The document outlines Malcolm Cheaves' personal branding exploration and career goals, which include acquiring an entry-level job in artist relations by 2025 and long term opening a music and arts community center in 2035. It provides details on his background, skills, target occupation as an A&R coordinator, competitors, digital marketing strategy, and professional development plan to achieve his career objectives in the music industry.

1. PERSONAL BRAND
EXPLORATION
MALCOLM I. CHEAVES
PROJECT & PORTFOLIO I: PERSONAL BRANDING
MUSIC BUSINESS
JANUARY 8, 2024

2. CAREER CATEGORY: CHANGING
CAREERS
Short-term goal: Acquire an entry level
job in Artist Relations by January 2025
Long-term goal: Open my Music & Arts
Community Center (2035)

3. PROFESSION
OCCUPATION
Music Industry
POTENTIAL JOB TITLES
A&R Coordinator
A&R Administrator
Artist Relations and Development Rep

4. TARGET AUDIENCE
Caption

5. COMPETITION
Lizzy Pomeroy|Malcolm Cheaves
Work Experience- (LP) Talent Manager 2yrs 2mos. Artist Relations 4yrs 1mo. (MC) No professional
experience
Education: (LP) No Education listed. (MC) Currently Enrolled at Full Sail University for B.A. in Music
Business with an expected graduation date of September, 2025.
Noteworthy Experience: (LP) Self-Employed with no notable education as Talent Manager for the EDM
Community for 2+ years. (MC) Experience writing, recording, producing and performing with local artists.
Skills: (LP) Tour Management, Artist Development, Artist Relations, Booking Shows, Talent Management.
(MC) Production, Creative Direction, Writing, Vision, Recording, Performing, Elevating Talent
Online Presence: (LP) Detailed LinkedIn Profile summarizing extensive work history, skills and experience.
(MC) In the process of changing careers and rebranding online presence to reflect desired occupation.

6. IDENTITY
CORE VALUES: Integrity, Discipline, Leadership, Loyalty, Courage
VISION: Build and develop artists across all genres to have the most productive and beneficial career
possible.
GUIDING PRINCIPLE: Do what you have to do so you can do what you want to do.
PASSION: Music
SUPER POWER: Cultivating creative environments and capitalizing to creative art that will last forever.
WHY: To positively contribute to the art that I’ve loved since the beginning
HOW: Curate artistic moments of all types.
WHAT: Artist Development and Representation

7. PROMISE & POSITION
PROMISE
I assist artist in reaching their maximum
potential by developing and advising
them using my resources, connections
and first hand experience as a recording
artist.
POSITION
Strive For Greatness

8. NETWORKING
INDUSTRY EVENTS:
• 2024 Hip Hop Fraternity Networking | Every Monday in Louisville, KY | Objective: To meet and
connect with all artist, A&R’s PR’s PD’s and Managers and to develop my face-to-face networking
skills.
• 2024 Virtual Alumni National Audio Mixer | Friday, May 17 Online | Objective: To meet audio industry
professionals throughout the nation and possible the artists they work closely with.
ELEVATOR PITCH: We hear the rumblings of one hit wonders and artists getting the bad end of the stick in
deals. What I do is hone in on the weaker parts of artist and develop them into a more versatile and well
versed artists to give them the best chance to survive in this competitive and ever changing industry.
MENTORSHIP: Seeking management/director level A&R and Artist relations employers with a detailed
portfolio and proven experience.

9. DIGITAL MARKETING
ONLINE ID CALC SCORES
• Volume: 0
• Relevance: High
• Purity: Low
• Diversity: High
• Validation: Average
BRAND ARCHETYPE: Creator. The Creator expresses themselves through doing, making, or curating.
• Focus Variables: Volume & Purity
• Type of Content: Portfolio, Networking Interactions, Artist development (ex: Studio session)
• Primary Tools for Distribution: LinkedIn & Instagram

10. PROFESSIONAL DEVELOPMENT
TECHNICAL:
• A&R Software: Download and learn Soundcharts software by July 2024
• Social Media: Learn ins and outs of all social media platforms to discover
new talent by July 2024
TRANSFERABLE:
• Interpersonal & Networking: Research tactics and skills via LinkedIn
Learning, YouTube and books like Networking for Dummies by July 2024

11. RESOURCES
How to Become an A&R Coordinator | Description & Salary. (2022, June 20). Music Careers | Expert Advice - Careers in Music. https://www.careersinmusic.com/a-r-coordinator/
Book Yourself Solid Illustrated: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling. (n.d.).
O’Reilly Online Learning. https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
Lizzie Pomeroy Artist Relations. (n.d.). Linkedin. Retrieved January 15, 2024, from https://www.linkedin.com/in/lizzie-pomeroy-b213b9237/
Events. (n.d.). https://www.fullsail.edu/about/events
Creator Brand Archetype | Psychology Brand Strategy. (2023, December 15). Kaye Putnam | Psychology Driven Brand Strategist. https://www.kayeputnam.com/brand-archetype-
creator/
Online Reputation Management (2020 Guide) | BrandYourself. (n.d.). BrandYourself.com. https://brandyourself.com/online-reputation-management
What are the best A&R tools and platforms for finding new talent? (2023, December 18). www.linkedin.com. https://www.linkedin.com/advice/1/what-best-ar-tools-platforms-finding-
new-talent