For Artist Management

1. Team Members: Skylar Jones | Hannah (Nova) Granite
Artist: Mack Loren
Portfolio Piece

2. FOUNDATION
well-known artist | Similar Artist:
One well-Known artist that is like Mack Loren, is Kehlani. Both Artists share similar beats
and tones of R&B soul music.
TARGET AUDIENCE
Demographics:
Based on our chosen similar artist, Mack Loren’s ideal target audience is mostly made up of
African American and Caucasian females, with an age average between 18 to 35. This
audience is mostly made up of English and Spanish speaking fans, from United States, most
likely attending college. This audience is mostly interested in News & Politics or up to date
on News, avid movie lovers, sports fans, business professionals, value shoppers, and
frequent music listeners. The financial income for this audience ranges from $20,000 to
$75,000, with a median of $40,000.
Kehlani agent DETAILS: Kehlani management. The Handbook. (2020, October
22). https://www.thehandbook.com/celebrity/kehlani/. (I have access to
the VIP information)
Psychographics:
Hobbies/Lifestyle Choices: Spiritual, Health, and Fashion.
Clothing/Accessory Brands: Urban Outfitters, Pretty Little Thing, and Fashion Nova.
Major Social Media Accounts They Follow: Ariana Grande, Kehlani, and Jhene Aiko.
Relevant Personalities/Influencers They Follow: Productive, hard-working, and influenced
by celebrities like Beyonce, Kehlani, and Ariana Grande.
Other Similar Artists: Jhene Aiko, Mahalia, Snoh Alegra.
Movies and TV Shows: In The Heights, Brown Sugar, and Star.
Quick Pitch
Mack Loren is a R&B soul singer-songwriter, her music has the power to transport you
whole new time and place, sitting at an old blues club on a warm summer evening with her
ambient and moody atmosphere, she’ll have you falling in love through her lyrics with her
sweet falsettos and soulful chest voice. She's a native Jersey girl with Cuban roots, that
attribute to her music style. She has recorded 5 singles and produced one EP in 2020.

3. Primary Platforms:
The social media platforms I feel are crucial to Mack Loren’s success would firstly be,
YouTube; YouTube will be a great tool for Mack to stream her videos and reach audiences
not normally reached. The second would be TikTok, because it has the power to take aritsts
careers to the next step just by having the artist show who they are. For Mack, it would be a
great platform for her to show her songwriting talents by singing original music and
duetting other music producer beats with a little quick verse. The third would be Facebook,
because of their promotional tools. Once music videos are made Mack can use Facebook to
promote through their ads this would increase the attention Mack receives on a project.
7 social media platforms every musician should use in 2021. MusicianPort. (2021,
February 25). https://musicianport.com/social-media-platforms-for-
musicians/.
Ideal members of the artist’s target audience:
GETTING TO KNOW THE ARTIST:
Talents:
Singing and/or Rapping:
a. Mack Loren definitely knows how to use her voice to her advantage with her
soulful voice and her falsetto, she has learned to capture emotions simply
just by her harmonies.
b. Her singing style is influenced from other female R&B artists such as Kehlani,
H.E.R, Queen Naija, and Summer Walker.
c. Attending Berklee College of Music, has helped her find her voice placement
within the music.
d. She knows how to use her voice has an instrument within the song through
harmonies and melodies that help portray the emotion of the song.
Songwriting and/or Lyricism:
a. Mack Loren has captured the skill of songwriting creating lyrics that carry a
range of emotion. Since she also produces her own music, she has an

