Matt Keiper is exploring developing his personal brand as a booking agent for undiscovered music artists. He has experience promoting concerts and working as an agent. His goals are to expand his roster, sell $2 million in concerts annually by 2028, and own his own agency by 2040. To achieve this, he plans to share his industry knowledge through blogging, podcasting and networking at industry events. He will also complete his degree and take online courses to improve his technical and soft skills.

1. PERSONAL BRAND EXPLORATION
Matt Keipe
r
Project & Portfolio I: Week
1
May 9, 2021

2. Matt Keiper is a veteran, hockey player, and
student of life. He got his start in music in
the small punk scene of Johnstown,
Pennsylvania where he developed his
grassroots approach to the music industry.
An avid traveler, Matt enjoys learning about
all the places he visits
fi
rsthand. He is
enrolled in the Music Business program at
Full Sail University where he hopes to build
on his experience in music to help younger
bands succeed in their careers.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Booking Agent
• Talent Agent
• Talent Representative
SAGE ARCHETYPE - I have always
approached my work differently. I share
my knowledge and experiences with
others. I take a logical approach to my
work. I tell my artists that I don’t want to
eat a big feast one time, I want to eat well
for years to come.
Booking Agent for Music Industry

4. • DEMOGRAPHICS: 90% male,
30-50 years old, usually college
educated, usually located in either Los
Angeles, Nashville, or New York.
• PSYCHOGRAPHICS: Lives for
their work, can usually be found with
their laptop and cellphone close by,
enjoys traveling, and live music
• IDEAL AUDIENCE
MEMBERS: Dan Rozenblum co-
founder/partner of 33 & West Talent
Agency / Dave Shapiro co-owner of
Sound Talent Group / Steve Ferguson
vice president of APA Agency
Senior Leadership and Owners/Partners of 33 & West, STG, APA
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Expand my current roster with two artists making $5k/show.
‣Since I already work as an agent, I will use my
personal brand to connect with artist managers that
will hire me to book more prominent acts.
Mid Term: (2028)
• Sell $2,000,000 worth of concerts per year.
‣Continue to use my personal brand to connect with
managers. I will need 3 acts that make $10k/show,
or more, to achieve this goal.
Long Term: (2040)
• Own my own agency focusing on growing younger talent.
‣I will use strategies from my experience to develop a
plan to grow these acts. I will create benchmark
goals for each artist to measure their growth.

6. SOFT
HARD
SOFT
HARD
SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Booking platforms (Gigwell, Tempo, etc.) 90%
Microsoft Of
fi
ce 70%
Negotiation Skills 60%
Problem Solving 80%
Adobe Photoshop 30%
Accounting Software 40%
Strong verbal communication 50%
Persuasion 40%

7. I help undiscovered artists to navigate their
musical careers by sharing with them the
knowledge I have gathered through years of
experience in the industry.
PROMISE

8. CREDENTIALS
Work Experience:
• 5 years working as a concert promoter
• 4 years working as a booking agent
• 1 year operating my own agency
• 4 Years serving in the US Coast Guard
Education:
• Concert Touring, Berklee School of Music
• Music Business, B.S., Full Sail University (2022)
Awards:
• BSA Eagle Scout
• USCG Good Conduct Award
• USCG Meritorious Team Commendation
(x2)

9. COMPETITION
Eryk Fisher
Industry Experience:
• Currently enrolled at Full Sail University,
Music Business
• Director of Operations at Studio 79 Miami
Education:
• Currently enrolled at Full Sail University
• Attended University of Colorado and Metropolitan State
University; does not appear to have completed programs
Leadership Experience:
• Current role is Director of Operations
• Military Veteran
Skills and Pro
fi
ciencies:
• Leadership - 5 endorsements
• Time Management - 5 endorsements
• Social Perceptiveness - 4 endorsements
Matt Keiper
Overall Online Presence:
• 228 connections, banner image is not customized, headshot
appears to be professional, pro
fi
le is moderately detailed, no
other social media listed, LinkedIn URL is customized
• Grade: Poor, 20 out of 100
Industry Experience:
• Currently enrolled at Full Sail University,
Music Business
• Booking Agent at Dynamic Talent
International
Education:
• Currently enrolled at Full Sail University
• Attended University of Pittsburgh and Penn Highlands
College; did not complete programs
Leadership Experience:
• Eagle Scout
• Military Veteran
Skills and Pro
fi
ciencies:
• Concert Production - 1 endorsements
• Marketing - 1 endorsements
• Customer Service - 1 endorsements
Overall Online Presence:
• 67 connections, banner image is not customized, headshot
appears professional, however hard dark and hard to see,
pro
fi
le has limited detail and unrelated skills listed, one
additional social media account is listed, LinkedIn URL is
customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Isaac Gordon
Noteworthy Experience:
• Business Owner
• 2-time Valedictorian at Full Sail University
Matt Keiper
Industry Experience:
• Owner/Agent at Breakpoint Booking
• Owner at Monster Entertainment
• Former Agent at Universal Attractions
agency
Education:
• Masters Degree in Entertainment Business at Full Sail
• Bachelors Degree in Music Business at Full Sail
Skills and Pro
fi
ciencies:
• Music Industry - 99+ endorsements
• A & R - 55 endorsements
• Radio - 99+ endorsements
Overall Online Presence:
• 500+ connections, customized banner image, candid
headshot, pro
fi
le is very detailed, One article published about
him, no other social media accounts listed, LinkedIn URL is
customized?
• Grade: Superior, 85 out of 100
Industry Experience:
• Currently enrolled at Full Sail University, Music Business
• Booking Agent at Dynamic Talent International
• Former Booking Agent at Bread and Circuses
• Former Concert Promoter at Keiper Productions
Education:
• Currently enrolled at Full Sail University
• Attended University of Pittsburgh and Penn Highlands
College; did not complete programs
Leadership Experience:
• Eagle Scout
• Military Veteran
Skills and Pro
fi
ciencies:
• Concert Production - 1 endorsements
• Marketing - 1 endorsements
• Customer Service - 1 endorsements
Overall Online Presence:
• 67 connections, banner image is not customized, headshot
appears professional, however hard dark and hard to see,
pro
fi
le has limited detail and unrelated skills listed, one
additional social media account is listed, LinkedIn URL is
customized
• Grade: Poor, 15 out of 100

