Bryn Nelson Portfolio Piece Gray Hurley Music

Gray Hurley:
Artist Portfolio
MAY
2023
SOMMER HAVENS, BRYN NELSON, AND KENNETH SMITH
FULL SAIL UNIVERSTIY | ARTIST MANAGEMENT MAY 2023

ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
Sommer Havens
 Linguistic
 Musical
 Naturalist
Bryn Nelson
 Musical
 Linguistic
 Interpersonal
Kenneth Smith
 Musical
 Logical
 Kinesthetic
Our Artist: Gray Hurley
https://www.instagram.com/grayhurleymusic/
https://open.spotify.com/artist/5J0pmpFcYGbGTgF2sLFFWh
Similar Artist:
Pharrell Williams is the well-known artist that we selected that was similar to Gray Hurley. They
both were influenced by jazz music, which helped them shape the sound of their music. Both
artists have a projected target audience between 16 and 24.
https://open.spotify.com/artist/2RdwBSPQiwcmiDo9kixcl8
TARGET AUDIENCE
Target Audience - Demographics:
Our target audience consists of individuals aged 16-24 residing in most democratic countries,
particularly those living in urban areas. According to global statistics (Susic, 2023b),
approximately 26% of music enthusiasts prefer R&B, rap, and hip-hop. Although rap/hip-hop is
the most famous music genre in the US and UK, it ranks sixth globally. This genre is prevalent
among 16-24-year-olds and black communities of all ages. Drake is one of the most popular
rappers, with 26 top-charting hits. Even in China, hip-hop is listened to by 37.1% of individuals
aged 15-25, which equates to 296 million people. Hip-hop listeners tend to be among the
youngest, whereas alternative music has an audience that is, on average, three years older.

Target Audience-
Psychographics:
Fitness, Chargers, RangeRovers, G-Wagon.
Clothing/Accessory Brands (Where do they shop and what do they buy?)
Gucci, Nike, Jordan, Dior.
Major Social Media Accounts They Follow
Red Bull Records, On the Block Seattle, and Black Noise Records.
Relevant Personalities/Influencers They Follow
Jay-Z, KAHLID, Drake, The Weekend, and Post Malone.
Other Similar Artists
John-b, Russ, MGK
Movies and TV Shows
Powerbook, Lost Boys, 8 Mile.
Quick Pitch
A good song should make the listener feel like they have heard it. It's like the artist is speaking
directly to you through the lyrics. While writing the song “Practice” our artist Gray realized
something, your emotions may be easy to have while writing a song but, adding music and
evoking the same feelings in others is challenging. This particular song has a great sound and
sets the tone from the first sentence, explaining his life story. He started learning music as just
“A young city kid growing up playing the saxophone using his skills that he did know were
stepping stones”. Gray also tells his audience his reasons for making music “Gray does it for the
love, he does it to make you wanna grove and the rhythm that makes you wanna move.” This is a
unique enough trend to be noted. When a piece has specific sounds, going all out is essential.
This song is sharp and has a lot of substance and references that require an attentive ear. You can
hear the passion incorporated in the sounds of the Jazz music that Gray produced in the song
“Practice” You can find all of this with our artist Gray.
Primary Platforms
For music streaming, Spotify is the best platform for music streaming for upcoming artists.
Similar artists such as Jack Harlow and Post Malone primarily used Spotify as well as Apple
Music to get their music to larger audiences and on curated playlists. TikTok and Instagram are
two social media platforms that can be utilized to promote music. TikTok will put your videos on
to the For You Page of people that may be interested in the type of music you create based on the
things you interact with. Similarly, with Instagram, you can post all the same content that you
created with TikTok and discover a new set of fans. Instagram is also a great way to connect
with fans by replying to comments and direct messages to show fans you see them and
appreciate their support.

Provide at least two pictures of ideal members of the artist’s target audience. Remember to
consider the demographic and psychographic information you listed above when choosing these
images.

