This is a project I completed on behalf of my Project and Portfolio 1 Course at Full Sail University in April 2021.

1. PERSONAL BRAND EXPLORATION
Levi Leitma
Project & Portfolio I: Week 1
March 30, 2021

2. Levi is a 28-year-old US Army veteran who has a
passion for pop and hip-hop music. The thing that got
him started in music was listening to CDs with his
close-knit family in the late 90s as the youngest child of
5 and listened to his siblings’ music growing up. He
grew up in a very small town in Maryland, an hour and
a half away from DC and always wanted to escape to
NYC or LA to achieve my dreams. He wants to open a
record label in NYC or LA to help aspiring artists
f
ind
their voice. The values he holds dear are Loyalty,
Respect, and Integrity. He thinks everyone has
something to say and should be given an outlet to
express themselves.
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles:
• Chief Executive O
f
f
icer
• Executive Vice President
• Chief Operating O
f
f
icer
BRAND ARCHETYPE – Hero
Archetype-I showcase my work by
providing motivational content pieces,
and making my artists feel inspired. If I
can show my artists they can overcome
their challenges I can achieve greatness.
Record Label Owner for the Pop/Hip Hop Genre
Picture Relevant
to Your Industry
Goes Here

4. • DEMOGRAPHICS:16-34-year-
olds who are primarily White or
African American who make
$50k-100k a year, high school or
college educated and are normally
unmarried.
• PSYCHOGRAPHICS: Night
Owls, Foodies, interested in the
Nightlife of the Metro Areas and
some outdoor activities, obsessed
with Social Media.
• IDEAL AUDIENCE MEMBERS:
• Vienna No
t
arianni
• Jessie Murph
Pop and Hip-Hop Artists in the Major Metropolitan Areas in the US
TARGET AUDIENCE

5. GOALS
Short Term: May, 2024
• Move to Los Angeles, California and start my record label
‣ 100% moved into my residence in Los Angeles and
paperwork completed to start my LLC.
Mid Term: (2030)
• Achieve a moderate success in my record label
‣ 100% success rate for signing 5 artists to the label by
Dec 31st 2030.
Long Term: (2045)
• Make a total of $1,000,000 a year in gross sales.
‣ 96% success rate for making the 1 million/year in
sales.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Microsoft Excel 75%
Microsoft Powerpoint 55%
Decision Making 65%
Critical Thinking 50%
SOFT
HARD
Microsoft Access 5%
Intuit
Q
uickbooks 0%
Law and Government 10%
Human Resources 10%
SOFT
HARD

7. I help pop and hip-hop artists meet their dreams
by being their champion
PROMISE

8. CREDENTIALS
Work Experience:
• League of Legends Coach
• US Army Flight Ops Specialist- worked with
Aircraft pilots and in charge of $10k+ worth of
e
q
uipment
Education:
• Music Business, B.S., Full Sail University (July 2022)
• Recording Arts, B.S., Full Sail University (May 2024)
Leadership Roles :
• Platoon Leader in Basic Training US Army
• S
q
uad Leader in Basic Training US Army
• Team Manager for multiple League of Legends
teams
Picture Relevant
to Your Indstry
Goes Here

9. COMPETITION
Lance Lowery
Industry Experience:
• Engineered recordings, ghost produced/
written with Tyrell Bing of Corna Boyz
Entertainment
Education:
• Audio Engineering B.S., Full Sail University
Leadership Experience:
• Founder/CEO o
f
Traskz Entertainment Group LLC.
• Studio Manager at AFRO ACID
Skills and Proficiencies:
• Music Production- 99+ endorsements
• Recording -99+ endorsements
• Pro Tools- 88 endorsements
Levi Leitma
Overall Online Presence:
• 500+ Connections, banner image is customized, professional
headshot at a recording deck, Very detailed pro
f
ile including an
about section, no published articles, On twitter but doesn’t
post often and its under his Traskz name not his actual and he
does have a FB, LinkedIn URL is customized
• Grade: Superior, 90 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• None
Education:
• Music Business B.S., Full Sail University
• Recording Arts B.S., Full Sail University
Leadership Experience:
• Team Manager for Amateur League of Legends Team
• Leadership from the Military
Skills and Proficiencies:
• Microsoft Excel- No endorsements
• Time Management- No endorsements
• Microsoft PowerPoint- No endorsements
Overall Online Presence:
• 184 Connections, banner image is not customized, No
professional headshot, Not a very detailed pro
f
ile, No
published articles, Not active on other social media, but has
FB, Twitter, Insta and TikTok, LinkedIn URL is customized
• Grade: Poor, 30 out of 100

