AE

1. A1 - Artist Evaluation & Brand Audit
Student Name: Diamond Turner
Artist Name: Seth Bryan
Artist Development Stages
Current Stage: Promising
Justification: Seth Bryan has gained attention and people know who he is. However, he
has a long way to go. Currently Seth has under 400 followers on Instagram. Seth does not
market his music effectively and does not have a separate page just for his music and his
personal life. If someone wanted to find more information about Seth it would be hard.
He has amazing talent, but he has to implement new strategies to reach his target
audience. He has played in live shows and for big crowds even if they enjoy his music,
they may find it difficult to actually find him and follow up with what he’s doing in his
career. He’s gained income from preforming in live shows and huge coliseums, and
numerous of churches. Seth has performed at the Greensboro Coliseum and UniverSoul
Circus, which are large events in North Carolina. But because Seth does not post often on
social media, have merchandise, and is not consistent fans love his music but can’t keep
up to date with who he is. Seth has collaborated with other artist where the views on
YouTube have reached over 6,000 views on YouTube. But because he is not consistent
the fan base, he has the potential to dive into passes by and he misses an opportunity to
grow and go to the next level as an artist.
Future Stage: Established
Justification: With the right strategies Seth can expand and even gain fans from other
countries. Once his marketing focus is defined, he can use different strategies to reach the
target market. The people that he performs for live his music and he can eventually
expand to new markets and reach even more of an audience. Changing and developing
his aesthetic and brand image will help him get noticed. Seth can be more consistent by
implementing more social media posts at least 3- 4 times a week to engage more with
fans and creating merchandise to give to fans. Seth can also develop a consistent style
and create a time to create and develop posts for fans. Implementing new ways to market
his music will help him become more established and reach new audiences. Reaching to
different platforms such as TikTok which is not currently use can help reach a bigger
audience. Creating and developing a story that matches who he is as a performer will also
help Seth become more established. Seth can benefit from booking studio time to
rehearse and create new songs. Seth can use this time to set and release new Ep’s, tracks,
videos to give fans more content. Finding and collaborating with artist to reach a new
audience. Hiring a booking agent to find gigs and venues for Seth to play will play a huge
part on him becoming more noticed and established. Even though it will take a lot of
work if he implements these strategies, he can reach another level.

2. Sound Evaluation & Reference Points
Genre & Sound:
Seth Bryant has written all his songs on his EP’s. Seth’s genre is gospel Hiphop. When
writing his songs his inspiration comes from his own personal story. He has written about
songs that many people face in their lives when they have done wrong or have made a
mistake and just go through life’s ups and downs. Musically Seth is able to incorporate
different genres and sounds but never sacrifice his image or brand. Seth loves to explore
the boundaries of gospel music to make him stand out against other musicians. Seth has
even collaborated with other musicians such as, Christopher Terrell. His message and
lyrics aren’t like many artists out today. Even though his music has an old school feel to
it, the younger generations love the message. It’s the perfect balance for younger and
older generations to come together. Seth can change his style such as, changing the pitch
and tone of his voice while rapping. He primarily raps and it has an old school feel to it
so changing, the rhythms and pitch of his voice is something he can change and switch
up. His genre can change from gospel to pop rap or alternative hip hop. His message and
style can change from different aspects in his life.
Comparable Artists in Main Genre:
A-List Artists:
Artist: Drake https://youtu.be/xpVfcZ0ZcFM
Artist: Lecrae https://youtu.be/i58IH2D8sWQ
Artist: Kirk Franklin https://youtu.be/i58IH2D8sWQ
Emerging Artists:
Artist: Kieran the Light https://youtu.be/i5O0arAORB8
Artist: Kennis Clark https://youtu.be/M6x5uzUsDZ
Artist: Brandon Trejo https://youtu.be/KhvwBjWpZ-E
Local/Regional Artists:
Artist: Christopher Terrell https://youtu.be/5f6H3o7bGuU
Artist: kd3 https://youtu.be/6-UBOEmTbYs
Artist: Jasmine Simone https://youtu.be/UQ5QdXfz8Tg

3. Artist Identity Map
Old school rap Relatable Christian rapper Creative
Confident Hard working Focused and
determined
Self investment
Lyrical Business Minded Soulful Uplifting and
spiritual
Rhythmic Sharp tone Hopeful Resonant
Target Audience Analysis
TARGET AUDIENCE- Demographics
Average Age: 25-34
Primary Gender: Male
Ethnic Background: Caucasian, African American
Education: Bachelor’s degree
Income Range: 71,000
Relationship Status: In relationship not married
Family Life: In a family with children
TARGET AUDIENCE- Psychographics
Hobbies/Lifestyle Choices
(e.g., Fitness enthusiasts, cars,
outdoors, cat pictures, dancing)
1. Attend Church
2. Healthy Lifestyle
3. Travel
Clothing/Accessory Brands
(e.g., Where do they shop
& what do they buy?)
1. Walmart
2. Amazon
3. Whole Foods
Food Restaurant Favorites
(e.g., Vegan, Paleo,
fine dining, fast food)
1. Home cooked (vegan or organic)
2. Tropical Smoothie
3. Chick-fil-A
1. Tupac