GETTING TO KNOW THE ARTIST:
Talents
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).
One of Gray’s many talents is his rapping and singing. Growing up with a musical background,
Gray has been focused on music his whole life. In all his songs, he raps over a beat and adds a
little bit of singing to them, like Drake’s style of music. Gray is also like Pharrell Williams with
his comparable jazz background.
Another talent is his songwriting. Gray writes all his music which is currently based on his own
life experiences which include performing in numerous jazz festivals across the country and even
receiving awards for his exceptional musical talent. Writing music is a good skill to have because
he can be more relatable to his target audience. By writing his own music, Gray expresses his
thoughts and feelings to his target audience.
He also plays saxophone which adds to his musicality. Adding saxophone solos to all his songs
adds a layer of jazz to the genre of music. According to his bio, he has been playing saxophone
for over 15 years, increasing his level of knowledge. Like Pharrell, adding music to his beats
adds a level of talent that is unique in the mainstream world.
Elements of Experience
Choose at least 3 elements of experience that apply to your chosen artist and write 4
sentences describing each element of the experience. (Total of 12 sentences) Please
elaborate and provide specific details.
Recording - Gray has had several studio sessions since he started making and releasing music.
He primarily records his music on his computer. Having the experience and knowledge of
recording music yourself means you don’t have to be on anyone else's schedule to release
music.
Social Media Growth -Through consistent posting on Instagram, Gray is slowly growing his
social media following. His Instagram is set up well with a good mixture of promotion and
lifestyle. With Instagram’s algorithms, posting Reels is more critical than posting pictures, which
he does both. He is constantly posting Stories as well and has recently started posting TikTok’s.
Producing - Gray is constantly making new beats and adding saxophone solos to his music. For
the most part, it looks like he is self-taught when it comes to producing his music. Being self-
taught can be an asset to his career because he does not need someone else to produce and
release music.
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.
1. Strengths: One of Gray’s strengths is that he personally writes and produces his own
music himself without any type of help. He also creates most of the beats and he
showcases them through his music. He is also an independent artist, who is jumping into
a giant pool of artists all over the world.
2. Weaknesses: One of Gray’s weaknesses is that the music could get mixed down to better
music quality. An excellent example of this would be Pharrell Williams’ song “Happy”.
Another weakness Gray has would be a lack of knowledge in audio engineering which
gives varying audio levels. An example of lack of knowledge might mean that a
particular artist will have to find a class to learn the knowledge or pay someone to do the
engineering part of the job.
3. Opportunities: The opportunities available for Gray would be, playing live shows and
live streaming his music on different streaming platforms. Folklife, The Bite of Seattle,
Capitol Hill Block Party, Seattle Pride, and Bumbershoot are all smaller festivals in
Seattle we want him to have a set on. Streaming music on Spotify and Apple Music and
then promoting the music to TikTok and Instagram will gain traction for live shows.
4. Threats: A current threat would be local competition, which can be a challenge. An
example of this would be if another performer appeared at the venue and stole the show,
with a better performance. Another threat would be the ability to reach the target
audience can seem overwhelming. With Instagram and TikTok’s algorithms, posting
every day is key to getting your name out and staying in the rotation.
ACTION ITEMS:
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3 potential
revenue sources for the artist. (Total of 6)
STRENGTH 1 – Writing
1. Writing songs for other people
2. Co-Writing with other people
3. Earning publishing royalties
STRENGTH 2 – Producing
1. Selling beats and royalty-free music
2. Selling samples
3. Teaching lessons on producing
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 – Production level
1. One could hire a professional sound engineer to mix the music.

2. Audio Production could have a more thorough process.
WEAKNESS 2 – Live performances
1. Perfecting stage presence.
2. Get into the local artists’ groups and hosts to get on stage at open mic nights.
References:
Pharrell Williams. (n.d.). Spotify. https://open.spotify.com/artist/2RdwBSPQiwcmiDo9kixcl8
Hyatt, A. (2022, July 22). Best Practices for Spotify Playlist Submission - Cyber PR Music.
Cyber PR Music. https://www.cyberprmusic.com/best-practices-for-spotify-playlist-
submission/
De Newtone, T. (2023, March 21). 3 tips to pitch a Rap single and get your music known.
Groover Blog. https://blog.groover.co/en/tips/rap-single-pitch-tips/
Susic, P. (2023, February 22). 48 Rap & Hip-Hop Statistics 2023: Listeners, Demographics,
Industry. HeadphonesAddict. https://headphonesaddict.com/rap-and-hip-hop-statistics/
Hyatt, A. (2022, July 22). Best Practices for Spotify Playlist Submission - Cyber PR Music.
Cyber PR Music. https://www.cyberprmusic.com/best-practices-for-spotify-playlist-
submission/

