Patricia Riffe grew up surrounded by music and shows. She developed a love for music from a young age and wants to work in artist management and public relations. After having children and working in customer service, she enrolled in a Music Business program to focus on artist management. Her document outlines her personal brand exploration, including her identity, profession, goals, skills, education, competition, and plan to develop her professional network and skills in the music industry.

1. PERSONAL BRAND EXPLORATION
Patricia Riffe
Project & Portfolio I: Week 3
September 20, 2019

2. Adoptedatbirth,PatriciaRiffegrewupsurroundedbymusicandshows.
Musicwassomethingthatbroughtunityintomyfamily. Fromcarryinga
tapeplayeraroundthehouseasachildtoconcertsandplays,shewas
exposedtoeverystyleofmusicandformsofarttheworldhadtooffer.
Thisloveformusictransformedintothedesiretoworkinartist
managementandpublicrelations.Afterhavingchildrenandworkingin
customerservice,PatriciaenrolledintheMusicbusinessBachelor’s
programatFullSailUniversityandisfocusedonartistmanagement.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist&BusinessManagersofArtists,Performers,
&Athletes.
• PublicRelationsSpecialist
• EventPlanner
Girl Next Door Archetype - producing
brandstoriesthattransformlivesbyhighlighting
manifesteddreams.Usingindustrytrendsanddefining
newonestofascinateaudiencesandinspirethemto
attendrodeos.
Artist Management and Public Relations for Major Record
Labels

4. • DEMOGRAPHICS:85%men,aged
35-50,PredominantlyWhite,andCollegeeducated.
“Womenarepaid30%lessthanMen”(Forbes1).
• PSYCHOGRAPHICS:Enjoymusicand
attendingliveshows.Businessoriented.Produces
andwritesmusicforanincome.Attendsshowsto
networkandviewpotentialartistclientele.
• IDEAL AUDIENCE MEMBERS:
Anne Matsushita (HR Director
WMG), Steven Victor (VP & Head
of A&R Def Jam), and Guatam
Srivastava (VP, Human Resources
UMG)
Recruiters&HiringManagersatUMGandWMG
TARGET AUDIENCE

5. GOALS
Short Term: (Post Graduation 2021)
SECURE ENTRY LEVEL A&R OR TALENT ACQUISITION POSITION WITH
WARNER MUSIC GROUP.
- GAIN HANDS-ON EXPERIENCE THROUGH INTERNSHIPS & VOLUNTEERING
FOR INDUSTRY EVENTS TO EXCEEDED THE REQUIRED SKILLS FOR THE
POSITION.
Mid-Term (2026-2031):
SECURE DIRECTOR OF A&R OR TALENT ACQUISITION COORDINATOR
POSITION WITH WARNER MUSIC GROUP.
- CONTINUE TO GET MASTERS DEGREE AND STAY UPDATED ON TRENDS IN
ORDER TO BE A VALUABLE ASSET FOR THE POSITION.
LONG-TERM (2036-2046):
SECURE BUSINESS LICENSE AND OTHER REQUIREMENTS IN ORDER TO OPEN
A RECORD LABEL.
- FURTHER EDUCATION IN FINANCING, LEGAL, AND OTHER ASPECTS OF
BUSINESS TO BECOME A RECORD LABEL THAT CAN PROVIDE LEGAL, PR,
AND ETC IN HOUSE FOR ARTISTS AND OTHER CLIENTS.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Word 95%
Adobe Creative Suite 35%
Time Management 80%
Public Speaking 50%
SOFTHARD
Microsoft Excel 40%
WordPress CMS 10%
Customer and Personal Service 80%
Public Speaking 50%
SOFTHARD

7. Idiscoveranddevelopartistsandbrandsthatdesiretousetheir
platformstochangetheworld,andconnecttheminordertoreacha
largeraudience.
PROMISE

8. CREDENTIALS
Work Experience:
• 6Yearsofmanagementexperienceincustomerservice
• 3monthsinGuestservice&VipseatingforLiveNation
Education:
• MusicBusiness,B.S.,FullSailUniversity(Exp.2021)
Awards and Certifications:
• Foundationsofwebdesign,lynda.com

9. COMPETITION
Ebony-Hope Diggs
Industry Experience:
• FullSailUniversityAlumna
• 14YearsofexperienceinPRandPromotions
Education:
• MusicBusinessB.S.
Leadership Experience:
• StreetExecutivesManagement,acompanythatmanagesthecareersofanumberof
hip-hopartists,exemplifyingherabilitytobringsuccesstoclients.
Skills and Proficiencies:
• OnlineMarketing-6endorsements
• A&R-3endorsements
• PublicRelations-9endorsements
Patricia Riffe
Overall Online Presence:
• 500+Connections,bannerimagenotyetcustomized,professionalheadshot,
detailedsummariesandreferencesthroughoutprofile,noarticlespublished,active
onsocialmedia,URLnotyetcustomized
• Grade:Good,80outof100
Industry Experience:
• 3monthswithLiveNation
Education:
• CurrentstudentenrolledinMusicBusiness,B.S.atFullSailUniversity
Leadership Experience:
• 6yearsofmanagementexperienceincustomerservice
Skills and Proficiencies:
• SocialMediaMarketing-0endorsements
• A&R-0endorsements
• PublicRelations- 0endorsements
Overall Online Presence:
• 3connections,bannerimagenotyetcustomized,professionalheadshot,detailed
summariesmissingthroughoutprofile,noarticlespublished,sporadicallyactiveon
personalsocialmediaaccounts,URLnotcustomized
• Grade:Poor,20outof100

