Tevin collaborated with Tajanea Neal and Grayson Herbert to discuss an analysis of their artists, their audience, and an approach to their career.

1. Portfolio Piece
Eyes on the Shore
Tajanea Neal, Tevin Green, Grayson Herbert

2. FOUNDATION
1. Tajanea Neal, Tevin Green, Grayson Herbert
2. Eyes on the Shore - http://eyesontheshore.com
3. Similar Artist – Rx Bandits
TARGET AUDIENCE
4. Target Audience - Demographics:
Eyes on the Shore’s target demographic are different from the
conventional band. They aim for the slightly older crowd, around 24-32 years
of age. While there is no clear target gender distinction one could say they
market more towards the male demographic, but with their newest releases
it kind of seems like their starting to market more towards females. The band
also uses a west coast mentality when writing music so their ideal
demographic would be a male hipster from California who either lives alone
or with a significant other but doesn’t have many responsibilities.
5. Target Audience- Psychographics:
a. Give 3 specific examples of each of the following behavioral categories
as they pertain to your artist’s target audience.
i. Hobbies/Lifestyle Choices – Surfers, Hipsters,
Vegan/Vegetarians
ii. Clothing/Accessory Brands – Pacsun, Thrift stores, Zumiez
iii. Food/Restaurant Preferences – Vegan/ Vegetarian, Dive Bars,
Fusion Restaurants, Chipotle
iv. Rx Bandits, From Indian Lakes, Hippo Campus, COIN,
Smallpools, Greta Van Fleet
v. All the superhero movies, Independent/ B-movies.
6. Target Audience – Description
Males between the ages of 24 and 32 would live to experience the
stereotypical west coast lifestyle.
7. Target Audience- Geographic:
Hometown: San Francisco
a. Las Vegas – Sin City attracts 39 Million visitors a year, many
bewtween the ages of 21 and 35.
(https://www.statista.com/statistics/221042/visitors-to-las-vegas/)

3. b. San Diego – San Diego has the most music and live entertainment
venues. (https://patch.com/california/millvalley/californias-most-
hipster-cities-revealed)
c. Santa Monica – Another hipster haven, neighborhoods have
transformed and expanded with new population growth, and the city
has adapted and encouraged it.
(http://www.santamonicanext.org/2014/11/throwback-thursday-
the-hipsters-take-santa-monica/)
d. Los Angeles – Arguable the most trendy city in the country. People
come here from all over the world to experience the LA lifestyle.
(https://www.vice.com/en_us/article/8ge4w4/welcome-to-los-
angeles-travel-guide-cityguides)
e. Sacramento – Recognized by the growing food and coffee scene and
nature destinations. More and more hipsters are flocking to the city
they have renamed “New Oakland”
(https://patch.com/california/millvalley/californias-most-hipster-
cities-revealed)
8. Provide at least two pictures of ideal members of the artist’s target audience.
Remember to consider psychographic information when choosing these
images.

4. ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a
SWOT analysis. (Total of 16 sentences) Please provide a minimum of 2 specific
examples of each category and give specific details.
Strengths
Eyes On The Shore is an rock band, that mixes a psychedelic sound with a laid back
surf style. Some strengths the band has is, their music is easily accessible. Eyes On
The Shore has their music on many mainstream platforms such as Apple, Spotify,
Tidal and
Youtube. Eyes on the shore has gained attention from popular media platforms in
San Francisco. SF Weekly and SF Gate mentioned the bands music, which promoted
their most recent EP Maestranza. As far as sound , although its a rock band, they still
have the ability to create a soothing sound with harmonic vocals and soft tempos.
Weakness
Its not too clear who’s apart of the band, the website seems to be centered around
the two songwriters, but the music video includes all band members. The band also
does not have many visuals. Eyes On The Shore only has 2 official music videos,
others are just live performances. The band has a hard time sticking together, there
are only 2 members of the band left.
Opportunities
Eyes on the Shore has performed at notables festivals such as SXSW. This can lead to
other festival opportunities such as Lollapalooza. Lollapalooza is an annual music
festival that takes place in Chicago, that includes genres such as alternative and
punk rock. This will allow the band to gain recognition in the east coast. Eyes On The
Shore can also do a feature with an popular artist of a different genre, in order to
gain a broad fan base.
RX Bandits is a four piece band based out of California that creates psychedelic rock
music. Being that Eyes On The Shore has the same sound touring with RX Bandits to

