This document outlines Danielle Freese's personal brand exploration project for a music business program. Her short term goal is to obtain press passes to photograph concerts by graduation. Long term, she aims to have her own freelance concert photography business or work for an artist she enjoys, which may require relocating. The document identifies her target audience and competition, including their experiences, skills, and online presence. It also covers Danielle's core values, identity, passion, and guiding principle for her photography brand. Finally, it lists courses and events she will take part in to develop her technical, transferable, and networking skills for her goal of becoming a concert photographer.

1. PERSONAL BRAND EXPLORATION
• Danielle Freese
• Project & Portfolio 1
• Music Business
• March 5

2. CAREER CATEGORY:
CHANGING CAREERS
• Short term goal:
• I want to be able to photograph a concert with
a press pass by the time I have graduated from
Full Sail
• - I need to apply for Live Nation Press Passes
for any concerts I can, to see if I get accepted.
• Long term goal:
• I want to have my own freelance concert
photography business or be employed as a
photographer for an artist that I enjoy. Both of
these goals may require relocation to a
different state.

3. • Event Photographer
• Video Producer
• Freelance Photographer
Source: LinkedIn
OCCUPATION:
PHOTOGRAPHER

4. TARGET AUDIENCE
Source: BookYourself Solid

5. COMPETITION
• Steve Gerrard
• Work experience: DJ opening for Oasis,
15+ years working as a concert
photographer
• Education: Christleton High School
• Noteworthy Experience:
• Photographed artists such as Beyonce, Madonna, Oasis, and
Justin Bieber
• Skills and proficiencies:
• Wedding Photography
• Portrait Photography
• Family Photography
• Overall online presence:
• Professional website, LinkedIn,YouTube
• Derek Brad
• Work experience: 16+ years working as a concert
photographer
• Education: None found
Noteworthy Experience:
• Photographed artists such asTom Petty, Lenny Kravitz, and Lady Gaga
• Skills and proficiencies:
• Commercial Photography
• Event Photography
• Videography
• Overall online presence:
• Professional website,
Linkedin, Instagram,YouTube,
Faceboook
Source: LinkedIn, SteveGerrard.com, DerekBrad.com

6. CORE VALUES
• Authenticity
• Appreciation
• Confidence
• Creativity
• Excitement
• Why?
• To capture the raw essence of musicians
• How?
• By taking photos during performances
• What?
• Tour and concert photography
GOLDEN CIRCLE
IDENTITY
VISION
To inspire those to see artists perform live,
to gain the experience of a lifetime.
PASSION
Traveling and attending live Hip-Hop and Rap
performances with the chance to photograph the
artists.
GUIDING PRINCIPLE
“If your pictures are not good enough you are
not close enough.”
– Robert Capa
SUPER POWER
Getting the right angles and lighting for the perfect
shot
Resources: CoreValues Exercise Worksheet, Start With Why, Help DiscoverYourVs and Ps

7. PROMISE
• I want to inspire those to chase
excitement, using my photography as
inspiration to step out into the magical
world of live music.
• Eye Catching Imagery
POSITION
PROMISE AND POSITION

8. INDUSTRY EVENTS
• Albuquerque International Balloon Fiesta
• -October 5-13 2024, in Albuquerque, New
Mexico
• Objective:To meet and mingle with fellow
photographers and pick their minds about their
expertise and how their career is going thus far.
• Albuquerque Summerfest
• -July 20, 2024 5pm-10pm, in Albuquerque New
Mexico
• Objective:To meet and mingle with fellow
photographers and pick their minds about their
expertise and how their career is going thus far.
• Do you need a good photographer to capture the
essence of your performance? Over the past two
years, I have had the opportunity to attend and
photograph 10 of my favorite artists at 11 different
shows. I have experience in photography dating
back to high school when I took several
photography classes. Since then, I have
photographed concerts, my entire senior class’s
senior photos, and a calendar of posed cat photos
among many other things. I have 7 years of
leadership experience which shows drive to grow,
and I would love to start a new career officially
photographing the musicians that I love.
ELEVATOR PITCH
NETWORKING
MENTORSHIP
Seeking an entrepreneur photographer with their own company
Sources: balloonfiesta.com, cabq.gov