ARTIST NAME: Gray Hurley
TEAM MEMBER NAMES: Sommer Havens, Bryn Nelson, and Kenneth Smith
3-Month SMART Goals
1. REVENUE GENERATION: Gray's revenue generation goal is to have 1000 revenue
streams. We want Gray to accomplish this by using his music platforms to do so. This
includes Spotify, Soundcloud, and Apple Music. Gray will also use his social media
platforms, such as Facebook, Instagram, and Twitter to promote his music that is
available on the music platforms listed within a 3-month time frame.
2. CONTENT CREATION: The 3-month content creation goal we made for Gray would be
to make a link tree link. This link can be used for multiple purposes throughout his
musical career.
3. AUDIENCE GROWTH: The audience growth goal for Gray is to see how many
followers he can gain on his social media platforms. This includes Gray’s Facebook,
Instagram, and Twitter accounts. Gray will be able to make it to this goal by promoting
his music which can be provided to his social media audience with a link to his music
profiles that are listed above. We would want Gray to complete this task within three
months.
6-Month SMART Goals
1. REVENUE GENERATION: The 6-month revenue generation goal is to book paying
shows at The LO-FI and Nectar by December 2023. Also, to have an up-and-running
artist page that charges a monthly fee. This will firmly establish Gray in the local scene,
giving him performance experience and helping to forge a relationship with fans.
2. CONTENT CREATION: The goal is to create revenue while gaining momentum with a
large fan base. This will allow us to be compensated adequately to move forward with
Gray's career. We want Gray to be in the studio continuously creating music that will be
featured on his first album. This is also the perfect opportunity to create TikTok’s and
Instagram Reels from the studio showing the process.
3. AUDIENCE GROWTH: By February, we must have established public shows
continuously at local venues around Seattle. At the same time we need to constantly be
posting videos and daily content to TikTok and Instagram to continue to boost social
media and gain a fanbase.
1-Year SMART Goals
1. REVENUE GENERATION: Our one-year revenue goal is to be added to the Capitol Hill
Block Party lineup in July 2024. After reaching out to Evan Johnson through our
connections playing shows at his venue, we can show that we have an established

relationship with fans, so he knows they will show up and support Gray.
2. CONTENT CREATION: We want Gray to have a full-length album ready by the week
of the Capitol Hill Block party.
3. AUDIENCE GROWTH: Our audience growth goal for one year is to have enough of an
established fan base by promoting the album and upcoming shows across all social media
platforms (TikTok, Instagram, Youtube, etc.), that we are being added to feature on
lineups for local shows and to promote the album we hope to have released a year from
now.

ARTIST NAME: Gray Hurley
TEAM MEMBER NAMES: Sommer Havens, Bryn Nelson, and Kenneth Smith
3- MONTH REVENUE GENERATION
INITIAL
Brainstorm the goal that you have in mind. What is the general thing you
hope to accomplish? Think of this as a scratch pad where it’s okay to be
broad, as you will be dialing it in with more specifics later.
GOAL
IDEA
One goal for Gray is to see how much income he can generate through
revenue streams on Spotify and Soundcloud.
S
(4 sentences and at least 1 gatekeeper required)
What do you want to accomplish? What gatekeepers are involved and what
are their titles/roles? Who needs to be included? Why is this a goal?
SPECIFIC ● We want our artist Gray to get paid for revenue streams on
Spotify and Soundcloud.
● By uploading new songs, Gray can accomplish an established
fanbase.
● This is a goal because, without revenue streams, Gray’s
fanbase and music career will not grow.
● Gatekeeper: Dhaval Kothari- Artist and Marketing
Consultant.
www.dhavalkothari.com or Dhaval
Kothari@dhavalkothariofficial.
M
How can you measure progress and know if you’ve successfully met your
goal? Can you phrase this in a way in which success can be verified with a
“yes” or “no”. For example, “Did we book a paying show at The Social in
Orlando within 3 months?”
MEASURABLE I would measure this goal by having our group track how many times a
day Gray’s music gets streamed on Spotify and Soundcloud. I could first
set a 1000 stream goal for Gray to meet. Did Gray meet his goal of 1000
streams in 3 months?

