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Personal Brand Exploration - Renata Garza

This is a presentation that I completed for my project and portfolio class at Full Sail University in May of 2023. This presentation is the development of my personal brand.

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PERSONAL BRAND EXPLORATION
Renata Garza
Project & Portfolio I: Week 1
May 7, 2023
I was born in San Juan, Puerto Rico, but I was
raised in Texas. My whole family is from Mexico,
and most of my family lives there, so I always
had trouble connecting with my extended family.
I found a family in not only my immediate family
but my friends. A sense of community and
security has always been a huge factor in my
morals, and I am always seeking it. All my life I
have been surrounded by music. I was very
involved in the fine arts department in my school
and my dad would constantly be introducing me
to new music and showing me music
documentaries. I have always felt most myself
when I am surrounded by music and connected
more with people, so I decided to pursue my life
in the music industry.
IDENTITY
Picture of You
Goes Here
PROFESSION
Potential Job Titles:
• Chief Executive
• Advertising and Promotion
Manager
• Singers and Musicians
BRAND ARCHETYPE - When
looking for a job, my top priority
would be something that becomes
my creative outlet. I always have
new ideas going in my head, so
getting to release my visions into
something for work would be ideal.
Record Label Jobs for the Music Industry
Picture Relevant
to Your Industry
Goes Here
Recruiters and Hiring Managers at Sony Music Entertainment
TARGET AUDIENCE
Ana Garcia
Outreach Plan:
• Since she is a Latina currently working in the music
industry, I would formulate a message asking what was
her experience with that since I am a Latina trying to do
the same.
• I would have to message her through LinkedIn or really
search for her work email because I could not find it
anywhere.
• I would message her a week after the initial message to
follow up with her.
Recruiter at Sony Music
Entertainment
Jeff Soto
Outreach Plan:
• I will do some research about some of the work that he
had done, so I could make his message as personal as
possible to make it stand out.
• I would try to find his email, since it does not let me
message him through LinkedIn.
• I would wait around a week to follow-up and ask how he
is doing.
PROFILE
PICTURE
Vice President, Head of TA at
Sony Music Entertainment
Taelor Peaks
Outreach Plan:
• I would probably first try to formulate a question about
her position to see how she handles it and how it is to
work for Sony Music Entertainment, and try to make my
message personal.
• I would message her though LinkedIn.
• I would wait around a few days or a week to follow up to
message her.
PROFILE
PICTURE
Associate Recruiter at Sony
Music Entertainment
GOALS
Short Term: (Immediately After Graduation, 2024)
• I will have done or will have an internship lined up
from Sony Music
Mid Term: (2028-2033)
‣I will secure and have had at least 3 years in a
Media Marketing job at a big record label like
Sony Music or Columbia Records
Long Term: (2038-2043)
• I will have had many years in the music industry and
opened my own record label in Nashville that
supports indie artists to express themselves as they
want and it has been established for two years and
the record label has released 3 albums during this
period
SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Excel Reporting
SOFT
HARD
Adept
Social Media Novice
Organized Adept
Time Management Adept
Analytical or Scientific Software
SOFT
HARD
Novice
Video Creation and Editing Software Novice
Critical Thinking Adept
Active Listening Adept

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Personal Brand Exploration - Renata Garza

  • 1. PERSONAL BRAND EXPLORATION Renata Garza Project & Portfolio I: Week 1 May 7, 2023
  • 2. I was born in San Juan, Puerto Rico, but I was raised in Texas. My whole family is from Mexico, and most of my family lives there, so I always had trouble connecting with my extended family. I found a family in not only my immediate family but my friends. A sense of community and security has always been a huge factor in my morals, and I am always seeking it. All my life I have been surrounded by music. I was very involved in the fine arts department in my school and my dad would constantly be introducing me to new music and showing me music documentaries. I have always felt most myself when I am surrounded by music and connected more with people, so I decided to pursue my life in the music industry. IDENTITY Picture of You Goes Here
  • 3. PROFESSION Potential Job Titles: • Chief Executive • Advertising and Promotion Manager • Singers and Musicians BRAND ARCHETYPE - When looking for a job, my top priority would be something that becomes my creative outlet. I always have new ideas going in my head, so getting to release my visions into something for work would be ideal. Record Label Jobs for the Music Industry Picture Relevant to Your Industry Goes Here