10. COMPETITION
Mike DeLay
Noteworthy Experience:
• 25 different clients including Warner Bros, Hasbro, LG, Hulu
AT&T and General Mills
• Pro Tools Certi
f
ied Operator
• Worked with Silverlake Sounds handling music editing for 20
TV shows (NBC,ABC, VH1, MTV, etc)
Levi Leitma
HEADSHOT HEADSHOT
Industry Experience:
• Owner of Real Voice LA which helps in
voice overs, demo production, audio
postproduction, and has in house podcast
studio
Education:
• Musicians Institute-RIT, Audio Engineering 2009-2010
Skills and Proficiencies:
• Music Production- 29 endorsements
• Recording - 14 endorsements
• Audio Engineering- 8 endorsements
Overall Online Presence:
• 500+ connections, No banner image, professional headshot,
fairly detailed pro
f
ile but his website is better, No published
articles, Not active on twitter (last post 01/20), LinkedIn URL
is customized
• Grade: Average 60 out of 100
Industry Experience:
• None
Education:
• Music Business B.S., Full Sail University
• Recording Arts B.S., Full Sail University
Leadership Experience:
• Team Manager for Amateur League of Legends Team
• Leadership from the Military
Skills and Proficiencies:
• Microsoft Excel- No endorsements
• Time Management- No endorsements
• Microsoft PowerPoint- No endorsements
Overall Online Presence:
• 184 Connections, banner image is not customized, No
professional headshot, Not a very detailed pro
f
ile, No
published articles, Not active on other social media, but has
FB, Twitter, Insta and TikTok, LinkedIn URL is customized
• Grade: Poor, 30 out of 100

11. BRAND POSITION
For Pop and Hip-Hop Singers who need a Record Label,
I provide understanding of the music industry, an in-
house recording studio as well as artist management
services because I believe every artist has a voice that
needs to be championed and should feel inspired to
create great music.
“THE HERO”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• The Recording Academy
‣ January 2021 | Florida Chapter
• Music Business Association
‣ February 2021 | United States
• NEXTGEN_U
‣ August 2021 | Virtual
Digital Marketing
• Primary Content: The type of content I will create and publish
online is the story of the underdog overcoming challenges. My content
will also include the sage archetype in that it is intelligent and
researched.
• Primary Tools: The social networks I will use to promote my
content are Facebook, Instagram, TikTok, and Clubhouse. This will be
done bi-weekly and will be both audio and visual.
• Website: I will you use my digital portfolio site moving forward to
help me build my brand awareness online by posting it on my social
media posts and including it in my pro
f
iles for social media. During
career fairs/networking events I will drop my portfolio link in the chat
for people to peruse.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• My mentor is Jackie Otero, Course Director at Full Sail
University. She owns her own music business here in Orlando,
Florida. I will also get a mentor in my Recording Arts
program. They will have about 10 years of experience in
making music and should exude the sage archetype. DATE:
10/2022
Formal Education
• Music Business B.S. at Full Sail University
• Recording Arts B.S. at Full Sail University
Technical Skills
• Microsoft Access-LinkedIn Learning, July 2021
•
Q
uickbooks-LinkedIn Learning, October 2021
• Search Engine Optimization-LinkedIn Learning, January 2022
Soft Skills
• Law and Government-LinkedIn Learning, March 2022
• Human Resources-LinkedIn Learning, June 2022
• Entrepreneurship-LinkedIn Learning, July 2022

14. LEVI LEITMA
You know how pop and hip-hop artists are moving away from the big-name labels?
Well, what I do is provide an Independent Record Label to help them
f
ind their voice
and champion their efforts. In fact, while earning my degrees at Full Sail University I
helped an aspiring artist reach her goals by providing her with the knowledge she
needed to distribute her songs on multiple platforms and teaching her how to
copyright her music.
“
Picture of You
Goes Here

15. REFERENCES
Barnhart, B. (2021, March 9). Social media demographics to inform your brand's
strategy in 2021. Sprout Social. https://sproutsocial.com/insights/new-social-media-
demographics/.
Barroso, A., Parker, K., & Bennett, J. (2020, September 3). How Millennials
Approach Family Life. Pew Research Center's Social & Demographic Trends
Project. https://www.pewresearch.org/social-trends/2020/05/27/as-millennials-
near-40-theyre-approaching-family-life-differently-than-previous-generations/.
De
f
lin, K. (2019, June 3). 10 Positive Bene
f
its Of Listening To Music, According to
Science. L4LM. https://liveforlivemusic.com/features/10-positive-bene
f
its-of-
listening-to-music-according-to-science/.
Delay, M. (n.d.). Mike DeLay. Real Voice LA. https://www.realvoicela.com/mike-
delay.
Giglue. (2017). How To Get Signed by any Record Label. https://medium.com/
giglue/how-to-get-signed-by-any-record-label-f3eaf9f11566.
Los Angeles, California Population 2021. Los Angeles, California Population 2021
(Demographics, Maps, Graphs). (n.d.). https://worldpopulationreview.com/us-
cities/los-angeles-ca-population.
Putnam, K. (2019, May 22). Brand
Q
uiz - Kaye Putnam: Psychology Driven Brand
Strategist. Kaye Putnam | Psychology Driven Brand Strategist. https://
www.kayeputnam.com/brandality-
q
uiz/.
Statista Research Department. (2021, January 8). Favorite music genres among
consumers by age group in the U.S. 2018. Statista. https://www.statista.com/
statistics/253915/favorite-music-genres-in-the-us/.
Statista Research Department. (2021, January 8). Public opinion on music genres
which represent America today by ethnicity 2018. Statista. https://
www.statista.com/statistics/864610/music-genre-modern-america-ethnicity/.
Summary Report for: 11-1011.00 - Chief Executives. O*NET OnLine. (n.d.). https://
www.onetonline.org/link/summary/11-1011.00.
US Census Bureau. (n.d.). New York City, New York Population 2021. New York
City, New York Population 2021 (Demographics, Maps, Graphs). https://
worldpopulationreview.com/us-cities/new-york-city-ny-population.
https://www.linkedin.com/in/mikedelay/
https://www.linkedin.com/in/traskz/
https://www.linkedin.com/learning