A
(4 sentences required)
What are the skills and/or connections required to achieve the goal? Do
you, your team, or your artist have these? If not, can you obtain them?
What is the motivation for this goal? Is the amount of effort required on
par with what the goal will achieve?
ACHIEVABLE ● The skills that make this possible for Gray to complete are
Gray’s social skills, upbeat personality, and promotion skills.
● Yes, everyone on our team also has one or more of these
skills.
● The motivation for this goal is to gain revenue streams by
having Gray gain more followers to stream his music.
● Yes, the amount of effort put in by Gray himself will be
shown in the number of followers and music streams he can get in
3 months.
R
Why am I setting this goal now? Which aspect of your artist’s long-term
career objectives does this goal fit in with, and how does it contribute to
achieving that?
RELEVANT ● I am setting this goal now to get people on board to listen to
Gray’s music, and revenue streams are an excellent way to keep
track of followers and potential fans.
● This is very important for new artists trying to make a living
off of their music; the first step is to get people listening to your
artist’s music and loving what they hear.
● This aligns with Gray's future career by beginning his fanbase
and generating an income to produce future songs/albums.
● Gray can improve his music quality, album cover design,
website design, and more with the generated income.
T
(4 sentences required, including at least 1 potential obstacle and 1
potential solution)
What’s the deadline and is it realistic? Why do you feel it’s realistic,
attainable, and/or relevant? What are the potential obstacles that could
keep your artist and/or team from hitting this target? What is a potential
solution for one of these obstacles?

TIME-BOUND ● The deadline that we agreed on as a group was 3 months, this
is realistically a long time to be able to achieve the goal given.
● Gray’s 3 month goal is to have 1000 revenue streams
between Spotify and Soundcloud.
● One potential obstacle would be if one of the music
streaming sites went down for some reason and was inaccessible
for fans to use.
● The solution would be for Gray to redirect his fans to use the
other site to stream on, till the other site is fixed or the problem is
solved.
SMART
Review what you have written, and craft a new, formal goal statement
based on what the answers to the questions above have revealed.
GOAL Gray's revenue generation goal is to have 1000 revenue streams. We want
Gray to accomplish this by using his music platforms to do so. This
includes Spotify, Soundcloud, and Apple Music. Gray will also use his
social media platforms, such as Facebook, Instagram, and Twitter to
promote his music that is available on the music platforms listed within a
3-month time frame.
3- MONTH CONTENT CREATION
INITIAL
GOAL
IDEA
One goal for Gray would be to make his link to promote his music, as well
as a link to sell potential merchandise.
S

SPECIFIC ● What we want to accomplish is for Gray to have his music-
oriented website. There are many different ways for us to go about
making this an achievable goal.
● Gray can promote his music through a website called
Linktree, which creates customized links in the artist’s bio.
● This is a goal because Gray’s fans will have access to his
music through multiple links tied into one promotional website.
● Gatekeeper: Alex and Anthony Zaccaria, Co-Founder & CEO
of Linktree- Https://linktr.ee/alex
M
MEASURABLE I can measure Gray's progress by tracking how often his link tree link is
used to find Gray and his music. Did Gray's fanbase find it easier to access
Gray on multiple platforms?
A
Gray’s social skills, upbeat personality, and promotion skills. The
connection required to make this work is to the Linktree website.
skills.
● This goal aims to spread Gray’s link to more potential fans
through various links connected to one website.
● Yes, the amount of effort we all have had to put in for this to
be available for Gray and achieve his 3-month goal successfully.