  • 4. Recruiters and Hiring Managers at Sony Music Entertainment TARGET AUDIENCE Ana Garcia Outreach Plan: • Since she is a Latina currently working in the music industry, I would formulate a message asking what was her experience with that since I am a Latina trying to do the same. • I would have to message her through LinkedIn or really search for her work email because I could not find it anywhere. • I would message her a week after the initial message to follow up with her. Recruiter at Sony Music Entertainment Jeff Soto Outreach Plan: • I will do some research about some of the work that he had done, so I could make his message as personal as possible to make it stand out. • I would try to find his email, since it does not let me message him through LinkedIn. • I would wait around a week to follow-up and ask how he is doing. PROFILE PICTURE Vice President, Head of TA at Sony Music Entertainment Taelor Peaks Outreach Plan: • I would probably first try to formulate a question about her position to see how she handles it and how it is to work for Sony Music Entertainment, and try to make my message personal. • I would message her though LinkedIn. • I would wait around a few days or a week to follow up to message her. PROFILE PICTURE Associate Recruiter at Sony Music Entertainment
  • 5. GOALS Short Term: (Immediately After Graduation, 2024) • I will have done or will have an internship lined up from Sony Music Mid Term: (2028-2033) ‣I will secure and have had at least 3 years in a Media Marketing job at a big record label like Sony Music or Columbia Records Long Term: (2038-2043) • I will have had many years in the music industry and opened my own record label in Nashville that supports indie artists to express themselves as they want and it has been established for two years and the record label has released 3 albums during this period
  • 6. SKILLS ANALYSIS Notable Skills & Current Proficiencies: Notable Skills REQUIRED in TRADE & Current Proficiencies: Excel Reporting SOFT HARD Adept Social Media Novice Organized Adept Time Management Adept Analytical or Scientific Software SOFT HARD Novice Video Creation and Editing Software Novice Critical Thinking Adept Active Listening Adept
  • 7. I help Sony Music Entertainment do marketing research to help artist grow their platforms by bringing a new and younger perspective to the table. PROMISE
  • 8. CREDENTIALS Work Experience: • Customer Service at ‘It’s Fate Creamery’ • Stage Manager at Rockwall High School Education: • High School Diploma, Rockwall High School • Music Business, B.S., Full Sail University (Exp. 2024) Leadership Roles: • Secretary for Rockwall High School’s ITS • Secretary and JV Women’s Liaison for Rockwall High School’s Choir • Have stepped into a creative directing role in my theatre program Picture Relevant to Your Industry Goes Here
  • 9. COMPETITION Jaime Clark Industry Experience: • Since she’s a shift leader, she saw the productivity of the restaurant and completed the goals of the company through the workday. Education: • High School Diploma, Astronaut High School • Associate Degree, A.S., Eastern Florida State College • Music Business, B.S., Full Sail University Leadership Experience: • Shift Leader- Has lead front and back of house through breakfast and dinner rushes, and to ensure efficiency, she assigned positions and deployments to the To Go team • Has trained new employees in positions like grill cooks and servers Skills and Proficiencies: • Quick decision making - 0 endorsements • Flexibility- 0 endorsements • Customer Service - 0 endorsements Renata Garza Overall Online Presence: • She has six connections and her banner image is a picture from a concert. Her picture was professionally taken. Her profile is pretty detailed about her work experience and information about herself. There are no published articles on her page and she is active on Instagram and Facebook. She does not have a customized URL. • Grade: Average 75 out of 100 HEADSHOT HEADSHOT Industry Experience: • With working in customer service and attending to customers, I saw how to properly communicate with my peers and higher ups and be a dependable employee Education: • High School Diploma, Rockwall High School • Music Business, B.S., Full Sail University Leadership Experience: • Secretary- successfully reported on what was happening in meetings and kept track of the data of who attended events. Additionally, I signed off certain document that were for purchases for the department • JV Women’s Liaison- Communicated between to groups, so everyone was in the loop of was happening in the department Skills and Proficiencies: • Organized - 0 endorsements • Time Management - 0 endorsements • Flexibility - 0 endorsements Overall Online Presence: • I currently have three connections and my banner image is a picture of me performing. My picture is a headshot that I got taken last year. I profile shows some information about myself and details about my past that made me grow to the person I am now., There are no published articles and I am active on Instagram. My LinkedIn URL has not been customized. • Grade: Poor, 75 out of 100
