Evan Deenik grew up in Holland, Michigan where he discovered his love of music. He struggled with mental illness as a child but found that music helped him overcome depression and anxiety. He worked as a professional musician for 13 years. He is now studying music business at Full Sail University to further his career and help others through music. His goal is to use music to promote mental health techniques as an alternative to pharmaceuticals and eventually open a mental health facility focused on non-pharmaceutical options.

1. PERSONAL BRAND EXPLORATION
Evan Deenik
Project & Portfolio I: Week 3
April 1, 2019

2. Evan Deenik grew up in Holland, Mi, where he
first discovered his love for music. He often
times struggled with his mental disorders as a
child, and used music to help overcome his
depression and anxiety, and worked for 13
years as a professional bringing that music to
others. After living a life of normality for 4
years, he decided that his time was best spent
bringing music to other people, and now
studies music business at Full Sail University
to help further his career as a musician.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Musician
• Singer
• Producer
Magician Archetype - making
music that can transform lives by
introducing people to knew
methods of mental health
techniques. Bringing people to the
cutting edge of mindfulness
techniques through music.
Performer/Artist for Major Record Label

4. • DEMOGRAPHICS: 54% Female,
30-45 years old, Predominately
White, Married, College Educated,
Hard Working, Middle Class.
• PSYCHOGRAPHICS: Die hard
music lovers. These people having a
burning passion for music, have
risked everything to get where they
are, and love live performances.
• IDEAL AUDIENCE MEMBERS:
Ford Levine, VP of A&R (UMG),
Amber Trapp, Senior Director,
Talent Acquisition (SME), Andre
Hofer, Senior Manager Influencer
Relations (WMG)
Talent Recruiters at UMG, SME, and WMG
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land a record deal with a recording company.
‣ Connect with, and send a follow up promotional
email to, 100 Industry Professionals on LinkedIn
by December 31, 2021.
Mid Term: (2026)
• Lead a successful musical career aimed at converting
people to mindfulness techniques and steering them
away from unnecessary pharmaceuticals.
‣ Expand year-over-year concert attendance by
20% by December 31, 2026.
Long Term: (2041)
• Establish a mental health facility that focuses on non-
pharmaceutical alternatives and leads research
studies on finding new techniques.
‣ Save a total of $5mil and secure 6 business
partnerships by December 31, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Speaking 97%
Social Perceptiveness 65%
Fine Arts 97%
English Language 97%
SOFTHARD
Active Listening 40%
Customer and Personal Service 97%
SOFTHARD
Critical Thinking 87%
Sales and Marketing 65%

7. I help record labels increase revenue by
creating emotional connections with
people who suffer from mental illness
through songs and performances that
will fascinate you.
PROMISE

8. CREDENTIALS
Work Experience:
• 13 years performing fine arts
• 4 years business management
Education:
• Music Business Entrepreneur, Lynda
Certification
• Music Business Bachelors, Full Sail
University (expected 2021)
Awards:
• 1st degree black belt
• 1st devision performing fine arts for
cello
• 1st devision performing fine arts for
singing

9. COMPETITION
Eric Sheinkop
Industry Experience:
• 13 years music production
• 11 years president/CEO
Education:
• Sociology, B.S. (University of Wisconsin-Madison)
• Music Production and Engineerings, B.A. (Full Sail
University)
•
Leadership Experience:
• 11 years president/CEO
Skills and Proficiencies:
• Music Industry - 99+ endorsements
• Music Publishing - 99+ endorsements
• Music - 99+ endorsements
Evan Deenik
Overall Online Presence:
• 500+ connections, banner image not yet customized,
professional headshot, detailed summaries
throughout profile, 3 articles published, active on
social media, URL customized
• Grade: Fantastic, 99 out of 100
Industry Experience:
• 13 years performing fine arts
• 4 years business management
Education:
• Current student enrolled in Music Business, B.S. (Full
Sail University)
Leadership Experience:
• 4 years business management
Overall Online Presence:
• 0 connections, banner image not yet customized,
professional headshot, lack of detail throughout
profile, no articles published, sporadically active on
personal social media accounts, URL not yet
customized
• Grade: Poor, 35 out of 100
Skills and Proficiencies:
• Music - 0 endorsements
• Guitar - 0 endorsements
• Singing - 0 endorsements

10. COMPETITION
Ed Sheeran
Industry Experience:
• 15 years performing arts
Education:
• Thomas Mills High School
Noteworthy Experience:
• 100+ Awards Achieved for musical talent
• 200+ Nominations for musical awards
Skills and Proficiencies:
• Music - 99+ endorsements
• Guitar - 99+ endorsements
• Singing - 99+ endorsements
Evan Deenik
Overall Online Presence:
• Has yet to set up an official LinkedIn profile, active
on social media, URL not customized, banner image
not customized, no headshot.
• Grade: Good, 70 out of 100
Skills and Proficiencies:
• Music - 0 endorsements
• Guitar - 0 endorsements
• Singing - 0 endorsements
Industry Experience:
• 13 years performing fine arts
• 4 years business management
Education:
• Current student enrolled in Music Business, B.S. (Full
Sail University)
Leadership Experience:
• 4 years business management
Overall Online Presence:
• 0 connections, banner image not yet customized,
professional headshot, lack of detail throughout
profile, no articles published, sporadically active on
personal social media accounts, URL not yet
customized
• Grade: Poor, 35 out of 100

11. BRAND POSITION
Helping people transform their lives
through the combination of mindfulness
techniques and inspiring music.
EVAN DEENIK

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Reverb Nation Florida
‣ August 19 - 21 | Fl
• Head Count
‣ August 19 - 21 | Orlando, Fl
• Oxfam
‣ August 19 - 21 | Orlando, FL
Performing
• Primary Content: post covers of songs others wrote
periodically on social media while I write and record
original content to gain attention on social media.
• Primary Tools: FB and Instagram - promote upcoming
releases with short clips and keep up social media
presence with cover songs; LinkedIn - network with
industry pros and publish articles about my music.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase music industry knowledge and
embed cover songs.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking artist development professional with at
least 5 yrs of experience in music industry;
progressive go getter with a burning passion for
music and artist development, Jan. 2021
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Sales and Marketing - Lynda.com, 2020
• Guitar - Lynda.com, 2020
• Piano - Lynda.com, 2020
• Music Production - Lynda.com, 2020
Soft Skills
• Social Perceptiveness - This is a skill that I already
have but need to focus on using more often.
• Active Listening - This is a skill that I already have
but need to focus on using more often.

14. Evan Deenik
You know how the number of deaths
caused by prescription medication is
constantly on the rise? Well, what I do is combine
the teachings of natural mindfulness techniques with
inspiring music to help transform lives. In fact, I myself suffer with
mental illness, and often times found medication made things worse,
but through mindfulness techniques, and incorporating them with
music I am able to lead a healthy and productive life.
“

15. REFERENCES
At concerts, festivals, and other events.
(n.d.). Retrieved from https://
www.oxfamamerica.org/take-action/
volunteer/concerts-festivals/
Quick Search for: Musician. (n.d.).
Retrieved from https://
www.onetonline.org/find/quick?
s=musician
Top 100 Artists Chart. (n.d.). Retrieved
from https://www.billboard.com/
charts/artist-100
Volunteer. (n.d.). Retrieved from https://
www.headcount.org/volunteer/
Volunteer • REVERB. (n.d.). Retrieved
from https://reverb.org/volunteer/
Who is Ed Sheeran? Everything You
Need to Know. (n.d.). Retrieved from
https://www.thefamouspeople.com/
profiles/ed-sheeran-29882.php