Kristy Lo is exploring her personal brand as a talent manager focused on the Korean music industry. She grew up in Utah and studied sound engineering and music business. Her goals are to land an entry-level music supervision role, manage a successful band, and establish an international record label. She aims to renew passion for music by breaking language barriers and sharing feel-good songs.

1. PERSONAL BRAND EXPLORATION
Kristy Lo
Project & Portfolio I: Week 3
November 15, 2019

2. Kristy Lo grew up in Salt Lake City, Utah. She
always had a dream to work in the music
industry so after she graduated high school,
she attended the Recording Connection to get
a degree is Sound Engineering. Kristy is always
eager to learn, so her education didn’t stop
there. Now that she had a general idea on how
music was produced inside the studio, she
wanted to learn more about licensing to
further help her artists that she would be in
contact with. She is now studying Music
Business at Full Sail University. She has had
the opportunity to work with companies such
as Associated Press, MTV and the Music
Lodge up.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Agent
• Talent Agent
• Artist Manager
Girl Next Door Archetype -
managing artists in a friendly yet
relatable way. Producing music
that is understood, seen and
relatable to the audience so that
the audience feels welcomed and
included with the artists.
Talent Management for International Record Labels

4. • DEMOGRAPHICS: 60% Male,
Age Range 28-36, Predominately
Asian, Musical Interest, Located
mainly in South Korea.
• PSYCHOGRAPHICS: Enjoys
listening to music. Hard worker.
Enjoys going out during their
days off. Enjoys communicating
with others and keeping a social
circle.
• IDEAL AUDIENCE
MEMBERS: Lee Soo-man,
Owner (SM), Park Suk-yung (HR
Manager), Han Sung-soo, Owner
(Pledis)
Recruiters & Hiring Managers at SM, JYP and Pledis
Entertainment
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level Music Supervision at Pledis.
‣Connect with other talent managers at other
talent agencies and learn more about how
the industry works in Korea and start building
a social circle.
Mid Term: (2025)
• Manage a successful band with a talent agency
and start building my own clientele.
‣Start expanding international music in
America so that other bands from different
countries get more exposure.
Long Term: (2040)
• Establish an International Record Label that
manages different artists outside of America.
‣Save a total of $150,000 and have 5
partnerships with different record labels
around the world.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 87%
Microsoft Excel 60%
Time Management 70%
Conflict Resolution 80%
SOFTHARD
Microsoft Excel 60%
Accounting Software 45%
Active Listening 40%
Customer Service 60%
SOFTHARD

7. I help aspiring international singers and
songwriters spread their messages to
audiences across the world through
effective music management.
PROMISE

8. CREDENTIALS
Work Experience:
• 5 years work experience managing
celebrity schedules at Sundance Film
Festival.
• 5 years work experience managing a
team for concerts and after parties at
The Music Lodge.
Education:
• Korean Course 1 and 2, Coursera
Certificate
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Employee of The Month (x2), Salt Lake
County ADC
• 4 Hour Coin (x2) For Always Willing to
Help Co-Workers, Salt Lake County
ADC

9. COMPETITION
Nathan Hughes
Industry Experience:
• 8 years as a music producer at
Ghettostar Label
Education:
• Graduated Full Sail University with a Music Business,
B.S. in 2014.
Leadership Experience:
• Music Producer at Ghettostar Label/Independant
Label.
• No other leadership experience listed.
Skills and Proficiencies:
• Protools
• Music Producer with a degree in Music Business
• Customer Service
Kristy Lo
Overall Online Presence:
• Less than 100 connections, banner image
customized, amateur headshot, lack of details
throughout profile, no articles published, no
endorsements.
• Grade: Poor, 30 out of 100
Industry Experience:
• 5 year talent management experience
with the Music Lodge at Sundance
Film Festival
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• The Music Lodge, Supervisor experience in leading a
team to run events held during Sundance Film
Festival.
Skills and Proficiencies:
• Protools
• Customer Service
• Microsoft Excel
• English and Cantonese Language Skills-Fluent
• Korean Language Skills- Intermediate Level
Overall Online Presence:
• Less than 50 connections, banner image is not
customized and amateur headshot, lack of details
throughout current profile, no articles published and
no endorsements.
• Grade: Poor 10 out of 100