4. Other Artists They Like
(related & unrelated)
2. Drake
3. Lecrae
Movies & TV Shows
They Like
1. Tiger King
2. Friends
3. Game of Thrones
Branding Problems & Solutions
1. Problem: Not enough social media posts
Solution: It is important to engage and socialize with fans and not posting enough
can make someone forget about who Seth is as an artist. Implementing a strategy
where Seth posts 3-4 times a week. Building and maintaining a social media
presence is important in the beginning stages of development of an artist. His
posts have to target the demographic. Create a scheduling tool to keep posts
organized or set times to create will help Seth. Implementing strategies for
posting such as, between 3pm- 5pm he can spend time on creating a post or
graphic to share with fans. Seth needs to review the fans that he already has and
see if the audience are liking and then leaving, any engagement to fans. Making
sure that posts are varied and not the same such as videos, sneak peeks, creative
hashtags, and even discussion of albums are various posts that Seth can use on his
social media platforms. Creating a budget as well for social media advertising to
help other people discover Seth will be very important to help grow is fan base.
Something even as little as a couple of dollars a day and implementing a target
goal of 300-400 followers within 6 months and help send people to his page and
website.
2. Problem: Aesthetic/ image does not have consistency
Solution: The Aesthetic/ image includes, sounds/ music of artist, brands that you
associate yourself with, and choice’s about, clothes, fashion, concert posters,
website and etc. Creating and developing a story of what his music, vision, and
who he is and showcase that to fans. These things will evolve and change over
time, but it is important to be consistent to what his story is. Creating post that
showcases his work, by creating posts that keeps the audience hooked and
wanting to know what is coming next and resonates with the audience. Looking at
the posts or that have received the most engagement or likes is something he can
base off of to start building his image up. Attaching clips of his music to his
content can help build engagement and help his brand. Creating a unique selling
point and finding what feature sets him apart from other artists or groups.
Deleting and poor quality content that doesn’t fit the aesthetic that he is creating
and wants to show to his fans. Developing a proper press kit that contains
pictures, music, and artwork with it can be used in different platforms for
publicity. The press kit can help Seth keep a consistent image and how he
presents himself. Building an aesthetic should not take away from who Seth is an

5. artist or come across as inauthentic but make the target audience want to find out
more about his music and who he is.
3. Problem: No merchandise for fans
Solution: For merchandise, utilizing giveaways and promotions can help build
social media presence. To help a fan remember the artist and keep up with the
artist, it is important to create merchandise for them to have to build engagement
and share with people around them. Creating merchandise can attract new fans.
With merchandise when can send a poll to fans to see what merchandise they
would like to see to gain some opinions. Creating a design, using album work, or
creating a phrase will gain more attention to their merchandise. Using print on
demand option involves working with a company that will produce and print
design as needed basis. So, when the order has been made it will be put through.
Making sure that the quality of the merch is important, if the quality is nice fans
won’t mind paying a bit higher for quality materials. Posting and creating teasers
will help with sales, creating social media content with Seth wearing his merch
will help with promotion. Creating T-shirts, long sleeve tees, crewneck
sweatshirts, hoodies, baseball teas, and mugs is what Seth can start with to
promote to his fans and share ideas on designs to see which one’s fans like the
most.
Additional information:
The Target market are millennials, this is the age range 25- 34 years old. The reason this
is the age group for Seth, is because millennials listen to rappers the most. “Hip-hop is
also popular among millennials, especially those from minority groups” (Markos, 2022).
Various of different ethnicities listen to rap. For Seth the focus will be to target millennial
Caucasian and African American men. Also, Millennials appreciate seeing someone that
represents them and their age which can make them more inclined to listen to Seth. “In
2020, the US Census Bureau reported the median Millennial household income (pre-tax)
was just over $71,000” (Howarth, 2022). They have graduated from college with at least
a bachelor’s degree, but they are in a lot of debt. Millennials are considered the
generation that is the most educated “More than one-third of Millennials overall, and two
out of five Millennial women, have a college degree” (Howarth, 2022). For Seth his
target audience would have a bachelor’s degree or higher.
Millennial’s hobbies and lifestyle for Seth would be that they attend church and / or
Christian since he is a gospel rapper this would be at the top of the list of what they most
likely do in their lifestyle. “In 2018, 33% of health club members were Millennials.
That’s compared to 24% from Gen X and 14% from Gen Z” (Howarth, 2022). So, for
millennials a healthy lifestyle is important to them. They are exercising more and eating a
lot smarter. “This generation is willing to pay for the gym experience they want, too.
A 2021 survey reported that nearly 40% of Millennials have been in credit card debt due
to fitness and nutrition expenses” (Howarth, 2022). Millennials grew up at the beginning
of the internet, so they spend a lot of time on their phone. Millennials use different apps

