This document provides an analysis of an independent artist named Jade Oceans for the purposes of artist management. It includes selecting the artist based on criteria, profiling the target audience based on similar artists Grace VanderWaal and Ed Sheeran, and analyzing the artist's strengths, weaknesses, opportunities, and threats. The target audience is described as young caucasian females ages 14-22 on the west coast interested in music, social media, and hanging out. Strengths include Jade's live performance skills and ability to command attention, while weaknesses include her newness and inexperience with large venues. Opportunities include building a fanbase through small shows and merchandise, while threats include not gaining enough fans or a bad performance hurting

1. ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. List the names of each member of your group.
• Matthew “Kyrri” Watkins, Kajah Crichlow, Donovan Washington, Austin Paul
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.
• Jade Oceans
• https://jadeoceans.bandzoogle.com
3. Identify one well-known artist that is similar to 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.
• Grace VanderWaal & Ed Sheeran
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:
• The target market for Jade Oceans, based on the target markets for Ed Sheeran
and Grace Vanderwaal, target men and women between the ages of 14-22, most of
them being women. Most of the target market are single or in relationships but not
typically married. They are mostly caucasian and live with their families on the
West Coast. As their target market mostly consists of students, their average
income is around $22,000 a year.
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 ((Ex. fitness enthusiasts, cars, outdoors, cat
pictures, dancing, etc.)
• Aspiring Musicians, Social Media Users(Instagram), Makeup, Dancing
ii. Clothing/Accessory Brands (Where do they shop and what do they buy?)
• Target, H&M, Sephora
iii. Food/Restaurant Preferences (Ex. vegan, paleo, upscale fine dining, specific
restaurants):
• Pepsi, Starbucks, Chipotle
iv. Other Artists:
• Eminem, Taylor Swift, and Imagine Dragons.

2. v. Movies and TV Shows
• Game of Thrones, Frozen, America’s Got Talent
6. Target Audience – Description
a. Condense the information that you have found above into a well-written 2-sentence
description of your artist’s target audience.
• The target market includes young, caucasian females from the age of 14-22 who
enjoy the music scene on the West Coast. They are a social and carefree audience
who enjoy going to the beach and hanging out with friends from school.
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: Tampa
1. The Orpheum / https://www.theorpheum.com
ii. City 2: Jacksonville
Rain Dog’s Lounge https://www.facebook.com/raindogsjax/
iii. City 3: Pensacola
1. Vinyl Music Hall / https://www.vinylmusichall.com
iv. City 4: Savannah
1. The wormhole / https://www.wormholebar.com
v. City 5: Atlanta
1. The masquerade / http://www.masqueradeatlanta.com
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.

3. (More in depth. Inspirations and comparisons)
1. Singing-
• Jade sings over her ukulele. There isn’t much other production, this helps Jade’s
voice stand out with a strong warm presence on the song. Jade also uses
background vocals to help add to the overall sound of the song. She has a very
soft and soothing tone that resembles Grace Vanderwaal and Haley Reinhart.
2. Songwriting-
• Jade is very involved with the songwriting process. She’s capable of writing in
any mood or environment. She has enough material to produce 4 albums. She
knows what sound she’s going for when she writes. She is very similar to
¡MAYDAY! when it comes to her writing style.
3. Live performance
• Jade has no fears when she performs live. She can play anywhere in front
of anyone and be extremely confident. She performs by herself on stage
with her guitar and ukulele and usually sings about 4 or 5 songs. With an
acoustic/indie/folk style, she usually performs in an acoustic setting within
a coffee shop or small venue. Similar to how Ed Sheeran started off.
(Examples: Can they sing live? Perform with a band? Play an instrument or multiple instruments
on stage? Etc.)
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
• Though Jade does not have much experience recording, you'd never know when
she is in the studio. Jade is extremely professional while in the studio and does
not tend to goof around. She will go in and knock out her verses quickly but also
knows when she needs to redo some verses without being told, she wants her
music to be as close to perfect as possible. She also is very adamant on the
production side of her music as well, she will sit there and ensure that each
instrument and section fits perfectly with her vision.
2. Touring/Booking Themselves
• Jade Oceans is very well versed in booking her own shows. She is still a newer
artist so she has not acquired any paid gig's yet. She is very smart with how she
works though, when she goes out to coffee shops and plays, she will promote
herself to get her following to grow that way when she does play a paid gig she
can bring a decent number of people in. She has even been able to acquire gig's
in Los Angeles, CA while just visiting there for vacation.
3. Co-writing
• Jade Ocean’s writes the lyrics for her music. She showcases very strong
songwriting skills for such a new act and has the ability to go in depth in various
topics and incorporate those topics into her music. As for the composition for her
music Jade works with a producer by the name of PANDDA. The two are behind
the ukulele mid tempo sound you hear in her latest single ‘In My Heart.’
ARTIST SWOT ANALYSIS:

4. 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
• Jade is fearless when it comes to performing live. She is so enthusiastic that she
will perform anywhere at anytime just so that she can share her music.
• Jade knows how to command attention in small environments. She has that
special something that attracts people to her and draws the eyes of her audience.
It takes a certain personality to be able to do that kind of thing.
B. Weaknesses
• One of Jade Oceans weaknesses is she is still very new. So she has a limited
amount of avenues to gain a bigger following,
• Another weakness is jade is inexperienced when it comes to performing at bigger
venues. Shes use to coffee shop, open mic performances.
C. Opportunities
• One of the opportunities for Jade is having a string of small shows in the Florida
area slowly building a fanbase to where when we book a bigger venue in a big city
her fans will travel and come to the bigger venues helping her play venues of that
size at a frequent occasion. Venues such as The Haven Lounge and Austin’s
coffee to start and build into venues like Venue 578.
• Once she has a fanbase that is big enough Jade can create a merchandise tab on
her official website starting with simple items like t-shirts, wristbands, and
posters. This is a way to earn income and for fans to feel more closer to Jade as
an artist and be able to say they have something that connects them to the artist.
D. Threats
• If Jade was to not gather a audience big enough for a paid venue due to being a
new act this could cause her to lose the opportunity to play at a venue like this
again and lose a relationship with the venue booking.
• Another threat is that Jade could have a opportunity at a bigger venue that does
not goes the way she would like and it is common for new artist to have
confidence issues after a bad show which could be bad if they are not able to
bounce back.
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. Paid Shows
2. Paid Opening Act on Major Tour
3. Solo Independent Tour
STRENGTH 2 – Potential Revenue Sources
1. Ukulele Lessons
2. Local Festivals
3. Merchandise at Shows
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)

5. WEAKNESS 1 – Potential Solution
1. More live shows for experience.
2. Rehearsing an actually set performance to become a great performer.
WEAKNESS 2 – Potential Solution
1. Opening for bigger acts who book bigger venues to reach new audiences
2. Collaborate with those bigger artist for more musical exposure.