This is a project that I completed as part of my Portfolio I course at Full Sail University on November 24, 2023

1. PERSONAL BRAND EXPLORATION
Samally Dávila
Project & Portfolio I: Week 1
NOVEMBER 24, 2023

2. These past 20 years have been full of incredible professional experiences and a
journey immersed in the world that fuels my deepest passion: the music industry. I
have navigated the diverse realms of the industry as a singer-songwriter, producer,
vocal coach, performer, and live event coordinator. This has allowed me to unleash
my creativity and skills to their fullest potential. My love for music has been constant
in my life, however, my beginnings in this industry were not as smooth. In 2004, I
moved from Florida back to Puerto Rico to pursue my dream of becoming a singer-
songwriter after meeting a producer from the island on a music blog online. Once I
moved it was trial and error after trial and error, but I was able to formalize my
presence in the industry as one of the
fi
rst Spanish-Christian Female rappers in
Puerto Rico and Latin America. The music industry is not for the faint of heart, it
taught me to keep a pure heart and stay resilient. I may not sell millions, but my
career is steady with a faithful fanbase. Looking back at everything I went through
because I lacked the proper knowledge fueled my desire to help new artists develop
the right foundation for their careers. Little did I know my husband/producer felt
the same way. We began developing a safe place to bridge new artists with the
elements they need to launch a successful and educated music career. In 2022 we
successfully launched our
fi
rst Expo in Miami, FL, and this year we took it to the
Dominican Republic. At our two-day Expo, new and established artists can network,
and participate in workshops, and seminars about music production, composition,
royalties, and more. There’s also time for exposure with our new artist competition
and open mic sessions. My goal is to continue educating and inspiring new artists to
stay resilient and work hard and with passion until they make it.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Managers
• Producers and directors
• Chief Executive Of
fi
cer
BRAND ARCHETYPE: My brand archetype is The Girl/Guy Next
Door and it’s me down to the T. Looking into my professional
career so far, I can see where it has given me the opportunity
to inspire trust and connect with my clients in a personal and
relatable way. In the
fi
eld that I am pursuing within the music
industry, this type of brand archetype will help me connect
with my clients in a genuine way. The music industry has been
known for managers, or people in higher places in the
business who take advantage of the talent. My familiar
approach will allow me to bring a sense of calm and sureness
to my clients, to know that I will not have hidden agendas and
that all my work and effort will be with the genuine purpose
of achieving their success.
Consultant for music industry

4. Executives and consultants in the Music Industry
TARGET AUDIENCE
Alexandria Davila
Outreach Plan:
• Task: Prepare my LinkedIn pro
fi
le to showcase my work
experience.
• Method: I have contacted this individual in the past and the best
approach is emailing her secretary.
• Follow-Up: I can either follow-up with an email or if I have the
of
fi
ce number, I can do a quick call.
CEO at Adarga Entertaiment Group
Mikita Nelson
Outreach Plan:
• Task: Update my professional website with current job
experiences and testimonials.
• Method: Mikita’s of
fi
ce is closer to where I live, I would contact
the of
fi
ce to see about scheduling a business meeting.
• Follow-Up: Since I initially called, I would follow up with a
professional email.
Founder and CEO at Myyxy Technologie
Michael Rucker
Outreach Plan:
• Task: This individual has a long career as a consultant, I would
prepare a professional portfolio leading with my best work
experiences.
• Method: According to his LinkedIn pro
fi
le Michael is open to
working with anyone in the
fi
eld. I would contact his of
fi
ce via
email to set up a Zoom meeting since we both live far away.
• Follow-Up: I can either follow-up with an email or if I have the
of
fi
ce number, I can do a quick call.
Music & Entertainment Marketing Executive
at The Second Opinion

