Damian Ortiz is a student in the Music Business program at Full Sail University pursuing a career in the music industry. He grew up loving music and sports in Florida. After serving 4 years in the army, he is now focused on developing skills to work as a hip-hop artist or music industry professional. His goals are to land an entry-level job at a record label after graduation to gain experience and eventually start his own record label to help independent artists.

1. PERSONAL BRAND EXPLORATION
Damian Ortiz
Project & Portfolio I: Week 3
April 1, 2019

2. The middle child of three siblings, Damian
Ortiz grew up in Kissimmee, Florida, where he
found his love for music and sports. He’s had
a desire to be a part of entertainment his
entire life and dreams of being part of the
music industry on many different levels. After
serving 4 years in the U.S. Army, Damian
enrolled in the Music Business program at Full
Sail University where he’s focused on
developing Skills to set him apart as a hip-hop
artist and Industry Professional.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Public Relations Specialist
• Brand Manager
Hero Archetype - producing artists
that transform lives by resonating
with audiences and fans.
Accomplishing this by using self
confidence and courage to
empower artists to stay true to
themselves.
Music Industry Professional for Rap/Hip-Hop Artist

4. • DEMOGRAPHICS: 80% Male, 18-26 years
old, Predominately African American/
latino, Single, Located in Southern
United States. 70% Female, 30-45 years
old, Predominately White, College
Educated, Located Northern United
States.
• PSYCHOGRAPHICS: Enjoys music and
entertainment activities, spends free
time creating music and networking,
loves to standout. Enjoys concerts and
entertainment, spends free time relaxing
and with loved ones.
• IDEAL AUDIENCE MEMBERS: Lavert
Hatter(Big Vert), Independent Hip-Hop
Artist, Markel Mitchel(CulturedKelz),
Independent Hip-Hop Artist, Alexander
Soifer, Director A&R(WMG)
Rap/Hip-Hop artists & Recruiters at Record Labels
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at WMG.
‣ Connect with, and send a follow up
promotional email to, 30 WMG team members
on LinkedIn by December 2020.
Mid Term: (2026)
• Use skills and connections gained from time at WMG
to assist myself and other independent artists.
‣ Gain skills and build network at WMG building
a team to support independent artists by
December 2025.
Long Term: (2045)
• Establish a Self Sufficient Record Label with it own
distribution channels.
‣ Continue to build network and establish a
strong brand, Secure Team of Investors , and
secure 4 distribution partnerships by
December 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Spreadsheet Software 70%
Adobe Creative Suite 50%
Time Management 90%
Public Speaking 60%
SOFTHARD
Adobe Photoshop 10%
Spreadsheet Software 70%
Time Management 90%
Public Speaking 60%
SOFTHARD

7. I use my passion for music to help aspiring
hip-hop artists like myself to break into
the music industry by entertaining,
inspiring, and resonating with others.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 years service in U.S. Army
• Hauler of bulk fuel up to 5k gallons
• In control of security of 200 weapon systems
• Conducted troubleshooting and
maintenance of over 200 weapon systems
• responsible for training soldiers in weapon
safety
Education:
• High School Diploma, Saint Cloud High
School (2015)
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Army Achievement Medal, U.S. Army
• 3 Certificate of Achievements, U.S. Army
• Humanitarian Service Ribbon, U.S. Army

9. COMPETITION
Logan Ballard
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Does not include leadership experience on profile
Skills and Proficiencies:
• Does not include Skills and proficiencies on profile
Damian Ortiz
Overall Online Presence:
• Less than 100 connections, banner image
customized, amateur headshot, lack of details
throughout profile, no articles published, social
media not linked, URL not yet customized
• Grade: Poor, 16 out of 100
Industry Experience:
• 4 years experience in the U.S. Army
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Data Analysis - 0 endorsements
• Microsoft Excel - 0 endorsements
• Communication - 0 endorsements
Overall Online Presence:
• Less than 50 connections, banner image not
customized, Decent headshot, no bio provided, no
articles published, social media not linked, URL
customized
• Grade: Poor, 20 out of 100