5. increase their fan base would be a good opportunity. ASCAP is a well known
publishing company that is responsible for artist of all genres. Signing up for this
publishing company will protect their musical copyrights and monitor public
performances. Eyes On The Shore image works well with Pac Sun as an
endorsement based on their psychographics.
Threats
Streaming companies such as Spotify, Apple and YouTube have been accused of
treating artist poorly. These companies tend to pay artist a low royalty rate, Spotify
only pays 0.00408 cents per play. The band doesn’t have over a million plays or
views, so their income is not much. Eyes On The Shore also refuses to sign to a label.
Refusing a label can effect their chance of success. It’ll be harder for them to market
and promote themselves nationally.
ACTION ITEMS:
Read this article regarding potential revenue sources for an independent
artist: -
http://ambitious.com/10-ways-to-make-money-as-a-musician-in-
a-world-of-digital-sales-and-streaming/
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of
3
potential revenue sources for the artist. (Total of 6)
STRENGTH 1 – Potential Revenue Sources
1. Play Shows
2. Get Licensing
3. Get A Publishing Deal
STRENGTH 2 – Potential Revenue Sources 1. Find Sponsorships
2. Find Performing Rights Organization 3. Crowdfunding
For each of the 2 weaknesses identified in the SWOT analysis, brainstorm a list
of 2 potential ways to improve or fix the issue/circumstance. (Total of 4)
WEAKNESS 1 – Potential Solution

6. 1. Create LinkedIn Profiles, to connect with Photographers, Videographers, etc.
2. Create more content for websites.
WEAKNESS 2 – Potential Solution
1. Look into purchasing advertisement to promote the visuals.
2. Find Bloggers to promote the Band.
1-Year Goals
1. Revenue Generating Goal:
a. By February 18th, 2019 Eyes on the Shore will have a fully stocked
online store that will have items designed for their target audience.
b. This goal is obtainable because Eyes on the Shore has enough content
and is a strong enough brand to have multiple designs and quality
products to help generate money. The band also doesn’t sell anything
other than vinyl in their current store so it gives them room to find
things they know their audience will want.
c. By October 18th, 2018 Eyes on the Shore will choose final products
and designs for the online store. The goal can be obtained if the band
approves designs for 8 different t-shirts, 4 hoodies, and at least one
coffee mug.
2. Content Creation Goal:
a. By Feb. 18, 2019 Eyes on the Shore will have a weekly vlog set up in
order to connect and share news with their fans.
b. This goal is obtainable within the deadline because it gives the band a
year to plan and practice how they want to be perceived by their fan
base.
c. By July 10th of this year Eyes on the Shore will have a practice run
through of their vlog. They will then make changes or add things to
make it watchable and try again in October of this year. If the band
feels comfortable with their vlog by October then Eyes on the Shore is
on track with the goal.
3. Audience Growth Goal:
a. Based on the closeness of Eyes on the Shore’s hometown to
surrounding hotspots based on the geographic locations of the target
audience, Eyes on the Shore will plan a west coast tour with at least
10 shows.
b. The goal is obtainable in the timeframe because the surrounding cities
are close to home. This allows the band time to scout places they

7. would feel comfortable playing, mostly smaller venues that hold about
100-200 people.
c. By November of this year Eyes on the Shore will have a list of venues
they are willing to play in in at least ten of the surrounding cities.
Having this list ensures that the band is on track with the goal and
gives time for agent to begin the booking process.
6-Month Goals
Revenue Generating Goal: Get a Licensing Deal
a. Getting a publishing deal can lead to getting their music played in movies and TV
shows.
The Band can also have music played in commercials as well.
b. The band has a unique sound and melody that we think would sound
great in some movies. This would be a great way for them to challenge
themselves and create music for an audience other than their target
audience. Eyes on the Shore’s music can be played in most teen drama movies or
action movies like Spider Man as we want to target a younger audience. We also
believe that the band would sound great in video games, Such as Call of Duty. We
believe that the licensing company Gamecues would be a great fit for them, and the
company Jamendo PRO, because we want to also put Eyes on the Shore in
documentaries as well.
c. We want to set a date May 5th prior to the goal deadline. We want to
give the artist time to create more music to present to Licensing
companies. To make sure that the artist stays on track to complete the
goal, is to set dates for recording sessions.
2. Content Creation Goal: Create a Music Video
a. Eyes on the Shore should create a Music Video to the song Starting
Fires. This will give their fans a chance to see a more creative side of
the band. We feel that the band will fit great with an Ambitious Souls. The company
Ambitious Souls is a company out of Houston, Texas, and is in up and coming
company as well. We feel that Ambitious Souls will fit great, because they have done
independent films and also has done music videos for up and coming Hip Hop artist.
It will be something new for them and could help the band with new ideas, of mixing
Hip Hop visuals with Rock.
b. When the fans click on their YouTube page it is the first song to start
playing, and we feel that it should have a music video attached to it. A
lot of people are visual learners, and this will be a great opportunity

