An exploration of my personal brand. It is current as of November 17, 2019

1. PERSONAL BRAND EXPLORATION
Katie Parkhurst
Project & Portfolio I: Week 3
November 17, 2019

2. Being from a small town in he Finger Lakes Region of
New York, rock and roll playing on the radio was one of
the only forms of entertainment Katie could consume. It
also helped to bridge the gap and foster her
relationships with her three older brothers, as well as
their parents. After looking into other options for a
career path, Katie couldn't shake her love for rock and
roll. In order to further pursue rock and roll in a
professional sense, she is attending Full Sail University
to obtain a Bachelor’s Degree in Music Business.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Artist Representative
• Tour Manager
Innocent Archetype - creating
artist stories that connect to fans by being
straightforward, trustworthy, and
optimistic. Using traditional methods and
establishing new ones to relate to
audiences and inspire them to invest in
artist experiences and effects.
Digital Marketing for Professional Rodeo Organizations

4. • DEMOGRAPHICS: Slightly more
female than male, 30-45 years old,
Predominately White, College Educated,
Located in Greater Los Angeles and
Nashville.
• PSYCHOGRAPHICS: Enjoys live
music events, cares about social causes.
• IDEAL AUDIENCE MEMBERS:
Mason Lykes, Executive Assistant (5B
Artist Management), Arron Weinstein,
Executive Assistant (MDDN), Miracle K
McKennis, HR (Creative Artists
Agency)
Executive Assistants & Human Resources at 5B, MDDN, and CAA
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After
Graduation, 2021)
• Land an entry-level management position, such as road
merchandise manager, with a touring artist.
‣ Connect with, send a follow up promotional email to,
begin to establish relationships with 25 artists or artist
managers on LinkedIn by August 31, 2021.
Mid Term: (2026)
• Become a tour manager for a rock band, helping to increase
attendance and sales of merchandise at shows
‣ Expand an artist’s profitability by increasing the number
of tickets sold and amount of merchandise sold
worldwide by 25% by December 31, 2026.
Long Term: (2041)
• Open a music experience store and venue in order to help fans
find artists, as well as other fans to connect with over music.
‣ Save a total of $100,000, have 5 artists agree to
intimate shows , and secure 3 supplier relationships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Office Suite 75%
Accounting Software 30%
Time Management 70%
Service Oriented 60%
SOFTHARD
Microsoft Office Suite 75%
Webpage Creation and Edition 20%
Management of Personal Resources 40%
Social Perceptiveness 60%
SOFTHARD

7. I help touring artists increase revenue and
attendance of live shows by entertaining and
inspiring worldwide fans through creating pure
and joyful live music experiences.
PROMISE

8. CREDENTIALS
Work Experience:
• 9 years service in Pet Care Industry
• 2 years in management of a pet grooming and
boarding facility
Education:
• Cosmetology, Milady’s Business Fundamentals,
Continental School of Beauty
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Perfect Attendance, Continental School of
Beauty

9. COMPETITION
Vanessa Poore
Industry Experience:
• Digital Distribution Internship
Education:
• Graduated from Music Business, B.S. at Full Sail University,
2016
Leadership Experience:
• Only lists 1 Leadership endorsement under skills
• Lists volunteering opportunities, but no specific leadership roles
within them
Skills and Proficiencies:
• Microsoft Office - 1 endorsement
• Customer Service- 5 endorsement
• Leadership - 1 endorsement
Katie Parkhurst
Overall Online Presence:
• Less than 50 connections, banner image customized, no
headshot, lack of details throughout profile, no articles
published, inactive on social media, URL not yet customized
• Grade: Poor, 30 out of 100
Industry Experience:
• No related industry experience listed on profile
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
Leadership Experience:
• No specific leadership roles listed on profile
Skills and Proficiencies:
• No skills or profitiencies with endorsements listed on profile
Overall Online Presence:
• Less than 10 connections, banner image customized, somewhat
professional headshot, no articles published, lists email, but no
social media accounts URL customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Industry Experience:
• ~10 years experience in different positions,
most recently over 3 years in artist
management with 5B
Education:
• Studied Arts Management, Music, and English at Indiana
University Bloomington
Noteworthy Experience:
• Had multiple internships
• worked in more than 1 genre of music
Skills and Proficiencies:
• Social Media- 15 endorsements
• Marketing - 7 endorsements
• Microsoft Excel - 6 endorsements
Katie Parkhurst
Overall Online Presence:
• 500+ connections, banner image not yet customized, headshot,
detailed profile summaries, two recommendations, URL not yet
customized,
• Grade: Good, 50 out of 100
Industry Experience:
• No industry experience listed on profile
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
Leadership Experience:
• No leadership roles listed on profile
Skills and Proficiencies:
• No skills or proficiencies with endorsements listed on profile
Overall Online Presence:
• Less than 10 connections, banner image customized, somewhat
professional headshot, no articles published, lists email, but no
social media accounts URL customized
• Grade: Poor, 15 out of 100
Brittany A Buckley

