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Personal Brand Exploration

Here is a look into my goals for my personal brand and what I hope to accomplish as I continue on my career journey.

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PERSONAL BRAND EXPLORATION
Kayla Burgoa
Project & Portfolio I: Week 1
September 26, 2023
My name is Kayla, I’m 23 years old but have a
rather old soul. I’ve always been told that I’ve
been very mature for my age, and people
always seem surprised by my knowledge of “old”
music. I’m always looking for the history behind
a song or band because I want to know exactly
how it came to be and why. I’m very particular
and precise when I’m interested in something
and have set my mind to a certain goal. I tend to
overthink but it’s always because I want things to
be perfect and always wish to be one step
ahead of the game, I want to know what’s going
to happen so I can be prepared for it.
IDENTITY
PROFESSION
Potential Job Titles:
• Agent and Business Manager of
Artists, Performers, and Athletes
• News Analyst, Reporter, and Journalist
• Music Therapist
BRAND ARCHETYPE - the Lover brand
archetype means I look at my work from
an emotional, heartfelt standpoint and
bring my attention to the feelings and
needs of others. Most of my projects are
based on passion and the desire for
others to relate and connect.
Talent Manager for Music Industry
Hiring Managers
TARGET AUDIENCE
Maria Osherova
Outreach Plan:
• To prepare for initial contact with Maria Osherova, I will research her
previous experiences and job titles to learn how she started as an HR
director for Coca-Cola, moved to Shell, and then to Warner Music Group to
now.
• To make my initial contact with Maria Osherova, I will email her as a
professional introduction and state my passion for music and the opportunity
to learn how the industry works if given the chance.
• I will follow up with Maria Osherova either through a phone call or in person
through a more formal introduction and show my dedication and interest in
the company
Executive VP & Chief People
Officer at Warner Music
Group
Miki Gamboa
Outreach Plan:
• To prepare for initial contact with Miki Gamboa, I will look into her past
credentials to see how she went from a human resources coordinator to
manager to executive for these different types of companies.
• To make my initial contact with Miki Gamboa, I will email her as a
professional introduction and ask for an opportunity to be considered for
a position at this establishment by explaining my passion for music and
asking for advice to become involved.
• I will follow up with Miki Gamboa through a phone call or video call
hopefully if she considers me for the position or allows for a meeting to
get to know me more and allow me to thank her and ask questions
about the position and industry in general.
Human Resources Executive
at Creative Artists Agency
Andrew R. Davis
Outreach Plan:
• To prepare for initial contact with Andrew R. Davis, I will research his
company and past experience and even go to the area the building is in
to get a better visual of the area and what a position here would entail.
• To make my initial contact with Andrew R. Davis, I will email him or
possibly go to the corporation building and submit an application and
request an interview date to show my passion and dedication.
• I will follow up with Andrew R. Davis through a face-to-face interview,
hopefully, or a phone call to thank him for the consideration and show
my dedication for the job by requesting a possible shadowing
opportunity or research opportunity to increase my credentials and
knowledge.
Executive VP & Global Chief
People Experience Officer at
Sony Music Entertainment
GOALS
Short Term: (Immediately After Graduation, 2025)
• Complete my Portfolio and be chosen as an intern/assistant for a
talent management company or record label.
‣ I will get an internship or be hired as an assistant for a
record label, possibly as an artist manager. I will increase
my connections and related experience by 25% by
May/June of 2025.
Mid Term: (2033)
• Work for a talent management company specializing in rock
musicians.
‣ I will work closely with one artist/band to build my expertise
and gain connections through them. I will increase my
connections and experience by 60% by May/June of 2033.
Long Term: (2043)
• Have my own talent management company specializing in rock
music.
‣ I will build my company with a close colleague and have
the first band I managed for as the headliner and blueprint
for the success of the company. I will increase my
connections and experience by 90% by May/June of 2043.