9. ONLINE ID CALC. SCORES
• Volume: Low
• Relevance: Zero
• Purity: Low
• Diversity: High
• Validation: Low
• Archetype: Entertainer
• Description:“To have a great time a
lighten up the world, to entertain people,
to get others to enjoy life to the fullest.”
(Kaye Putnam)
BRAND ARCHETYPE
DIGITAL MARKETING
DIGITAL MARKETING STRATEGY TO IMPROVE ID
SCORES AND EXUDE ARCHETYPE
FocusVariables: Relevance,Volume
Type of content: Photos and videos of hip-hop and rap performers
Primary tools for distribution: TikTok and Instagram reels and photos,
Sources: Kaye Putnam, Content Marketing Institute, Career Blast

10. TECHNICAL
Task: Complete “iPhone Photography:
Capturing and Editing Raw Photos” course
Organization: LinkedIn Learning
Date:April 2024
TRANSFERRABLE
PROFESSIONAL DEVELOPMENT
IPHONE PHOTOGRAPHY SOCIAL MEDIA MARKETING
NIKON DSLR CAMERA
PHOTOGRAPHY
Task: Complete “Learning your Nikon DSLR
Camera” course
Organization: LinkedIn Learning
Date:April 2024
Task: Complete “Social Media Marketing
Strategy:TikTok and Instagram Reels”
course
Organization: LinkedIn Learning
Date:April 2024
Source: Linkedin Learning
NETWORKING
Task: Complete “How to Network When
You Don’t Like Networking” course
Organization: LinkedIn Learning
Date:April 2024

11. REFERENCES
iPhone photography - iPhone Photography: Capturing and Editing Raw Photos
Video Tutorial | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn.
Retrieved March 8, 2024, from https://www.linkedin.com/learning/iphone-
photography-capturing-and-editing-raw-photos/iphone-
photography?u=50813145
Learn how to use a Nikon DSLR - Learning Your Nikon DSLR Camera Video
Tutorial | LinkedIn Learning, formerly Lynda.com. (n.d.). LinkedIn. Retrieved
March 8, 2024, from https://www.linkedin.com/learning/learning-your-nikon-
dslr-camera/learn-how-to-use-a-nikon-dslr?u=50813145
Online Id Calculator. (n.d.). Careerblast.TV. Retrieved March 8, 2024, from
https://careerblast.tv/online-id-calculator/
Putnam, K. (n.d.). Brand Archetypes. Kaye Putnam | Psychology Driven Brand
Strategist. https://www.kayeputnam.com/brand-archetypes/
Route 66 Summerfest. (n.d.). City of Albuquerque. Retrieved March 7, 2024, from
https://www.cabq.gov/artsculture/things-to-do/annual-
events/summerfest/route66-summerfest
Steve Gerrard - YouTube. (n.d.). Www.youtube.com. Retrieved March 6, 2024, from
https://www.youtube.com/c/SteveGerrardPhotography
Steve, G. (n.d.-a). About Me. Steve Gerrard Photography. Retrieved March 6, 2024,
from https://stevegerrard.com/about-steve/
Steve, G. (n.d.-b). Linked In Profile.
https://www.linkedin.com/in/stevegerrardphotography/
Work with your natural temperament - How to Network When You Don’t Like
Networking Video Tutorial | LinkedIn Learning, formerly Lynda.com. (n.d.).
LinkedIn. Retrieved March 8, 2024, from
https://www.linkedin.com/learning/how-to-network-when-you-don-t-like-
networking/work-with-your-natural-temperament-14139919?u=50813145
31 Types of Content We Crave [Infographic]. (n.d.). Content Marketing Institute.
https://contentmarketinginstitute.com/articles/content-crave-infographic/
Albuquerque International Balloon Fiesta. (2019). Balloonfiesta.com.
https://balloonfiesta.com/
Book Yourself Solid. (n.d.). Www.oreilly.com.
https://www.oreilly.com/library/view/book-yourself-
solid/9781118611357/9781118611357c2.xhtml#c02_level1_1
Brad, D. (n.d.). Derek Brad Photography. Www.derekbrad.com. Retrieved March
8, 2024, from https://www.derekbrad.com/
Build a social strategy for TikTok and Reels - Social Media Marketing Strategy:
TikTok and Instagram Reels Video Tutorial | LinkedIn Learning, formerly
Lynda.com. (n.d.). LinkedIn. Retrieved March 8, 2024, from
https://www.linkedin.com/learning/social-media-marketing-strategy-tiktok-
and-instagram-reels/build-a-social-strategy-for-tiktok-and-
reels?u=50813145
Corine. (n.d.). Entertainer Brand Archetype - Kaye Putnam | Psychology Brand
Strategy. Kaye Putnam | Psychology Driven Brand Strategist.
https://www.kayeputnam.com/brand-archetype-entertainer/
Derek, B. (n.d.). https://www.linkedin.com/in/derekbrad/