5. GOALS
Short Term: (Immediately After Graduation in 2025)
After graduation, I want to focus on revamping my husband’s professional career. He is a well-known music
producer with a 20+ career under his belt full of hits and awards. Time has passed, new producers and styles
have come out, and my husband has felt like he’s been left behind when in fact he still has so much to bring
to the music industry with his creative producing skills and experiences. The
fi
rst year I will focus on making
him the brand revamping his musical approach from just producing to implementing the teaching factor. The
goal is to help him go from producing beats to hosting webinar sessions where he can reach anywhere from
10 to 50 aspiring music producers a month to teach them the ins and outs of the profession.
Mid Term: (2030-2035)
At this point, the focus will be taking the impact of our annual Expo across Latin America where we educate
aspiring artists through workshops, and launching our consulting and management company where we can
offer direct services for the artist’s music needs. The goal is to develop a strong local presence building a
clientele that seeks our expertise in music production, rebranding, strategizing, and pretty much becoming
the go-to resource for artist and entities looking to elevate their presence in the industry. I believe that in a
matter of 6 to 12 months, with an active plan, we can increase the artist's brand and online presence by 80%
helping them be visible to their fans who not only seek to consume the music they make but want to get to
know the artist as a person.
Long Term: (2040-2045)
The long-term goal is to take our consulting and management company onto the global stage. This means
expanding our team to a minimum of 15 to 20 skilled professionals. We will grow our reach by working
locally and in remote locations in key cities around the world setting the standard for record labels and
music executives as the go-to for all consulting and marketing services. I would like to secure a client base of
at least 20 contracts, making a strong presence as a leading global player in the music consulting and
management realm by designing and providing a comprehensive support system for music projects through
coaching sessions, seminars, and personalized one-on-one guidance. This goal will increase our revenue, and
an increased revenue will give us the capital to continue expanding the global brand and reach.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Video creation and editing software
SOFT
HARD
Graphics or photo imaging software Novice / Adept / Expert
Writing Novice / Adept / Expert
Complex Problem Solving Novice / Adept / Expert
Sales and marketing software
SOFT
HARD
Novice / Adept / Expert
Data mining software Novice / Adept / Expert
Negotiation Novice / Adept / Expert
Management of Financial Resources Novice / Adept / Expert
Novice / Adept / Expert

7. As a consultant, I promise to be your strategic partner, offering a support
system with an unwavering dedication to solve immediate challenges
and elevate your project, ensuring lasting success and innovation.
PROMISE

8. CREDENTIALS
Work Experience:
• Singer-songwriter, music producer, live event
producer
• Social media manager, creative content creator,
video editor
Education:
• Giving and receiving feedback certi
fi
cate by
LinkedIn Learning
• Music Business Degree, B.S., Full Sail
University (Exp. graduation 10/2025)
Awards:
• Volunteer of the year: Music director &
Worship Leader at Jornada Church in
Melbourne, Fl

9. COMPETITION
Chenni Li
Industry Experience:
• Strategic Music Consultant
Education:
• Berklee College of Music - Bachelor’s degree Music
Business management/Marketing and Bass Performance
Leadership Experience:
• Music Touring & Digital Media
• Strategic Music Consultant
Skills and Pro
fi
ciencies:
• Social Media Marketing
• Event Management
• Entertainment
Samally Dávila
Overall Online Presence:
• Ms. Li has 500+ connections on her LinkedIn pro
fi
le. Her banner is an image
of an acoustic bass since Ms. Li is a professional acoustic Bass player. Her
pro
fi
le picture is not a professional headshot but showcases her playing an
instrument. Her LinkedIn Pro
fi
le lists her education, skills, volunteer work, and
endorsements, but it can use some work. Ms. Li has never made a post, and
her “Headline” doesn’t detail what she does or the services she. Her “About”
section does go into speci
fi
cs of the services she offers as a consultant. Ms.
Li’s name is included on her LinkedIn URL.
• Her pro
fi
le was Average, I give it 40 out of 100 because although it lists her
skills and experience there’s no personal interaction.
HEADSHOT HEADSHOT
Industry Experience:
• Singer-Songwriter, producer, social
media strategy and creative consultant
Education:
• Full Sail University - Bachelor’s in Music Business
(currently enrolled)
Leadership Experience:
• Singer-Songwriter at own indie Record Label
• Social Media strategist for churches and entities
Skills and Pro
fi
ciencies:
• Creative concept design
• Social Media consulting
• Music Production
Overall Online Presence:
• I have 549 connections of LinkedIn, my banner is a picture of my
husband and I performing live. My pro
fi
le picture is an outdoors
professional headshot. I lead my pro
fi
le with a catchy “Headline” that
summarizes the services I offer and in my “About” section I detail these
services. Since starting Full Sail I try to post at least once a day and
connect with peers in my industry. My URL includes my
fi
rst and last
name.
• I still have a lot of work to do to get my pro
fi
le in “Superior” standing,
that is why I currently grade it “Average” with a grade of 75 out of 100.

