This document outlines Diego Carballido's personal brand exploration project. He has been a songwriter for 12 years and now wants to help artists and record labels as an A&R professional. His goals are to apply for A&R jobs, get experience in the role, and eventually become a director of A&R. He analyzes his skills, competition in the field, and outlines his marketing and networking strategies to build his personal brand as a songwriter called "Carbalyrics".

1. PERSONAL BRAND EXPLORATION
Diego Carballido
Project & Portfolio I: Week 1
February, 2023

2. IDENTITY
Hi! My name is Diego Carballido. In the past 12
years I have been writing songs and dreaming
about the possibility of everyone listening to
these, whether through my voice or someone's
else. Successfully, I shared my talent and
collaborated with artists in the music industry,
specifically in Miami. This experience is the
milestone I have today to keep helping record
labels and artists, to collaborate, create a
community, build brands, and go beyond what
we know about the music industry today... Not
only as a songwriter, but as an A&R capacitated
to put a team together.

3. PROFESSION
Potential Job Titles:
• Artist & Repertoire
• Songwriter
• Artist Manager
BRAND ARCHETYPE – Guy Next
Door: the way I work is more
personal and involved into the
community; just as an everyone's
BFF. I would take care of keeping
the team together and finding a
common ground to work together.
Record Label member for Music Industry

4. Record Label Employers
TARGET AUDIENCE
Natalia Zapata Teran
Outreach Plan:
• I would build my resume and complete a portfolio of at
least 10 songs professionally recorded.
• Second step, reach out through email and leave her a
message on LinkedIn to let her know I sent her that
email
• In order to keep it professional, I would follow up 3 days
after I sent the email, and if don’t get a response, I
would start to follow up weekly by sending her
free value of what she can find useful to solve problems
Manager/Coordinator, A&R
Administration at UML
Duarte Amaro
Figueira
Outreach Plan:
• I would get ready my portfolio and check if I still have
his Whatsapp number.
• I would reach out through Whatsapp, since we have
communicated through there before.
• Depending on the frequency we exchange information
on Whatsapp, I would try to be as fast as possible to
response, and follow up the next day if he
hasn’t answered, since WhatsApp is an instant
messaging platform.
Director A&R UM Latino at
UML
Federico Carmona
Outreach Plan:
• Get ready my curriculum, portfolio of 10 best songs,
and study about Rimas Entertainment structure.
• Rach out through email and leave her
a message on LinkedIn to let her know I sent her
that email
• I would follow up 3 days after I sent the email, and
if don’t get a response, I would start to follow up weekly
Senior Label Manager at
Rimas Entertainment

5. GOALS
Short Term: (Immediately After Graduation, 2024)
• Apply for an A&R job position in any of my top 3
record labels.
‣Send my resume and portfolio through email to
employers in these record labels every 30 days
during 6 months, until getting a clear
response.
Mid Term: (2024)
• Get an A&R job position in any of my top
3 record labels..
‣Have at least 10 interview appointments
scheduled with record labels' employers during
the year, until getting the job.
Long Term: (2025)
• Become the Director A&R of the record label.
‣Work as much and harder as I can during 2
years and accomplishing goals for the record
label, in order to become a good candidate as
a Director A&R.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies: currently have
Notable Skills REQUIRED in TRADE & Current Proficiencies:
need to have
DAW's Software Knowledge
SOFT
HARD
Adept
Internet browser software Expert
Active Listening Adept
Speaking Expert
DAW's Software Knowledge
SOFT
HARD
Adept
Analytical or scientific software Adept
Expert
Coordination Adept
Negotiation

7. I help artists do potential hits by
songwriting for them.
PROMISE

8. CREDENTIALS
Work Experience:
• Songwriter for multiple artists in Miami.
• Salesmen for beatmakers.
• Recording studio session booking
assistant.
• Recording Engineer.
Education:
• Music Business, B.S., Full Sail University (2024)
Volunteering:
• I have being a volunteer in songwriting
sessions in recording studios in Miami.

