Sofia found her passion for music at a young age and is now pursuing a degree in music business. Her goal is to help artists reconnect with their audiences emotionally through their music. She has experience signing artists and managing social media for them. Sofia wants to work in A&R to develop new talent and bring more authenticity to Latin music. Her networking, skills development, and digital marketing strategies aim to help her land an entry-level A&R role after graduation.

1. PERSONAL BRAND EXPLORATION
Sofia Delfino
Project & Portfolio I: Week 3
February 22nd, 2019

2. Sofia found music at the age of 6 when her dad first
showed her Frank Sinatra’s “Young at Heart”. Listening to
that arrangement was the first time she felt safe in the
streets of her very unsafe hometown, Caracas, Venezuela.
Since then, music has shown her that whenever she will
always have a second home as long as she can press play
and turn up the volume. Her ambition is to recreate the
shelter music served as for her throughout her entire life
for others through her own music. As a Venezuelan, Italian,
and American Artist, she is determined to bring back the
vulnerability that has been lost throughout the years in
music and focus on emphasizing on the real emotions that
music is capable of communicating. Sofia began her Music
Business Degree at Full Sail in 2018. Since then, she has
developed skills in the required pivotal aspects of the music
industry in order to be a competitive asset to any Music
Business Company. With her knowledge, she intends to
bring a new air of youthfulness, productivity, and capability
to any company.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Artist Representative
• Creative Supervisor
Creator Archetype - Inviting and
igniting individuality, honing
artistic skill, and having a certain
vision in mind. A never ending
source of the imaginative and
creative for any company and
close artist relationship.
A&R and Artist Management
for Music Entertainment Companies

4. • DEMOGRAPHICS: 40%
Female, 25-40 years old,
Predominately White, Unmarried,
College Educated, Located in
Eastern-America.
• PSYCHOGRAPHICS: Strong
organizational skills , interest in
volunteering in event planning of
non-profits, adheres to liberal
perspectives.
• IDEAL AUDIENCE
MEMBERS: Hector Ruben, A&R
(WML), Ruben Abraham,
Marketing Manager (WML),
Gabriela Pratt, Head of Miami
Department (WML).
Recruiters & Hiring Managers at Warner, Universal, & Sony Music.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level A&R Assistant position at WML.
‣ Connect with, and express my interest to 5
key Warner team members in person by
December 31, 2020.
Mid Term: (2027)
• As A&R of WML, sign 3 up and coming artists and
develop them into successful & competitive artists.
‣ Expand each artist’s revenue, reach, and
opportunities year-over-year by 30%
nationwide by December 31, 2027.
Long Term: (2042)
• Establish a Warner Label subdivision of my own with
an artist repertoire of at least 7 Latino Artists.
‣ Have at least 7 Artists, at least 5 tours, and
secure 3 brand partnerships by December 31,
2042.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 70%
Time Management 70%
Negotiation 90%
SOFTHARD
CRM Software 64%
Financial Software 15%
Professional Writing 70%
Customer Relationship and Communication 80%
SOFTHARD

7. I help Record Labels find the next
generation of Artists by utilizing a refined
understanding of the market demand and
potential through experience and applied
knowledge.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year signed to Warner Music Latin.
• 1 year Social Media marketing for Artists.
Education:
• Music Law, Recording, Management,
Rights, and Performance Contracts
Certificate, LinkedIn Learning.
• Music Business, B.S., Full Sail University (Exp. 2021)
Achievements:
• Top 12 competitors on La Banda,
Univision.

9. COMPETITION
Patrick Brush
Industry Experience:
• VIP Host, House of Blues
Entertainment.
• Social Media Coordinator, 3300+
Climbing.
Education:
• Studied Music Business B.S. at Full Sail University.
Leadership Experience:
• VIP Host, House of Blues Entertainment, would
allude to her ability to lead and host.
• Social Media Coordinator, 3300+ Climbing alludes to
leadership and ability to coordinate plans into action.
Skills and Proficiencies:
• Social Media - 3 endorsements
• Social Media Marketing - 3 endorsements
• Entertainment - 2 endorsements
Sofia Delfino
Overall Online Presence:
• 261 connections, banner image customized, amateur
headshot, some details throughout profile, no articles
published, inactive on social media, URL not yet
customized
• Grade: 70 out of 100
Industry Experience:
• 1 year signed to Warner Music Latin.
• 1 year Social Media marketing for
Artists.
Education:
• Current student enrolled in Music Business B.S. at
Full Sail University.
Leadership Experience:
• Top 12 in “La Banda” Reality TV Show Competition.
Skills and Proficiencies:
• Social Media Marketing - 4 endorsements
• Adobe Creative Suite - 3 endorsements
• Artist Relations & Communication - 5 endorsements
Overall Online Presence:
• 200+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published, constantly
active on personal social media accounts, URL
customized.
• Grade: Average, 60 out of 100

