in the subsequent years. Since his stint
on American Idol in 2022, Guardino has released two songs: “Poison Ivy” and “Higher”.
Guardino has performed on television shows since 2017. He first appeared on America’s Got
Talent and “received the rare golden buzzer” (Singh, 2022). and made it all the way to the
semifinals before being eliminated. Guardino also performed at the WhiteStickFest to celebrate
International Cane Day in October 2021. He has since performed on American Idol’s 20th
season in 2022 making it to the top seven. He is set to headline his very first show in November,
at the Patchogue Theatre, in Patchogue, New York. Guardino has a friend and collaborator in
country star Hunter Hayes. In 2018, Hayes was moved by Guardino’s talent and invited him into
the recording studio, and they ended up recording the song “Waiting” executively produced by
Hayes. Hayes even invited Guardino out on a tour stop to perform the song together. In 2022,
Guardino also began developing a relationship with Grammy winning Michael Bublé. Guardino
covered one of Bublé’s songs on American Idol,which impressed the former enough to want to
perform with him during the season finale.Bublé has since looked back on the performance and
said, “I thought that we kicked butt in that performance and I was really happy for him” (WARM
106.9, 2022) and that he wants to mentor him.
Guardino’s stint on American Idol brought a lot of publicity to the singer. During American Idol,
he had an in-depth interview with the New York Post discussing his journey with blindness and
the experimental treatment he received to heal from that. This interview allowed readers and fans
to know more about his personal life. His talent also received headlines as well, most notably his
“Imagine” cover. Several headlines from media outlets described how his performance moved
Katy Perry to tears. The publicity worked and in return, his Imagine performance currently has
over 600,000 views.
ARTIST SWOT ANALYSIS:
1. Strengths: Christian Guardino made it to the Top 8 on American Idol which is a worldwide
televised program that gained him thousands of followers and subscribers. He is now known
worldwide and people who are drawn to his style and performance will be lifelong fans and
supporters. Exposure and already having a following of almost 5k with over 5k in subscribers is
also a huge strength. His main strength lies in his vocal abilities. He is able to hold long notes
with ease, and is a talented vocalist.
2. Weaknesses: Some of Christian Guardino’s weaknesses are that he struggles with his comfort
zone, shyness, and he doesn’t use social media super often. Ways to work on this would be to
work on socializing, sharing more of himself online, and engaging with fans online.
6. 3. Opportunities: A great opportunity for Guardino would be to perform at 89 North Music
Venue. It is a popular venue in Patchogue, New York where Guardino is from. This can let
Guardino thank his local supporters and engage with them after the show.
According to the YouTube stats found from the article, Social Blade, Christian Guardino his
target audience is numerous of age groups ranging from (18-34 year olds),looking at his stats he
has 5.13k subscribers as of July 2, 2022 as well as 231, 051 views which is a gained views of
326 from June 19, 2022 and a gain in subscribers of 10 (Christian Guardino's YouTube Stats
(summary profile) - social blade stats 2022). These are the most recent stats on Christian
Guardino for YouTube showing that Christian has a wide variety of fans from the 18-34 year old
age groups.
4. Threats: The most crucial threat to Christian Guardino is that he didn’t finish American Idol.
There are millions of people who won’t support even if they like his music because they are
under the impression that if he doesn't win, he’s not good enough. Another threat is not staying
relevant. While he has done an excellent job so far keeping his followers updated, if he slows
down, it could be downhill from there.
ACTION ITEMS:
STRENGTH 1 – Potential Revenue Sources
1. Streams
2. Merch
3. Live shows
STRENGTH 2 – Potential Revenue Sources
1. Subscriptions
2. Physical copies
3. Concerts (especially since people are excited to get out after C19)
WEAKNESS 1 – Potential Solution
1. Get in the gym and build confidence.
2. Wear name brand clothes and get sponsored by a clothing line.
WEAKNESS 2 – Potential Solution
1. Wear a brand name pair of glasses or get contacts if his disease permits.
2. Start a nonprofit organization to help others with the same disability.
7. References:
A Paula Grigorian, MD. November 3, 2022.Leber Congenital Amaurosis.
https://eyewiki.aao.org/Leber_Congenital_Amaurosis#:~:text=Leber%20congenital%20amaurosi
s%20(LCA)%20is,acuity%2C%20photophobia%20and%20high%20hyperopia.
