The document provides information on the artist Danny Mont and his target audience. It includes details on his strengths as a singer and performer, his social media following and fan demographics. Goals are outlined to grow his audience and revenue over 3 months, 6 months and 1 year through live performances, content creation and collaboration.

1. Ana Paula Diaz
Cornelious Daniels
Liane Grazulis
Yvonne Fernandez
Artist: Danny Mont
Portfolio Piece

2. DannyMontAssignment1
FOUNDATION
1. List the names of your group members below and include their top individual top 3 strengths.
● Ana Paula Diaz: Musical, Interpersonal, Linguistic
● Cornelious Daniels - Musical, Interpersonal, Intrapersonal
● Liane Grazulis: Musical, Interpersonal, Intrapersonal
● Yvonne Fernandez: Musical, Intrapersonal, Spatial-Visual
2. Review the artist requirements in FSO and select an independent artist based on the given criteria.
Danny Mont.
https://www.youtube.com/@DannyMontMusic
3. Identify one well-known artist that is similar to your artist and that would likely share a target audience.
Danny Ocean
TARGET AUDIENCE
4. Target Audience - Demographics:
Danny Mont fits Danny Ocean’s style which is Reggaeton. Encyclopedia Britannica defines Reggaeton as a “genre of music largely
shaped by the African diaspora, blending such styles as dancehall from Jamaica, reggae in Spanish from Panama, underground from
Puerto Rico, and hip-hop from the United States. Reggaeton’s signature characteristics include a beat called “dembow” and lyrics sung
primarily in Spanish”. According to Statisa.com, the biggest block of support for this genre is in Columbia. The average age range is 12
to about 25 years at 67.5%.

3. 5. Target Audience- Psychographics:
1. Hobbies/Lifestyle Choices
● Working out, Dancing, Avid Concert Goer, Traveling, Nascar, Dancing
2. Clothing/Accessory Brands (Where do they shop and what do they buy?)
● Babylon Girl, Globe Sabre, Nike
3. Major Social Media Accounts They Follow
● Sean Paul, Jenna Ortega, Becky G
4. Relevant Personalities/Influencers They Follow
● Pedro Alonso, Nicole Amado, Edgar Barrera
5. Other Similar Artists
● Bad Bunny, Ozuna, Maluma
6. Movies and TV Shows
● Minions Movie, HBO Latino Presents, Superman
6. Quick Pitch
Muy caliente! Very hot, is a good way to describe singer/songwriter, Danny Mont. Danny brings a freshness and a soul-felt quality into

4. the artist realm with his blend of Latin and Pop music flavors. With a silky voice and warm tone, Danny Mont has what it takes to be at
the top of anyone's playlist. His melodies are infectious and the music instantly draws you in. Some have coined him the Nick Jonas of
Latin American music, but he is all Danny Mont! Always looking to bring fresh material to the market Danny's plan is to release a song
every two weeks with the goal of having constant releases on all streaming platforms and attracting more public. His live performances
are one of the things that most attract his audience and fans, this year will be full of many exciting showcases and being the opening
act for artists.
7. Primary Platforms
○ Spotify - This is the artist's main platform to share his music and reach a wider audience. Already having a certain amount of
followers and listeners gives him credibility on the platform and shows the results of his career with constant updates.
○ Bandcamp - This platform can be a great way to get closer to fans on a more personal level and create more forms of revenue.
Selling exclusive merchandise directly on the page can be one of them, and it will even help to know who are the most loyal
fans.
○ YouTube Music - This platform is one that artists usually don't pay much attention to or make an effort to keep up to date even
if it can benefit them a lot. If used to Danny's advantage, it can help improve the online search engine for him and his music
because YouTube Music is owned by Google.
8. Provide at least two pictures of ideal members of the artist’s target audience.
GETTING TO KNOW THE ARTIST:
Discuss the questions sections below thoroughly with your group in regards to your artist, then answer them in writing.

5. 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).
1. Songwriting
All of Danny’s music up to his album “Fluye” has been influenced by living life and love to the fullest. One of his main influences is Russ
because of the way he sees life and shares it with his lyrics. He uses a storytelling technique when songwriting, which helps the
audience connect with the stories.
2. Singing
When listening to Danny’s singing, he has a Latin sound that is very trendy and captivating. You can hear his vibing energy through his
voice, which has a rhythmic sound mixed between rap and R&B, which is almost equivalent to reggaeton. His singing is very melodic
and sounds related to Danny Oceans’ sound.
3. Live Performance
Danny’s engagement with the band brings out the energy in their performance, which translates to their show appearance, and
captures the attention of the audience. He owns the stage with his hypnotic ways of movement. The concert’s visuals connect with his
concept of performance and help form his personal brand.
Elements of Experience
Choose at least 3 elements of experience that apply to your chosen artist and write 4 sentences describing each element of experience.
1. Recording/Producing
a. The production of all the songs he has released have been done in-house so far, so the producers of the project and Danny
Mont already have experience working together. Danny is involved in all aspects of the production of his music even though he
does not do it directly himself.
2. Cowriting and Collaborating
All his songs have been written by him and during the production process, the producers review them and add extra details. Danny
Mont has collaborated with artists from different parts of Latin America such as Venezuela and Costa Rica. In his first concert, he
collaborated with local artists to perform some of his songs.
3. Social Media Growth
Danny Mont's growth within social media has had many changes, but there has been remarkable growth in the last few months due to

