Presentation project made as part of my Project & Portfolio 1: Personal Branding class at Full Sail University where I am obtaining my Bachelor's degree in Music Business.

1. PERSONAL BRAND EXPLORATION
RAMSEY BERGLUND
Project & Portfolio I: Week 1
MAY 7, 2023

2. I’m a lifelong music fan and concert attender from
central Iowa. I’ve attended over 66 concerts. Less artists
come to Iowa and I often must travel out of state with
extra costs in order to see my favorite artists. I want to
be a talent buyer for a venue in Iowa so that I can bring
more artists in concert to the state. Taylor Swift is the
first artist I loved, my most concerts attended (6 in-
state), and meeting her is what made me want to pursue
a career in the music industry. I hope to give other fans
the same connection with their favorite artists as I feel
with Taylor. My background includes running fan pages,
working as a law secretary, and interning for a global
touring platform. From experience, I have gained skills
like Microsoft Office, social media, communication, data
analysis, fan engagement, and more.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Booker;
• Talent Representative; and
• Entertainment Specialist (U.S.
Department of Labor, 2022).
BRAND ARCHETYPE – I approach
work differently as the Girl/Guy Next Door
brand archetype by wanting to bring
people together in a community. I’m
practical and reasonable so I can assist in
negotiations and solutions (Putnam, 2022).
Talent Buying/Booking for Iowa Live Music Venues
Picture Relevant
to Your Industry
Goes Here

4. Venue Recruiters
TARGET AUDIENCE
DANNY SHELLEMAN
Outreach Plan:
• I’ll create a specific resumé for positions I’m interested
in applying to at the new Live Nation venue in Iowa.
• I will reach out via private message in advance of job
postings letting him know I wish to work at the new Live
Nation venue in Iowa.
• I would follow up when I’m applying for a position.
Recruiter at Live Nation
Entertainment
MARISSA TONG
Outreach Plan:
• I will engage with her posts and request to connect on
LinkedIn since we have several mutual connections.
• I would reach out to her through LinkedIn once
positions I’m interested in become available.
• I would follow up thanking her after any
responses/interviews.
Recruiter at Live Nation
Entertainment
SHAUNA HELLEWELL
Outreach Plan:
• I will create a dedicated resumé for a position I would
be interested in applying to at Wells Fargo Arena (Oak
View Venue).
• I would reach out to her through LinkedIn once a
position becomes available.
• I would follow up thanking her after
responses/interviews.
Senior Corporate Recruiter at
Oak View Group

5. GOALS
Short Term: (Immediately After Graduation, 2024)
• I want to have my foot in the door in the live music
industry.
‣ Specifically, I will have gotten at least 1 job at a
live music venue in Iowa by the time I graduate in
November 2024.
Mid Term: (2029)
• Explore roles in the live music industry to find my dream
career path.
‣ Specifically, learn about different roles through
working experience and get at least 1 promotion
by 2029.
Long Term: (2039)
• Be in a respectable, high position with the flexibility to
control my role.
‣ Specifically, receive 2 or more promotions and
negotiate working part remotely from home &
part on-site for company by 2039.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office (Outlook, Word, Excel, etc.)
SOFT
HARD
Novice / Adept / Expert
Twitter, LinkedIn, Facebook, other social medias Novice / Adept / Expert
Written Communication (experience w/ contracts) Novice / Adept / Expert
Persuasion and Negotiation Novice / Adept / Expert
Adobe Photoshop
SOFT
HARD
Novice / Adept / Expert
Accounting Software Novice / Adept / Expert
Active Listening Novice / Adept / Expert
Time Management Novice / Adept / Expert

7. I help venues bring more artists to the state by
utilizing my unique fan background to analyze
artists’ audiences and utilizing my legal
experience to communicate effectively with
clients & form documents / contracts.
PROMISE

8. CREDENTIALS
Work Experience:
• Law Secretary, Jim P. Robbins, P.C.
• Fan Engagement/Artist Relations/Social
Media Intern, TOORLY
• Street Team Member, Fan To Band
• Fan & Updater, Twitter
Education:
• Liberal Arts, A.A., Des Moines Area
Community College (2021)
• Music Business, B.S., Full Sail University (EXP. 2024)
Awards:
• Data Analysis and Reporting Course
Director Award, Full Sail University
• Dean’s List, Des Moines Area Community
College

