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Kayla Gossman Personal Branding
- 1. PERSONAL BRAND EXPLORATION Kayla Gossman Project & Portfolio I: Week 1 January 30, 2021
- 2. My name is Kayla Gossman and I aspire to be an artist/musician manager. I have always loved live shows and music and I want to help make these things accessible to everyone. I am compassionate, hard working and a problem solver. I am eager to help others and make them feel cared for. IDENTITY
- 3. PROFESSION Potential Job Titles: • Agent/Business Manager of Artist • Talent Director • Event Planner Manager in the Music Industry
- 4. • DEMOGRAPHICS: 25-50 year old executives and hiring managers at talent companies. • PSYCHOGRAPHICS: Live concerts/events, Music business, Management, etc. • IDEAL AUDIENCE MEMBERS: Bob Roux, President of U.S. Concerts at Live Nation • Richard Lovett, President of CAA • Will Bloomfield, Co-CEO of Modest! Management TARGET AUDIENCE
- 5. GOALS Short Term: (2022) • I would like to be working for one of my top 3 artist management companies. If I am not fully employed by one of them, then interning for one at least. Mid Term: (2027) • I would like to have been assigned musicians or artists to manage. Long Term: (2037) • I would like to be a higher level position and still working for the same company that I started at after graduation.
- 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills& Current Proficiencies: Microsoft Excel 95% Web Page Creation 75% Personal Service 80% Administration and Management 60% SOFT HARD Accounting Software 5% Electronic Mail Software 5% Negotiation 15% Speech Clarity 45% SOFT HARD
- 7. I help artists grow their career by providing them with help and improving their daily lives. PROMISE
- 8. CREDENTIALS Work Experience: • Return to Vendor Specialist, Footlocker.com • Receiving Specialist, Footlocker.com Education: • Music Business, B.S., Full Sail University (2022) Volunteer Work: • Reach Program, footlocker.com • United Way
- 9. COMPETITION Andrew Gertler Industry Experience: • Artist Manager of Shawn Mendes Education: • BA in Marketing from University of Vermont Leadership Experience: • Founder of AG Artists • VIP Manager of Warner Music Group Skills and Proficiencies: • Entertainment - 15 endorsements • Video - 9 endorsements • Mac - 9 endorsements Kayla Gossman Overall Online Presence: • Andrew has 354 connections. He has a professional looking profile photo but his banner image is not customized. He has a slightly detailed profile, there is not too much information but you can find what you might need to know. His URL is personalized. • Grade: Superior - 90/100 Industry Experience: • No music industry experience Education: • BS in Music Business from Full Sail University Noteworthy Experience: • Grammy U Member Skills and Proficiencies: • Customer Service - 0 endorsements • Microsoft Office - 0 endorsements • Microsoft Excel - 0 endorsements Overall Online Presence: • 45 connections, banner image customized, unprofessional headshot, profile is pretty detailed, URL is personalized • Grade: Average - 70/100
- 10. COMPETITION Chase Todaro Noteworthy Experience: • Grammy U Member • President of the Nassau Concerts Organization YOUR NAME Industry Experience: • Nassau Concerts Organization Education: • Technical Theatre Associate’s Degree from Nassau Community College • Music Business B.S. from Full Sail University Skills and Proficiencies: • Stage Rigging - 0 endorsements • Set Design - 0 endorsements • Live Events - 0 endorsements Overall Online Presence: • Chase has 81 connections and a customized banner image with an acceptable headshot. His profile is very detailed and his URL is customized. • Grade: Average, 70/100 Industry Experience: • No music industry experience yet Education: • Music Business B.S. from Full Sail University Leadership Experience: • Grammy U Member Skills and Proficiencies: • Customer Service - 0 endorsements • Microsoft Office - 0 endorsements • Microsoft Excel - 0 endorsements Overall Online Presence: • 45 connections, banner image customized, unprofessional headshot, profile is pretty detailed, URL is personalized • Grade: Average - 70/100
- 11. BRAND POSITION For talent companies who manage musicians, I provide critical thinking under pressure while creating a caring team because the artists shouldn’t have to.
- 12. NETWORKING & MARKETING Industry Events & Organizations • Grammy U ‣ January 2021 | Online • Name of event or professional organization ‣ DATE | LOCATION • Name of event or professional organization ‣ DATE | LOCATION Digital Marketing • Primary Content: what type of content will you create and publish online? Think about the different types of content that would coincide with your brand archetype and temperament. • Primary Tools: Which social networks or online tools will you use to promote your content? How often? What format? • Website: How will you use your digital portfolio site moving forward to help you build your brand awareness online? Picture of You Goes Here
- 13. PROFESSIONAL DEVELOPMENT Mentor • I will seek someone who is already an artist or musician manager to be my mentor. Formal Education • Music Business B.S. from Full Sail University, 2022 Technical Skills • Microsoft Excel - LinkedIn Learning, May 2018 • Microsoft Office - LinkedIn Learning, May 2018 • Customer Service Soft Skills • Open Communication • Teamwork Mentality • Flexibility
- 14. Kayla Gossman You know artists who need guidance? Well, what I do is give them assistance. In fact, check out my LinkedIn.
- 15. REFERENCES 13-1011.00 - Agents and Business Managers of Artists, Performers, and Athletes. (2020). Agents and Business Managers of Artists, Performers, and Athletes. https://www.onetonline.org/link/summary/13-1011.00 27-2012.04 - Talent Directors. (2020). Talent Director. https://www.onetonline.org/link/summary/27-2012.04 13-1121.00 - Meeting, Convention, and Event Planners. (2020). Meeting, Convention, and Event Planners. https://www.onetonline.org/link/summary/13-1121.00 Workday. (2020). LA Music Talent Job. https://caa.wd1.myworkdayjobs.com/en- US/Careers/job/Los-Angeles-CA/Join-our-LOS- ANGELES-Music-Talent-Community_JR2939 Workday. (2020b). Assistant Creative Services. https://caa.wd1.myworkdayjobs.com/en- US/Careers/job/Los-Angeles-CA/Assistant--Creative- Services_JR3089 Workday. (2020c). Nashville Music Talent Community. https://caa.wd1.myworkdayjobs.com/en- US/Careers/job/Nashville-TN/Join-our-NASHVILLE- Music-Talent-Community_JR1000
Editor's Notes
- 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.