brand exploration

1. PERSONAL BRAND EXPLORATION
Desteni Perez
Project & Portfolio I: Week 3
OCT 17, 2019

2. Desteni Is A Passionate And Driven Individual
Who Has A Love For Music And Hunger To
Inspire Others To Be Great. She’s Pursuing A
Career In The Music Industry And Is Dedicated
To Seeking New Talent And Helping Artist
Reach Thier Full Potential. She Recently
Enrolled In The Music Business Program At Full
Sail University Where Her Focus Is On Gaining
More Knowledge About The Ins And Out Of
The Music Business To Further Her Career In
The Industry.
IDENTITY

3. PROFESSION
ARTIST DEVELOPMENT AND A&R FOR A MUSIC LABEL
POTENTIAL JOB TITLES
Campaign Strategy Manager
Assistant A&R
Music Insights Analysis
ROYALTY ARCHETYPE
Creates success and influence
that inspire artists to reach their
full potential by creating new
trends in music and promoting
individuality and loyalty.

4. Recruiters & Hiring Managers at UMG, & The Orchard
TARGET AUDIENCE
Both male and female, 30-45
years old, Predominantly white,
Married, College Educated,
Located in Central America.
Enjoys days at the gym, and
listening to podcast and
music. spends free time
looking up the latest trends,
regularly attends concerts
and live events.
Allison Ullrich, Manager
(The Orchard), GAUTAM
SRIVASTAVA, HR (UMG),
Kacy Burke, Senior
Marketing Manager (PBR)
DEMOGRAPHICS PSYCHOGRAPHICS IDEAL AUDIENCE MEMBERS

5. GOALS
Short Term: (Immediately After Graduation, 2021)
Land an entry-level A&R position at UMG.
‣ Connect with, and send a follow up promotional
email to, 25 UMG team members on LinkedIn by
December 31, 2021.
Mid Term: (2026)
Lead a successful campaign strategy for a few artist to
boost sales and increase audience interaction.
‣ Increase fan base and tour attendance by 30%
nationwide by December 31, 2026.
Long Term: (2041)
Establish an Independent Music Label that helps
aspiring artists to reach their full potential.
Each artist we represent should have at least 2
endorsement deals, and secure 3 business partnerships
by December 31, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 70%
Time Management 80%
Multi Tasking 80%
SOFTHARD
Social Analytics 67%
Coaching & Developing Others 90%
SOFTHARD
Organizing and Planning 85%
Establishing and Maintaining Interpersonal Relationships 75%
Decision Making 81%

7. I help aspiring music artist and songwriters
reach their full potential by monitoring their
music and audience, and creating a
development plan and campaign that will
help them succeed in this music industry.
PROMISE

8. CREDENTIALS
Work Experience:
3 years in hospitality
5 years in artist development and
management
Awards:
Member of the National Society of
Collegiate Scholars (NSCS)
Education:
Business Management, A.A.S.,
BMCC (2018)
Music Business, B.S., Full Sail
University (Exp. 2021)

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude
to well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Desteni Perez
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 5 years in artist management &
development
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Assistant Manager for a Sports Lounge & Artist
Manager
Skills and Proficiencies:
Overall Online Presence:

10. Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not
yet customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 5 years in artist management and
development
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
Skills and Proficiencies:
Overall Online Presence:
COMPETITION
Desteni Perez

11. Renewing honor, courage, and commitment in
American culture by sharing rodeo stories that
leave you slacked-jawed.
BRAND POSITION
DESTENI PEREZ
MANAGING AND DEVELOPING ARTIST
WHILE PROMOTING INDIVIDUALITY AND
ENCOURAGING THEM TO REACH THIER
FULL POTENTIAL

12. NETWORKING & MARKETING
Industry Events & Organizations
• MUSIC ENTREPRENEUR CONFERENCE
‣ DEC 13 -DEC 15,2019 | NEW YORK, NY
• Talent Wonderama Event
‣ OCT 28,2019 | NEW YORK, NY
• NEW YORK MUSIC INDUSTRY NETWORKING EVENT
‣ NOV 11, 2019 | NEW YORK, NY
Digital Marketing
• Primary Content: every year there will be a few albums
released showcasing our talent and progress year-by-year
• Primary Tools: Instagram and twitter will be used to
promote all content as well as marketing campaigns
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase artist progression associated
with my independent music label and any upcoming events
or shows that would be available to attend

13. PROFESSIONAL DEVELOPMENT
Mentor
• Currently being mentored by Krystian Santini,
President of EQ Distribution
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
Technical Skills
• Identifying Your Target Market - Lynda.com,
Oct 2019
• Learning MainStage 3 - Lynda.com, Oct 2019
• Digital Marketing Trends - Lynda.com, Oct 2019

14. Desteni Perez
You know how the music industry is constantly
changing? Well, what I do is seek aspiring artist
with the potential to be superstars to be able to be
themselves and create music that resonates with people. Now a days
everyone wants to be a singer or raper, but not everyone has the heart and
the passion. In fact, after having 5 years of artist management experience, I
can help take artist to the next level without having to change who they are.
“
”

15. REFERENCES
Music Entrepreneur Conference. (n.d.). Retrieved from https://
www.eventbrite.com/e/music-entrepreneur-conference-
tickets-63710976245?aff=ebdssbdestsearch.
Music Management. (n.d.). Retrieved from https://datausa.io/
profile/cip/music-management.
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.
Summary Report for: 27-2012.04 - Talent Directors. (n.d.).
Retrieved from https://www.onetonline.org/link/summary/
27-2012.04.
Summary Report for: 11-2011.00 - Advertising and Promotions
Managers. (n.d.). Retrieved from https://www.onetonline.org/
link/summary/11-2011.00.
The Orchard hiring Analyst, A&R / Music Insights - Artist
Services in New York City, NY, US. (n.d.). Retrieved from
https://www.linkedin.com/jobs/view/1555895365.