Chartmetric. Chartmetric, a modern music data tool for the streaming age. (n.d.). Retrieved July
3, 2022, from https://app.chartmetric.com/artist?id=1462681#geographyStats
Christian Guardino's YouTube Stats (summary profile) - social blade stats. Social Blade
Christian Guardino Higher. (2022). Retrieved July 24, 2022, from
https://socialblade.com/youtube/c/christianguardinoofficial/
Conor Lochrie | 28.08.2021. (2021, August 29). Five of the biggest and Best Soundcloud
Success Stories. Tone Deaf. Retrieved July 3, 2022, from
https://tonedeaf.thebrag.com/five-of-the-biggest-and-best-soundcloud-success-
stories/#:~:text=SoundCloud%20became%20so%20widely%20used,style%20of%20rap
%20with%20them.
Cyberpr. (2022, June 9). Best practices for Spotify playlist submission. Cyber PR Music.
Retrieved July 3, 2022, from https://www.cyberprmusic.com/best-practices-for-spotify-
playlist-submission/
Gaille, B. (2015, October 12). 17 amazing american idol demographics. BrandonGaille.com.
Retrieved July 24, 2022, from https://brandongaille.com/17-american-idol-demographics/
Segarra, E. (2022, April 20). 'American idol' pick top 20: Katy Perry brought to tears by
contestant Christian Guardino's John Lennon cover. USA Today. Retrieved July 3, 2022,
from https://www.usatoday.com/story/entertainment/tv/2022/04/18/american-idol-top-20-
katy-perry-cries-christian-guardino-john-lennon-cover/7348732001/
Singh, A. (2022, March 7). [March 7 @530am] who is Christian guardino? 'AGT' Golden buzzer
winner was legally blind at 6 months. MEAWW. Retrieved July 3, 2022, from
https://meaww.com/christian-guardino-american-idol-season-20-auditions-legally-blind-
golden-buzzer-americas-got-talent
The rising importance of YouTube for musicians: Rotor Blog. Rotor Videos. (n.d.). Retrieved
July 3, 2022, from https://rotorvideos.com/blog/the-rising-importance-of-youtube-
for musicians#:~:text=YouTube%20is%20key%20to%20music,the%20other%20stream
ing%20services%20combined!
106.9, W. (2022, July 1). Michael Bublé says he wants to mentor Young Singers the way Tony
Bennett mentored him. WARM 106.9. Retrieved July 3, 2022, from
https://warm1069.com/michael-buble-says-he-wants-to-mentor-young-singers-the-way-
tony-bennett-mentored-him/
8. Assignment 3
ARTIST NAME: Christian Guardino
TEAM MEMBER NAMES: Donovan Hudelson, Diamond Turner, Ofelia Frechette, Patrick
Noel, and Jazel Maldonado.
3-Month SMART Goals
1. REVENUE GENERATION: Our 3-month revenue goal is to book a paying show at 89 North
Music Venue by November 1st, through Dan Welsch to give our artist more stage experience, an
opportunity to connect with fans, and showcase his talent.
2. CONTENT CREATION: Our 3-month content creation goal is for Guardino to create at least
one TikTok per week, for three months so at least 12 TikToks. This provides more content for
his listeners, to connect more with fans, and introduce himself to more potential listeners.
3. AUDIENCE GROWTH: Our 3-month audience growth goal is for Guardino to interact with
fans on multiple social media platforms per week to build connections, create content, and show
off his personality and talent.
6-Month SMART Goals
1. REVENUE GENERATION: Our 6-month revenue goal is to create a small merchandise line
for Guardino to create another revenue stream, and also have the added bonus of free publicity
from listeners promoting his name through wearing the merchandise.
2. CONTENT CREATION: Our 6-month content creation goal is for Guardino to release a
music video as another way to express his creativity, talent, and give his listeners another way to
consume his music, therefore adding another revenue stream.
3. AUDIENCE GROWTH: Our 6-month audience growth goal is for Bublé and Guardino to post
a singing video together on their social media platforms to further grow Guardino’s audience
through Bublé’s already dedicated fanbase.