10. COMPETITION
James Cloud
Industry Experience:
• CEO of GQ Management Agency
since 2011
• Founder/CEO of The Abiff Agency
since 2011
Education:
• International Business, B.B.A.
• New York Film Academy
Noteworthy Experience:
• CEO of GQ Management Agency since 2011
• Founder of The Abiff Agency
Skills and Proficiencies:
• Social Media Marketing - 6 Endorsements
• Management - 10 Endorsements
• Social Networking - 12 Endorsements
Kristy Lo
Overall Online Presence:
• 500+ connections, banner image not yet customized,
unprofessional headshot, detailed profile summaries,
two accomplishments, multiple endorsements
• Grade: Good, 60 out of 100
Industry Experience:
• 5 year talent management experience
with the Music Lodge at Sundance
Film Festival
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• The Music Lodge, Supervisor experience in leading a
team to run events held during Sundance Film
Festival.
Skills and Proficiencies:
• Protools
• Customer Service
• Microsoft Excel
• English and Cantonese Language Skills-Fluent
• Korean Language Skills- Intermediate Level
Overall Online Presence:
• Less than 50 connections, banner image is not
customized and amateur headshot, lack of details
throughout current profile, no articles published and
no endorsements.
• Grade: Poor 10 out of 100

11. BRAND POSITION
Renewing the passion and love in music by
breaking language barriers around the
world and sharing songs that will leave you
smiling no matter what language you speak.
KRISTY “SMILEY” LO
Kristy earned the nickname
“Smiley” in the entertainment
field because of the constant
happiness and smiles she
shared to make everyone feel
included.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 ATD International Conference and Expo
‣ May 17 - 20 | Denver, Colorado
• Festforums
‣ November 20 - 22 | Santa Barbara, California
• Talent 2020
‣ March 19 - 20, 2020 | New York, New York
Talent Management
• Primary Content: est. a youtube channel documenting my
job and skills I have learned while working for a Korean
Entertainment company.
• Primary Tools: FB and Instagram - promote my youtube
channel through 30 sec. promo videos on Instagram Story
or pictures on Facebook so they see that a new video has
been uploaded.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to explain skills that I have learned through
school as well as on the job experience.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level talent manager that works for
a Korean company that is bilingual. Has experience
working for different companies. January 2020
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Accounting For Managers - lynda.com, Est. January
2020
• Data Analysis - Full Sail University, October 2019
• Excel 2016 Microsoft Office Expert - Lynda.com, Est.
December 2019
Soft Skills
• Public Speaking Foundations - Lynda.com,
November 2019
• Korean Course 1 and 2 - Coursera,com, January 2019
• Quality Standards in Customer Service, lynda.com,
Est. December 2019
• Tips For Writing Business Emails - Lynda.com, Nov.
2019

14. Kristy Lo
You know how busy every one is in the
entertainment industry and how stressed
work can be? Well, what I do is help numerous
talents arrange their schedule so they don’t feel so
over stressed, no matter where they’re from. In fact, I worked up at The
Music Lodge during Sundance Film Festival and helped Associated Press
manage their celebrity schedule and they were thrilled with the outcome.
Many PR for celebrities wanted to come back to our lodge because
although they were busy, they felt welcomed at our lodge because all of
my team was constantly happy and willing to help!
“

15. REFERENCES
Hughes, N. (2019). Nathan Hughes LinkedIn Profile. Retrieved
from https://www.linkedin.com/in/nathan-
hughes-1a662a4b/
Cloud, J. (2019). James Cloud LinkedIn Profile. Retrieved from
https://www.linkedin.com/in/james-cloud-06926b57/
ONETOnLine.org. (2019). Summary Report for: 13-1011.00 -
Agents and Business Mangers for Artists, Performers and
Athletes. Retrieved from https://www.onetonline.org/link/
summary/13-1011.00
Working at JYP. (2019). JYP Entertainment USA on Glassdoor.
Retrieved from https://www.glassdoor.com/Overview/
Working-at-JYP-Entertainment-USA-EI_IE192707.11,32.htm
Job Korea USA (2019). Multiple Positions Open - Job
Description. Retrieved from https://jobkoreausa.com/work/
employ_detail.html?
no=21849&utm_campaign=google_jobs_apply&utm_source=
google_jobs_apply&utm_medium=organic
FestForums. (n.d.). Retrieved from http://
www.festforums.com/2018-home
ATD 2020 International Conference and Expo. (2019).
Retrieved from https://atdconference.td.org
Talent 2020. (2019). Retrieved from https://conference-
board.org/conferences/conferencedetail.cfm?
conferenceid=3073