4. advantage of not only being a lyricist, especially around topics that include
love and self-empowerment over setbacks, but having the knowledge to
create every aspect of her songs; being a part of the entire picture of the
songwriting process allows her to capture her take on R&B.
b. As stated above, Mack Loren has skillfully composed her own music. In her
latest release and collab with Matty Owen, she has incorporated heavy jazz
influences into her song ‘Touch’ by incorporating classical instruments such
as the saxophone.
Look and/or Aesthetic:
c. From Mack’s photos, her looks and aesthetics are important to her
personality. I would say she give off the appearance of a flower child or soft
retro. A lot of her photos have an old school filter to them and often use a
vintage screen. This look also applies to her style of music using old school
elements and making them modern.
Elements of Experience:
Recording/Producing:
a. She records her own music in her home in a room dedicated to her studio.
b. She is also a producer of her own music and produced her collab with Matty
Owens in her song Touch.
c. Going to college for music has helped her craft her sound that is current, yet
unique.
d. The collaborations she has done with other artists has helped her broaden
her production style when it comes to instruments.
Cowriting and Collaborating:
a. So far, she has only collaborated with two other artist, Matty Owens on her
song “Touch,” and “Honey” featuring FETH. However, the songs are well done
and shows she’s willing and able to cowrite/collaborate with other artists.
b. While it’s not specifically for music, she credits her photographer on her
website, which shows she can work well with others in the industry to grow
her brand.
c. Duetting other artists on TikTok is another way she collaborates with other
musicians.
Social Media:
a. Mack has developed her own personal branding website, with a brief bio, as
well as her photos, music/new releases, and contact information.
b. She has established her own Instagram with over 4k followers.
c. She uploads and maintains her music on her SoundCloud and Spotify
accounts.
d. She uploads on her TikTok account, original and cover music at least once
every week if not more.
Sponsorships:

5. a. Mack Loren is a big advocate for SOSCuba. Being she is from Cuban decent;
she is concerned for the people of Cuba and has made many posts on her
Instagram about it. She also has been doing a lot of Spanish covers of her
songs as a tribute to the Cuban people.
ARTIST SWOT ANALYSIS:
Strengths:
a. Mack Loren is currently enrolled in Berklee College of Music. This gives her a
boost of experience over a lot of new and even well-known artists.
b. Being able to write her own songs from lyrics to instruments gives her a
fuller rounded knowledge of the creative process.
c. She has studied and learned how to produce music which the results can be
seen in her own music.
Weaknesses:
a. Mack Loren does not have the experience of touring, which gives her lack of
experience in some of the music industry.
b. Only starting her music career in 2020 she has a small portfolio.
c. Doesn’t have access to quality production equipment or studio.
d. With a lack of management or help from a label to help her perfect her brand
and reach new fans.
Opportunities:
a. An opportunity for Mack Loren, would be using her social media platforms to
reach out to other musicians to collaborate with like, Novoa and Dee Gatti.
This will increase her recording and songwriting skills as well as increase her
fan base.
b. Mack can utilize her support for SOSCuba and her knowledge and popularity
on her social platforms to host a charity/awareness concert.
c. She can find and ask local R&B radio stations, such as WAYV (FM), that plays
Pop and R&B genre that will play an independent.
d. Watch for open performance slot at an upcoming music festival or smaller
gigs.
Threats:
a. Threat for Mack Loren would be not taking opportunities when presented,
especially when it comes to record deals and management.
b. There are a lot of independent R&B artists out there trying to get recognition
and make something of their music careers.
c. Independent artists and producers like Mack struggle to make a career due
to the loss of revenue from music piracy.
d. Sounding like every other female R&B artist and not finding your own sound.

6. ACTION ITEMS:
STRENGTH 1 – Potential Revenue Sources
1. Teaching artist, the basics of starting the song process.
2. The knowledge to manage other artists.
3. Working at a record label for production or songwriting.
STRENGTH 2 – Potential Revenue Sources
1. Writing songs for other artists.
2. Producing songs for other artists.
3. Teaching other artists how to song write and produce.
WEAKNESS 1 – Potential Solution
1. Finding her niche that will help her stand out in the R&B community.
2. Collaborating with another artist within the R&B community.
3. Marketing that will help her stand out from the other up and coming artists.
WEAKNESS 2 – Potential Solution
1. Learning how to present herself on stage while performing.
2. Touring underneath a headliner, would help her start and learn the ropes of touring.
Goal Settings
1-YEAR GOALS
REVENUE GENERATION GOAL:
Selling out a live show at the Wellmont Theater in Montclair, New Jersey. Create revenue from
selling out the show.
GATEKEEPERS:
GATEKEEPER: Javan Acevedo
POSITION: Operations Manager at Wellmont Theater
CONTACT: LinkedIn Contact
GATEKEEPER: Monique Sowinski
POSITION: Artist/Concert Promoter
CONTACT: moniquesowinski@livenation.com

7. WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Mack Loren is ready to perform live. Through watching her TIkTok’s and other videos consisting
of her singing, Mack Loren shows she can embody the emotions that comes with songs. She
knows how to take the song lyrics and portray those emotions through body language and
facial expression making it easier to connect to the audience.
OBSTACLE & SOLUTION:
OBSTACLE: The show doesn’t sell like planned.
POTENTIAL SOLUTION: Noticing that the show isn’t selling well, the promoter could give away
tickets to radio stations for the chance to win or before the show.
CONTENT CREATION GOAL:
Creating design for merchandise so Mack can get her product out. Sell the merchandise at the
live show and also possibly online.
GATEKEEPERS:
GATEKEEPER: rifkinash
POSITION: Graphic Designer
CONTACT: Via Fiverr
GATEKEEPER: Jak Prints
POSITION: Merchandise Distributer
CONTACT: Call 877.246.3132 or Email info@jakprints.com
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Performing live means fans, which in turns mean merchandise. This gives Mack the chance to
create merchandise like hoodies, t-shirts, etc. By creating things like t-shirts, Mack would also
be increasing her revenue streams. Along with revenue, this builds fan growth; by fans wearing
your merchandise this creates conversation about you, resulting in more fans.
OBSTACLE & SOLUTION:
OBSTACLE: Merchandise does not come out as planned; not a lot of time to fix it.
POTENTIAL SOLUTION: In a moment like this the only thing to do is accept it’s not what Mack
wanted, but the merchandise is still usable. The merchandise would still be used for the live
performance but not through her online store.

8. AUDIENCE GROWTH GOAL:
One of the main goals of putting on a concert is to spread her name through word of mouth
and promotion material from concert material captured by the audience.
GATEKEEPERS:
GATEKEEPER: Monique Sowinski
POSITION: Artist/Concert Promoter
CONTACT: moniquesowinski@livenation.com
GATEKEEPER: Z100 New York Radio
POSITION: Radio Station
CONTACT: 212-377-7900
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Performing at a venue in her home state New Jersey, would help the chance of selling out the
venue from happening. Performing in the state where she grew up, there is a greater chance
more people know about her personally or through word of mouth and the ones who don’t will
more likely support someone from there town/state.
Having Z100 Radio based in New York and New Jersey, we will be able to promote the concert
to listeners of the station. We can also offer tickets to the show through the station.
1. OBSTACLE & SOLUTION:
1.1. OBSTACLE: The place used for printing flyers and posters overbooked and there is no
time to find somewhere new.
1.2. POTENTIAL SOLUTION: The solution to this would be create more promotional content
for Mack’s social media accounts like Instagram and Facebook. Another solution would
be creating your own flyers and print some just to put up around the college.

9. 6-MONTH GOALS
REVENUE GENERATION GOAL:
Creating an EP is currently a beneficial way for Mack Loren to create revenue. Streaming and
album sales could be used for other projects to generate more revenue.
GATEKEEPERS:
GATEKEEPER: Monique Sowinski
POSITION: Promoter
CONTACT: moniquesowinski@livenation.com
GATEKEEPER: Redeye Worldwide distribution
POSITION: Digital & Physical music distribution
CONTACT: 877.733.3931 | redeyeworldwide.com
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
This is an important step currently at this point of Mack Loren’s Career. In August of 2020 she
released her Fairy Dust EP. A year’s time has passed, and this is a perfect time to release new
music to generate revenue.
OBSTACLE & SOLUTION:
1.1. OBSTACLE: The album doesn’t sell as planned.
1.2. POTENTIAL SOLUTION: If the album doesn’t sell as planned, the solution could be
promoting it more; another idea would be instead release singles for the rest of the
year at least every month to create revenue.
CONTENT CREATION GOAL:
With an EP release, Mack Loren will need to create her EP cover, along with promotional
material. The goal is to let Mack have creative freedom with help, so she can create a piece of
work that represents her.
GATEKEEPERS:
GATEKEEPER: Haudry
POSITION: Graphic Designer
CONTACT: https://www.fiverr.com/haudry