9. 1-Year SMART Goals
1. REVENUE GENERATION: Our one year revenue goal is for Guardino to have a brand deal
with Zenni eyewear to further his exposure, gain revenue, and give Guardino experience with
doing brand deals and sponsored content.
2. CONTENT CREATION: Our one year content creation goal is for Guardino to release an EP
with original music to give his fans more music to listen to, increase revenue, and for Guardino
to gain experience recording a body of work before his debut album.
3. AUDIENCE GROWTH: Our one year audience growth goal is for Guardino to have an
interview with Billboard about his EP to further his exposure, attract new listeners, and have
Guardino gain more experience with the press and doing interviews.
OFELIA FRECHETTE/DIAMOND TURNER/DONOVAN HUDLESON/JAZEL
MALDONADO/PATRICK N.
3- MONTH REVENUE GENERATION
INITIAL
Brainstorm the goal that you have in mind. What is the general thing you hope to accomplish?
Think of this as a scratch pad where it’s okay to be broad, as you will be dialing it in with more
specifics later.
GOAL
IDEA
We will schedule Guardino to perform in his hometown area and strengthen his relationships
with his hometown audience there. We will start in a small venue and work our way up to larger
ones in the area.
S
SPECIFIC
• Guardino needs revenue.
• Allows Guardino to connect with local fanbase and allows him to make connections with local
members of the live event industry.
• We want Guardino to perform at the 89 North Music Venue due to it being a fun environment,
local, and a popular venue in the area.
• This will help improve Guardino’s stage presence and will help build connections.
10. Gatekeeper: Dan Welsch, Angelo Galeotafiore, Steve Antonacci, Dan Mosko, and Will Howard.
Co-Owners.
Contact: Booking@89NorthMusicVenue.com, 631-730-8992
M
MEASURABLE
We plan to check the progress on this goal every week until a show at 89 North Music Venue is
booked. In 3 months, we’ll ask: Did we book a paying show at 89 North Music Venue.
A
ACHIEVABLE
One of the biggest skills needed to achieve the goal is marketing. Guardino must possess the
skills to market himself through social media and utilize the proper wording. Fortunately,
Guardino already contains this skill, though it can be further improved. The one connection that
needs to be met is to partner with a marketing team that can push his brand and music in his
hometown.
R
RELEVANT
We are setting this goal now to start a bigger tour because people from artists' hometowns are
very supportive, and this will start the baseline of income to fund the bigger tour. This action
contributes to Guardino’s long-term career objective by him keeping home relevant and showing
fans that he won’t forget where he came from. This can be a huge selling point and will give the
message that he won’t “sell out”. The objective of proving he won’t “sell out” is important to
him and the image he wants to maintain. This type of support gives people a sense of pride by
having someone make it big from their city.
T
TIME-BOUND
The deadline is 3 months from July 1st which will be November 1st. We feel this goal is
attainable because of our artist's social media presence and that he has a lot of connections being
on American Idol. One potential obstacle is that the company does not follow back up with us
and we must go with another company. One potential solution is that we network with other
members of American Idol and find another company to work with. We can achieve this by
networking and collaborations with artist friends made on the show.
11. SMART
GOAL
Our 3-month revenue goal is to book a paying show at 89 North Music Venue by November 1st,
through John Doe to give our artist more stage experience, an opportunity to connect with fans,
and showcase his talent.
3- MONTH CONTENT CREATION
INITIAL
GOAL
IDEA
Social media posts, music videos, and radio interviews will be conducive to exposure and giving
a wow factor to our artist.
S
SPECIFIC
• He needs to create engaging and fun content on TIkTok, at least one post a week.
• This will help increase his audience and engagement on TikTok, which can lead to sponsorship
deals.
• This will allow him to show off his vocal abilities and talent and his audience can get to know
him and build a connection
• TikTok is widely used and is beneficial to an artists’ growth.
Gatekeeper: Guardino
M
MEASURABLE
We will check in with Guardino every week to make sure he has posted a TikTok every week.
In 3 months we’ll ask: Did Guardino post a TikTok every week to produce content? After 3
months you can measure your progress and know if you have successfully met our goal by
assessing your goal through your assessment checklist, Yes, and we can ask ourselves, “Were
you able to create your content in order to reach your target market?”