  • 10. COMPETITION Ron Hill Noteworthy Experience: • Three time Grammy Award Winner for Best Gospel Album in the years 2016, 2018, and 2019 • Lead the Fo Yo Soul joint venture deal with RCA: Fo Yo Soul Recordings resulting in multiple #1 Billboard Charting albums and songs Renata Garza HEADSHOT HEADSHOT Industry Experience: • President of Fo Yo Soul Entertainment from the years 2007- 2019 • VP/Artist Development at RCA Inspiration/Sony Music Education: • Business Administration with Emphasis in Music Industry Studies, B.B.A, Loyola University New Orleans Skills and Proficiencies: • Artist Development - 1 endorsements • Tour Management - 0 endorsements • Business Administration - 1 endorsements Overall Online Presence: • He has 500+ connections and does not have a custom banner image. His headshot looks very professional and his profile is very detailed with information about himself. He does not have any articles published and his LinkedIn URL is not customized. • Grade: Poor, Average, or Superior?, XX out of 100 Industry Experience: • With working in customer service and attending to customers, I saw how to properly communicate with my peers and higher ups and be a dependable employee Education: • High School Diploma, Rockwall High School • Music Business, B.S., Full Sail University Leadership Experience: • Secretary- successfully reported on what was happening in meetings and kept track of the data of who attended events. Additionally, I signed off certain document that were for purchases for the department • JV Women’s Liaison- Communicated between to groups, so everyone was in the loop of was happening in the department Skills and Proficiencies: • Organized - 0 endorsements • Time Management - 0 endorsements • Flexibility - 0 endorsements Overall Online Presence: • I currently have three connections and my banner image is a picture of me performing. My picture is a headshot that I got taken last year. I profile shows some information about myself and details about my past that made me grow to the person I am now., There are no published articles and I am active on Instagram. My LinkedIn URL has not been customized. • Grade: Poor, 75 out of 100
  • 11. BRAND POSITION For the hiring managers and recruiters at Sony Music Entertainment needs an individual to be able to be on their “A game” 24/7, have high standards for how their work is completed, and make sure that it is perfect that it can be. I provide dedication to my work and constantly create for different artists under the label or the label itself. With the content and work that I am doing with this company, I will make sure that it is to standard and deliver to the best of my ability because I strive for close perfection, and I want to content that I create fit with the artists brand so the fans gravitate towards it and the label's brand as well. “THE DEDICATED PERFECTIONIST”
  • 12. NETWORKING & MARKETING Industry Events & Organizations • Annual Music Biz Conference ‣ May of 2025 | Nashville, TN • The American Association of Independent Music ‣ December of 2023 | I can sign join and become a member online, so I can join from any location • Music Business Association ‣ August of 2023 | I can sign join and become a member online, so I can join from any location Digital Marketing • Primary Content: I will create content of me going to different types of events and concerts enjoying music as a whole. Additionally, I do want to show my musical talents, so I would post covers and some bits and pieces of original music that I would want to release in the future. • Primary Tools: I would mostly use TikTok since it is one of the social media I currently use the most, and many people get discovered there, and I would use Instagram as well. I would try to post every day or every other day, so my content creation is consistent. • Website: I will use my digital portfolio to showcase what I specialize in and my talents to portray who I am as a musician and a businesswomen. Picture of You Goes Here
  • 13. PROFESSIONAL DEVELOPMENT Mentor • The type of mentor that I will seek is someone who has been in the music industry for a while doing digital marketing, yet they still know how it is on the otherwise, whether it is musical or from the fan's perspective. The date that I strive to find this partnership is March 2024. Formal Education • I intend to complete the Music Business Bachelor’s Degree at Full Sail University by December 2024 Technical Skills • I will complete a video editing course - LinkedIn Learning, June 2023 • I will complete a video capturing course - LinkedIn Learning, June 2023 • I will complete a website creating course - LinkedIn Learning, July 2023 Soft Skills • I will complete a negotiating course - LinkedIn Learning, May 2023 • I will complete a critical thinking course - LinkedIn Learning, July 2023 • I will complete a stress-management course - LinkedIn Learning, May 2023
  • 14. Renata Garza You know most companies struggle with keeping up with trends and engaging with certain demographics? Well, what I do is research different types of media and decipher what the different fan demographics are looking for, and create content toward that. In fact, I helped an artist with their monthly plan of promoting her song, and on one of her posts, she got 1,576 views on one of her TikTok from her averaging around 300-400 views.
