Shantelle Beasley is exploring her personal brand as she studies music business at Full Sail University. She grew up playing instruments and participating in music programs. Her goal is to become a music promoter and help new artists connect with audiences by conveying optimism and encouraging them to embrace their authentic selves. She is networking in the industry, developing her skills, and has started working with three new artists on albums and tours.

1. PERSONAL BRAND EXPLORATION
Shantelle Beasley
Project & Portfolio I: Week 3
March 18, 2020

2. The second oldest of five children, Shantelle
grew up in a small town in northern Idaho.
Her love for music was cultivated by her
parents at a young age. 80’s hair bands and
classic country were a staple in her household
growing up. When she was six years old, her
mother enrolled her in piano lessons and from
there she went on to learn the violin and cello,
as well as joined choir and jazz band in high
school. After spending many years working in
the health care industry and then spending
four years as a stay at home mom, Shantelle
enrolled in the Music Business program at Full
Sail University where she’s focusing on
becoming a music promoter.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Music Promoter
• Music Supervisor
• Publisher
Innocent Archetype - Creating
artist stories that resonate with
people by being optimistic,
straightforward, and trustworthy.
Using traditional methods and
incorporating new ones to set
strong brand integrity standards
that encourages others to embrace
their unique selves.
A&R Director for Record Labels

4. • DEMOGRAPHICS: 60% female,
23-45 years old, college
educated, predominately
white, located on the east and
west coast.
PSYCHOGRAPHICS: Enjoys
music, spends time building
genuine relationships with
others, enjoys discovering and
creating new music.
• IDEAL AUDIENCE MEMBERS:
Mary Kui, HR Manager (SME),
Geri Imbriani, Office Manager
(SR), Victor Sandoval, Digital
Manager (SMI)
Recruiters & Hiring Managers at SME, SR, and SMI
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level A&R position at SME.
‣ Connect with, and send my digital portfolio to,
20 SME team members that work in or work
closely with the A&R department.
Mid Term: (2026)
• Secure a position as the Director of A&R
Administration at SME.
‣ Develop and revamp new negotiation tactics to
establish and secure valuable new connections
and resources for the department.
Long Term: (2041)
• Establish a record label that encourages new artists to
push outside of their comfort zone and embrace their
uniqueness.
‣ Save a total of $100,000, work with 3 new
unsigned artists and help them release albums
by December 1, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 80%
Microsoft Excel 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 60%
Adobe Systems Adobe Audition 10%
Active Listening 75%
SOFTHARD

7. I help aspiring artists achieve their goals by
encouraging them to be their unique selves by
being trustworthy and optimistic.
PROMISE

8. CREDENTIALS
Work Experience:
• 5 years service in the healthcare
industry as a CNA.
• 2 years service as a telesales agent.
Education:
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Talent award, Sandpoint Junior Miss

9. COMPETITION
LaShantee Evans
Industry Experience:
• Six months as an A&R Intern for
Zobe Records
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Co-Founder and Co-Owner of Green Legacy
Productions & Music Consulting Services
Skills and Proficiencies:
• Customer Service - 8 endorsements
• Sales - 6 endorsements
• Microsoft Office - 6 endorsements
Shantelle Beasley
Overall Online Presence:
• 500+ connections, customized banner image,
professional headshot, thorough details
throughout profile, no articles published, inactive
on social media, URL not yet customized
• Grade: Good, 70 out of 100
Industry Experience:
• Currently has no industry
experience
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Rose Terrace Cottages, House C swing shift
manager
Skills and Proficiencies:
• No endorsements
Overall Online Presence:
• 1 connection, banner image not customized,
professional headshot, no detailed summary, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 30 out of 100

10. COMPETITION
Shaun Cohen
Industry Experience:
• ~8 years of music business
experience, 4 years as an A&R at
SME
Education:
• Liberal Arts and Sciences/Liberal Studies, A.S.
• Communication and Media Studies, B.A.
Noteworthy Experience:
• Producer at WFUV - Led Creative & Production
meetings for WFUV’s sports show.
Skills and Proficiencies:
• Social Media Marketing - 12 endorsements
• Microsoft Excel - 9 endorsements
• Broadcast - 9 endorsements
Shantelle Beasley
Overall Online Presence:
• 500+ connections, banner image not yet
customized, amateur headshot (picture is very
dark), no profile summary, no recommendations,
URL not yet customized.
• Grade: Good, 70 out of 100
Industry Experience:
• Currently has no industry
experience
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Rose Terrace Cottages, House C swing shift
manager
Skills and Proficiencies:
• No endorsements
Overall Online Presence:
• 1 connection, banner image not customized,
professional headshot, no detailed summary, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 30 out of 100

