This is the project I completed for one of my classes at Full Sail University.

1. PERSONAL BRAND EXPLORATION
Yvonne P. Fernandez
Project & Portfolio I: Week 1
June 5, 2022

2. I’m Yvonne Fernndez, a mom to a 10-year-old daughter
and we are from Houston, Texas, with a passion for music.
I began music myself when I was 11 years old when I
started to play the clarinet all through grade school and
started piano in college. My family has a history with
music; My grandfather was an orchestra member; playing
the clarinet, violin, trombone, and trumpet, just to name a
few. My Uncles are in a band; drummer, bass, lead guitar
player, and cousin who has been making music since he
was 13 years old with his beat machine. I have always
wanted to be in the music industry but didn’t know how I
would be. One day I was asked to be a manager of a band
in March of 2021 and have been doing it ever since. Now I
want to build my own management company. With my
cousin as my partner. My whole purpose is to have
something to pass to my daughter who is also into music
and just joined the orchestra in her school.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Agents and Business Managers
of Artists
• Music Director
• Music Teacher
Girl Nextdoor/Hero - Motivational,
Self-Disciplines, Direct, Friendly,
Humble, Empathetic, Honest
Artist Management CEO for Music Industry
Picture Relevant
to Your Industry
Goes Here

4. Musicians/Artists/Bands
TARGET AUDIENCE
Zach Kole
Johnson
Outreach Plan:
• Contacting the band lead; Facebook.
• Facebook, messenger.
• I will give myself 3 months.
PROFILE
PICTURE
Rock Band - Safer Alternative
Allways
Monday
Outreach Plan:
• Contacting the band lead through Instagram
• Emailing is one way of communication Or Direct
Message
• I will give myself 1 year.
PROFILE
PICTURE
Rock Band
David Martinez
Outreach Plan:
• Contacting the band leader, he was looking to create a
band
• A phone call is best for this connection.
• I will give myself 1 year.
PROFILE
PICTURE
Drummer/Band lead
Safer Alternative
Allways Monday
Grassline

5. GOALS
Short Term: (Immediately After Graduation, 2024)
• Successful signup for my
fi
rst band to a record label.
‣ Building my online presence so major
companies can get to know me and what I am
about.
Mid Term: (2029; 5 years later)
• My own management company will be started
‣ Joining partnership with my cousin who is also
in the music industry, who is an amazing music
producer/manager and together building our
company from ground up.
Long Term: (2039-2044; 15-20 years)
• Have a successful management company with other
services such as production, and recording studio.
‣ Collaborating skills to building a successful
management company.

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Social Media
SOFT
HARD
Novice / Adept / Expert
Public Relations Novice / Adept / Expert
Calendaring Novice / Adept / Expert
Emailing Novice / Adept / Expert
Negotiating
SOFT
HARD
Novice / Adept / Expert
Bookeeping Novice / Adept / Expert
Web Management Novice / Adept / Expert
Time Management Novice / Adept / Expert

7. I help musical artists/bands do what it takes
to be heard by the right people by getting
them booked and sending their Information
to the right people in record labels in order to
get them signed.
PROMISE

8. CREDENTIALS
Work Experience:
• Self-employed; Grassline band, Artist
Manager
• Currently, Self-employed; The Cool
Arrows, Artist Manager
Education:
• Associates of Liberal Arts, Lone Star
College
• Music Business, B.S., Full Sail University (Exp. 2024)
Leadership Roles:
• Booking gigs, emails with radio stations,
music venues, and Production
companies. Attend all shows. Speak with
music managers, collect payments for
services, and attend practice.
Picture Relevant
to Your Industry
Goes Here
The Cool Arrows @ White Oak Music
Hall in Houston, Texas

9. COMPETITION
Jonny Shipes
Industry Experience:
• Music entrepreneur
• Producer
• DJ, promoter, manager
Education:
• East Hampton High, 1998
Leadership Experience:
• Manager
•
Skills and Pro
fi
ciencies:
• Skill 1 Goes Here - X endorsements
• Skill 2 Goes Here - X endorsements
• Skill 3 Goes Here - X endorsements
Yvonne
Fernandez
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
pro
fi
le?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
Industry Experience:
• Grassline - Artist Manager
• The Cool Arrows - Artist Manager
Education:
• Music Business Bachelors Degree - Full Sail College
• Associates Degree - Lonestar College
• High school diploma
Leadership Experience:
• Artist Manager
• Of
fi
ce Manager
• Social Media
• Negotiating for the band
• Mediating band differences
Skills and Pro
fi
ciencies:
• Speech
• Emailing
• Social Media
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
pro
fi
le?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100
Jonny Shipes