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Web page creation (Facebook, LinkedIn)
SOFT
HARD
Novice / Adept / Expert
Electronic mail software (Microsoft
Outlook, email software)
Novice / Adept / Expert
Customer & Personal Service Novice / Adept / Expert
Photo imaging software (Adobe Photoshop) Novice / Adept / Expert
Sales & Marketing (sales control systems)
SOFT
HARD
Novice / Adept / Expert
Fine Arts (theories & techniques to compose
& perform)
Novice / Adept / Expert
Presentation Software (Microsoft Powerpoint) Novice / Adept / Expert
Video creation & editing software (avid
technology iNEWS)
Novice / Adept / Expert
I represent and manage artists by handling
their financial and promotional negotiations
while they focus on their craft, art, and fans.
PROMISE
CREDENTIALS
Work Experience:
• Waitress for 5 years (customer service skills,
multitasking skills, organizational skills,
mathematical skills, communication skills)
• Patient Coordinator for 6 months (computer
skills, analytical skills, problem solving skills)
Education:
• Associate in Arts, SUNY Orange County
Community College
• Music Business, B.S., Full Sail University (Exp. 2025)
Awards:
• Dean’s List (proficiency, consistency,
excellence)
COMPETITION
Angel Henderson
Industry Experience:
• Certificates in marketing, managing a
band’s business, selling music
merchandise, songwriting, music
publishing, taxes and accounting, music
licensing, etc.
Education:
• Bachelor’s Degree, Music, Full Sail University, 2018-2021
• Master’s Degree, Arts, Entertainment, and Media
Management, Full Sail University, 2023-2024
Leadership Experience:
• Singer-songwriter
• Music Production
Skills and Proficiencies:
• Music Publishing - 0 endorsements
• Data Analysis - 0 endorsements
• Financial Analysis - 0 endorsements
Kayla Burgoa
Overall Online Presence:
• Angel doesn’t have many connections on her profile, her
banner image is customized as a display shelf of plants, the
headshot seems more casual than professional, the profile is
decently detailed with her skills and attributes, there are no
published articles, there are no linked social media accounts,
their LinkedIn profile URL is customized.
• Grade: Average, 75 out of 100
Industry Experience:
• Currently studying Music Business at
Full Sail University, interviewed a
CEO of a music business company
Education:
• Associate’s Degree, Liberal Arts, SUNY Orange
Community College
Leadership Experience:
• Scheduling Manager
• Lead Editor
Skills and Proficiencies:
• Communication - 0 endorsements
• Multitasking - 0 endorsements
• Computer Skills - 0 endorsements
Overall Online Presence:
• I do not have any connections, my banner image is not
customized, I have a rather professional headshot, my
profile is not detailed, I have no published articles, I
have no linked social media accounts but am active, my
LinkedIn URL is not customized.
• Grade: Poor, 50 out of 100
COMPETITION
Breanna Price
Noteworthy Experience:
• Social Media consultant
• Event Coordinator
Kayla Burgoa
Industry Experience:
• Music Manager & Co-Founder of
NDNDNT Media
Education:
• There is no education experience listed on her profile
Skills and Proficiencies:
• Management - 2 endorsements
• Social Networking - 5 endorsements
• Event Planning - 4 endorsements
Overall Online Presence:
• Breanna has 2 connections attached to her profile, her
banner is customized to a landscape view, her
headshot is very professional, the profile is very
detailed with her qualifications and resources to back
them up, there are no published articles on her page,
there are no linked social media accounts but she is
active, her LinkedIn URL is not customized.
• Grade: Superior, 90 out of 100
Industry Experience:
• Currently studying Music Business at
Full Sail University, interviewed a
CEO of a music business company
Education:
• Associate’s Degree, Liberal Arts, SUNY Orange
Community College
Leadership Experience:
• Scheduling Manager
• Lead Editor
Skills and Proficiencies:
• Communication - 0 endorsements
• Multitasking - 0 endorsements
• Computer Skills - 0 endorsements
Overall Online Presence:
• I do not have any connections, my banner image is not
customized, I have a rather professional headshot, my
profile is not detailed, I have no published articles, I
have no linked social media accounts but am active, my
LinkedIn URL is not customized.
• Grade: Poor, 50 out of 100
BRAND POSITION
“As an aspiring music business professional with cutting
edge computer skills, customer service experience, and
knowledge of web page creation and editing, I want to
support the music industry by providing the artists all of
their business needs so they can focus on what they
love…the music, and the authentic stories they tell….as I
worry about how to promote them, distribute their tracks
and keep them in front of their fans.”