11. BRAND POSITION
Encouraging new artists to have fun, be
optimistic and create new experiences
that are an expression of their unique
selves.
SHANTELLE BEASLEY

12. NETWORKING &
MARKETING
Industry Events & Organizations
• The 2020 Girl Power! Conference
‣ April 25th | Berkeley, CA
• LAUNCH Music Conference 2020
‣ April 30th - May 3rd | Lancaster, PA
• East Cost Music Conference (ECMC) 2020
‣ June 4th - June 7th | Norfolk, VA
Digital Marketing
• Primary Content: est. podcast called “Hear! Hear!”; 45
min. episodes showcasing new talent and upcoming
shows in the industry. Hosted on Buzzsprout.
• Primary Tools: Twitter and Instagram - promote
podcast through 30 sec. promo videos; LinkedIn -
network with industry pros and publish monthly
articles highlighting some of the podcast stories.
• Website: Full Sail digital portfolio site to showcase
school work; use blog to showcase music/artist
promotion knowledge and embed podcast episodes .

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level music promoter or A&D
director with at least 20 yrs of experience in the
music industry; business minded individual
who’s not afraid to think outside the box.
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021.
Technical Skills
• Set up free HubSpot CRM; complete all CRM
courses through HubSpot Academy, Dec. 2020
• Adobe Audition training - LinkedIn Learning,
Dec. 2020
• Quickbooks Online Essential Training - LinkedIn
Learning, Dec. 2020
Soft Skills
• Public Speaking Foundations - LinkedIn
Learning, Oct 2020
• The Persuasion Code - LinkedIn Learning, Oct.
2020
• Join Music Entrepreneur Club, attend live weekly
sessions (online), April 2020

14. Shantelle Beasley
You know how a lot of artists trying to
make it in the music industry are
overlooked because people are afraid to take
a chance on them? Well, what I do is work with these artists by
conveying optimism and trust and encouraging them to be
authentic to connect with audiences. In fact, I have three clients I
started working with last year who have albums and tours in the
works for the upcoming year!
“

15. REFERENCES
Evans, L. (2020). LaShantee Evans LinkedIn Profile.
Retrieved March 20, 2020, fromhttps://www.linkedin.com/in/
lashantee-evans/
Cohen, S. (2019). Shaun Cohen LinkedIn Profile. Retrieved
March 20, 2020, from https://www.linkedin.com/in/shaun-
cohen-26704561/
ONETOnLine.org. (2020). Summary Report for:
13-1011.00 - Agents and Business Managers of Artists,
Performers, and Athletes. Retrieved March 20, 2020, from
https://www.onetonline.org/link/summary/13-1011.00
SME. (2020). SME Company Page on Glassdoor. Retrieved
March 21, 2020, from https://www.glassdoor.com/Reviews/
Sony-Music-Entertainment-Reviews-E37127.htm
SME Career Site. (2020). A&R Administration Director - Job
Description. Retrieved March 21, 2020, from https://
boards.greenhouse.io/sonymusic/jobs/4682024002
SR Career Site. (2020).
Senior Director, Urban Radio Promotion, Artist Services -
Job Description. Retrieved March 21, 2020, from https://
boards.greenhouse.io/sonymusic/jobs/4518776002
Sony Music Entertainment. (2020). Sony Music
Entertainment Company Page on LinkedIn. Retrieved
March 21, 2020, from https://www.linkedin.com/company/
sony-music-entertainment/
Girlpowermusicconference.com. (2020). 2020 Girl Power!
Conference Info. Retrieved March 21, 2020, from https://
www.girlpowermusicconference.com/conference-info
eastcoastmusicconference.com. (2020). Attend ECMC 2020.
Retrieved March 21, 2020, from https://
eastcoastmusicconference.com/attend-ecmc-2020/