  • 15. REFERENCES 11-1011.00 - chief executives. O*NET OnLine. (n.d.). Retrieved May 7, 2023, from https://www.onetonline.org/link/summary/11-1011.0 11-2011.00 - advertising and promotions managers. O*NET OnLine. (n.d.). Retrieved May 7, 2023, from https://www.onetonline.org/link/summary/11-2011.00 27-2042.00 - musicians and singers. O*NET OnLine. (n.d.). Retrieved May 7, 2023, from https://www.onetonline.org/link/summary/27-2042.00 7 reasons why note taking improves your sales presentation. Jeff Shore. (2022, February 2). Retrieved May 7, 2023, from https://jeffshore.com/2016/07/7-reasons-note-taking- improves-sales-presentation/ Connett, W. (2023, March 31). Hard skills: Definition, examples, and comparison to Soft Skills. Investopedia. Retrieved May 7, 2023, from https://www.investopedia.com/terms/h/hard-skills.asp Creator brand Archetype - Kaye Putnam: Psychology brand strategy. Kaye Putnam | Psychology Driven Brand Strategist. (2022, April 13). Retrieved May 7, 2023, from https://www.kayeputnam.com/brand-archetype-creator/ Dils, C. (2022, July 18). Building a small business website with WordPress - wordpress video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/building-a-small-business-website-with-open- source-wordpress/building-a-small-business-website-with- wordpress?autoplay=true&u=50813145 Director, C. E.- S. (n.d.). Working at Sony Music Entertainment. Glassdoor. Retrieved May 7, 2023, from https://www.glassdoor.com/Overview/Working-at-Sony-Music- Entertainment-EI_IE37127.11,35.htm Figliuolo, M. (2016, June 6). Welcome to critical thinking - critical thinking video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/critical-thinking/welcome-to-critical- thinking?autoplay=true&u=50813145 Garcia, A. (n.d.). Log in or sign up. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/ Hanna, H. (2018, April 6). Welcome to managing stress for positive change - managing stress for positive change video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/managing-stress-for- positive-change/welcome-to-managing-stress-for-positive- change?autoplay=true&u=50813145 Jeff Soto (he/him) - vice president Talent Acquisition, head ... - linkedin. (n.d.). Retrieved May 7, 2023, from https://www.linkedin.com/in/jesoto Join a2im. American Association of Independent Music. (2022, December 21). Retrieved May Join the Music Business Associaiton. Music Business Association. (2022, August 3). Retrieved May 7, 2023, from https://musicbiz.org/about/join-music-biz/ Kennedy, A. (2015, January 16). Welcome - premiere pro video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/introduction-to-video- editing/welcome?autoplay=true&u=50813145 Music biz annual conference: JW Marriott Nashville. Music Business Association. (2023, April 26). Retrieved May 7, 2023, from https://musicbiz.org/events/music-biz-annual- conference/ Pavlou, C. (2023, April 24). What are soft skills? Recruiting Resources: How to Recruit and Hire Better. Retrieved May 7, 2023, from https://resources.workable.com/hr- terms/what-are-soft-skills Pete Mockaitis | How to Be Awesome at Your Job. (2023, January 24). Negotiate every day - how to fearlessly negotiate to get more of what you want video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/how-to-fearlessly-negotiate-to-get-more-of-what- you-want/negotiate-every-day-17582333?autoplay=true&u=50813145 Pros and cons of being signed to a record label. Community Music. (n.d.). Retrieved May 7, 2023, from https://www.cmsounds.com/news-article/pros-and-cons-of-being-signed-to- a-record-label Ron Hill - VP, Artist Development - RCA Inspiration / Sony Music - LinkedIn. (n.d.). Retrieved May 7, 2023, from https://www.linkedin.com/in/ron-hill-music Specialist, Digital Marketing. Job Application for Specialist, Digital Marketing at Sony Music Entertainment US. (n.d.). Retrieved May 7, 2023, from https://boards.greenhouse.io/sonymusic/jobs/6670083002 Taelor Peaks, SHRM-cp - associate recruiter - linkedin. (n.d.). Retrieved May 7, 2023, from https://www.linkedin.com/in/taelor-peaks Yung, J. (2022, March 25). Learning content creation strategy and tools - content creation: Strategy and Tools Video tutorial: Linkedin learning, formerly Lynda.com. LinkedIn. Retrieved May 7, 2023, from https://www.linkedin.com/learning/content-creation- strategy-and-tools/learning-content-creation-strategy-and- tools?autoplay=true&u=50813145

Editor's Notes

  1. Forbes Most Valuable Brands List (2017): https://www.forbes.com/powerful-brands/list/ Apple 2. Google 3. Microsoft 4. Facebook 5. Coca-Cola 6. Amazon 7. Disney 8. Toyota 9. McDonald’s 10. Samsung Methodology: Forbes valued more than 200 global brands by looking at three years of earnings and allocating a percentage of those earnings based on the role brands play in each industry (e.g., high for luxury goods and beverages, low for airlines and oil companies). We applied the average price-to-earnings multiple over the past three years to these earnings to arrive at the final brand value.