10. GATEKEEPER: Rubin Nizri (New Records Studio, NJ)
POSITION: Owner Chief Engineer
CONTACT: 347.229.2054
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Mack Loren will be designing her EP cover and promotional photo materials, with the help of a
graphic designer and photographer. This goal is not only an opportunity for Mack to be
creatively free, but it will help potentially boost her EP just by having a good cover.
OBSTACLE & SOLUTION:
1.1. OBSTACLE: The graphic designer creating the EP cover stops working on the project.
1.2. POTENTIAL SOLUTION: The solution to this would be quickly go look at the list of
graphic designers created for Mack. Start calling to find someone willing to work on the
project.
AUDIENCE GROWTH GOAL:
We would like to hire a music promoter for the new EP, this will help the EP be advertised to
the correct target market increasing her revenue stream.
GATEKEEPERS:
GATEKEEPER: Mack Loren
POSITION: Social Media Account Owner
CONTACT: Instagram account
GATEKEEPER: Gabrielle
POSITION: Independent Music Promoter
CONTACT: Contact information
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Using Mack Loren’s social media accounts to promote her new EP, will give her current fans the
opportunity to purchase the hard copies or download through streaming. By hiring a music
promoter, they will be able to zone in on our target audience and advertise the release to
people via social media platforms and direct them to where to listen, buy, and download the
new EP. This will also offer Mack a chance to gain new followers.

11. OBSTACLE & SOLUTION:
1.3. OBSTACLE: Don’t hear back from playlist curators after reaching out.
1.4. POTENTIAL SOLUTION: Find and reach out to more until songs are on playlists.
3-MONTH GOALS
REVENUE GENERATION GOAL:
By three months, our goals is to produce a physical copy of Mack’s first EP Fairy dust to
distribute in Mack’s Merchandise line.
GATEKEEPERS:
GATEKEEPER: AENT
POSITION: Music Distribution Company
CONTACT: AENT Music Distribution
GATEKEEPER: Rubin Nizri (New Records Studio, NJ)
POSITION: Owner Chief Engineer
CONTACT: 347.229.2054
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Releasing a physical copy of Mack’s EP Fairy dust. All of Mack Loren’s music is only available
on streaming platforms. While she will generate profits from these platforms, having
physical copies released to stores will help boost sales.
OBSTACLE & SOLUTION:
1.3. OBSTACLE: Unable to book a spot at Rubin’s recording studio.
1.4. POTENTIAL SOLUTION: A pivot with the same goal in mind would be to book her at
another recording studio.
CONTENT CREATION GOAL:
Our three-month content creation goal is to release a music video for her single Touch.
GATEKEEPERS:
GATEKEEPER: Brodin Plett

12. POSITION: Director
CONTACT: LinkedIn Account
GATEKEEPER: Seth Josephson
POSITION: Producer
CONTACT: LinkedIn account
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
This will be a great opportunity for Mack to add to her portfolio. She has yet to create a music
video and her single Touch has generated a good number of views, to be able to go back and
add a music video to the song, will help generate more attention to her channel by advertising
it on social media platforms such as iTunes, YouTube, Facebook, Instagram, etc.…
OBSTACLE & SOLUTION:
1.3. OBSTACLE: Funds to create the video.
1.4. POTENTIAL SOLUTION: A few ways to raise the amount of funding needed for the video
include talking with Mack Loren and see if she can work a few extra hours at her job,
see what leisure spending can be cut back on, book some bars and/or clubs to perform
at, and market her merch more.
AUDIENCE GROWTH GOAL:
By having Mack Loren featured on the podcast, we hope to have her connect with the audience
and build her brand. We also would like for her to get a single played on the station allowing
viewers to hear her music as well as promote her physical copy of her first EP Fairy dust.
GATEKEEPERS:
GATEKEEPER: Nadeska Alexis
POSITION: Radio Host
CONTACT: Nadeska Instagram
GATEKEEPER: Apple Music
POSITION: Radios Platform
CONTACT: https://www.instagram.com/applemusic/?hl=en
WHY THIS TIME FRAME IS ATTAINABLE & REALISTIC:
Mack has a relatable personality, that can relate with most anyone; I believe she will be able
to connect with the listening audience and draw people in. We can reach out to more

13. viewers by promoting the recording on social media platforms such as Facebook, Instagram,
Twitter, etc. and have the video show up on viewers with relative search feeds or by using
hashtags that align with the video to be seen amongst competing videos.
OBSTACLE & SOLUTION:
1.5. OBSTACLE: Didn’t receive the audience increase that was expected.
1.6. POTENTIAL SOLUTION: It’s possible the podcast was not directed towards the right
target audience and to go back and search for a more suitable podcast to be featured
on.