Bryan Johnson is a 19-year old independent R&B and hip-hop artist and college student from Macon, Georgia who is working to build his music career while balancing school and work. His goals are to release singles and an album to build a fanbase without a label, and tour nationally with a management team. However, he faces challenges of low income, lack of industry knowledge, and limited time to focus on music.

1. Buyer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for: Music Distribution through TuneCore
Customer Name: Bryan Johnson
I am a… 19 year old independent producer and singer/songwriter,
focused on R&B and Hip-Hop
Roles: College student with 2 brothers, broken family household that
is filled with love, but not much support in music. Works in the food
service industry and as a DJ at college parties
Goals:
1. Begin releasing singles, collaborating with other artists to
build a fanbase.
2. Release first full-length album without spending too much money or dealing with label contracts
3. Build a team of dedicated managers to assist in booking a nationwide tour
Challenges:
1. Low-income and few opportunities for success in music
2. No knowledge of music management and industry skills
3. Lacks time to focus on music due to school and full-time job
Demographics:
 Age: 19
 Income: $25,000/year
 Education: High School Diploma, working on Undergraduate degree
 Usage Rates: 3 times/year
 Location (hometown): Macon, Georgia
Story: Bryan Johnson grew up in a broken family household with his mom and two brothers. None of his family ever
supported his music and he lacked a maternal figure to guide him through life. Much of Bryan’s artistic inspiration
comes from his troubled past.
Bryan is working to better his life for himself and his family. He is the first of his generation to attend college, as he
attends Georgia State University. Against his mother’s wishes, Bryan chose to study music production instead of business
law. His goal is to gain success and fame as an independent artist. He has been approached by record labels, but refuses
to sign due to artistic control controversy.
Bryan struggles to find the time to manage his own music. He hardly has time to write and produce music due to his
busy work and school schedules. Bryan does not have the funds to hire an artist manager and does not know what the
next steps would be to further his music career.
Reference(s):
https://www.linkedin.com/learning/marketing-customer-segmentation/use-customer-personas-and-profiles-in-
messaging?autoplay=true&resume=false&u=50813145
https://www.tunecore.com/blog/2020/10/billionscampaign.html