10. COMPETITION
Scooter Braun
Noteworthy Experience:
• 2002 - Hired as Party Planner for Afterparties for
Ludacris and Eminem which opened up his world of hip
hop
• 2003 parties for NBA All-star Game and Britney Spears
Onyx Hotel Tour after parties
Yvonne
Fernandez
HEADSHOT
Industry Experience:
• Industry experience goes here
Education:
• Greenwich High School
• Emory University
Skills and Pro
fi
ciencies:
• 2013 TIME 100 list of most in
fl
uential people in the
world
• 2017 - Granted Most to grant “Make a Wish
Foundation” than any other organization
• 2016 - Humanitarian Award; support of Pencil of
Promise, the Make A Wish Foundation, and Fuck
Cancer.
Overall Online Presence:
• He only has 2 connections on his LinkedIn. His banner
is customized. Professional Headshot. His pro
fi
le is
semi-detailed. He does have his experience, Interests,
and Education listed, but has never posted. He seems
to be more active on Instagram. His LinkedIn URL is
not customized.
• Grade: Poor, Average, or Superior?, XX out of 100
Scooter Braun
Yvonne P. Fernandez
Industry Experience:
• Grassline - Artist Manager
• The Cool Arrows - Artist Manager
Education:
• Music Business Bachelors Degree - Full Sail College
• Associates Degree - Lonestar College
• High school diploma
Leadership Experience:
• Artist Manager
• Of
fi
ce Manager
• Social Media
• Negotiating for the band
• Mediating band differences
Skills and Pro
fi
ciencies:
• Speech
• Emailing
• Social Media
Overall Online Presence:
• How many connections?, banner image customized?,
professionalism of headshot?, how detailed is the
pro
fi
le?, published articles?, active on other social
media?, is their LinkedIn URL customized?
• Grade: Poor, Average, or Superior?, XX out of 100

11. ARTIST MANAGER
For Musical Artists/Bands looking to get a
manager, I provide my passion and determination
to work hard and close with the band to see their
vision to make sure we are all on the same page
because I’m dedicated and loyal to my bands.
YVONNE FERNANDEZ

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Houston Margarita Festival
‣ October,2022 | Houston Texas
• SoWhat!? Music Festival
‣ May 2023 | Arlington Texas
• TBD
‣ Houston Texas
Digital Marketing
• Primary Content: Music Events, Band music shows, Concert
dates, music videos.
• Primary Tools: Different formats, Instagram, Twitter, and
Facebook.
• Website: I will make a personal website for myself to explain
me and my vision.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• A mentor would have to be in the music industry who
know alot about the business. Someone preferably in
the rock music business. I would like them to be
currently working in the industry or use to but to have a
well set lifestyle where they do not have to worry. June
2023
Formal Education
• Bachelors in Music Business
• Masters in Music Business
Technical Skills
• Communication and speech skills June2023
• Negotiation June 2023
• Bookkeeping, June 2023
Soft Skills
• Critical Thinking
• Time Management
• Public Relations

14. Yvonne P. Fernandez
You know how hard it is to
fi
nd someone you trust?
Well, what I do is build a relationship with my clients so they know they can
trust me. . In fact, I have clients that have worked with me that can vouch for
me and my work ethics.
“

15. REFERENCES
O*Net Online. (n.d.). Agents and Business Managers of Artists,
Performers, and Athletes. https://www.onetonline.org/
link/summary/13-1011.00
Artist Management: How Music Managers Help with Artist
Growth. (n.d.). Careers In Music. Retrieved June 6, 2022,
from https://www.careersinmusic.com/artist-management/
Scooter Braun. (n.d.). Wikipedia. Retrieved June 11, 2022, from
https://en.wikipedia.org/wiki/Scooter_Braun
Jonny Shipes. (n.d.). Wikipedia. Retrieved June 11, 2022, from
https://en.wikipedia.org/wiki/
Jonny_Shipes#Early_life_and_education