10. COMPETITION
Axel Rosa
Noteworthy Experience:
• Artist Manager at South 25 Entertainment
• Enterteiment Business Consultant at South 25
Entertainment
Samally Dávila
HEADSHOT HEADSHOT
Industry Experience:
• Latin Music Artist Manager/Freelance
Digital Marketing Consultant
Education:
• Delgado Community College - Associate Degree in
Business Administration
• Full Sail - Bachelor’s Degree in Entertainment Business
• Full Sail - Master’s Degree in Arts, Entertainment and
Media Management
Skills and Pro
fi
ciencies:
• Artist Management
• Search Engine Optimization (SEO)
• Marketing strategy
Overall Online Presence:
• Mr. Rosa has 500+ connections on his LinkedIn pro
fi
le. He doesn’t have
banner. His pro
fi
le picture is an outdoors headshot. Mr. Rosa’s LinkedIn
Pro
fi
le lists an extensive list of skills, work experience and all his
degrees. He actively posts and reposts publications from his peers. Both
Mr. Rosa’s “Headline” and “About” section detail his position in the
industry. Mr. Rosa’ name is included on her LinkedIn URL.
• I
fi
nd this pro
fi
le “Superior” and I give it a 100 out of 100
Industry Experience:
• Singer-Songwriter, producer, social
media strategy and creative consultant
Education:
• Full Sail University - Bachelor’s in Music Business
(currently enrolled)
Leadership Experience:
• Singer-Songwriter at own indie Record Label
• Social Media strategist for churches and entities
Skills and Pro
fi
ciencies:
• Creative concept design
• Social Media consulting
• Music Production
Overall Online Presence:
• I have 549 connections of LinkedIn, my banner is a picture of my
husband and I performing live. My pro
fi
le picture is an outdoors
professional headshot. I lead my pro
fi
le with a catchy “Headline” that
summarizes the services I offer and in my “About” section I detail these
services. Since starting Full Sail I try to post at least once a day and
connect with peers in my industry. My URL includes my
fi
rst and last
name.
• I still have a lot of work to do to get my pro
fi
le in “Superior” standing,
that is why I currently grade it “Average” with a grade of 75 out of 100.

11. BRAND POSITION
For record label executives in search of innovative strategies for
emerging artists, I bring a transparent partnership that makes an
honest pathway between artists and their fans a priority.
Fostering these genuine connections, and looking beyond the
data, will provide a platform where artists can thrive organically.
“SAM”

