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Personal Brand Canvas
By: Larry Stevenson
Arena
Sony Music Group
Senior Director, A&R
(New York City, NY.)
Identity
Who am I?
From my childhood days I remember waking up to the
tunes of the Isley Brothers, The Temptations, & The Gap
Band. Growing up in the church, the melody of the
instruments rung solely through my ears as if I dies and
went to heaven. Every opportunity I had to get my hands
on an instrument or in a recording studio; filled my heart
with laughter, joy, peace, and happiness… Music takes
me to a place I’ve never been before.
I didn’t choose the industry, the industry chose me, from
my family, close friends to major recording artist… I grew
up around music. Music is my passion! Music is in my
heart! Music is my soul! Music is Me.
I am a hard worker. I put my heart and soul into everything
I do. From producing to writing songs to working with my
artist. I am loyal and honest. I spent years building my
reputation as a hard working musician and singer. Now it’s
time to turn my attention to the boardroom.
Skills
Persuasion
Speaking
Negotiation
Social Perceptiveness
Critical Thinking
Time Management
Coordination
Writing
Complex Problem Solving
Management of Personnel
Resources
Service Orientation
Judgement and Decision Making
Monitoring
Marketing
Sales
Profession
B u s i n e s s
Law
Concert &
T o u r i n g
Management
Accounting
Copywriting
B u s i n e s s
Management
A r t i s t
Management
Music Retail
& Distribution
Marketing
Sales
Credentials
I am not perfect and never claim to be. I do mess up
from time to time and frustration does set in sometimes
but I always find away to come out on top. I will never
quite nor give up. My passion and purpose outweighs
any problem that may come up. My drive and love is
what keeps me moving forward.
Promise
Increase Artist Revenue
Bring in more talent
Increase Company Revenue
Increase Demographic
Market
Increase Sales
Artist Development
Positioning
Hard worker
Dependable
Loyal
Trustworthy
Honest
Passionate
Problem Solver
Multi-Tasking
Professionalism
Respect
Positive
Audience
-CEO/Managers
-New Artist
-Record Labels
-Retail Businesses
-Sales & Marketing Reps
-Social Media
Networking
&
Marketing
-Data Analysis
-Social Media
-Industry Parties/Events
-Live Shows & Events
-Radio/Air Time
-Concerts & Tours
-Public Appearances
-Public Relations
Competitors
Warner Music Group
Def Jam Records
Capital Records
Dave Einstein (Sr Director; Concord Music Group)
Corinthia Cromwell (CEO; Mo’s Music Management)
Professional Development
Bachelor Degree
Business Plan
Industry Networking
Social Media
Music Business Mentor
6 to 12 Months
Goals
Senior Director, A&R
New Mainstream Artist
Artist Development
Increase Sales
Grow Company Brand
References
All Photos by rawpixel on Unsplash

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Personal Brand Canvas: Music is Me