Drelue portfolio

Drelue
Portfolio Piece
Kajah Crichlow, Donovan Washington, Hayley Cohen

ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. List the names of each member of your group.
• Kajah Crichlow, Hayley Cohen, Donovan Washington
2. Review the artist requirements in FSO and select an independent artist based on the
given criteria. Provide the artist’s name and primary website.
• Drelue https://www.facebook.com/dracy.lewis
3. Identify one well-known artist that is like your artist and that would likely share a
target audience. Answer the questions in the “TARGET AUDIENCE” section below
for your artist’s audience based on research into the well-known artist that you have
identified.
• Ty Dolla $ign
a. Potential research methods:
i. Facebook Audience Insights (https://www.facebook.com/ads/audience-
insights/)
ii. Search the profile of the well-known artist you identified and find a post
with more than 50 engaged users (likes, comments, reactions).
Determine demographic and psychographic data below from the
“About” section of public profiles of the engaged users.
TARGET AUDIENCE
4. Target Audience - Demographics:
a. Mostly African American men 25-35 years old in Orlando, Atlanta, and LA with
income ranging from $30,000-40,000 annually. Mostly Single. Majority college
graduates.
5. Target Audience- Psychographics:
a. Give 3 specific examples of each of the following behavioral categories as they
pertain to your artist’s target audience.
i. Hobbies/Lifestyle Choices: Social club scene, beach, concerts, gym,
mall.
• Music listener, Recording in studio, Fashion
ii. Clothing/Accessory: Levi’s, Nike, Jordan, Tour Merch, Vintage T-shirts
• Urban Outfitters, Journeys, Pac sun, Adidas
iii. Food/Restaurant: McDonalds, Waffle House, Chipotle,
iv. Other Artist
• Ty Dolla $ign, Jeramiah, PARTYNEXTDOOR

v. Movies and TV Shows:
• Atlanta, Power, Star, Empire, Black Ink Crew
6. Target Audience – Description
a. The target audience of Drelue are men ages 25-35 who average $30,000-
40,000 annually. They enjoy going out to the club, beach, or mall in their spare
time. They prefer eating at restaurants that are affordable such as McDonald’s,
or Chipotle so their money can go towards their art. Also, their show and music
choices are part of the music’s influence.
7. Target Audience- Geographic:
a. In what city is the artist based? List 5 cities within a 500-mile radius that have
niche-specific businesses, venues, schools, or other organizations that would be
frequented by the target audience you have defined. Provide a reliable source
for each of the 5 examples.
Hometown: Orlando
i. City 1: Atlanta
1. Example and source:
http://www.masqueradeatlanta.com/events/
ii. City 2: Tampa
1. Example and source: : https://www.axs.com/the-best-hip-hop-
clubs-in-tampa-bay-90403
iii. City 3: Miami
1. Example and source:
http://www.miaminewtimes.com/music/miamis-ten-best-
hip-hop-clubs-6451495
iv. City 4: Jacksonville
1. Example and source: : https://www.axs.com/the-best-hip-hop-
clubs-in-jacksonville-90387
v. City 5: Tallahassee
1. Example and source: https://www.facebook.com/Bajas850/
8. Provide at least two pictures of ideal members of the artist’s target audience.
Remember to consider psychographic information when choosing these images.

