Leah Johnson is pursuing a degree in Music Business from Full Sail University. She has 10 years of experience in business finance and 15 years of singing and songwriting experience. Her goal is to work as a Publishing Manager helping artists publish and promote their music. She plans to network at industry events, study hit songs, and work her way up to a senior management role over the next 20 years. Leah has skills in administration, Adobe Creative Suite, and public speaking. She will continue developing technical and soft skills through mentoring and online courses.

1. PERSONAL BRAND EXPLORATION
Leah Johnson
Project & Portfolio I: Week 3
April 21, 2019

2. There are many ways to describe Leah Johnson, but
unique, talented, and charismatic just seem to scratch
the surface. However, there is one word that ties them
all together and is true to their character: Leah
Johnson is Real. Few people sing and write so
honestly from their heart and soul. Leah Johnson does
so in just the right way, combining art, story, and song
in perfect unison. Leah grew up in in a home of seven
kids all talented with musical gifts. After years in the
business finance field, Leah decided to pursue her
dreams and she enrolled in Full Sail University for
Music Business. Take a closer look and explore what
the gift of music truly is with Leah Johnson.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Publishing Administrator
•Manager of Music Publishing
Services
•Publishing Manager
Guy/Girl Next Door archetype - by
working hard and staying humble I
will create real connections with my
audience. Customers will feel
understood and including when I
am provide friendly, honest, and
warm interactions.
Publishing Manager for Music Publishing Company

4. • DEMOGRAPHICS: 33% Male,
31% Female, 13-65 years old,
Located in US.
• PSYCHOGRAPHICS: Creative
upfront, authentic, and
multitaskers. They like self-
expression and honesty.
• IDEAL AUDIENCE MEMBERS:
Dasha Smith Dwin, EVP & Global
Chief Human Resources Officer
(Sony), Anne Matsushita, Human
Resources Director (Warner),
Gautam Srivastava, Executive Vice
President, Human Resources
(Universal)
Recruiters & Hiring Managers at Sony Music Ent., Warner Music Group, and
Universal Music Group
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
•Seek out an entry-level job in a major music market
or position at Universal Music Group (UMG).
‣Develop work experience and industry
knowledge by interning as much as possible.
Mid Term: (2025)
•Network and go to events, including concerts,
industry organizations and Songwriter showcases.
‣Study best-selling songs and albums to train my
ear to find future hits.
Long Term: (2040)
•Work my way up from Coordinator to Senior/Director
Manager at Universal Music group.
‣Publish 10 songs on TV shows, get 5 songs on
movies, and secure 3 songs on commercials by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Administration 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 30%
Public Speaking 50%
SOFTHARD

7. I devote my time in working with an artist or
composer to publish and promote their
album, song, or musical composition. In
order to reach and share the gift of music,
with audiences all around the World.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years in business finance
• 15 years of singing/songwriting
Education:
• Business Administration, A.A.
Community College of Baltimore County
• Music Business, B.S., Full Sail University (Exp. 2020)
Awards:
• 1st Place in Vocal Contest

9. COMPETITION
Chris Bivins
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Film/Cinema/Video Studies, B.S.,Stevenson University
Leadership Experience:
• Producer -BET Networks Viacom
Skills and Proficiencies:
• Graphic Design - 32
• Editing- 31
• Scripting -27
Leah Johnson
Overall Online Presence:
• 500+ connections, banner image is customized,
professional headshot, no articles published, active on
social media, recommendation
• Grade: 90 of 100
Industry Experience:
• Internship at publishing company
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• Multiple leadership roles
Skills and Proficiencies:
• Adobe Creative Suite
• Public Speaking
• Artist Management
Overall Online Presence:
• Less then 10 connections, banner image not yet
customized, professional headshot, detailed summaries
throughout profile ,no articles published, sporadically
active on personal social media accounts, URL
customized
• Grade: 58 out of 100

10. COMPETITION
JESRIGHT PELEMO
Industry Experience:
•
Education:
• Show Production, B.S., Full Sail University
Noteworthy Experience:
• Learning. mainStage- Lynda
• Lightroom 6 essentials training- Lynda
Skills and Proficiencies:
• None Listed
Leah Johnson
Overall Online Presence:
• Less than 100 connections, banner image not yet
customized, polished headshot, detailed profile
summaries, no recommendations, URL not yet
customized, Grade: 40 out of 100
Industry Experience:
• Internship at publishing company
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• Multiple leadership roles
Skills and Proficiencies:
• Adobe Creative Suite
• Public Speaking
• Artist Management
Overall Online Presence:
• Less then 10 connections, banner image not yet
customized, professional headshot, detailed summaries
throughout profile ,no articles published, sporadically
active on personal social media accounts, URL
customized
• Grade: 58 out of 100

11. BRAND POSITION
Bringing songs to artist to reach TV, Movies,
and commercials around the world. Protecting
the creative works of songwriters to keep the
integrity of the company.
LEAH JOHNSON

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Copyright and Technology Conference
‣ January | Manhattan, NY
• Entertainment Management Conference
‣ August 2 - September 2, 2019 | Montreal, Canada
• 14th Annual ASACP “I Create Music” EXPO
‣ May 2 - 4, 2019 | Los Angeles, CA
Digital Marketing
• Primary Content: Soundcloud tracks revealing songs created;
2 song per month.
• Primary Tools: Soundcloud and Instagram - promote demos
and songs created through 1 min. promo videos/tracks;
LinkedIn - make connections and network with industry pros.
Highlight m u current events and works.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to update current events and demos created.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Searching for a senior-level or artist manager with at
least 20 yrs of experience in the music industry.
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2020
Technical Skills
• Spreadsheet Software- Microsoft Excel
• Graphics or photo imaging software — Adobe Systems
Adobe Photoshop
• Video conferencing software — Videoconferencing
software
Soft Skills
• Writing Formal Business Letters & Emails -
• Business Writing Principles - Lynda.com, Oct. 2019
• Active Listening

14. Leah Johnson
I aim to help creative writers and singers come
together to share the gift of music. Always keeping passion in the
core of my principles, while showing clients that I aim to protect their
creative works.
“

15. REFERENCES
Music Publisher, Retrieved April 21, 2019 Retrieved from
https://www.careersinmusic.com/music-publisher/
Bivins, C. (2019). Chris Bivins LinkedIn Profile. Retrieved April
21, 2019, from https://www.linkedin.com/in/chrisbivinsofficial/
ONETOnLine.org. (2019). Summary Report for:13-1011.00 -
Search Entertainment Business. Retrieved April 21, 2019, from
https://www.onetonline.org/link/summary/13-1011.00
Director of Global Music Business Development Salaries
(2019). PBR Company Page on Glassdoor. Retrieved April 21,
2019, from https://www.glassdoor.com/Salaries/music-
business-salary-SRCH_KO0,14.htm
ASCAP Foundation Description. Retrieved April. 2018, from
https://ascapfoundation.org/programs/awards