Personal brand project from week 1 of the Full Sail University Project and Portfolio Week 3 assignment.

1. PERSONAL BRAND EXPLORATION
Malcom Holman
Project & Portfolio I: Week 1
September 4th, 2021

2. IDENTITY
Seasoned USMC Veteran with the core values
of honor, courage, and commitment
searching for a new home in the music
industry. Malcom currently manages the
band Soul Flow. With skills gained in the
military and the indie music scene, Malcom is
ready to enter the big leagues. As a Music
Business student at Full Sail University,
Malcom is gaining the knowledge, tools, and
resources to begin taking the next step.
Music is a universal language, but the
industry is foreign to upcoming artist.
Malcom wants to guide the next generation to
success. Music is his passion, education is his
motivation, and assisting others is his driving
force.

3. PROFESSION
Potential Job Titles:
• Talent Agent
• Booking Agent
• Talent Representative
BRAND ARCHETYPE – My ”Lover”
brand shows that I add passion to my
work. I love to build meaningful
relationships with my clients, and I
want my clients to love the work that
they are pursing.
Agents and Business Managers of Artists, Performers, and Athletes
for Music Industry

4. A&R Representatives
TARGET AUDIENCE
Kenneth Salcido
Outreach Plan:
• I would make sure I have my
professional etiquette prepared, draft a
message that has been proofread for
errors, and provide a means for future
communication.
• I would like to send an email first. If the
email does not work, I would send a
message via LinkedIn.
• I would like to follow up within 3
business days to try to connect.
Head of A&R at Red Bull
Records
Serge Durand
Outreach Plan:
• I would make sure I have my professional etiquette
prepared, draft a message that has been proofread for
errors, and provide a means for future communication.
• I would like to send an email first. If the email does not
work, I would send a message via LinkedIn.
• I would like to follow up within 3 business days to try to
connect.
VP of A&R at Capitol Records
Christina Hayden
Outreach Plan:
• I would make sure I have my professional etiquette
prepared, draft a message that has been proofread for
errors, and provide a means for future communication.
• I would like to send an email first. If the email does not
work, I would send a message via LinkedIn.
• I would like to follow up within 3 business days to try to
connect.
A&R Manager of ATLANTIC
RECORDS

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• After Graduation, I want to start interning or taking an entry
level position at Red Bull Records or Capitol Records.
‣ Completion of Bachelor’s degree program at Full Sail
University. After completion, update resume with
new skills and education.
Mid Term: (2025)
• During this period, I would like to be working as an A&R
representative at Bull Records or Capitol Records.
‣ Successful completion of 1-2 years of internship.
Learn new skills for the position that I am pursuing.
Learn from mentors.
Long Term: (2028)
• Becoming A&R Manager or Business owner.
‣ Complete 3 years in the A&R position successfully.
Work with A&R managers to learn what I would need
to move up to the next level. File proper
documentation to receive business license.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office
SOFT
HARD
Novice / Adept / Expert
Commination Novice / Adept / Expert
Active Listening Novice / Adept / Expert
Multi-tasking Novice / Adept / Expert
Microsoft Office
SOFT
HARD
Novice / Adept / Expert
Google Apps Novice / Adept / Expert
Organizational Skills Novice / Adept / Expert
Team player Novice / Adept / Expert

7. I help artist do business professionally by
booking their shows, connecting them with
record labels, and introducing them to
industry professionals.
PROMISE

8. CREDENTIALS
Work Experience:
• Band Manager – Soul Flow – 2 Years
• Logs and Records shift lead – Kay and
Associates, Inc. – 2 Years
Education:
• Computer Operator, Department of Labor
• Music Business, B.S., Full Sail University (2023)
Awards:
• Certificates of Commendation – 2014 –
United States Marine Corps – for
outstanding leadership.