“PURE ARTISTRY”
NETWORKING &
MARKETING
Industry Events & Organizations
• Music Biz 2024
‣ May 13-16, 2024 | JW Marriott Nashville
• The NAMM Show
‣ January 25-28, 2024 | Anaheim Convention Center
• Event & Arena Marketing Conference
‣ June 5-7, 2024 | Colorado Convention Center
Digital Marketing
• Primary Content: I will publish relatable and personable content,
typically of my day at work and advice for artists or other aspiring
talent managers to advance their careers.
• Primary Tools: The social networks I will use will be Instagram,
Facebook, Twitter, and TikTok because these seem to be the most
prominent with people my age. I will post on these platforms either
weekly or monthly to keep a consistent appearance. I will post stories
linking my LinkedIn profile and linking my current profession or
articles/sites that will help others in the same field/profession.
• Website: Moving forward, I will use my digital portfolio site to help
build my brand awareness online by adding to my list of experiences
and criteria and promoting myself to gain a following and recognition
so I can be looked at by possible employers, business partners, and/
PROFESSIONAL DEVELOPMENT
Mentor
• I will seek a mentor that has the position I wish to achieve
which is an artist manager. I would hope they have immense
experience in the music industry field to give me advice and
have a comfortable lifestyle. January 2025
Formal Education
• Bachelor’s degree in Music Business from Full Sail University,
by 2025
Technical Skills
• I will take courses to enhance my knowledge of digital
advertising and create projects of my own - Sony Music
Entertainment US, May 2025
• I will take courses to enhance my knowledge of media buying
and get a certificate - Sony Music Entertainment US, May
2025
• I will intern at a music streaming service to gain familiarity with
advertising platforms and learn the ins and outs of it - Sony
Music Entertainment US, January 2026
Soft Skills
• I will build and maintain relationships with external partners by
creating connections through internships - Sony Music
Entertainment US, January 2026
• I will enhance my creative thinking by creating new ideas and
presenting them to the company - Sony Music Entertainment
US, January 2026
• I will enhance my problem solving by offering my ideas and
voicing my solutions to the team - Sony Music Entertainment
US, January 2026
Kayla Burgoa
You know how there are unique sounds and artists that would appeal
to many, but they haven’t found the right audience? Well what I do is
promote them to potential fans that would find them amazing and want
more from them. In fact, I recently attracted a large fan base for an
artist who found my methods to truly work for their brand and personal
mission as an artist.
REFERENCES
13-1011.00 - agents and business managers of artists,
performers, and athletes. O*NET OnLine. (n.d.).
https://www.onetonline.org/link/summary/13-1011.00
27-3023.00 - news analysts, reporters, and journalists. O*NET
OnLine. (n.d.-b).
https://www.onetonline.org/link/summary/27-3023.00
29-1129.02 - music therapists. O*NET OnLine. (n.d.-c).
https://www.onetonline.org/link/summary/29-1129.02
Andrew R. Davis | LinkedIn. (n.d.).
https://www.linkedin.com/in/davisatl
Attend the 2024 Namm show. NAMM.org. (n.d.-a).
https://www.namm.org/thenammshow/attend
Brooks, D. (2023, June 9). Event & arena marketing
conference rebrands with a new name. Billboard.
https://www.billboard.com/business/touring/event-arena-
marketing-conference-new-name-1235348240/
Events. Music Business Association. (2021, July 1).
https://musicbiz.org/events/
Henderson, A. (n.d.). Angel Henderson LinkedIn Profile.
LinkedIn. https://www.linkedin.com/in/angelvhenderson/
Lover inspiration kit - kaye putnam. (n.d.-d).
https://www.kayeputnam.com/wp-
content/uploads/2018/01/Lover-Inspiration-Kit-2018.pdf
Maria Osherova - London, England, United Kingdom - linkedin.