10. COMPETITION
Noelle Charles
Industry Experience:
• 5yearsexperienceinA&RandPublishing
Education:
• MusicIndustry,B.A.
• MediaManagement,M.S.
Noteworthy Experience:
• ArtistServicesInternwithWarnerMusicGroup
• A&RAssistantwithAtlanticRecords
Skills and Proficiencies:
• Marketing - 2 endorsements
• Social Media - 5 endorsements
• Music Publishing - 1 endorsements
Patricia Riffe
Overall Online Presence:
• 196connections,bannerimagenotyetcustomized,polishedheadshot,detailed
profilesummariesmissing,norecommendations,notablevolunteerwork,URLnot
yetcustomized
• Grade:Average,50outof100
Industry Experience:
• 3monthswithLiveNation
Education:
• CurrentstudentenrolledinSportsMarketing&Media,B.S.atFullSailUniversity
Leadership Experience:
• 6yearsofmanagementexperienceincustomerservice
Skills and Proficiencies:
• SocialMediaMarketing-0endorsements
• A&R-0endorsements
• PublicRelations- 0endorsements
Overall Online Presence:
• 3connections,bannerimagenotyetcustomized,professionalheadshot,detailed
summariesmissingthroughoutprofile,noarticlespublished,sporadicallyactiveon
personalsocialmediaaccounts,URLnotcustomized
• Grade:Poor,20outof100

11. BRAND POSITION
Providing a family sense of support, and
highlight the importance of transparency in
order to connect artists and clients to reach a
larger platform.
PATRICIA RIFFE

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Cream Talk
‣ September22ndIWashingtonDC
• Broccoli Con 2020
‣ April2020IWashingtonDC
• Music Biz 2020
‣ May11th-14thINashvilleTennessee
Digital Marketing
• Primary Content:Establishhiphopdeitypodcast.Onetenminuteepisodeperweek.
Singlereviewsegment.
• Primary Tools:LinkedIn:toconnectwithindustryprofessionalsandpromotethepodcast.
InstagramandFacebookcontenttopromoteartists,events,andpodcastepisodes.
• Website:FullSailPortfolioWebsitetodisplayexperienceandprojectstopossible
employersorclients.Alsouseblogandpodcasttogainexposure.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seekinganexecutiveindustryprofessional withatleasttenyearsexperiencein
publicrelationsorartistmanagement.Afamilyorientatedprofessionalwholooksto
createaconnectionwiththepeopletheyareworkingwith.
Formal Education
• CompleteMusicBusiness,B.S.byexpectedgraduationdatein2020
Technical Skills
• CompleteMusicBusiness,B.S.byexpectedgraduationdateof2021
• MarketingAutomationwithHubspot:lynda.comJanuary2020
• ContentManagement:lynda.comJanuary2020
Soft Skills
• Creatingastrategicmarketingplan:lynda.comDecember2019
• Publicspeakingfoundations:lynda.comJanuary2020

14. Patricia Riffe
Youknowhowartistsandbrandsareaskedto
changecertainthingsaboutthemselvestogeta
deal?Wellinafamilyyou’renotaskedtochange;with
that,Itakeclientsandbrandsandcreatecollaborationsthatwillcreatea
senseofcommunityinaworldthatdesperatelyneedslove.InfactItooka
localhip-hopartistandabrandthatsupporteddisasterreliefandcoordinateda
“
”

15. REFERENCES
Photo by Mark Solarski on Unsplash
Photo by Spencer Imbrock on Unsplash
Photo by James Owen on Unsplash
Photo by Yvette de Wit on Unsplash
Photo by Josh Gordon on Unsplash
Photo by Adrian Korte on Unspalsh
Putnam, K. (n.d.). Girl/Guy Next Door Brand Archetype - Kaye
Putnam: Psychology Brand Strategy. Retrieved from https://
www.kayeputnam.com/brandality-archetype-everyman/
Schneider, J. (2019, May 20). As Music Industry Embraces
More Women In Executive Roles, Gender Disparity Remains.
Retrieved from https://www.forbes.com/sites/
jacquelineschneider/2019/05/16/as-music-industry-embraces-
more-women-in-executive-roles-gender-disparity-remains/
#a06900010816
Summary Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. (n.d.). Retrieved
from https://www.onetonline.org/link/summary/13-1011.00
Summary Report for: 13-1121.00 - Meeting, Convention, and
Event Planners. (n.d.). Retrieved from https://
www.onetonline.org/link/summary/13-1121.00
Summary Report for: 27-3031.00 - Public Relations Specialists.
(n.d.). Retrieved from https://www.onetonline.org/link/summary/
27-3031.00