The document outlines a project on artist management focusing on the selection and analysis of an independent artist, Tam the Viibe, who is compared to Kendrick Lamar. It details her target audience demographics, psychographics, and geographic markets, emphasizing her strengths in songwriting and live performance while discussing areas for growth, such as confidence and marketing skills. The document also includes a SWOT analysis, potential revenue sources, and strategies for addressing weaknesses.

1. ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. List the names of each member of your group.
Ashlee Greenhalgh, Tammie Connor, Jasmine Davenport, Kathleen Boushele
2. Review the artist requirements in FSO and select an independent artist based on the
given criteria. Provide the artist’s name and primary website.
3. Identify one well-known artist that is similar to your artist and that would likely share a
target audience. Answer the questions in the “TARGET AUDIENCE” section below for your
artist’s audience based on research into the well-known artist that you have identified.
Kendrick Lamar is the one well-known artist we selected as similar to our artist, Tam The Viibe.
a. Potential research methods:
i. Facebook Audience Insights (https://www.facebook.com/ads/audience-insights/)
ii. Search the profile of the well-known artist you identified and find a post with more than
50 engaged users (likes, comments, reactions). Determine demographic and psychographic
data below from the “About” section of public profiles of the engaged users.
TARGET AUDIENCE
4. Target Audience - Demographics:
a. Tam The Viibe’s target audience is mainly twenty to thirty-year-old African American
women and men. The audience’s geographic area includes Southern states and metropolitan
US cities.
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: watching Netflix, movie goers, and gamers
ii. Clothing/Accessory Brands: malls, Nike, Adidas
iii. Food/Restaurant Preferences: Chilis, Jimmy John’s, Burger King
iv. Other Artists: Eminem, J. Cole, A$AP Rocky
v. Movies and TV Shows: Black Ink Crew, BET Networks, Real Housewives of Atlanta

2. 6. Target Audience – Description
a. The target audience enjoys watching Netflix and movies, playing video games and the
brands Nike and Adidas. They like quick, convenient, and inexpensive food establishments,
along with other rap artists and shows aimed towards the African American culture.
7. Target Audience- Geographic:
a. In what city is the artist based? List 5 cities within a 500-mile radius that have niche-
specific businesses, venues, schools, or other organizations that would be frequented by the
target audience you have defined. Provide a reliable source for each of the 5 examples.
Hometown: Pawleys Island, SC
http://www.statsamerica.org/radius/big.aspx
i. City 1: Miami, FL
Rolling Loud Festival https://www.billboard.com/articles/columns/hip-
hop/8454767/rolling-loud-2018-festival-lineup-update
ii. City 2: Tampa, FL
Crossover Church
http://crossoverchurch.org/
http://flavorfest.org/
iii. City 3: Atlanta, GA
ATL’S OWN/A3C
http://www.a3cfestival.com/atlsown
iv. City 4: Columbus, OH
The Bluestone
http://liveatthebluestone.com/concerts/hiphop-rb/
v. City 5: Pittsburgh, PA
Daily Bread
https://dailybreadpa.com/pages/about

3. 8. Provide at least two pictures of ideal members of the artist’s target audience. Remember to
consider psychographic information when choosing these images.
GETTING TO KNOW THE ARTIST:
Discuss the questions sections below thoroughly with your group in regards to your artist, then
answer them in writing.
Choose at least 3 talents out of the list below that apply to your chosen artist and write 4
sentences describing each talent. (Total of 12 sentences) Please elaborate and provide specific
details.
1. Singing /Rapping
Tam The Viibe’s rap style is comparable to J. Cole and Kendrick Lamar. Her cadence switches
with different aspects of the track. She has the ability to sing as well as rap, and her voice is a
bit raspy which adds more dynamics to her songs.
2. Songwriting
Tam The Viibe’s songwriting stems from her life experiences, and her lyrics are very relatable to
her audience. Her writing is poetic and raw, which adds a layer of complexity to her very
relatable music.
3. Live performance
Tam The Viibe’s live performances are very captivating to watch. Her ability to capture her
audience is extraordinary. She performs well with a live band or a DJ, and is a very versatile

4. artist.
Choose at least 3 elements of experience that apply to your chosen artist and write 4 sentences
describing each element of experience. (Total of 12 sentences) Please elaborate and provide
specific details.
1. Recording
Tam The Viibe’s recording experience is almost seasoned. The reason being is because her
engineer has her voice volume louder than the instruments. I believe once they figure out a
better balance, the quality of the track will be better balanced. This will allow her to have a better
recording experience
2. Touring/Booking Themselves
3. Co-writing
Tam TheViibe has co-written for a number of local indie artists. Her co-writing skills are very
seasoned. She understands the concept of the track which allows her creativity to flow properly.
“Ghostwriting” would be a great addition to Tam’s talents.
4. Merchandise
Tam TheViibe is currently in the process of designing different logos for her merchandise. Her
expertise could be increased in this area because she has no experience in marketing,
advertising and promotion. If she build a solid marketing team, her merch will not have an issue
with sales. She’s currently designing t-shirts, buttons and various other merchandise.
5. Sponsorships
6. Publicity
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.
A. Strengths
Tam The Viibe’s strengths are being able to connect with her target audience by engaging them
with her “real life” lyrics and her compassion for her art. She put forth a great deal of time and
effort into her projects to ensure they are no less than perfect. Her “Hiiii Life Vol. 1” mixtape is
an example of her raw and edgy side, in which she used her personal struggles to bring it to life.

5. B. Weaknesses
A weakness she has is allowing some of the industry situations to intimidate her, which causes
anxiety for her and she shuts down as a result. When she feels intimidated or uncomfortable,
she freaks out and hides in her shell. I believe once she gets over that, she will be okay.
C. Opportunities
The opportunities for Tam The Viibe are endless. She is an indie artist with amazing talent and
potential. With the right marketing plan in place, she will have many opportunities to work with
well-respected names in the music and entertainment industries.
D. Threats
The threats that Tam The Viibe may encounter are individuals who are unprofessional, that will
delay the creative process and production of material. Videographers, photographers,
producers, etc., are vital partnerships in the career of an artist. If they cannot deliver the material
needed to ensure the success of Tam’s career, this can and will be a threat.
ACTION??ITEMS??
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STRENGTH??????–??Potential??Revenue??Sources
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??artists??how??to??write??raps
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usic??forwith??other??musicians
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STRENGTH??????–??Potential??Revenue??Sources
1. Merchandise – Tam can use her raw lyrics as logos and designs for merchandise. This will
allow Tam to spread her messages around, free advertising and it’ll help accumulate extra
money for recording and touring.
2. Designing a website – Tam can use her creative side to design a website for her music. This
will add to her professionalism and be a place where fans and industry executives can go to
view and buy her music. She can also look into designing websites for other artists.
3. Collaborations – Tam can collaborate with other artists. This will help get her name out there
and help her build up a network.

6. 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
1. Build Confidence – Tam can listen to motivational videos and she can talk to other performers
in the industry and see how they deal with feeling intimidated.
2. Talk to a therapist – Tam can talk to a professional about what’s triggering her feelings of
intimidation. The industry can be cut throat, so she needs to make sure she has a healthy outlet
to bring herself back up when she hits a low point.
WEAKNESS 2 – Potential Solution
1. Mentor – When Tam feels insecure and wants to close herself off; she needs to have a
mentor who knows what’s she going through and who will make sure she doesn’t hide.
2. Perform – Part of the reason Tam may be intimidated easily is that she doesn’t have a lot of
experience with live performance. Once she starts putting herself out there, her confidence will
go up.