8. for the band to reach a broader audience.
c. Set a date prior to your goal deadline when you will review the
progress of this goal. Describe how you will determine whether or not
the artist is on track to complete the goal on time: We want to set a
date November 17th prior to the goal. We want to set this, to give the artist
time to create ideas for the music video and also get a budget mapped
out for them. To make sure they are on track to complete the goal, we
will implement meetings and conference calls to ensure that things
continue moving.
3. Audience Growth Goal: Reach 1000 followers on twitter
a. Eyes on the Shore should interact more on social media. The band
should also be more active.
b. To Elaborate more on the topic of twitter, the band should create
more videos of them doing things on the twitter page. Maybe they can
create videos of them being in the studio or record some fans giving
them a shout out. We have also noticed that the band doesn’t have
much interaction with fans on twitter either. We think that they
should join in on more topics on twitter like politics or anything that
is trending. This will help them become more relevant, and it will also
create more traffic that will increase numbers.
c. We would like to set a date August 1st prior to the goal deadline. We say
this, because we want to make sure we have enough content to put on
twitter to reach this goal of getting 1000 followers. To make sure the
artist is on track to complete this goal on time we will have the artist
read up on personal branding, and ways to increase traffic on their
twitter.
3-Month Goals
1. Revenue Generating Goal:
a. Based on Eyes On The Shore psychographics brands such as Pac-Sun
and Zumiez relates to them. By April 27th Eyes On The Shore will be
in contact with a retail brand to discuss sponsorships opportunities.
Eyes On The Shore will also create a list of festivals that they fit in well
with.
b. This goal is attainable because a recent photoshoot of the band will
already be done. We can use the photos to create a portfolio to
propose to clothing brands. Researching and creating a list of music
festivals will only take a couple hours.

9. c. By March 18th Eyes On The Shore will have completed a photoshoot
2. Content Creation Goal:
a. Eyes On The Shore will have produced a 5 song EP and an updated
photoshoot of the band by May 18, 2018. A storyboard and budget
plan for a music video should also be completed
b. Eyes On The Shore has its own recording studio Mojaui Recordings, in
San Francisco, California, this gives them the space to record anytime.
A photoshoot only takes a couple of hours.
c. April 13, 2018 will mark a month away from the deadline. The
photoshoot will already be done, with content uploaded on the
website. 5 songs should be written, with at least 3 songs already
recorded, mixed and mastered. The band should begin thinking of
ideas for music video.
3. Audience Growth Goal:
a. Eyes On The Shore currently have 1,700 followers on Instagram, and
500 on Twitter, By the end of April we can reach 2,000 followers on
Instagram and 700 on Twitter. When uploading content on Social
Media the band will use hashtags to attract users of the same liking.
b. Social Media has become the main form for artist to interact/connect
with fans. People use Social Media everyday and spend a lot of time on
it.
c. April 30th the band should have at least reached half of the original
goal intended. If the band has not reached 2,000 by this date they
should at least reach 1850. The band should watch how many request
they receive each week after uploading content.
4. Additional Goal:
a. Interview with LA Music Blog
b. LA Music Blog is a blog site that keeps people updated on upcoming
artist. This website also contributes to LA Concert Calendar where
they recommend shows that people should attend. Having an
interview with LA music blog, can get their music and upcoming
shows posted, which will attract more listeners.