11. BRAND POSITION
Enabling fun, positivity, and optimism in live music
experiences by creating artist and fan experiences
that leave you in awe.
KATIE PARKHURST

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Music Biz 2020
‣ May 11 - 14 | Nashville, TN
• Music Business Association (MBA)
‣ Collegiate Membership
• Music Managers Forum
‣ Apply for Membership
Digital Marketing
• Primary Content: est. a blog series called “Classic/Current”; Articles
theoretically teaming up a classic artist and a more current artist for a
full set show. 1 article per week; post to personal website
• Primary Tools: FB and Instagram - promote blog through posts
featuring teasers of articles; LinkedIn - network with industry pros and
publish monthly articles highlighting some of the artists featured in
each article.
• Website: Full Sail digital portfolio site to showcase school work; use
blog to showcase artist and tour management knowledge and embed
blog articles

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking active tour manager with at least 10 yrs of experience on
the road in the rock music industry; someone truly a fan of rock
and roll music, Jan. 2021
Formal Education
• Complete Music Business, B.S. by expected graduation date in
2021
Technical Skills
• Adobe Digital Publishing Suite Essential Training Lynda.com,
February 2020
• Learning Cloud Computing: Core Concepts - Lynda.com, April
2020
• WordPress 5 Essential Training - Lynda.com, May 2020
Soft Skills
• New Manager Foundations- Lynda.com, January 2020
• Business Writing Principles - Lynda.com, Oct. 2019
• Find Local MeetUp Events to attend, starting Oct. 2020
• Customer Service Mastery: Delight Every Customer - Lynda.com,
March. 2020

14. Katie Parkhurst
You know how the music industry has been relying more
on ticket and merchandise sales since streaming services have
taken over? Well, what I intend to do is produce personal fan experiences that entertain
and inspire worldwide rock and roll fans to attend and enjoy live music events. In order
to do this in a professional capacity, I have chosen to attend Full Sail University to
obtain a Bachelor’s Degree in Music Business.
“

15. REFERENCES
Poore V. (2019). Vanessa Poore LinkedIn Profile.
Retrieved November 17, 2019, from https://
www.linkedin.com/in/vanessa-poore-075a80a3/
Buckley, A, B. (2019). Brittany A Buckley LinkedIn
Profile. Retrieved November 17, 2019, from
https://www.linkedin.com/in/brittany-a-
buckley-0286b238/
ONETOnLine.org. (2019). Summary Report for:
113-1011.00 - Agents and Business Managers of
Artists, Performers, and Athletes. Retrieved
November 17, 2019, from https://
www.onetonline.org/link/summary/13-1011.00
MDDN. (2019). Creative. Retrieved November 17,
2019, from https://mddn.co/creative
CAA Career Site. (2019). Careers. Retrieved
November 17 2019, from https://www.caa.com/
careers
5B Artist Management. (2019). Team. Retrieved
November 17, 2019, from https://www.5bam.com/
team
Music Business Association. (2019). Events.
Retrieved November 17, 2019, fhttps://
musicbiz.org/events/
RodeoCommittees.org. (2019). 2019 Global Rodeo
Conference. Retrieved April 14, 2019, from
https://www.rodeocommittees.org/events/
2019/2019-global-rodeo-conference
Unsplash. (2019). Photo by Alexandre St-Louis.
Retrieved November 17, 2019 from https://
unsplash.com/photos/IlfpKwRMln0
Unsplash. (2019). Photo by Ana Grave. Retrieved
November 17, 2019 from https://unsplash.com/s/
photos/rock-and-roll