9. COMPETITION
Iman Barnes
Industry Experience:
• None
Education:
• Full Sail University – Music Business, B.S. (2023)
Leadership Experience:
• 5 years Learning Manager at Microsoft
• 4 Years Retail Store Manager at AT&T
Skills and Proficiencies:
• Sales - 0 endorsements
• Microsoft Office - 0 endorsements
• iOS - 0 endorsements
Malcom Holman
Overall Online Presence:
• 55 connections, Custom banner image, professional
headshot without distractions in the background, profile
is thoroughly detailed, no articles at this time on
LinkedIn, currently active on social media, customized
LinkedIn URL.
• Grade: Average, 80 out of 100
Industry Experience:
• None
Education:
• Full Sail University – Music Business, B.S. (2023)
Leadership Experience:
• 4 years of leading over 20 Marines at United States
Marine Corps
• 2 years of leading 5 contractors and 10 marines at Kay
and Associates, Inc.
Skills and Proficiencies:
• Microsoft Office - 1 endorsements
• Administration - 1 endorsements
• Supervisory - 1 endorsements
Overall Online Presence:
• 64 connections, Custom banner image, professional
headshot without distractions in the background, profile
is thoroughly detailed, no articles at this time on
LinkedIn, currently active on social media, customized
LinkedIn URL.
• Grade: Average, 85 out of 100

10. COMPETITION
Shawn Cohen
Industry Experience:
• 10 years of A&R experience
Education:
• Sacred Heart University – Media Studies and digital
culture, B.S. (2023)
Leadership Experience:
• Leadership experience goes here
• Leadership experience goes here
Skills and Proficiencies:
• Music - 10 endorsements
• A&R - 6 endorsements
• Record labels - 5 endorsements
Malcom Holman
Overall Online Presence:
• 430 connections, Custom banner image, professional
headshot without distractions in the background, profile
is thoroughly detailed, no articles at this time on
LinkedIn, currently active on social media, customized
LinkedIn URL.
• Grade: Superior, 92 out of 100
Industry Experience:
• None
Education:
• Full Sail University – Music Business, B.S. (2023)
Leadership Experience:
• 4 years of leading over 20 Marines at United States
Marine Corps
• 2 years of leading 5 contractors and 10 marines at Kay
and Associates, Inc.
Skills and Proficiencies:
• Microsoft Office - 1 endorsements
• Administration - 1 endorsements
• Supervisory - 1 endorsements
Overall Online Presence:
• 64 connections, Custom banner image, professional
headshot without distractions in the background, profile
is thoroughly detailed, no articles at this time on
LinkedIn, currently active on social media, customized
LinkedIn URL.
• Grade: Average, 85 out of 100

11. BRAND POSITION
For independent artist who are looking to make a
name for themselves, I provide quality booking and
promotional services because I understand what it
is like to take the journey into the music industry
without help.
“KING PUSH”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• MUSEXPO 2021
‣ 3 October – 6 October | Burbank, CA
• PMC 2021
‣ 5 October – 7 October | Los Angeles, CA
• NAMM 2022
‣ 20 January – 23 January | Anaheim, CA
Digital Marketing
• Primary Content: Most content that I post online for my
professional brand deals with the music that I create, the bands
that I promote, or the business leaders that I follow.
• Primary Tools: I will post my content on LinkedIn, Instagram,
and Facebook. I will post in the form of a picture or video
depending on what I am sharing, and what point I am trying to
convey.
• Website: I want to create a professional portfolio that contains
my works, my business, and my clientele.

13. z
Professional Development
Mentor
§ I need a mentor who has experience in the music industry so th
individual can help prepare me for the things to come. I do not
want them to give me the answers, but I would like to know wh
not to do.
Formal Education
• Music Busines, B.S. (2023).
Technical Skills
• Social Media experience – Creative Music Group,
September 2022
• Song Pitching – Position Music, September 2023
• Networking – Position Music, January 2022
Soft Skills
• Phone calls and emails around the clock – 50 piece
management, January 2022
• Project Management – The Clever Group, September
2023
• Advertising – The Clever Group, September 2023

14. Malcom Holman
You know how to make good quality music, but just can’t seem to land the
show of your dreams? Well, what I do is connect artist to managers, talent
buyers, producers, and guarantee shows that pay money. In fact, I book shows
for several bands throughout Southern California area and keep music in
rotation.
“

15. REFERENCES
Exhibit at the 2022 NAMM Show. NAMM.org. (n.d.).
https://www.namm.org/exhibit/wn22.
Musexpo 2021. IQ Magazine. (n.d.). https://www.iq-
mag.net/event/musexpo-2021/.
Pmc2021. PMA. (2021, September 4).
https://pmamusic.com/pmc2021/.
Summary report FOR: 13-1011.00 - agents and business
managers of ARTISTS, performers, and athletes. O*NET OnLine.
(n.d.). https://www.onetonline.org/link/summary/13-1011.00.