10. COMPETITION
Ebony - Hope Diggs
Industry Experience:
• 5 years of Music Business
experience at Sony Music
Education:
• Music Business, B.S., Full Sail University
Noteworthy Experience:
• RED Distribution/ Lifestyle Rep at Sony Music
Skills and Proficiencies:
• Creative Writing - 27 endorsements
• Music Publishing - 24 endorsements
• Music Supervision - 11 endorsements
Damian Ortiz
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries,
notable volunteer work, URL not yet customized,
• Grade: Good, 65 out of 100
Industry Experience:
• 4 years experience in the U.S. Army
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• U.S. Army, multiple leadership roles
Skills and Proficiencies:
• Data Analysis - 0 endorsements
• Microsoft Excel - 0 endorsements
• Communication - 0 endorsements
Overall Online Presence:
• Less than 50 connections, banner image not
customized, Decent headshot, no bio provided, no
articles published, social media not linked, URL
customized
• Grade: Poor, 20 out of 100

11. BRAND POSITION
Inspiring confidence , courage, and
empowerment in hip-hop artists by helping
artists tell stories that resonate with those
who listen.
DAMIAN “STILO” ORTIZ
Damian earned the nickname
“Stilo” While in the Army when
he began to share his music.

12. NETWORKING & MARKETING
Industry Events & Organizations
• 2019 Orlando Music & Film makers conference
‣ Nov 09 - 10 Orlando, FL
• Coast 2 Coast Music Conference
‣ Nov 09 - 10 Miami, FL
• 2019 Breakthrough Music Business Summit
‣ Sep 28 Ft. Lauderdale, FL
Digital Marketing
• Primary Content: est. youtube channel called “New Flow With Stilo”; 15
min. Episodes discussing all things hip-hop; 1 episode per week; 1 guest
host per month
• Primary Tools: Instagram - promote channel through 30 sec. promo clips;
LinkedIn - network with industry pros and promote channel
• Website: Full Sail digital portfolio site to showcase school work; use blog to
showcase music industry knowledge and embed youtube channel episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level music industry professional
with at least 15 yrs of experience in music industry,
Feb. 2020
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Get involved and established with 3300 & climbing at
Full Sail University, Nov. 2019
• Adobe Photoshop - Lynda.com, Nov. 2019
• WordPress 5 Essential Training - Lynda.com, Oct.
2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Dec. 2019
• Join DECA Club and regularly attend events, starting
Jan. 2020
• Impromptu Speaking - Lynda.com, Jan. 2020

14. Damian Ortiz
You Know how most recording artists
become frustrated with their managers or
team because they have never been an artist and
can’t understand what artists go through. Well I myself manage
artists and since I myself am an artist I know and understand the needs
of others because I have experienced the issues first hand. In fact my
drive, outgoing personality, experience, education, and will to succeed
gives me all the tools I need.
“

15. REFERENCES
Ballard, L. (2019). Logan Ballard Linkedin
Profile. Retrieved September
22, 2019, from https://www.linkedin.com/in/
logan-ballard-
0b38ab159/
Diggs, E.H. (2019). Ebony Hope Diggs Linkedin
Profile. Retrieved September
22, 2019, from https://www.linkedin.com/in/
ebony-hope-diggs-
139bab58/
Soifer, A. (2019). Alexander Soifer Linkedin
Profile. Retrieved September
22,2019, from https://www.linkedin.com/in/
asoifer
Hero Brand Archetype - Kaye Putnam:
Psychology Brand Strategy. (n.d.). Retrieved
from https://www.kayeputnam.com/brandality-
archetype-hero/
ONETOnLine.Org. (2019) Summary Report for:
13-1011.00 - Agents and Business Managers of
Artists, Performers, and Athletes. (n.d.).
Retrieved from https://www.onetonline.org/
link/summary/13-1011.00
ONETOnLine.Org. (2019) Summary Report for:
13-1161.00 - Market Research Analysts and
Marketing Specialists. (n.d.). Retrieved from
https://www.onetonline.org/link/summary/