A
ACHIEVABLE
The major skill that Mr. Guardino will need to develop is using promotional language on his
posts. Using buzz words on the post to catch people’s attention will provide a great opportunity
12. to promote the brand. Connections to local radio stations and broadcasts will aid in reaching this
goal. Meeting local DJs can provide an open door to obtaining this connection.
R
RELEVANT
We are setting this goal now to create a buzz and keep him relevant. The more you release
content, the more engaged your fans become and the support will continue to increase.
Interviews give fans an insight to the human being behind the stage presence and this gives an
artist the opportunity to be transparent and create a stronger following. Guardino is a simple man
with a big voice and his fans will only love him more knowing who he is as a person.
T
TIME-BOUND
The deadline is 3 months from July 1st which will be November 1st. We feel this goal is
attainable because of our artist's social media presence and that he has a lot of connections being
on American Idol. One potential obstacle is that the company does not follow back up with us
and we must go with another company. One potential solution is that we network with other
members of American Idol and find another company to work with. We can achieve this by
networking and collaborations with artist friends made on the show.
SMART
GOAL
Our 3-month content creation goal is for Guardino to create at least one TikTok per week, for
three months so at least 12 TikToks. This provides more content for his listeners, to connect
more with fans, and introduce himself to more potential listeners.
3- MONTH AUDIENCE GROWTH
INITIAL
GOAL
IDEA
13. Audience growth- maybe building relationships with influencers other artists, releasing music,
posting on social media, making ads.
S
SPECIFIC
• Guardino will begin to interact with fans on Instagram, Twitter and especially TikTok.
• This will help build Guardino’s fanbase and create engagement and relationships with his fans.
• We want him to use trending sounds, and other trends to gain exposure at least once a week.
• Guardino will also let fans know little updates on how his EP creation is going.
Gatekeeper: Guardino
Contact: christianguardino@gmail.com
M
MEASURABLE
We will check every 2 weeks to make sure Guardino is using trends on TikTok and replying to
comments. In 3 months we’ll ask: Did Guardino use trending sounds and reply to comments
every week? You can measure this 3-Month progress by comparing the previous month's
audience growth to the final audience growth to see if your audience grew or shrank. Yes, for
example ask yourself,“Did my target audience increase, decrease, or remain the same?”
A
ACHIEVABLE
One way Mr. Guardino can form a connection with influencers and other musicians is to
actively participate in local concerts and conventions. There are many local artists who can
contain a connection with another that may hold a larger market. As with influencers, many
influencers hold their own meetups or participate in conventions. Local conventions can prove to
be highly useful for Mr. Guardino.
R
RELEVANT
The long-term career objectives that these goals fit with is keeping the fans entertained and
curious. This contributes to creating lifelong fans and therefore support from the fans for
longevity and not just a few songs. An example would be how we love our favorite artists and
support them when they have a concert near our hometown, or we watch their YouTube channel,
or we buy merchandise at the concert or online to fulfill our need to have a part of them. When
new music or collaborations, we create a connection that lasts.
14. T
TIME-BOUND
The deadline is 3 months from June 10th which will be October 10th. We feel this goal is
attainable for the artist since he is starting off with a smaller fan base that will allow him to
connect more with his fans. With it just being one app, it makes it easier to manage. One
potential obstacle is that the artist falls behind or forgets to reply one week due to any rehearsals,
studio time etc. One potential solution is that we come up with a schedule where he spends each
week replying to comments through TikTok to continue to keep up and provide him with weekly
reminders.
SMART
Review what you have written, and craft a new, formal goal statement based on what the answers
to the questions above have revealed.
GOAL
Our 3-month audience growth goal is for Guardino to interact with fans on multiple social media
platforms per week to build connections, create content, and show off his personality and talent.
6- MONTH REVENUE GENERATION
INITIAL
Brainstorm the goal that you have in mind. What is the general thing you hope to accomplish?
Think of this as a scratch pad where it’s okay to be broad, as you will be dialing it in with more
specifics later.
GOAL
IDEA
Guardino making merchandise.
S
SPECIFIC
• We want to create a merchandise line including 3 shirts and 1 hoodie for Guardino.
• Allows for more creative expression from Guardino.
• Another stream of revenue for Guardino.
