Aysha Figueroa’s Mastery Journey Timeline for Mastery class at Full Sail University.

1. Mastery Journey
Timeline
Aysha Figueroa Morales
Entertainment Business Master’s of Science
Full Sail University

2. Personal Goals
To Work on my life’s purpose and be happy doing
what I love: Music.
To help my business reach the success I have
projected for it.
To develop leadership skills that will help me
personally, academically, and professional to
achieve goals projected.

3. Mastery: Personal Development and
Leadership
Goal
Create a deeper connection of my life’s path and my field to develop better
leadership skills.
Strategies
Read Greene’s Mastery book to help me learn the path to take during my
apprenticeship period.
Create a vision board (Tumblr) to keep all inspirational notes and to keep
focus on my mission.
Use the resources available as student of Full Sail to further develop links and
gather more knowledge of the industry, like webinars or blogs.

4. Executive Leadership
Goal
Use all the knowledge acquired during the apprenticeship process to in decision-
making; influencing and mentoring peers to achieve the goals set for the company.
Strategies
Use networking sites like LinkedIn and/or Facebook to point out leaders and study
their leadership skills.
Attend webinars posted at Full Sail University’s Connect website and Lynda.com.
Join clubs and groups, such as Entertainment Network Society, to reach possible
colleagues and learn from experienced professionals.

5. Project and Team Management
Goal
To learn to get to know my team in order to match each member’s talent to an specific
task in order to work on an assigned project and have better results.
Strategies
Read 101 Project Management Problems & How to Solve Them by Tom Kendrick.
.
Utilize resources to learn how to manage the company in the administrative arena, such
as ERI Distance Learning.
Watch course on Project Management available online at
http://www.lynda.com/Business-Skills-tutorials/Project-Management-
Fundamentals/80780-2.html.

6. Business Storytelling & Brand
Development
Goal
Develop strategies to help my company to become an icon and strengthen the
business and the customer experience.
Strategies
Use resources to learn the ways of the business. Such resources can be
magazines, networking, mentors, and articles, such as Get In Media.
Read Read The 22 Immutable Laws of Branding by Al Ries and Laura Ries.
Watch tutorial http://www.lynda.com/Marketing-Enterprise-Marketing-
tutorials/Branding-Fundamentals/171053-2.html to understand the concept.

7. Entertainment Business Finance
Goal
To learn what would be the best investments and how to stay within
budget; learning how to evaluate expenses and and project funding.
Strategies
Use resources available at EBSCOhost.
Watch video to learn how to budget http://www.lynda.com/Premier-
tutorials/Creating-budget/162140/178802-4.html
Read Rich Dad, Poor Dad by Robert Kiyosaki.

8. Negotiation and Deal-Making
Goal
My goal is to learn to use my leadership skills to influence in the negotiation and
closing of deals.
Strategies
Use resources from Harvard’s Negotiation Project
http://www.pon.harvard.edu.
Watch video on fundamentals of negotiation http://www.lynda.com/Business-
Skills-tutorials/Learning-negotiate/162455/186735-4.html
Read book Getting to Yes by Roger Fisher, William Ury, and Bruce Patton.

9. Product and Artist Management
Goal
To learn techniques to help artists gain recognition and it also helps my company reach
further in the industry.
Strategies
Read journal Bauer, C., Viola, K., & Strauss, C. (2011). Management skills for artists:
‘learning by doing’?. International Journal Of Cultural Policy, 17(5), 626-644.
doi:10.1080/10286632.2010.531716.
Read The Self-Promoting Musician by Peter Spellman to learn how to promote the artist
I manage.
Watch video of Wayne Forte on Artist Management at Loyola University
https://www.youtube.com/watch?v=IKB8jmDfZXI.

10. Advanced Entertainment Law
Goal
Learn to develop contracts and to protect the intellectual property of the artist and of the company.
Strategies
Watch course on Music Law http://www.lynda.com/Audio-Music-Live-Performance-
tutorials/Music-Law-Recording-Management-Rights-Performance-Contracts/176622-
2.html?srchtrk=index:1%0Alinktypeid:2%0Aq:music%2Bdistribution%0Apage:1%0As:relevance%0
Asa:true%0Aproducttypeid:2.
Read reference periodical:
Woodcock, J. (2013). History, music and law: commemorative cross-curricularity. Teaching
History, (153), 56-59.
Read Read Musician's Business & Legal Guide by Mark Halloran.
-

11. Entertainment Media Publishing &
Distribution
Goal
Learn how to overcome issues affecting the industry, such as, piracy. Learn how to protect my art from
this issues and know my digital rights.
Strategies
Watch video to learn how to do publishing http://www.lynda.com/Audio-Music-Live-Performance-
tutorials/Publishing/176622/361590-4.html.
Watch video to learn how to set up the distribution of music http://www.lynda.com/Audio-Music-
Music-Business-tutorials/Setting-up-digital-physical-distribution-your-music/169875/197844-
4.html.
Read journal on Digital Music Distribution to gather better understanding:
Pachet, F., La Burthe, A., Aucouturier, J., & Beurivé, A. (2005). Editorial Metadata in
Electronic Music Distribution Systems: Between Universalism and Isolationism. Journal Of
New Music Research, 34(2), 173-184. doi:10.1080/09298210500148504.

12. Digital Marketing
Goal
Learn how to attract customers and keep their loyalty as they and the company
evolve.
Strategies
Understand basic concepts by watching http://www.lynda.com/Business-Skills-
tutorials/Marketing-Fundamentals/168334-2.html
Watch tutorials to gather Facebook marketing strategies, such as
http://www.lynda.com/Facebook-tutorials/Facebook-Business/160821-2.html.
Organize ideas on how to write a marketing plan by watching tutorial
http://www.lynda.com/Marketing-Business-Skills-tutorials/Writing-Marketing-
Plan/186109-2.html.

13. Business Plan Development
Goal
Create a business plan that can be use in real life and that will outline
the success of my company.
Strategies
Utilize resources available, such as, https://www.sba.gov/tools/sba-
learning-center and www.flwbc.org.
Watch tutorials on Lynda.com.
Read Anatomy of a Business Plan by Linda Pinson and Jerry Jinnett
to better understand the concept.

14. Final Project: Business Plan
Goal
Complete a written business plan where I use all the skills gained
throughout the degree.
Strategies
Read Successful Business Plan by Rhonda Abrams.
Get as much feedback possible from instructors and peers to better and
perfect the business plan.
Utilize all learning tools, skills, and resources used during previous
courses to enhance the plan.

15. Characterisitics of a Mentor
Willing to share skills, knowledge, and expertise.
Demonstrates a positive attitude.
Provides constructive feedback and is open to opinions and
feedback from others.
Demonstrates effective communication skills.
Demonstrate honesty, integrity, responsibility, and respect towards
others and towards his/her work.
Approachable.

16. Leaders in my field
Ras Iwarriyah (Warriyah Productions) https://uk.linkedin.com/pub/ras-
iwarriyah/88/231/816
Michael Bockenek (Akashic Records) https://www.linkedin.com/in/bockenek
Amanda Ford (Taitu Records) https://www.facebook.com/AmandaJFord
Dan Imperial (Imperial Roots)https://www.facebook.com/dan.imperial
Ras Joseph (King Alpha Records)
https://www.facebook.com/ras.joseph.10?fref=ts
Jeffrey Bohler (Jah Youth Productions)
https://www.facebook.com/Jahyouthproductions?fref=ts

17. Real Life Education
(School Involvement)
Entertainment Network Society
International Student Society
Creative Student Networking Group
Music Publishing Society