R
achieving that?
RELEVANT ● I am setting this goal now for Gray’s fans to have multiple
different ways of spreading his music through platforms like
Youtube, Google, and Vimeo in the future to gain music streams.
● This will help Gray gain followers by introducing QR codes
to help bring his offline world online.
● This will help Gray with future product packaging, posters,
and flyers to promote a music festival or stage performance that he
will be performing in.
● This will contribute to how Gray can effectively relay
information about new songs and upcoming performances.
T
potential solution)
TIME-BOUND ● The deadline for this goal is 3 months.
● This to me is very realistic considering that Gray has already
successfully made his Linktree link already.
● One obstacle would be if the Linktree link took fans to a
different website.
● The solution would be for one of us to get ahold of Linktree
support to get the issue figured out.
SMART
GOAL The 3-month goal that we made for Gray, would be to make a linktree
link. This link can be used for multiple purposes throughout his musical
career.

3- MONTH AUDIENCE GROWTH
INITIAL
GOAL
IDEA
One goal for Gray is to gain more followers on his social media pages.
This would include Gray's Instagram, Spotify, and Soundcloud.
S
SPECIFIC ● What I want to accomplish is for Gray to gain more followers
on all social media platforms available.
● Instagram is Gray's most prominent social media platform;
this is where he shares his musical journey with his fans and can
continuously gain likes and comments from his followers.
● Instagram's role is to get Gray into the world as an artist and
turn long-time followers into official fans.
● The gatekeeper would be Gray's Instagram page.
M
MEASURABLE One way I can measure Gray's progress is by counting how many
followers Gray accumulates in a day and setting short-term goals. An
example of this short-term goal would be to gain 50 followers in 2 weeks.

A
Gray’s social skills, upbeat personality, and promotion skills.
skills.
● The motivation for this goal is to spread Gray’s music around
the world.
● We can achieve this goal through all of the followers that
Gray gains on the three social platforms, Instagram, Spotify, and
Soundcloud.
R
achieving that?
RELEVANT ● I am setting this goal for Gray because he has the music and
personality.
● Now Gray needs fans for his music career to move in the
right direction.
● After getting fans to love his music, Gray's next move is to
start getting paid to play in some clubs and lounges in Seattle.
● By generating more fans on his social media platforms, Gray
can fill those clubs and lounges with those fans to become more
popular and profitable.
T
potential solution)

TIME-BOUND ● The deadline for this goal is 3 months.
● To make this goal attainable we gave Gray a certain number
of followers to gain within a timeframe.
● One potential obstacle would be for Gray to not gain any
followers at all.
● A solution for this could be for Gray to release a 30 second
clip of a new song that is coming soon to get his followers intrigued
again.
SMART
GOAL The audience growth goal for Gray is to see how many followers he can
gain on his social media platforms. This includes Gray’s Facebook,
Instagram, and Twitter accounts. Gray will be able to make it to this goal
by promoting his music which can be provided to his social media
audience with a link to his music profiles that are listed above. We would
want Gray to complete this task within three months.
6- MONTH REVENUE GENERATION
INITIAL
Brainstorm the goal that you have in mind. What is the general
thing you hope to accomplish? Think of this as a scratch pad
where it’s okay to be broad, as you will be dialing it in with more
specifics later.
GOAL
IDEA
We want the artist to mainly play paying shows and have two
active sites that generate revenue. Preferably the shows would still
primarily be local within 100 miles of (Gray’s) city.
S
What do you want to accomplish? What gatekeepers are involved
and what are their titles/roles? Who needs to be included? Why is
this a goal?

· We need Gray getting paid to perform, not vice
versa. We are no longer an open-mike artist.
· Playing live allows Gray to connect closer with his
fans and mingle with other members of the local scene.
Promoters and other artists need to see him perform; this
can lead to more bookings.
· We want the artist to perform at the LO-FI or Nectar.
This is where the target audience will be, and they are
known for their outstanding live performances.
· This is a goal because Grays needs to perfect his in-
person network to grow his online network. We need
genuine relationships within our local scene to help us
take the next step.
Gatekeeper:
Scott – Events Booker at The LO-FI
scott@thelofi.net or pacogordo@gmail.com
Gatekeeper:
Natalie - Booking Inquiries, Artists & Management, Press, Events
Booking@nectarlounge.com or Natalie@nectarlounge.com
M
How can you measure progress and know if you’ve successfully
met your goal? Can you phrase this in a way in which success can
be verified with a “yes” or “no”. For example, “Did we book a
paying show at The Social in Orlando within 3 months?”
MEASURABLE We plan to check progress on this goal every two weeks until a
show is booked at one or both locations. We will continue to book
at small bars and clubs to help perfect our stage presence and get
Gray's name out to the masses.
The fact of booking and performing a show at one of the two
venues will give us the answer.
A
What are the skills and/or connections required to achieve the
goal? Do you, your team, or your artist have these? If not, can you
obtain them? What is the motivation for this goal? Is the amount
of effort required on par with what the goal will achieve?