• Allows his fans to have something physical to show their support and also serves as free
advertising as they wear the product.
Gatekeeper: Maeyan Golasa, Big Bang Screen Printing Owner
Contact: Info@BigBangScreenPrinting.com
15. M
MEASURABLE
We will check in with the merch company every two weeks to finalize designs, and the progress
on getting everything to sell, then how much we sold afterwards. In 6 months, we’ll ask: Did we
make merchandise for Guardino and sell it?
A
ACHIEVABLE
A skill that can be proven useful for Guardino would be graphic design. T-shirts and posters are
a common product for artists to produce as merchandise. The skill should be developed to at
least to provide an interesting design to catch the audience's attention. Another great opportunity
would be to form a connection with a graphic designer and partner for producing the
merchandise.
R
RELEVANT
This goal is being set because fans love memorabilia/souvenirs. Merchandise makes the most
money at concerts or live performances and this will help our team to make money while staying
relevant. This is also a marketing strategy. When people wear their T-shirts, hats, or drink out
their custom mugs, they are giving our artist free publicity. We may not win over every person
that takes the time to look up our artist, but we will increase his views and social stats.
T
TIME-BOUND
The deadline is 6 months from April 12th which will be October 12th. We feel this goal is
attainable for the artist since he already is well known for being on American Idol and has
already established a fan base who wants mercy from the artist. Companies will see this as a
great way to generate revenue. One obstacle is that we order too much merchandise and cannot
sell enough due to fan base size. One potential solution is to analyze the target audience and
make sure we start with a smaller portion of merchandise. If items get sold out it will create a
want for a higher demand.
SMART
GOAL
16. Our 6-month revenue goal is to create a small merchandise line for Guardino to create another
revenue stream and have the added bonus of free publicity from listeners promoting his name
through wearing the merchandise.
6- MONTH CONTENT CREATION
INITIAL
Brainstorm the goal that you have in mind. What is the general thing you hope to accomplish?
Think of this as a scratch pad where it’s okay to be broad, as you will be dialing it in with more
specifics later.
GOAL
IDEA
Creating a music video.
S
SPECIFIC
• We want the artist to create more content and showcase his original work for his audience.
• It allows Guardino to show more of his creative side and create a visual.
• It allows for more streams due to having a visual to also put on YouTube in addition to
streaming services.
• Start to promote an upcoming EP.
Gatekeeper: Indigo Productions
Contact: info@indigoprod.com, 217-765-5224
M
MEASURABLE
We will check in on the videographer we hired, John Doe and Guardino every few days to make
sure of the video concept, the time and location of the shoot, how many crew members, etc. are
needed and finalized. In 6 months, we’ll ask: Did we create a video for one of Guardino’s songs
and release it? You could measure this 3-Month progress by comparing the previous month's
audience growth to the final audience growth to see if your audience grew or shrank. Yes, for
example ask yourself, “Did my target audience increase, decrease, or remain the same?”
A
ACHIEVABLE
The skill that Guardino should learn is cinematography. With this skill and knowledge Mr.
Guardino will gain a better knowledge on staging amazing shots that will improve his videos.
The other option would be to get into contact with a director, whether it be a student or a well-
known director. Another great connection that would be possible with the involvement of
17. connecting with influencers would be to encounter a music video editor. The effort to achieve
this is on par with the goal.
R
RELEVANT
The media still looks at videos to discover new talent. Videos keep artists relevant by keeping
the audience engaged in Guardino’s music. Streaming provides income from several platforms
and is important for his survival in the music industry. Being that he has 5k paid subscribers on
Spotify, he has a great opportunity to reach his fan base and more with music videos. So just like
the media looks to videos for new talent, so do potential customers. Most platforms give you
options to see others like “xyz” and that’s how this goal is important to keeping Guardino
relevant while growing his audience.
T
TIME-BOUND
The deadline is 6 months from December 12th which will be June 12th
We feel this goal is attainable due to the artist already having a well-established fanbase on
YouTube and has had success from sharing his covers though the social media platform. One
obstacle is that the video does not gain as many views as we hoped, and the video does not meet
fans expectations. One potential solution is to share sneak peeks through social media platforms
and see how fans react to it to gain more information on if it will be a success.