6. the content strategy that has been implemented. In addition to his visual team, Danny has developed editing and video directing skills
in making all of his content.
ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a SWOT analysis.
1. Strengths
a. One of Danny Monts’ greatest strengths are his great music production team and his catchy lyrics. He has worked with his
production team to combine ideas to create music. In order to have a successful team it takes work, collaboration, and a
common goal.
b. Creating music is an art, and not everyone can have catchy lyrics. That’s why it is one of Danny’s strengths. His lyrics capture the
audience and flow creatively with the music. Creating lyrics that will make people sing takes a creative mind and a great
direction.
2. Weaknesses
a. One of Danny’s weaknesses is posting on Social Media. He is very inconsistent and needs work on learning to stay on top of his
social media platforms. There will be gaps in time where he does not post anything. But with help, reminders, and always
collecting videos and pictures, he will be able to constantly create content. If he can do it for 21 days straight, he will get into
the habit of posting content.
b. Another of the project's weaknesses is team’s poor internal communication. It is important to have great internal
communication in order to make decisions faster, to help the team work together, and to communicate faster so everyone is on
the same page.
3. Opportunities
a. One of the growth opportunities for the project is the creation of a solid fan base. This can be achieved by performing live
shows, networking with people after those shows, getting to know people at other live shows, and reaching out to people on
social media platforms.
b. Another opportunity for the project is to play live in more places, doing a National Tour around Mexico (his home country).
Doing a small national tour playing at venues such as La Glotoneria, Sala Forum, and Foro IndieRocks!
4. Threats
a. TikTok is a famous place to promote music right now. People from the app become famous by showing their skills. Most likely if
a person gets famous nowadays, it's because of followers on their TikTok. But what if another platform grows bigger than

7. TikTok? Artists and their teams such as Danny's would have to find a solution to stay relevant. Music is always evolving, so there
will be a way.
b. Another threat would be if Latin music started to lose growth globally. Even though that would be another obstacle Danny
would have to overcome, it is still possible. Latin music has been around for a long time, finally starting to reach a global
audience. Music always evolves, and Danny's project would have to evolve as well, whether musically or artistically.
ACTION ITEMS:
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3 potential revenue sources for the artist.
Great music production team – Potential Revenue Sources
1. Production sessions with other artists
2. Selling beats to other artists
3. Producing songs/beats for television and movies
Writing catchy lyrics – Potential Revenue Sources
1. YouTube lyric Videos
2. Writing lyrics for other artists
3. Collaborating with other songwriters
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)
Lack of social media posting – Potential Solution
1. Brainstorming with the artist and team social media post ideas
2. Write within the contract how many social media posts are required to be done weekly, daily, etc.
Poor team’s internal communication – Potential Solution
1. Have weekly “check-in” meetings with the team
2. Asking for feedback from the team on why there is poor communication
References:

8. Zelazko, A. (2022, September 22). Reggaeton. Encyclopedia Britannica.
https://www.britannica.com/biography/reggaeton
Guttmann, A. (2023, January 5). Share of individuals listening to reggaeton in Colombia as of September 2020. Statista.
https://www.statista.com/statistics/828213/share-individuals-listening-reggaeton-colombia-age-group/

9. DannyMontGoalSheet
3-Month SMART Goals
1. REVENUE GENERATION:
Our 3-month revenue generation goal is to hold press conferences and pop-up shows by May 17th with the help of Digital marketing
expert Judith Barrera, to grow his fanbase on a local level and gain more exposure while bringing in more revenue through
subscriptions, ticket sales, merchandise, and album sales.
2. CONTENT CREATION:
Our 3-month content creation goal is to produce minimum 4 posts of content per week per platform, giving priority to Instagram and
TikTok by May 17th, through digital marketing expert Judith Barrera, to build a fanbase and virtual presence, get connections with
radio stations, and connect more with his audience.
3. AUDIENCE GROWTH:
Our 3-month revenue generation goal is to book a paying show at The Social by April 1st, either through Jane Doe or John Jackson, to
establish our artist in the local scene, give them additional live performance experience, and forge a closer relationship with fans and
press in the artist’s hometown.
6-Month SMART Goals
1. REVENUE GENERATION:
Our 6-month revenue generation goal is to improve merch sales through promotion and local brand collaborations by August 17th,
through Jennie Malloy, to collaborate with companies that represent not only the values of the artist but the fanbase as well while
being able to create another form of revenue.
2. CONTENT CREATION:
Our 6-month content creation goal is to create more concert experience-focused content to gain a larger audience at shows by August
17th, through Mafer Blache, to encourage the current fanbase and new audience to attend Danny's live performances and generate
more revenue.
3. AUDIENCE GROWTH:

10. Our 6-month audience growth goal is to increase Live performances on a local level with a diverse audience by August 17th either
through Nicolas Galat or Norma Gasca, to have more nationally booked shows, grow the fanbase, and get more artist collaborations.
1-Year SMART Goals
1. REVENUE GENERATION:
Our 1-year revenue generation goal is to book a national tour by February 17th 2024, through Connie Fuentes, to release Danny’s
album as a showcase to industry insiders and to chart on various industry publications and platforms, which will help us reach the goal
of becoming a successful nationally renowned artist.
2. CONTENT CREATION:
Our 1-year content creation goal is to collaborate with international creators by February 17th, 2024, either through Mariana Garcia or
Kristhiansr, to establish a relationship with photographers and videographers that can help us capture live performances content, give
the project a more professional look overall, and get to know more people within the creative visual industry.
3. AUDIENCE GROWTH:
Our 1-year audience growth goal is to have constant ticket sales on the national tour by February 17th 2024, through Douglas
Sepulveda, to make Danny Mont a household name through the efforts of well-planned targeting of promotions, fans, sales, audience
growth, and financial increase through proposed marketing efforts.