12. NETWORKING & MARKETING
Industry Events & Organizations
• Music Biz 2024
‣ May 13-16, 2024 | Nashville, TN
• The NAMM Show 2023
‣ January 25-28, 2024 | Anaheim, Ca
• Professional Organization: Music Business Association
‣ Nashville, TN
Digital Marketing
• Primary Content: With my brand archetype being “The Girl Next Door”,
creating “how to tips” that are relatable to my audience comes easy.
Moving forward in my industry I would create said videos to share
weekly tips that can help aspiring indie artist develop a successful
career.
• Primary Tools: I’m an avid content creator and video editor, the tool that
use most for design is Canva Pro, and for video I use Capcut Pro. I love
everything social media, I would post on Instagram, TikTok and
Facebook on a weekly basis.
• Website: Having my own site gives me more credibility, I would
carefully curate the content that will represent my next 10 to 15 years
showcasing videos and images of the services I offer and past work
experiences.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Two people come to mind when I think Mentor. They are Alexandria Dávila and
Florence Torres, and not for the fact that they’re strong Latina power houses in
music business, is that I’ve seen with my own eyes how they started and who they
are today. Alexandria currently holds the position of CEO at Adarga Entertainment
Group, she’s spent the last 10 years working in different realms of the industry, from
managing to operations to event producer. Florence is my cousin, and she has been
in the entertainment industry since she was 18, working as A&R, manager, event
producer among other things. She currently owns her own private consulting
company.
Formal Education
I will complete my Music Business Degree by October 2025. The plan is
continue my education with a Master’s in Entertainment Business or Business
Management following my graduation.
Technical Skills
• Online certi
fi
cate for Business Intelligence and Data analysis / IBM / 6-
week course / Monthly sessions
• Online certi
fi
cate for
fi
nancial analysis software / Corporate Financial
Institute / 24 courses / monthly sessions
• LinkedIn Learning certi
fi
cate for Data Mining Software LinkedIn Learning /
1-Day courses available daily
Soft Skills
• System Analysis | LinkedIn Learning | 1 day course available to take daily
• Strategic Negotiation | Certi
fi
cate from University of Michigan | estimate of
3 weeks | monthly sessions
• Operations Analysis | LinkedIn Learning | 1 day course available to take
daily

14. Samally Dávila
You know how today an artist’s biggest concern is streaming
numbers? Well, I specialize in cultivating genuine artist-fan connections that foster
autheticity ensuring a devoted fan base that propel the artist’s success to new heights,
action that will also re
fl
ect on their streaming performance.
“
Picture of You
Goes Here

15. REFERENCES
Alexandria Davila’s photo retrieved from her LinkedIn pro
fi
le on 11/25/23.
[LinkedIn]. https://www.linkedin.com/in/alexandria-davila-
b8b5a5a8/
edX. (2023, May 1). Best online Business intelligence Courses & Programs.
https://www.edx.org/learn/business-
intelligence#:~:text=Some%20key%20skills%20and%20tools,of%20l
arge%20amounts%20of%20data
Girl/Guy Next door brand archetype | Psychology Brand Strategy. (2023b, May
23). Kaye Putnam | Psychology Driven Brand Strategist. https://
www.kayeputnam.com/brand-archetype-everyman/
Rittenberg, J. (2023, March 6). How To Start A Consulting Business In 2023.
Forbes Advisor. https://www.forbes.com/advisor/business/how-to-
start-a-consulting-business/
Michael Rucker’s photo was retrieved from his LinkedIn pro
fi
le on 11/25/23
[LinkedIn]. https://www.linkedin.com/in/ruckermichael/
Mikita Nelson’s photo was retrieved from her LinkedIn pro
fi
le on 11/25/23.
[LinkedIn]. https://www.linkedin.com/in/mikitanelson/
Music Consultant Salary. (n.d.). [ZipRecruiter].
https://www.ziprecruiter.com/Salaries/Music-Consultant-Salary
Music Biz 2024 | JW Marriott Nashville. (2023, November 8). Music Business
Association. https://musicbiz.org/events/music-biz-annual-
conference/
NAMM – Believe in music. (n.d.). NAMM.org.
https://www.namm.org/
11-1011.00 - Chief Executives. (n.d.). [onetonline]. https://
www.onetonline.org/link/summary/11-1011.00
11-2021.00 - Marketing Managers. (n.d.). [onetonline]. https://
www.onetonline.org/link/summary/11-2021.00
27-2012.00 - Producers and Directors. (n.d.). [onetonline] https://
www.onetonline.org/link/summary/27-2012.00