ACHIEVABLE · Gray can perform a 15-minute live set for 20 minutes
if he talks a 30-second intro between songs.
· Both Gray and I will reach out to the booking agents.
We believe they will respond to us contacting them.
· Most bookings are made through DMs, so we will
reach out that way as well so that we will reach out to him.
· The motivation for this goal is a locally established
revenue stream and to obtain future performances. The
effort for Gray and us will be well worth it once achieved.
R
Why am I setting this goal now? Which aspect of your artist’s
long-term career objectives does this goal fit in with, and how
does it contribute to achieving that?
· RELEVANT · Preparing properly for this will be worth it, and it
will help gray tackle performance fears and start to
generate real revenue.
· Local shows get the artist in front of a hometown
crowd, but we will also always go live when possible, to
gain the most exposure.
· We have set a 1-year goal of a regional tour in the
Southeast. Establishing ourselves at a hometown venue is
a logical first step.
· Long-term, we want to be invited to perform at
festivals in all areas. All in-person experience Gray can
do, would be immensely beneficial.
T
(4 sentences required, including at least 1 potential obstacle
and 1 potential solution)
What’s the deadline and is it realistic? Why do you feel it’s
realistic, attainable, and/or relevant? What are the potential
obstacles that could keep your artist and/or team from hitting this
target? What is a potential solution for one of these obstacles?
TIME-BOUND · The deadline is 6 months from August, so February.
.
· This is a very attainable goal because Gray has a
small online following. Both venues are known for
featuring local artists, which is a great policy for us.
· One potential obstacle is that neither booker books
Gray.

· One solution is that we network with other artists
who have been booked at either venue or try to open for
them.
SMART
Review what you have written, and craft a new, formal goal
statement based on what the answers to the questions above have
revealed.
GOAL The 6-month revenue generation goal is to book paying shows at
The LO-FI and Nectar by December 2023. Also, to have an up-
and-running artist page that charges a monthly fee. This will
firmly establish Gray in the local scene, giving him performance
experience and helping to forge a relationship with fans.
6- MONTH CONTENT CREATION
INITIAL
GOAL
IDEA
Build a space for consumers to meet Gray. Have an online presence that
allows for revenue and promotion of Gray and his music.
S

SPECIFIC · Get paid relatively for Gray's music streams and live
performances.
· Increase Gray's streams and reach new fans by operating a band
site.
· Distribute Gray's music to as many streaming platforms as
possible.
· Get set up with the major performing rights organizations
(ASCAP, BMI, and SESAC) to get paid.
Gatekeepers:
Spotify, Tidal, Apple, TikTok, and more.
M
MEASURABLE Within sites like Bandzoogle, Spotify, or SoundCloud, we can look at stats
daily to ensure we are on track to meet our fan, stream, and revenue goals.
A
ACHIEVABLE · The skills needed are to build a clean website from a template
provided by the host, in our case Bandzoogle.
· We all have the skills to run the pages and will split the time
needed.
· The motivation for this goal is to start cementing Gray's name
in the area, get out into the world, and be relevant.
· The required effort is on par with the position Gray wants to
be in and is very achievable.

R
achieving that?
RELEVANT · We set this goal because It is time to either go for it or find
something else to do.
· This fits in directly with wanting to be on stage.
· Gray needs to be in front of real people and have others feel
what he feels through the power of music.
· By reaching this goal, we can see that others like what we are
producing and have a clear path to continue.
T
potential solution)
TIME-BOUND · The deadline for this would be a booking by mid-January for a
February performance.
· Seeing how we are currently getting called for small shows,
we have six months to prove we should be paid properly for our
efforts.
· An obstacle can be getting the price we believe we are worth
versus the budget the venue may have.
· A possible solution is to find out what the budget is by asking
a previous performer or just asking the booking agent.
SMART
GOAL The goal is to create revenue while gaining momentum with a large fan
base. This will allow us to be compensated adequately to move forward
with Gray's career. We want Gray to be in the studio continuously creating
music that will be featured on his first album. This is also the perfect
opportunity to create TikTok’s and Instagram Reels from the studio
showing the process.