GETTING TO KNOW THE ARTIST:
Discuss the questions sections below thoroughly with your group in regards to your artist, then
answer them in writing.
Choose at least 3 talents out of the list below that apply to your chosen artist and write 4
sentences describing each talent. (Total of 12 sentences) Please elaborate and provide
specific details.
1. Singing
• Drelue has been singing since the age of 13. His singing style ranges
depending on the vibe of the song. His voice is very smooth and mellow as he
combines rapping and singing. His voice is similar to PartyNextDoor.
2. Songwriting
• Drelue puts many aspects of his life into his music. He is inspired by the artists he
is compared to such as Ty Dolla $ign and Chris Brown. He has also dedicated an
entire E.P to Orlando, where he was raised and continues to live in. Then, he
dedicates his other songs to love and relationships, showing he is willing to put
his life and emotions out there for the world to hear and relate to.
3. Live performance
(Examples: Can they sing live? Perform with a band? Play an instrument or multiple
instruments on stage? Etc.)
4. Stage presence
• Drelue has this lively personality that takes over the stage. He maneuvers
around making that emotional connection with every person in the room.
Engaging with the crowd. He’s fearless when he’s on stage by allowing his
spontaneous and fun-loving personality to hype up a crowd and get them
involved in the show. Whether it is a show he is hosting, or one he is
performing in, he shows off his dance moves and creates an energy that the
crowd can join in on.
5. Instruments played
6. Choreography
Choose at least 3 elements of experience that apply to your chosen artist and write 4
sentences describing each element of experience. (Total of 12 sentences) Please elaborate
and provide specific details.
1. Recording
• Quality is key to Drelue’s work. He takes pride in not having a generic “sound
cloud” sound to his work. He makes sure his music is higher quality than what

would normally be heard or expected from similar artists. He takes time in the
studio and makes sure his art is heard in the best format.
2. Touring/Booking Themselves
• Drelue has booked, hosted, and coordinated shows for himself since 2015.
Not only has he booked shows in Orlando, he’s performed shows in
Kissimmee, Daytona and Miami. He’s also capable of getting himself booked
for known artist.
3. Co-writing
4. Merchandise
5. Sponsorships
6. Publicity
• Drelue is very good at making himself visible online. He frequently uses
Instagram to promote himself, and his music to his 4,000+ fans. He’s very
consistent on promoting live events that’s he’s a part of. And he also balances
out his music post and personal post to avoid overwhelming his fans with
just music.
ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a SWOT
analysis. (Total of 16 sentences) Please provide a minimum of 2 specific examples of each
category and give specific details.
A. Strengths
• He dedicates all his time and emotions into his work. He makes sure his
listeners have true quality art from a real person who can relate to them. This
will build a relation between him and his fans and potential fans. This creates
a fan base that will support him and his projects he is working on.
• He has a natural charisma that allows him to connect to people. This makes it
easy to perform or present at local shows whether it is a known crowd or a
new one. This would allow him to network and create those connections that
can help or team up with him on future projects. Including some at Full Sail,
where he attended college.
B. Weaknesses:
• Although he’s always working many shows he’s been doing more hosting,
then performing his music. He continuously releases music but doesn’t really
perform it.
• He doesn’t have an essential location for him music were fans can interact
with Drelue. By not having a website it limits many opportunities of Drelue

gaining new fans or booking opportunists
C. Opportunities:
• Drelue is also a former Full Sail Student and one of the benefits is that you get to
network with students from different degree programs. Drelue could reconnect
with old classmates, as well as creating new contacts with students in other
degree programs, such as film and show production, in order to be successful on
his projects and have new ones to collaborate on.
• Since Drelue often does hosting and networks he could build relationships with
local artist and booking agents to create opportunity for new fans through
collaborations and local shows. With this, he could start to look for sponsorships
with the venues and artists he works with, or the companies that may sponsor
them. Companies that would fit are Nike, Urban Outfitters, and other musically
influenced brands. This will bring in a whole new following that would build up
his brand and fan base.
D. Threats:
• Not working on music as much could lead to creative slumps if not careful. If,
Drelue takes too long of a break he could fall victim to writer’s block.
• Since, Drelue does not have an official website this put him at risk of being
overlooked by labels who are scouting due to not having a professional website
to represent his brand.
ACTION ITEMS:
Read this article regarding potential revenue sources for an independent artist: -
http://ambitious.com/10-ways-to-make-money-as-a-musician-in-a-world-of-
digital-sales-and-streaming/
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3 potential
revenue sources for the artist. (Total of 6)
STRENGTH 1 – Potential Revenue Sources
1. Merchandise for shows
2. Sponsorships with companies related to his brand
3. Music Placement in commercials for these potential sponsors and other brands with
similar target markets.
STRENGTH 2 – Potential Revenue Sources
1. Partnership with another artist
2. Touring with similar artists and opening for bigger acts
3. Write music for other artists on his album and theirs
For each of the 2 weaknesses identified in the SWOT analysis, brainstorm a list of 2 potential
ways to improve or fix the issue/circumstance. (Total of 4)