(n.d.-b). https://uk.linkedin.com/in/maria-osherova-
3701b9
Maria Osherova. Warner Music Group. (2022, August 22).
https://www.wmg.com/leadership/maria-
osherova#:~:text=As%20a%20member%20of%20Warne
r,resources%20functions%20across%20the%20globe

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Personal Brand Exploration

  • 1. PERSONAL BRAND EXPLORATION Kayla Burgoa Project & Portfolio I: Week 1 September 26, 2023
  • 2. My name is Kayla, I’m 23 years old but have a rather old soul. I’ve always been told that I’ve been very mature for my age, and people always seem surprised by my knowledge of “old” music. I’m always looking for the history behind a song or band because I want to know exactly how it came to be and why. I’m very particular and precise when I’m interested in something and have set my mind to a certain goal. I tend to overthink but it’s always because I want things to be perfect and always wish to be one step ahead of the game, I want to know what’s going to happen so I can be prepared for it. IDENTITY
  • 3. PROFESSION Potential Job Titles: • Agent and Business Manager of Artists, Performers, and Athletes • News Analyst, Reporter, and Journalist • Music Therapist BRAND ARCHETYPE - the Lover brand archetype means I look at my work from an emotional, heartfelt standpoint and bring my attention to the feelings and needs of others. Most of my projects are based on passion and the desire for others to relate and connect. Talent Manager for Music Industry
  • 4. Hiring Managers TARGET AUDIENCE Maria Osherova Outreach Plan: • To prepare for initial contact with Maria Osherova, I will research her previous experiences and job titles to learn how she started as an HR director for Coca-Cola, moved to Shell, and then to Warner Music Group to now. • To make my initial contact with Maria Osherova, I will email her as a professional introduction and state my passion for music and the opportunity to learn how the industry works if given the chance. • I will follow up with Maria Osherova either through a phone call or in person through a more formal introduction and show my dedication and interest in the company Executive VP & Chief People Officer at Warner Music Group Miki Gamboa Outreach Plan: • To prepare for initial contact with Miki Gamboa, I will look into her past credentials to see how she went from a human resources coordinator to manager to executive for these different types of companies. • To make my initial contact with Miki Gamboa, I will email her as a professional introduction and ask for an opportunity to be considered for a position at this establishment by explaining my passion for music and asking for advice to become involved. • I will follow up with Miki Gamboa through a phone call or video call hopefully if she considers me for the position or allows for a meeting to get to know me more and allow me to thank her and ask questions about the position and industry in general. Human Resources Executive at Creative Artists Agency Andrew R. Davis Outreach Plan: • To prepare for initial contact with Andrew R. Davis, I will research his company and past experience and even go to the area the building is in to get a better visual of the area and what a position here would entail. • To make my initial contact with Andrew R. Davis, I will email him or possibly go to the corporation building and submit an application and request an interview date to show my passion and dedication. • I will follow up with Andrew R. Davis through a face-to-face interview, hopefully, or a phone call to thank him for the consideration and show my dedication for the job by requesting a possible shadowing opportunity or research opportunity to increase my credentials and knowledge. Executive VP & Global Chief People Experience Officer at Sony Music Entertainment
  • 5. GOALS Short Term: (Immediately After Graduation, 2025) • Complete my Portfolio and be chosen as an intern/assistant for a talent management company or record label. ‣ I will get an internship or be hired as an assistant for a record label, possibly as an artist manager. I will increase my connections and related experience by 25% by May/June of 2025. Mid Term: (2033) • Work for a talent management company specializing in rock musicians. ‣ I will work closely with one artist/band to build my expertise and gain connections through them. I will increase my connections and experience by 60% by May/June of 2033. Long Term: (2043) • Have my own talent management company specializing in rock music. ‣ I will build my company with a close colleague and have the first band I managed for as the headliner and blueprint for the success of the company. I will increase my connections and experience by 90% by May/June of 2043.