6- MONTH AUDIENCE GROWTH
INITIAL
GOAL
IDEA
We want to grow our fan base both in person and in the digital space. If
we can achieve this, we will also gain revenue for the time and effort put
into the project.
S
SPECIFIC · Get people over to Gray’s Spotify and Tidal pages to start
listening.
· Increase Gray's streams and reach new fans by operating a band
site.
· Increase Gray's active listeners with more engagement on
Instagram and Twitter.
· Distribute Gray's music to as many streaming platforms as
possible.
Gatekeepers:
Spotify, Tidal, Apple, TikTok, and more.
M
MEASURABLE With everything in place, it is easy to follow the data using sites like
Bandzoogle, Spotify, or SoundCloud. We can set notifications for
milestones met and missed.

A
ACHIEVABLE · The skills needed are to build a clean website from a template
provided by the host, in our case Bandzoogle.
· We all have the skills to run the pages and will split the time
needed into the areas we are best in.
· Gray must play a significant role as the artist and give much
input.
· The motivation for this goal is that we will finally be putting
Gray's name on the map in a huge way.
· The required effort is on par with the position Gray wants
· to be in and is very achievable.
R
achieving that?
RELEVANT · We set this goal because we know it is attainable.
· Gray has put in the necessary work to move on to the next
level of this business.
· We must take a moment to move forward with the desire to
have a genuine stage presence.
· By achieving this goal, we can see that others are in tune with
the sound we are producing and have a clear path to continue.
T
potential solution)

TIME-BOUND · The deadline for this would be a booking by mid-January for a
February performance.
· Seeing how we are currently getting called for small shows,
we have six months to prove we should be paid properly for our
efforts.
· An obstacle can be getting the price we believe we are worth
versus the budget the venue may have.
· A possible solution is to find out what the budget is by asking
a previous performer or just asking the booking agent.
SMART
GOAL By February, we must have established public shows continuously at local
venues around Seattle. At the same time we need to constantly be posting
videos and daily content to TikTok and Instagram to continue to boost
social media and gain a fanbase.
1- YEAR REVENUE GENERATION
INITIAL
GOAL
IDEA
In July 2024, we want Gray to play at the local music festival, Capitol Hill
Block Party. This event holds roughly 3000 people.
S

SPECIFIC ● We want Gray to get paid to perform at a mid-day spot in the
festival.
● After a year of playing spots around the city and gaining
followers, we hope Gray has gained enough followers who want to
attend this festival and prioritize seeing him.
● Since this is a hip-hop festival, his target audience will be
there and willing to see him.
● This goal is essential because it will allow for exposure to a
couple of thousand people who have seen him or seen his name
around the city for the past year.
Gatekeeper:
Evan Johnson - Talent Buyer Capitol Hill Block Party
evan@neumos.com
M
MEASURABLE After contacting Evan Johnson, we will know if this fits the festival well.
Did we book a spot in the Capitol Hill Block Party lineup?
A
ACHIEVABLE ● Gray has successfully performed a 20-minute set several
times.
● We have a relationship with the festival coordinator from
playing shows at Neumos a few times.
● Evan Johnson is known for choosing a few local artists as
spotlight artists to be put on the lineup.
● Our motivation for this goal is to get him on this lineup so we
can gain connections with other artists and artist managers to put
him on tour potentially.

R
achieving that?
RELEVANT ● This goal is now set to get the ball rolling on the booking
process.
● Long-term, we want Gray on big tours and eventually
headlining his time.
● Being on this lineup will open opportunities for connections
to other artists for potential collaborations.
● With a potential album release in 1 year, this is the perfect
way to promote music and get more exposure.
T
potential solution)
TIME-BOUND ● This deadline is for a year out from July, so July 2024.
● We feel this is a goal because we will be building his setlist,
social media following, and local fan base to get to this point.
● One potential obstacle is not having enough of a following to
be considered for this festival.
● This is why as a solution we are making our 3 and 6 month
goals heavily focusing on gaining a following both online and at
shows.
SMART
GOAL Our one year revenue goal is to be added to the lineup for the Capitol Hill
Block Party in July 2024. After reaching out to Evan Johnson through our
connections playing shows at his venue, we will be able to show that we
have an established relationship with fans so he knows they will show up
and support Gray.