WEAKNESS 1 – Potential Solution
1. Use connections with venues to book his own show to perform his own music.
2. Use his hosting gigs for advertising his own shows
WEAKNESS 2 – Potential Solution
1. Creating a website where all his social media platforms and information can be
found.
2. Network at events and have business cards with his website and music links

Team Member Names: Hayley Cohen, Kajah Crichlow, Donovan Washington
Artist: Drelue
Create 1-Year, 6-Month, and 3-Month goals for each of the following pertaining to your artist:
content generation, potential revenue, and audience growth. Make sure that goals follow the
SMART principle (Specific, Measurable, Achievable, Relevant, Time-bound). Please write in
complete sentences.
1-Year Goals
1. Revenue Generating Goal: Album Sales
a. Give two specific sentences describing the goal:
● We will have a full-length album out at this time. Everything prior to this have
been the building blocks to this project.
b. Elaborate on why you believe this time frame is attainable and realistic (Be
thorough).
● Within this year, we have released a single and a video along with it, built up
Drelue’s following, added new platforms to reach an audience, and had him play
shows. This is enough time to make sure we don’t spread the artist too thin, and
also spread out all the projects leading up to this.
c. Set a date prior to your goal deadline when you will review the progress of this
goal. Describe how you will determine whether or not the artist is on track to
complete the goal on time:
● We will have a 6 month check in to examine if Drelue has written and recorded
enough songs to begin the process of picking the track list and rolling the project
out. We will also check in on how many performances he’s done, if he has a
finished video or concept.
2. Content Creation Goal:
● For additional content, we would shoot promotional videos on platforms like
YouTube or Instagram. Uploading updates on Drelue’s projects will keep his
audience’s attention throughout the time it takes to finish. This acts as a way of
promoting the artist without over saturating his platforms with content that
people will just scroll past.
thorough):

• We believe that in a year, we will have had enough time to give Drelue the
ability to produce music that we believe is up to par to put time and money
behind. Once some of the music is done we have 3 months to have a single
picked out, a video shot, and performing at local shows to build up anticipation
for the project. Along with all this hard work, we want to keep fans and
followers in the loop, thus creating short videos and clips to show them what
we are working on and hopefully hype up the fans.
c. Set a date prior to your goal deadline when you will review the progress of
this goal. Describe how you will determine whether or not the artist is on
track to complete the goal on time:
● We will upload a short video every week to his social media platforms. This will
be in addition to his normal posts and photos he uploads throughout the week.
We will keep an eye on what his posts touch on throughout the week and create
a short video the day before we post it. Saturdays would be a good day to post
these because they are great days to perform at shows, so we will have a clip
shot on Friday to upload the next day.
3. Audience Growth Goal: Website
● We as managers will create Drelue a website that includes all the links from his
social media platforms, as well as all the links to his music. This way we have a
central location for everything for new fans to find him easier, then use the
platform of their choosing, and for current fans to stay up to date.
thorough).
● Taking a year to build this site along with continuing to post on his social media
will allow us to keep everything consistent. New fans can use this site to choose
where they want to follow him or use the site itself to follow him over the course
of his projects and career. It will also create credibility for the site itself when
searching for the artist online.
● We want the site to be up and running within 2-3 months. So, by the end of the
year mark, we would have a clean, bug free site that has everything a fan would
need to find about Drelue. This year gives us plenty of time to build it up while
still focusing on his art. We will check on stats, such as site hits and email
subscriptions, weekly and make any updates needed monthly throughout the
year.

