Gary Mervin grew up in the Bronx surrounded by music artists. He studied mass communication and music business to pursue a career in artist management. His goals are to initially land an entry-level artist manager role, then manage up-and-coming artists, and eventually open a club for his artists to perform at. He recognizes the need to develop his skills and network in the industry to be competitive against those with more experience.

1. PERSONAL BRAND EXPLORATION
Gary Mervin
Project & Portfolio I: Week 3
August 19, 2019

2. Gary Mervin grew up in the Bronx, NY, the
place where Hip-Hop began. He was
surrounded by dancers, singers and
rappers and one day dream to become an
artist manager. Gary started college at
University of New Haven where he studied
Mass Communication/TV Productions. He
then enrolled in Full Sail University to study
Music Business in order to learn the ins
and outs of the music industry.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Booking Agent
• Tour Management
Maverick Archetype - I’m able
to develop artists by
determining what isn’t working
in their careers. By focusing on
the music industry trends I’m
capable of taking risks to
elevate the artists techniques
and skills.
Music Industry Organizations

4. • DEMOGRAPHICS: 75% Male,
30-45 years old, From all
backgrounds, Located in
United States.
• PSYCHOGRAPHICS:
Interested in developing
artists, spends free time
listening to different genres of
music, open to new ideas, love
meeting new people
• IDEAL AUDIENCE
MEMBERS: Cody Verdecias,
A&R (Atlantic), Bryan Berstein,
A&R (Republic), Brock Korson,
Urban A&R (Republic)
Recruiters & Hiring Managers at Republic & Atlantic Records
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level artist manager at Republic
Records.
‣Connect with other managers on
LinkedIn to gain experience in the
industry by December 31, 2020.
Mid Term: (2026)
• Manage up and coming artists
‣Build my artist clientele year after year by
December 31, 2026.
Long Term: (2041)
• Establish a club for all my artists to perform at.
‣Save a total of $240,000 to jump start the
business by December 31, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 75%
Adobe Creative Suite 60%
Time Management 90%
Accessing Team Performance 85%
SOFTHARD
Accounting Software 10%
Office Suite Software 90%
English Language 90%
Customer and Personal Service 90%
SOFTHARD

7. I help artists gain the skills and
knowledge to develop their music
career to elevate their brand to new
heights and have a longevity career.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years at Capital One as a Branch
Ambassador
• 2 years at Classico Inc performing
clerical work
Education:
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• National Credential in Customer
Service & Sales

9. COMPETITION
Jazzy Lady
Industry Experience:
• 11 years CEO/Artist Manager at
Jazzy Lady Entertainment
Education:
• Media Management, B.S. at Full Sail University
2016-2019
Leadership Experience:
• Artist Management Lead, Event Coordinator
Skills and Proficiencies:
• Entertainment - 61endorsements
• Music Industry - 58 endorsements
• Record Labels - 50 endorsements
Gary Mervin
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, lack of details throughout
profile, no articles published, active on social
media, URL customized
• Grade: Poor, 75 out of 100
Industry Experience:
• Do not have music industry
experience, still completing degree
program
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Branch Ambassador head in operations in my
branch at Capital one
Skills and Proficiencies:
• Communication - 0 endorsements
• Microsoft Office - 0 endorsements
• Time Management - 0 endorsements
Overall Online Presence:
• 3 connections, professional headshot, no articles
published, active on personal social media
accounts, URL customized
• Grade: Average, 10 out of 100

10. COMPETITION
Barry Bonds
Industry Experience:
• 6 years of A&R/ Artist Manager
Education:
• Mass Communication/Media Studies, B.A.
Noteworthy Experience:
• Production Coordinator/ Artist Relations for
Summer Tours
• Assistant to the VP of A&R
• Radio and Mix Show Promotions
Skills and Proficiencies:
• Social Media Marketing - 40 endorsements
• Recording - 29 endorsements
• Marketing Strategy - 10 endorsements
Gary Mervin
Overall Online Presence:
• 500+ connections, banner image not yet
customized, polished headshot, detailed profile
summaries, no recommendations, notable
volunteer work, URL customized, premium
membership
• Grade: Good, 70 out of 100
Industry Experience:
• Do not have music industry
experience, still completing degree
program
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Branch Ambassador head in operations in my
branch at Capital one
Skills and Proficiencies:
• Communication - 0 endorsements
• Microsoft Office - 0 endorsements
• Time Management - 0 endorsements
Overall Online Presence:
• 3 connections, professional headshot, no articles
published, active on personal social media
accounts, URL customized
• Grade: Average, 10 out of 100

11. BRAND POSITION
With dedication and commitment I go above
and beyond to elevate my artists brand and
will have everyone calling me Gary Thee
Great.
GARY “THEE GREAT” MERVIN

12. NETWORKING & MARKETING
Industry Events & Organizations
• Music Entrepreneur Conference
‣ December 6 - 8 | New York, NY
• Big Music Tour
‣ September 30 | Newark, NJ
• Music Business Association
‣ Membership
Digital Marketing
• Primary Content: post videos of my tools for artists
development and actual sessions of my artists and I
trainings
• Primary Tools: FB and Instagram - promote my artists
brand ; LinkedIn - network with industry professionals
and post my artists material, such as music and
merchandise
• Website: Full Sail digital portfolio site to exemplify
school content; use blogs to highlight music industry
knowledge and embed my artists material

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking higher level of experience from artist
managers in the music industry; A & R executives
from record labels, Jan 2021
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Finance for Non-Financial Managers - Lynda.com,
August. 2019
• Quickbook Pro - Lynda.com, March 2020
• Quickbooks Bookkeeping - Lynda.com, April
2020
Soft Skills
• Sales Management Foundation Course -
Lynda.com, June. 2019
• Digital Marketing Skills Course- Lynda.com, Jan.
2020
• Negotiation Skills Course - Lynda.com, Feb. 2020

14. Gary Mervin
You know why some artists don’t have
long lasting careers? Well, what I do is
analyze and access certain techniques that are
working within the industry and develop an action plan for the
artist. In fact, while working at Capital One, I was able to analyze
the team performance in teller differences and minimize the risk of
the bank losing money. My manager often acknowledge the
amount of work I put in to grow year after year.
“

15. REFERENCES
National Center for O*NET Development. 13-1011.00 -
Agents and Business Managers of Artists,
Performers, and Athletes. O*NET OnLine. Retrieved
August 25, 2019, from https://www.onetonline.org/
link/summary/13-1011.00
Barry Bondz. (n.d.). Retrieved from Linked In: https://
www.linkedin.com/in/barry-bondz-1bbb2b73/
Griffiths, E. (2018, October 16). KEY WORLDWIDE MUSIC
INDUSTRY & SYNC EVENTS LIST 2019. Retrieved
from Synchtank: https://www.synchtank.com/blog/
key-worldwide-music-industry-sync-events-
list-2019/
Jazzy Lady. (n.d.). Retrieved from Linked In: https://
www.linkedin.com/in/jazzy-lady-38386533/
Maverick. (n.d.). Retrieved from Kaye Putnam: https://
www.kayeputnam.com/brandality-archetype-
maverick/