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Web page creation (Facebook, LinkedIn) SOFT HARD Novice / Adept / Expert Electronic mail software (Microsoft Outlook, email software) Novice / Adept / Expert Customer & Personal Service Novice / Adept / Expert Photo imaging software (Adobe Photoshop) Novice / Adept / Expert Sales & Marketing (sales control systems) SOFT HARD Novice / Adept / Expert Fine Arts (theories & techniques to compose & perform) Novice / Adept / Expert Presentation Software (Microsoft Powerpoint) Novice / Adept / Expert Video creation & editing software (avid technology iNEWS) Novice / Adept / Expert
  • 7. I represent and manage artists by handling their financial and promotional negotiations while they focus on their craft, art, and fans. PROMISE
  • 8. CREDENTIALS Work Experience: • Waitress for 5 years (customer service skills, multitasking skills, organizational skills, mathematical skills, communication skills) • Patient Coordinator for 6 months (computer skills, analytical skills, problem solving skills) Education: • Associate in Arts, SUNY Orange County Community College • Music Business, B.S., Full Sail University (Exp. 2025) Awards: • Dean’s List (proficiency, consistency, excellence)
  • 9. COMPETITION Angel Henderson Industry Experience: • Certificates in marketing, managing a band’s business, selling music merchandise, songwriting, music publishing, taxes and accounting, music licensing, etc. Education: • Bachelor’s Degree, Music, Full Sail University, 2018-2021 • Master’s Degree, Arts, Entertainment, and Media Management, Full Sail University, 2023-2024 Leadership Experience: • Singer-songwriter • Music Production Skills and Proficiencies: • Music Publishing - 0 endorsements • Data Analysis - 0 endorsements • Financial Analysis - 0 endorsements Kayla Burgoa Overall Online Presence: • Angel doesn’t have many connections on her profile, her banner image is customized as a display shelf of plants, the headshot seems more casual than professional, the profile is decently detailed with her skills and attributes, there are no published articles, there are no linked social media accounts, their LinkedIn profile URL is customized. • Grade: Average, 75 out of 100 Industry Experience: • Currently studying Music Business at Full Sail University, interviewed a CEO of a music business company Education: • Associate’s Degree, Liberal Arts, SUNY Orange Community College Leadership Experience: • Scheduling Manager • Lead Editor Skills and Proficiencies: • Communication - 0 endorsements • Multitasking - 0 endorsements • Computer Skills - 0 endorsements Overall Online Presence: • I do not have any connections, my banner image is not customized, I have a rather professional headshot, my profile is not detailed, I have no published articles, I have no linked social media accounts but am active, my LinkedIn URL is not customized. • Grade: Poor, 50 out of 100
  • 10. COMPETITION Breanna Price Noteworthy Experience: • Social Media consultant • Event Coordinator Kayla Burgoa Industry Experience: • Music Manager & Co-Founder of NDNDNT Media Education: • There is no education experience listed on her profile Skills and Proficiencies: • Management - 2 endorsements • Social Networking - 5 endorsements • Event Planning - 4 endorsements Overall Online Presence: • Breanna has 2 connections attached to her profile, her banner is customized to a landscape view, her headshot is very professional, the profile is very detailed with her qualifications and resources to back them up, there are no published articles on her page, there are no linked social media accounts but she is active, her LinkedIn URL is not customized. • Grade: Superior, 90 out of 100 Industry Experience: • Currently studying Music Business at Full Sail University, interviewed a CEO of a music business company Education: • Associate’s Degree, Liberal Arts, SUNY Orange Community College Leadership Experience: • Scheduling Manager • Lead Editor Skills and Proficiencies: • Communication - 0 endorsements • Multitasking - 0 endorsements • Computer Skills - 0 endorsements Overall Online Presence: • I do not have any connections, my banner image is not customized, I have a rather professional headshot, my profile is not detailed, I have no published articles, I have no linked social media accounts but am active, my LinkedIn URL is not customized. • Grade: Poor, 50 out of 100
  • 11. BRAND POSITION “As an aspiring music business professional with cutting edge computer skills, customer service experience, and knowledge of web page creation and editing, I want to support the music industry by providing the artists all of their business needs so they can focus on what they love…the music, and the authentic stories they tell….as I worry about how to promote them, distribute their tracks and keep them in front of their fans.” “PURE ARTISTRY”