6-Month Goals
1. Revenue Generating Goal: Live Performance
● We are planning on having Drelue begin to play shows in the local area. This will
bring in funding for his future album, help him to feel comfortable with his own
music live, and gain new followers/fans. We are hoping to perform at venues
within Orlando such as The Haven, Soundbar, The Beacham, etc., as well as
looking into other cities close by such as Tampa and Jacksonville. These venues
and cities are at a reasonable capacity and distance for him not to stretch too far
out from what he can attain at this point.
thorough): Every artist has to get out there and find out who they are on stage.
● Six months would be enough time for Drelue to get not only comfortable
performing but to become a frequent performer with his own stage identity. This
time frame will also allow him to connect with venues and plan dates far enough
in advance to promote them.
● We will have daily/weekly check in’s with Drelue because we will be working
hands on with getting him booked for live performances. We will ensure that he’s
had enough time on stage to know where his weaknesses and strengths and
weaknesses in his live show so we can perfect it by the time we start to put on
shows for bigger audiences.
2. Content Creation Goal: Song Writing
● Choosing and creating content to go on Drelue’s album. He will be writing and
recording. Within 6 months, we are hoping he will have enough songs for
multiple E.Ps or albums, that way he has more content to choose from in order to
have a well thought out flow to the album. We think 40-50 would be a realistic
number.
thorough).
● After releasing a single and a visual for that single. Drelue will spend the next
three months creating more content to potentially be on his up and coming

album. If we balance the time spent on songs and visuals, Drelue will have
enough time to sit down and get his art on paper.
● We will review how many songs are created by the fourth month mark. Giving us
time to decide is songs should be on the album or if more music needs to be
created. By the month six the track list for Drelue’s album will be picked.
3. Audience Growth Goal: Online Endorsements (Fashion Nova)
● We would like to get Drelue’s name out to an audience whose unaware of him.
Using a bigger platform like Fashion Nova will allow him to reach a diverse
audience.
thorough).
● Fashion Nova just announced they are looking for artist to collaborate with.
Drelue is a fashion influencer. Teaming up with Fashion Nova in the next Six
months gives time to build a bigger audience before the release of his album.
● A three-month check will be in place to see how much more his audience has
built. Determined by the increase of followers, we will promote more.
3-Month Goals
1. Revenue Generating Goal: Single
a.
● Release a single on iTunes and Spotify. This will help bring in a small income that
will grow as he releases more in the future.
thorough).
● Drelue is already prepared to release a single soon. So, if he markets it well with
his video and shows around it, then we believe it will be a success. Singles seem
to go over well when they are released every few months before an album. This
will start to keep him relevant while he works on the album.

● We want to have the song tracked and mixed within six weeks and mastered by
two months so we can submit it. This way we can have a preorder date to hype
up fans and a separate release date shortly after.
2. Content Creation Goal: Music Video
a.
● Create a new music video for the new single he released. This will draw attention
to the song visually, in hopes they will go purchase the song.
thorough).
● A music video will take a few weeks to plan and only a couple of days to shoot,
so that will give us time to get all that done within two months in order to use the
third to get the marketing and video put together.
● We would like to have the video shot by the two-month mark, that way we can
start to market using stills from the video and have the video put together and
finalized by the three-month mark so it can be released.
d.
3. Audience Growth Goal: Social Media
a.
● Start additional social media platforms and post on them regularly as he does on
his other platforms. He has Facebook and Instagram already, but he can start
building a Twitter to gain a new following, and possibly a Snapchat as well to
connect people to his events.
thorough).
● This is attainable because it is a simple solution to gaining new followers. Setting
up new profiles will take a few minutes, and adding content that matches the
other platforms will take a couple of months to build up. He can also promote
them and have people add him at shows; as well as giving fans the ability to
watch pieces of the shows if they can’t make it.

● We will check back with him every show to see if he has been posting clips on
snapchat or live tweeting during a show. Within two months, we will see if he is
keeping up with all of the platforms consistently with content that matches each
other in order to determine success. The number of followers on his new
platforms should be around a third to half of what his old platforms are. He
should have old followers adding him, but also new followers that prefer the new
platforms.

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