1- YEAR CONTENT CREATION
INITIAL
GOAL
IDEA
We aim to have an established online presence so the numbers do well
when we release a full-length album.
S
SPECIFIC ● Have new music teased on Instagram and in TikToks every
week until the album is released.
● Create hype over the album at live shows with filmed clips on
all social media platforms.
● Getting more popular local musicians to feature Gray on
social media through established connections will generate hype
through social content.
● Releasing limited edition merch for the album release will
allow for exclusivity.
Gatekeepers:
Algorithms for Instagram and TikTok
Musicians are saying no to featuring Gray in their content.
M
MEASURABLE Progress will be measured by tracking month-to-month streaming
numbers on Spotify for Artists, Bandzoogle, and SoundCloud.
Are we gaining more monthly listeners each month?

A
ACHIEVABLE We must constantly be in the studio recording music to achieve this goal
of having a full-length album. Gray already knows about recording both in
the studio and at home. As the management team, we will secure studio
time to polish off and clean up all the recordings. This will take much time
throughout the year, but it is achievable with Gray's work.
R
achieving that?
RELEVANT Releasing a full-length album will allow for viral TikTok and Instagram
sounds. Though we aren’t banking on going viral, using the sound from a
lead single will help with content generation. Constant posting and music
play across all platforms keep Gray relevant and in the algorithm.
T
potential solution)
TIME-BOUND One potential obstacle we will have is distribution of the album release. If
we are still unsigned, this will all be self paid so a digital release will be
the only way to go. This is the most realistic option in terms of sales
because most consumers would prefer streaming. An album release the
day/week of the festival would be most ideal.
SMART

GOAL We want Gray to have a full length album out and ready to go by the week
of the Capitol Hill Block party.
1- YEAR AUDIENCE GROWTH
INITIAL
GOAL
IDEA
We want to have a well-established regional fan base based on the shows
Gray has been playing in the area.
S
SPECIFIC ● We want our monthly listeners to be growing monthly across
all streaming platforms.
● We also want fans to be coming out to shows specifically for
Gray.
● Engagement on Instagram, Tiktok, and Twitter should
continue to grow monthly based on the content we are putting out.
● Since the ultimate goal by the end of 1 year is to be playing a
set at the Capitol Hill Block Party, we want at least half of the
audience there to be established, listeners.
Gatekeepers:
Algorithms for social media and Spotify.
M

MEASURABLE Are we featured artists or supporting acts on all shows we play over an
opening act? Being second or third on a lineup of four artists helps build an
audience.
A
ACHIEVABLE ● By this point, our connections with other artists needs to be
well established so they can add us to shows as featured artists.
● Gray’s talent is also going to help him achieve this goal by
showing fans that he can put on a good show.
● We want to be featured in more popular local artists online
content to draw in a more diverse fan base.
● The relationships we have been establishing throughout the
year will benefit audience growth.
R
achieving that?
RELEVANT Gray's career relies on playing music and publicizing his name. By setting
this goal of having a regional fan base, we ensure that fans come out to
shows that Gray is a part of. Long-term, we want to be added to
nationwide tours. With a fanbase, we can continue to grow.
T
potential solution)

TIME-BOUND One potential obstacle we will have in gaining and growing our audience is
likability and making sure we are marketing to our target audience
properly. With our 3 and 6 month goals, we believe this is realistic because
we are constantly working toward creating the best content and delivering
to our target audience. Gray’s continued effort in putting himself out there
will help generate hype over the upcoming album release as well as aiming
fans.
SMART
GOAL Our audience growth goal for one year is to have enough of an established
fan base by promoting the album and upcoming shows across all social
media platforms (TikTok, Instagram, Youtube, etc.), that we are being
added to feature on lineups for local shows and to promote the album we
hope to have released a year from now.

Bryn Nelson Portfolio Piece Gray Hurley Music

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