Juan is pursuing a career in the live music industry. He has a passion for entertainment, particularly concerts and festivals, developed from growing up in Mexico City with its vibrant music scene. Juan is studying Music Business and has volunteered at concert venues and music festivals, where he stood out for his positive attitude, teamwork skills, and ability to manage projects. His goals are to gain experience in event production and artist management and eventually become the head producer of a major music festival.

1. PERSONAL BRAND EXPLORATION
JP Yun
Project & Portfolio I: Week 3
May 26, 2019

2. Having grown up in Mexico City, the city with
the most vibrant and exciting live music scene
in Latin America, Juan developed a strong
passion for the entertainment industry,
particularly in the field of concerts and
festivals. For this reason, he decided to pursue
a career in the live music industry, which led
him to study Music Business at Full Sail
University. Juan has volunteered at different
concert venues and music festivals, and he’s
always stood out from the rest due to his
positive attitude, willingness to cooperate and
ability of effectively working as part of a team.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Producer
•Meeting, Convention, and Event
Planners
•Agents and Business Managers of
Artists, Performers, and Athletes
Entertainer Archetype - using
meaningful resources, particularly
live music, to entertain people and
“lighten up the world”.
Concert and Festival Production

4. • DEMOGRAPHICS: 50% Female, 50%
Male, 25-45 years old, College
Educated, Located in the USA and
Latin America.
• PSYCHOGRAPHICS: Passionate
about live music and entertainment,
teamwork-oriented, easy to work
with.
• IDEAL AUDIENCE MEMBERS: David
Cea, VP Human Resources @ Live
Nation / Rocio Nunez, Manager
Human Resources @ AEG Live /
Laura Wood, HR Director @ C3
Presents
Recruiters & Hiring Managers at Live Nation, AEG Live, and C3 Presents
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Land an internship or entry-level position at Live Nation.
‣ I will have worked in at least 3 sold-out stadium
shows, having learned the basics behind large-
scale production, artist relations and event
management.
Mid Term: (2025)
•Managing a tour
‣ I will have been the tour manager for an
internationally-recognized artist. Said tour will
have had at least 10 dates in at least two
countries.
Long Term: (2040)
•Be the head producer of an annual entire music festival.
‣ Being in charge of all the operations of a large-
scale music festival with at least 15 artists,
overseeing everything from booking and pre-
production to site-ops.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Production Design using Vectorworks Spotlight 80%
Adobe Creative Suite 70 %
Time Management 70%
Public Speaking 80%
SOFTHARD
Ability to handle multiple projects simultaneously 70%
Communication and organizational skills 70%
Knowledge of principles of target marketing 50%
Ability to effectively manage dynamic groups 60%
SOFTHARD

7. I produce and organize live music events
that effectively convey positive messages,
giving people unforgettable experiences.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year volunteering in concert venues
(particularly Pepsi Center) and different
music festivals throughout Mexico.
Education:
• Music Business, B.S., Full Sail University
(Exp. 2020)

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
JP Yun
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:
• 1 year volunteering for different concert
venues and music festivals in Mexico
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Skills and Proficiencies:
• Event production
• Production design using Vectorworks Spotlight
• Team management
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile, growing
number of Linkedin connections
• Grade: Regular, 60 out of 100
Leadership:
• Worked in several medium to large scale productions
in Mexico City, assisting areas ranging from booking to
production and hospitality

10. COMPETITION
Chris Gratton
Industry Experience:
• ~29 years of tour and production
management experience
Education:
• Unknown B.S, California Institute of the Arts
Noteworthy Experience:
• Tour and Production Manager for some of the world’s
biggest artists, including, but not limited to: Justin
Bieber / Kanye West / Ariana Grande / Guns n’ Roses
Skills and Proficiencies:
• Live Events- 99+ endorsements
• Entertainment - 99+ endorsements
• Tour Management - 99+ endorsements
Overall Online Presence:
• 500+ connections, banner image customized, Linkedin
Premium member, polished headshot, detailed profile
summaries
• Grade: Good, 80 out of 100
JP Yun
Industry Experience:
• 1 year volunteering for different concert
venues and music festivals in Mexico
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Skills and Proficiencies:
• Event production
• Production design using Vectorworks Spotlight
• Team management
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile, growing
number of Linkedin connections
• Grade: Regular, 60 out of 100
Leadership:
• Worked in several medium to large scale productions
in Mexico City, assisting areas ranging from booking to
production and hospitality

11. BRAND POSITION
Working hard to entertain and brighten up
the days of concertgoers and fellow staff
members alike, making teamwork enjoyable
through the use of my social skills and my
good humor.
JP YUN

12. NETWORKING &
MARKETING
Industry Organizations
• 2019 International Entertainment Buyers Association
‣ Oct 27-29, 2019 | JW Marriott, Nashville
• International Artist Manager’s Association Conference
‣ April 22-24, 2020 | L’Auditori, Barcelona
• Association of Festival Organizers Conference
‣ November 8-10, 2019 | Stratford Manor, UK
Digital Marketing
• Primary Content: Monthly blog posts and possibly YouTube videos
showing the way in which I acquire new skills through schoolwork
and professional experience, including volunteering work and
potential internships and full-time jobs.
• Primary Tools: Instagram and Linkedin.
• Website: Full Sail digital portfolio site to showcase knowledge
and experience in the music industry, as well as insights from
shows I work at.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking veteran tour & production management
expert with plenty of experience in concerts and
festivals.
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2020
Technical Skills
• Autodesk AutoCAD to work on stage and festival site
layouts - Lynda.com, Nov. 2019
• Tech Production Management
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Music Business - Lynda.com, Nov. 2019
• Managing Teams - Lynda.com, Nov. 2019
• Target Marketing - Lynda.com, Nov. 2019
• Tour Management - lynda.com, Nov. 2019

14. Fullie Salen
You know how unexperienced tour and
production managers lacking social skills are
able to downplay the performance of their crew?
Well, what I do is apply my experience in the music industry together with
my excellent social skills in order to create a work environment that
encourages effective work. In fact, I have effectively managed several
tours and full-scale productions, all with excellent results for the artist, the
crew and concertgoers alike.
“

15. REFERENCES
Putnam, Kaye (2015) The Entertainer Archetype. Retrieved
from https://www.kayeputnam.com/brandality-archetype-
entertainer/
ONET Team (2012) Summary Report for Producers. Retrieved
from https://www.onetonline.org/link/summary/27-2012.01
Live Nation Team (N/A) Work at Live Nation. Retrieved from
https://www.livenationentertainment.com/careers/
Chris Gratton (N/A) Chris Gratton Linkedin profile. Retrieved
from https://www.linkedin.com/in/chris-gratton-3b9b6866/
David Cea (N/A) David Cea Linkedin profile. Retrieved from
https://www.linkedin.com/in/david-cea-5642764/
Laura Wood (N/A) Laura Wood Linkedin profile. Retrieved
from https://www.linkedin.com/in/laura-wood-41ba4b11
N/A (N/A) AFO Conference 8-10 November 2019. Retrieved
from https://www.festivalorganisers.org/afo+conference
Live Nation Team (2019) Insomniac - Stage Production and
Concerts Manager Job Posting. Retrieved from https://
livenation.wd1.myworkdayjobs.com/en-US/LNExternalSite/
job/Beverly-Hills-CA-USA/Insomniac---Stage-Production-
and-Concerts-Manager_JR-22032
Swain, Kristin (2017) How to Be a Concert Producer. Retrieved
from https://careertrend.com/concert-producer-15489.html
https://www.iamaworld.com/
https://www.livenationentertainment.com/careers/