9. COMPETITION
LAURA HERNANDEZ GIL
Noteworthy Experience:
• Musical Theater Show Director, Colegio Cumbres
Bogotá
• A&R Marketing Intern, GREATERTHAN
RAMSEY BERGLUND
Industry Experience:
• Business Development Intern, Gritty In
Pink
• Fan Relations Team, TOORLY
• Street Team Member, Fan To Band
• Street Team Member, 9802
Management
Education:
• Music Business, B.S., Full Sail University (Exp. 2023)
Skills and Proficiencies:
• Entertainment Industry - 2 endorsements
• Music Industry - 2 endorsements
• Communication - 2 endorsements
Overall Online Presence:
• 476 connections. Banner image customized with records.
Professional but non-traditional headshot. Profile is
detailed but does not list tasks completed on
experience. No published articles. Could not find other
social media by Google search. LinkedIn URL is variation
of name (LinkedIn, 2023b).
• Grade: Superior, 90 out of 100
Industry Experience:
• Fan Engagement/Artist Relations/Social Media
Intern, TOORLY
• Street Team Member, Fan To Band
Education:
• Liberal Arts, A.A., Des Moines Area Community College
(2021)
• Music Business, B.S., Full Sail University (Exp. 2024)
Leadership Experience:
• Law Secretary, Jim P. Robbins, P.C.
• Fan & Updater, Twitter
Skills and Proficiencies:
• Microsoft Office – 3 experiences, 0 endorsements
• Written Communication - 4 experiences, 0
endorsements
• Social Media – 2 experiences, 0 endorsements
Overall Online Presence:
• 129 connections. Banner image is customized to match
avatar & is relevant to industry. Profile pic is a
professional, traditional headshot. Profile detailed with
tasks listed on experience. No published articles. Also
active on Instagram. LinkedIn URL is vanity name
(LinkedIn, 2023d).
• Grade: Superior, 85 out of 100

10. COMPETITION
VALERIE HANNA
Noteworthy Experience:
• Booking Coordinator, Live Nation Entertainment
• VIP Host, House of Blues Entertainment
• Camp Counselor, Antiochian Village
RAMSEY BERGLUND
Industry Experience:
• Event Ambassador, CID Entertainment
• Austin City Limits Staff, C3 Presents
• Patron Service Representative,
GREATERTHAN
Education:
• Telecommunication Media Studies, B.S., Texas A&M
University (2018)
Skills and Proficiencies:
• Microsoft Office- 5 endorsements
• Leadership - 5 endorsements
• Social Media - 6 endorsements
Overall Online Presence:
• 244 connections. Banner image not customized.
Professional but non-traditional headshot. Profile is
somewhat detailed but does not list tasks completed on
experience. Published blog is linked. Also active on
Instagram. LinkedIn URL is not customized (LinkedIn,
2023f).
• Grade: Superior, 92 out of 100
Industry Experience:
• Fan Engagement/Artist Relations/Social Media
Intern, TOORLY
• Street Team Member, Fan To Band
Education:
• Liberal Arts, A.A., Des Moines Area Community College
(2021)
• Music Business, B.S., Full Sail University (Exp. 2024)
Leadership Experience:
• Law Secretary, Jim P. Robbins, P.C.
• Fan & Updater, Twitter
Skills and Proficiencies:
• Microsoft Office – 3 experiences, 0 endorsements
• Written Communication - 4 experiences, 0
endorsements
• Social Media – 2 experiences, 0 endorsements
Overall Online Presence:
• 129 connections. Banner image is customized to match
avatar & is relevant to industry. Profile pic is a
professional, traditional headshot. Profile detailed with
tasks listed on experience. No published articles. Also
active on Instagram. LinkedIn URL is vanity name
(LinkedIn, 2023d).
• Grade: Superior, 85 out of 100