9. COMPETITION
PEDRO
CASADIEGO
Industry Experience:
• Artist Manager and Strategist in UML
Education:
• Universidad Externado de Colombia
• MDA LATAM
Leadership Experience:
• Media and Promotions Director in "Region Andina"
• Marketing Director
• Operations Coordinator for UML Peru.
Skills and Proficiencies:
• Marketing Strategist
• Marketer -
• Musician -
Diego Carballido
Overall Online Presence:
• LinkedIn profile with 300 connections, 3,152 followers
on Instagram, and 10 results in Google search.
• Grade: Average, 70 out of 100
Industry Experience:
• Independent composer songriting for
several artists in Miami
Education:
• A.S in Broward College.
• Music Business Bachelor Degree in Full Sail University
Leadership Experience:
• Lead songwriter in multiple sessions.
• Writing camps
Skills and Proficiencies:
• Songwriting - "Arthur The Royal Voice"
• Recording Engineer - Briela Rosse
• Salesmen - Jesus Silva
Overall Online Presence:
• Instagram Profile with 5,297 followers and 28 pieces of
content about my branding. TikTok account with 204
followers. No LinkedIn.
• Grade: Average, 60 out of 100

10. COMPETITION
Duarte Amaro
Figueira
Industry Experience:
• Director A&R at UML
Education:
• Full Sail University
Leadership Experience:
• Executive Producer for Aftercluv Dancelab
• Producer & Songwriter Manager
Skills and Proficiencies:
• A&R
• Producer
• Consultant
Diego Carballido
Overall Online Presence:
• LinkedIn profile with over 500 connections, 558 Google
search results, Instagram profile with over 5,671
followers, and TikTok profile
• Grade: Superior, 90 out of 100
Industry Experience:
• Independent composer songriting for
several artists in Miami
Education:
• A.S in Broward College.
• Music Business Bachelor Degree in Full Sail University
Leadership Experience:
• Lead songwriter in multiple sessions.
• Writing camps
Skills and Proficiencies:
• Songwriting - "Arthur The Royal Voice"
• Recording Engineer - Briela Rosse
• Salesmen - Jesus Silva
Overall Online Presence:
• Instagram Profile with 5,297 followers and 28 pieces of
content about my branding. TikTok account with 204
followers. No LinkedIn.
• Grade: Average, 60 out of 100

11. BRAND POSITION
For Artists who want to give the best music and
experience for people, I provide potential
hits' lyrics with my songwriting and marketing
skills, because I have been songwriting since
2011, worked in different record labels with artists
in Miami, and own a videomarketing agency with
over 4 years of experience.
“CARBALYRICS”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 10X Conference
‣ February 01, 2019 | Hard Rock Stadium
• Premios Juventud
‣ July 18, 2019 | Watsco Center
• Facebook Community Boost Miami
‣ December 18, 2018 | James L. Knight Center
Digital Marketing
• Primary Content: The type of content I will create are videos
showing my songs, my songwriting, and any collaboration I do
with other musicians. Industry events and related types of
content as well.
• Primary Tools: Instagram in "post" and "Reels" format daily.
• Website: I will use my website as a brief presentation of me
and my portfolio. Moreover, I will use it to connect people to
my social media profiles.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I would seek for mentors that enjoy a successful
songwriter related carrer today. They would have
songwriters awards and joyful lifestyle. Partnership by
December 2024.
Formal Education
• A.S in Broward College.
• Music Business Bachelor Degree in Full Sail University
Technical Skills
• Take an Ableton course – Ableton, by December 2023
• Watch videos about IOS - Youtube, by July 2023
• Read about music data analyrics - Songstats, by
December 2023
Soft Skills
• Public speaking – 10 TED videos, by July 2023.
• Negotiation – read all Brian Trace books, by December
2024.
• Coordinate a team within my company – Rawlens
Productions Corp, by December 2023.

14. Carbalyrics
You know artists struggle with songwriting for their next hit? Well, what I do
is meeting with these artists in writing sessions and create potential hits
along with them, while teaching them songwriting techniques. In fact, there
are artists that have achieved over 100k streams with the songs I wrote for
them.

15. REFERENCES
Duarte Amaro Figueira - director A&R
um latino - linkedin. (n.d.). Retrieved
February 5, 2023, from
https://www.linkedin.com/in/duarteamarof
igueira
Pedro Luis Casadiego colmenares -
manager en Agencia GTS - universal ...
(n.d.). Retrieved February 5, 2023, from
https://www.linkedin.com/in/pedro-luis-
casadiego-colmenares-desarrollo-y-
marketing-musical
Natalia Zapata Teran - manager/
coordinator - linkedin. (n.d.). Retrieved
February 5, 2023, from
https://www.linkedin.com/in/natalia-
zapata-teran-92a519183
Federico Carmona - Senior label
manager & label relations - linkedin.
(n.d.). Retrieved February 5, 2023, from
https://www.linkedin.com/in/federicocarm
ona