10. Alex Minor
Industry Experience:
• 3 years as Owner of Eye AM Media,
LLC., a film production company,
• 9 years as Owner and video
Ingeneer of Heroes for Hire, LLC.
Noteworthy Experience:
• Entrepreneurship - Creating his own work for hire
companies Eye AM Media, LLC. & Heroes for Hire
LLC.
• LongTerm Experience - Video Engineering and
Projectionist at Creative Technology 2015-Now.
Skills and Proficiencies:
• Video - 78 endorsements
• Sound - 92 endorsements
• Audio Engineering - 79 endorsements
Overall Online Presence:
• 500+ connections, banner image customized,
polished headshot, detailed profile summaries,
recommendations, notable volunteer work, URL not
yet customized, premium membership.
• Grade: Good, 89 out of 100
COMPETITION
Sofia Delfino
Industry Experience:
• 1 year signed to Warner Music Latin.
• 1 year Social Media marketing for
Artists.
Education:
• Current student enrolled in Music Business B.S. at
Full Sail University.
Leadership Experience:
• Top 12 in “La Banda” Reality TV Show Competition.
Skills and Proficiencies:
• Social Media Marketing - 4 endorsements
• Adobe Creative Suite - 3 endorsements
• Artist Relations & Communication - 5 endorsements
Overall Online Presence:
• 200+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published, constantly
active on personal social media accounts, URL
customized.
• Grade: Average, 60 out of 100
Education:
• Studied Music Business B.S. at Full Sail University.

11. Reviving the emotional connection between artists and
their audience in Latin American culture by nourishing
the vulnerability and authenticity in every artist.
SOFIA “PINCEL” DELFINO
Sofia earned the nickname
“Pincel” (Meaning Paint Brush
in Spanish) for her innate
connection with are and ability
to turn all her life experiences
into her art.
BRAND POSITION

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Latin Grammys
‣ November 2020 | Las Vegas, NV
• ASCAP (Org)
‣ Music Writers Association | Miami, FL
• LAMAS
‣ October 2020 | Hollywood, CA
Digital Marketing
• Primary Content: Music, Three singles to release est. in the
next 4 months. Music Videos accompanying every single.
Album will come afterwards depending on the progress of
songs.
• Primary Tools: Instagram & Youtube - promote Music and
Videos through 30 sec. promo videos; as well as constantly
post content such as images and videos (covers, vlogs, etc)
to maintain followers at bay.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase Music Knowledge and
Capabilities.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Hector Ruben or Ruben Abraham from Warner Latin
to mentor me on Industry essentials and applied
knowledge only someone at their level could have.
Formal Education
• Completing Music Business, B.S., Full Sail University
expected by 2021.
Technical Skills
• Set up free HubSpot CRM; complete all CRM
courses through HubSpot Academy, July. 2020.
• Financial Software Education - LinkedIn Learning,
Oct 2020
• Adobe Proficiency Education - LinkedIn Learning,
Oct 2020
Soft Skills
• Time Management - LinkedIn Learning, Oct 2020.
• Writing Formal Business Letters & Emails -
LinkedIn Learning, Oct 2020.
• Artist Relationship and Communication - LinkedIn
Learning, Oct 2020.

14. SOFIA DELFINO
It is inevitable to notice how Latin American
music has degraded to primary discuss and
express sexuality and a misrepresentation of
respect and real emotional connections. What I do is
find the artists ready to inspire and provide them with the necessary tools
to hone their art, authenticity and vulnerability and put it out to the world. In
fact, after being signed myself as an artist and fighting for my creative voice
to be heard in business and number driven decision making, I have gathered
the precise combination between numbers and creativity to successfully
inspire the next generations.
“

15. REFERENCES
Garrett, M. (2020). Maude Garrett LinkedIn Profile.
Retrieved February 22nd, 2019, from https://
www.linkedin.com/in/maude-garrett-03185b8b/
Minor, A. (2020). Alex Minor LinkedIn Profile.
Retrieved February 22nd, 2019, fromhttps://
www.linkedin.com/in/alexminor/
ONETOnLine.org. (2020). Summary Report for:
13-1011.00 - Agents and Business Managers of
Artists, Performers, and Athletes. Retrieved February
22nd, 2020, from https://www.onetonline.org/link/
summary/13-1011.00
ONETOnLine.org. (2020). Summary Report for:
13-1011.00 - 27-1011.00 - Art Directors. Retrieved
February 22nd, 2020, fromhttps://
www.onetonline.org/link/summary/27-1011.00
WMG Career Site. (2020). Intern, A&R [Summer
2020] - Job Description. Retrieved February 22nd,
2020, from https://wmg.wd1.myworkdayjobs.com/
en-US/WMGUS/job/USA---Los-Angeles---1635-N-
Cahuenga/Intern--A-R--Summer-2020-_R-010686
UMG Career Site. (2020). A&R (Pop) - Job
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https://jobs.jobvite.com/universalmusicgroup/job/
oUiSbfwZ
Warner Music Group (2020). Warner Music Group
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view/1715429167/?refId=5aa5b9d9-
aa51-4a1a-9e82-0349cf45580f&trk=d_flagship3_c
ompany
BillboardEvents.com (2020). Event Information.
Retrieved February 22nd, 2020, from https://
www.billboardevents.com/event/billboard-latin-
amas-fest-2019/
LatinGrammy.com (2020). Event Date. Retrieved
February 22nd, 2020, from https://
www.latingrammy.com/en