11. BRAND POSITION
For recruiters who are seeking talent buyer
assistance, I provide a unique perspective as a fan
myself because I understand the struggle of having
to travel far to see my favorite artists live and will
work to ensure other fans in Iowa do not have the
same struggle.
“RAMSEY?”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Women in Music Summit
‣ January 2024 | Virtual (Women in Music, 2023)
• International Entertainment Buyers Association Conference
‣ October 2024 | Nashville, TN (IEBA, n.d.)
• Music Biz Conference by Music Business Association
‣ May 2025 | Nashville, TN (Music Business Association, 2023)
Digital Marketing
• Primary Content: I will share relatable fan perspectives on the live
music industry to create community including uplifting content but also
issues in the industry. Graphics will bring attention. Ex.: highlighting
trending artists and tours.
• Primary Tools: I will primarily use LinkedIn to promote my content. I
should start posting monthly, working up to posting weekly.
• Website: I will use my digital portfolio site as my primary landing
platform. I will link it in all my social media account bios. My website will
be a focal point on my LinkedIn. I will refer recruiters to my website in all
resumes and job applications.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• I will seek a mentor who has worked at live entertainment
venues in the Midwest. They will be in a senior position
with flexibility over their role, EST. PARTNERSHIP 2024-
2025
Formal Education
• Music Business, B.S., Full Sail University (EXP. NOV 2024)
Technical Skills
• Take 2 accounting software LinkedIn Learning courses
while taking Business Accounting course, AUG 2023
• Watch 1 Adobe Photoshop tutorial on YouTube per week
while taking New Media Tools course, SEP 2023
• Create at least 1 Photoshop product & 1 accounting
product to add to website portfolio, OCT 2023
Soft Skills
• Practice active listening at work and with peers & family,
MAY 2023
• Practice time management by creating schedule block and
completing schoolwork early in week, JUNE 2023
• Request to work on more legal contracts at work (law
office) to practice them, JUN 2023-AUG 2023

14. RAMSEY
Don’t you hate when you work hard to book a big artist but then the ticket sales aren’t
as good as expected? Well, what I do is ensure the people you book are artists your
local fans actually want to see. In fact, as an intern in the touring industry, I completed
research of over 200 fan accounts for artists showing exactly where their fans are
located across the globe and can analyze of your venue’s target audience with a unique
view as a fan myself.

15. REFERENCES
International Entertainment Buyers Association. (n.d.). IEBA. https://www.ieba.org/
LinkedIn Corporation. (2023a). Danny Shelleman – Recruiter – Live Nation Entertainment. LinkedIn. Retrieved May 7, 2023,
from https://www.linkedin.com/in/dannyshelleman/
LinkedIn Corporation. (2023b). Laura Hernandez Gil - Business Development intern. LinkedIn. Retrieved May 7, 2023,
from https://co.linkedin.com/in/laurahernandez-gil
LinkedIn Corporation. (2023c). Marissa Tong - Recruiter - Live Nation Entertainment. LinkedIn. Retrieved May 7, 2023, from
https://www.linkedin.com/in/marissa-tong
LinkedIn Corporation. (2023d). Ramsey Berglund - Law secretary - Jim P. Robbins, P.C. LinkedIn. Retrieved May 7, 2023,
from https://www.linkedin.com/in/ramseyberglund
LinkedIn Corporation. (2023e). Shauna Hellewell - Senior corporate recruiter. LinkedIn. Retrieved May 7, 2023, from
https://www.linkedin.com/in/shaunahellewell
LinkedIn Corporation. (2023f). Valerie Hanna - Booking coordinator - Live Nation Entertainment. LinkedIn. Retrieved May
7, 2023, from https://www.linkedin.com/in/valerie-hanna-594022132
Live Nation. (2023, April). LN Concerts, Booking coordinator. Careers.
https://livenation.wd1.myworkdayjobs.com/LNExternalSite/job/US-MN-Minneapolis---525-N-5th-St- Fillmore-
Minneapolis/Booking-Coordinator_JR-58743?source=Linkedin
Music Business Association - Music Biz. (2023, May 2). Music Business Association. https://musicbiz.org/
Putnam, K. (2022, April 13). Girl/guy next door brand archetype. Kaye Putnam | Psychology Driven Brand Strategist.
https://www.kayeputnam.com/brand-archetype-everyman/
U.S. Department of Labor. (2022). 13-1011.00 - Agents and business managers of artists, performers, and athletes. O*NET
OnLine. https://www.onetonline.org/link/summary/13-1011.00
Women in Music, Inc. (2023). Events. Women in Music. https://www.womeninmusic.org/events