6. that they can monitor their health through their phone. Millennials also prioritize a work-
life balance more than other generations. They are willing to spend extra dollars if it
means they are taking care of their bodies. Because millennials do not have enough
money saved it makes it harder to put that towards children and less than half of
millennials are married. “A Time survey recently reported that 42% of Millennials say it’s
very or extremely important to be married before having kids” (Howarth, 2022).
Millennials can have children some may wait later till have children. Millennials are
more likely to have children without being married first. Although some millennials want
to travel first and then have kids later. “One survey found that nearly 50% of Millennials
would rather spend money to travel than to buy a home” (Howarth, 2022). After the
pandemic a lot of people wanted to travel more “One travel site ranked the top Millennial
travel destinations and they’re all over the world: Portugal, Indonesia, Italy, France”
(Howarth, 2022). Experience is very important to this generation and making sure that
they experience what the world has to offer before they settle down and have kids. Some
Millennials even go to work abroad to have the “experience” that a lot of people want to
do which it to travel over the world.
Millennials like a good bang for their buck so brands that they would most likely be
affiliated with is Amazon, and they would prime members since they get great deals and
discounts, Walmart also provides great deals and have different sales throughout the
week. Millennials like to get brands that offer a great convenience at the lowest cost.
“Due to millennials’ desire for fresh, organic foods, the preservative rich and canned food
demand is decreasing” (Millennials' eating habits are Revolutionizing Food
Logistics 2022). Millennials really enjoy a healthy lifestyle so the store Whole Foods
which sales organic food would be at the top of their list of where they get most of their
healthy items and if they are an amazon prime member, they get 10% of their groceries.
For foods that millennials eat it will not always be healthy everyone has a cheat day and
wants to go out. Millennials will most likely stop at Chick-Fil-A the company has biblical
beliefs and also is closed on Sundays. Their chicken has even been called “God’s
chicken” this brand has a particular audience they are aiming to reach, and Seth’s
audience would be a part of it. So, since Set’s target market attend church and/ or
Christian they do eat at Chick-Fil-A from time to time. Although they do have healthy
option for people who still want to eat healthy. For millennials who strive in their healthy
lifestyle they will home cook their food which can include vegan and/or organic food.
Millennials take interest in smoothies and juices, on social media there are people share
what they eat and different recipes they use throughout the week. They enjoy having a
smoothie on the go and to help balance their diet. Since a smoothie is portable and just as
fast as getting fast food they love this option, Tropical Smoothie is one stop they can go
and feel full for a portion of their day.
Since Seth is a rap artist his target audience will typically like other rappers such as,
Tupac that he sounds similar too, Drake, and even Lecrae who is an artist who sings other
gospel music as well. Millennials enjoy various types of movies and tv shows.
Millennials typically enjoy comedy, true crime, and drama. For comedy, millennials like
the show Friends mainly because they can relate to the characters throughout their own
lives. For true crime or documentaries millennials tend to watch these on a weekly basis

7. “In 2020, Millennials fueled the popularity of docuseries Tiger King and other similar
content” (These are the entertainment genres gen Z is watching more than
millennials 2022). And lastly for drama millennials typically like the show game of
thrones, some millennials can relate to some attributes the characters have in the drama
pact tv series.

8. References:
Howarth, J. (2022, November 14). 7 millennial trends for 2023. Exploding Topics.
Retrieved November 29, 2022, from https://explodingtopics.com/blog/millennial-
trends
Markos. (2022). What genres of music do millennials listen to? – boysetsfire. What
Genres Of Music Do Millennials Listen To? Retrieved November 29, 2022, from
https://www.boysetsfire.net/what-genres-of-music-do-millennials-listen-to/
Millennials' eating habits are Revolutionizing Food Logistics. Barcode Blog. (2022,
November 21). Retrieved November 29, 2022, from
https://www.smithcorona.com/blog/millennials-eating-habits-revolutionize-food-
logistics/
These are the entertainment genres gen Z is watching more than millennials. YPulse.
(2022, April 27). Retrieved November 29, 2022, from
https://www.ypulse.com/article/2022/04/27/these-are-the-entertainment-genres-
gen-z-is-watching-more-than-millennials/