  • 12. NETWORKING & MARKETING Industry Events & Organizations • Music Biz 2024 ‣ May 13-16, 2024 | JW Marriott Nashville • The NAMM Show ‣ January 25-28, 2024 | Anaheim Convention Center • Event & Arena Marketing Conference ‣ June 5-7, 2024 | Colorado Convention Center Digital Marketing • Primary Content: I will publish relatable and personable content, typically of my day at work and advice for artists or other aspiring talent managers to advance their careers. • Primary Tools: The social networks I will use will be Instagram, Facebook, Twitter, and TikTok because these seem to be the most prominent with people my age. I will post on these platforms either weekly or monthly to keep a consistent appearance. I will post stories linking my LinkedIn profile and linking my current profession or articles/sites that will help others in the same field/profession. • Website: Moving forward, I will use my digital portfolio site to help build my brand awareness online by adding to my list of experiences and criteria and promoting myself to gain a following and recognition so I can be looked at by possible employers, business partners, and/
  • 13. PROFESSIONAL DEVELOPMENT Mentor • I will seek a mentor that has the position I wish to achieve which is an artist manager. I would hope they have immense experience in the music industry field to give me advice and have a comfortable lifestyle. January 2025 Formal Education • Bachelor’s degree in Music Business from Full Sail University, by 2025 Technical Skills • I will take courses to enhance my knowledge of digital advertising and create projects of my own - Sony Music Entertainment US, May 2025 • I will take courses to enhance my knowledge of media buying and get a certificate - Sony Music Entertainment US, May 2025 • I will intern at a music streaming service to gain familiarity with advertising platforms and learn the ins and outs of it - Sony Music Entertainment US, January 2026 Soft Skills • I will build and maintain relationships with external partners by creating connections through internships - Sony Music Entertainment US, January 2026 • I will enhance my creative thinking by creating new ideas and presenting them to the company - Sony Music Entertainment US, January 2026 • I will enhance my problem solving by offering my ideas and voicing my solutions to the team - Sony Music Entertainment US, January 2026
  • 14. Kayla Burgoa You know how there are unique sounds and artists that would appeal to many, but they haven’t found the right audience? Well what I do is promote them to potential fans that would find them amazing and want more from them. In fact, I recently attracted a large fan base for an artist who found my methods to truly work for their brand and personal mission as an artist.
  • 15. REFERENCES 13-1011.00 - agents and business managers of artists, performers, and athletes. O*NET OnLine. (n.d.). https://www.onetonline.org/link/summary/13-1011.00 27-3023.00 - news analysts, reporters, and journalists. O*NET OnLine. (n.d.-b). https://www.onetonline.org/link/summary/27-3023.00 29-1129.02 - music therapists. O*NET OnLine. (n.d.-c). https://www.onetonline.org/link/summary/29-1129.02 Andrew R. Davis | LinkedIn. (n.d.). https://www.linkedin.com/in/davisatl Attend the 2024 Namm show. NAMM.org. (n.d.-a). https://www.namm.org/thenammshow/attend Brooks, D. (2023, June 9). Event & arena marketing conference rebrands with a new name. Billboard. https://www.billboard.com/business/touring/event-arena- marketing-conference-new-name-1235348240/ Events. Music Business Association. (2021, July 1). https://musicbiz.org/events/ Henderson, A. (n.d.). Angel Henderson LinkedIn Profile. LinkedIn. https://www.linkedin.com/in/angelvhenderson/ Lover inspiration kit - kaye putnam. (n.d.-d). https://www.kayeputnam.com/wp- content/uploads/2018/01/Lover-Inspiration-Kit-2018.pdf Maria Osherova - London, England, United Kingdom - linkedin. (n.d.-b). https://uk.linkedin.com/in/maria-osherova- 3701b9 Maria Osherova. Warner Music Group. (2022, August 22). https://www.wmg.com/leadership/maria- osherova#:~:text=As%20a%20member%20of%20Warne r,resources%20functions%20across%20the%20globe

Editor's Notes

  1. Forbes Most Valuable Brands List (2017): https://www.forbes.com/powerful-brands/list/ Apple 2. Google 3. Microsoft 4. Facebook 5. Coca-Cola 6. Amazon 7. Disney 8. Toyota 9. McDonald’s 10. Samsung Methodology: Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.