11. BRAND POSITION
By instilling my passion and knowledge of growing
undiscovered music acts, I will share what I have
learned with artists looking to develop a successful
career in the music industry.
MATT KEIPER

12. NETWORKING &
MARKETING
Industry Events & Organizations
• SXSW
‣ March 11-20, 2022 | Austin, TX
• NAMM
‣ January 20-23, 2022 | Anaheim, CA
• Pollstar Live
‣ June 15-17, 2021 | Los Angeles, CA
Digital Marketing
• Primary Content: I will make weekly blog posts on my website that feature tips and
tricks on navigating your music career from the start. These posts will be accompanied
by monthly podcasts featuring special guests that work in the industry. The podcast
will be 45 minutes and will include a deeper dive into the blog posts for the last
month. The podcast will be hosted on Buzzsprout and will be embedded directly onto
my website.
• Primary Tools: I will use weekly posts on Facebook, Instagram, and LinkedIn
coinciding with the latest blog release and podcast release. I will use these platforms to
share news stories related to the industry. These extra posts will keep my audience
engaged.
• Website: My website will feature my blog and podcast and my professional portfolio
that showcases the work I’ve done in my career. I will include contact information and
links to social media on an About Me page. I will position the blog as the main feature
of the site and maintain easy access to other sections.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seek out a booking agent, with at least 15 years of
experience, who has worked predominantly within the punk
scene. Ideally someone that successfully balances their work
and family life. MAY 2022
Formal Education
• Complete my Music Business Bachelors degree as scheduled
in December 2022.
Technical Skills
• Take courses on Adobe Photoshop via LinkedIn Learning,
DEC 2021
• Take courses on Intuit Quickbooks via LinkedIn Learning,
SEPT 2022
• Take courses on Salesforce software via LinkedIn Learning,
JAN 2023
Soft Skills
• Take public speaking courses via LinkedIn Learning, AUG
2021
• Take business writing courses via LinkedIn Learning, OCT
2021
• Take persuasive communication courses via LinkedIn
Learning, MAR 2022

14. Matt Keiper
Everyone knows how hard it is to make a
career out of their music, but it's hard to fathom
how hard it really is. What I do is work with the
‘undiscovered’ artists to develop a plan to break through to the 10% that
are able to make a living off of their art. In fact, while following my plan,
I’ve helped artists go from performing to 50 people to 500 people in just 2
years.
“

15. REFERENCES
Buzzsprout. (n.d.). The Step-by-Step Guide: How to Start a Podcast. Retrieved May 8, 2021,
from https://www.buzzsprout.com/how-to-make-a-podcast
Ferguson, S. (2021, May 7). Linkedin - Steve Ferguson. https://www.linkedin.com/in/
steve-ferguson-76a121134/
Fisher, E. (2021, May 8). Linkedin – Eryk Fisher. https://www.linkedin.com/in/
eryk
fi
sher/
Gordon, I. (2021, May 8). Linkedin – Issac Gordon. https://www.linkedin.com/in/
isaacjgordon/
Keiper, M. (2021, May 8). Linkedin – Matt Keiper. https://www.linkedin.com/in/
mattkeiper/
Kost, J. (n.d.). Photoshop: Online Courses. LinkedIn Learning. Retrieved May 9, 2021, from
https://www.linkedin.com/learning/instructors/julieanne-kost?u=50813145
National Association of Music Merchants. (n.d.). Exhibit at The 2022 NAMM Show.
NAMM.Org. Retrieved May 9, 2021, from https://www.namm.org/exhibit/
WN22
National Center for O*NET Development. 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. O*NET OnLine. Retrieved May
7, 2021, from https://www.onetonline.org/link/summary/13-1011.00
Pollstar. (2021, April 14). Pollstar Live 2021. Pollstar Live! https://pollstar.live/
Putnam, K. (2019, August 19). Sage Brand Archetype - Kaye Putnam | Psychology Brand
Strategy. Kaye Putnam | Psychology Driven Brand Strategist. https://
www.kayeputnam.com/brandality-archetype-sage/
Roberts, J. (2021, March 30). See You Next Year: SXSW 2022 Dates Announced. SXSW.
https://www.sxsw.com/news/2021/see-you-next-year-sxsw-2022-dates-
announced/
Rozenblum, D. (2021, May 7). Linkedin - Dan Rozenblum. Linkedin. https://
www.linkedin.com/in/dan-rozenblum-83b435173/
Shapiro, D. (2021, May 7). Linkedin - Dave Shapiro. Linkedin. https://
www.linkedin.com/in/dave-shapiro-ba9ba2a6/
Stratton, J. (2021, March 22). Run your business every day with QuickBooks - QuickBooks Pro
2021 Essential Training. LinkedIn. https://www.linkedin.com/learning/
quickbooks-pro-2021-essential-training/run-your-business-every-day-with-
quickbooks-8585586?u=50813145
Volden, C. (n.d.). Salesforce: Online Courses. LinkedIn Learning. Retrieved May 9, 2021,
from https://www.linkedin.com/learning/instructors/christine-volden?
u=50813145