Mòn is an indie pop band from Rome, Italy similar to The XX. Their target audience is hipsters ages 17-24 who enjoy thrift shopping, bonfires, and new music. Specifically, they target men and women in this age range interested in hobbies like internet surfing and the urban scene. While based in Rome, Mòn's audience would also be found in cities like Palermo, Cannes, Trento, and Milan due to venues and events catering to their interests. Mòn's strengths include their psychedelic sound and social media presence, but weaknesses are a lack of business strategies and not having a website. Opportunities exist in licensing their music and touring Europe, while

1. ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. Alisson Bisono, Rita de Moura Santos, and Darrel Williams.
2. Mòn; https://www.facebook.com/monbandofficial/
3. A very similar artist to Mòn is The XX. They are an English indie-pop band based
from London, United Kingdom.
TARGET AUDIENCE
4. Target Audience - Demographics:
Solely based on the Mòn’s music & choice of clothing, their demographic is filled
with hipsters ages 17-24 years old. They’re high school/college students that
enjoy thrift store shopping, bonfires & cheap beer. Their economic status is
middle class & lower with them making $20,000 or higher/lower. The gender
ratio is overall balanced because most people within their fan base use the music
as comfort during a breakup. The relationship status of the fans is mostly single,
with people in relationships being the minority of their base.
5. Target Audience- Psychographics:
a. Give 3 specific examples of each of the following behavioral categories
as they pertain to your artist’s target audience.
i. Hobbies/Lifestyle Choices: Internet surfing, active in the
urban scene, constantly looking for new music in record stores,
LGBTQ.
ii. Clothing/Accessory Brands: Indie-urban look consists of
flannels, Doc Martens, and shopping in local thrift stores and
Urban Outfitters.
iii. Food/Restaurant Preferences: Discovering new up-an-
coming restaurants, Vegan and Vegetarian based, local and
caters to their lifestyle.
iv. Other Artists: Bon Iver, Nirvana, Alt-J
v. Movies and TV Shows: Anime like Attack on Titan, The Great
Gatsby, and Riverdale.
6. Target Audience – Description
a. Their target audience consists of men and woman between the age of
17-24. Individuals that look to music as a source of comfort cater to

2. Mòn’s audience. Since most of their songs are about relationship problems
and significant life events, they can resonate with their narrative based
songs.
7. Target Audience- Geographic:
a. In what city is the artist based? List 5 cities within a 500-mile radius
that have niche-specific businesses, venues, schools, or other
organizations that would be frequented by the target audience you have
defined. Provide a reliable source for each of the 5 examples.
Hometown: Rome
i. City 1: Rome, IT.
1. Example and source: One event that Mòn’s audience
would frequent is CRACK fumetti dirompenti, this event is
an underground comic and art festival that also has an
outside stage for indie independent artists to perform.
Their audience would be interested in coming to this
festival due to it being in their hometown, on top of that it
explores several of the audience’s interests such as design,
comics and alternative music.
https://www.facebook.com/Crackfestival/
ii. City 2: Palermo, IT.
1. Example and source: Mòn’s fans like to go out at night
and have fun, therefore I Candelai bar would be a good
example business their target audience would go to. This
bar is frequented by young people between the ages of 18
to 28 and frequently has live performances given by
independent artist in the genres of indie rock and rap.
https://www.facebook.com/icandelai/
iii. City 3: Cannes, Fr.
1. Example and source: Since Mòn’s fans are deeply
connected to the European independent film scene,
Cannes Film Festival is a place of interest that they are
very likely to go to. Mòn, just like The XX is often featured
in independent films and TV shows which makes it more
likely for the fans to attend the screening of the movies at
the festival.
iv. City 4: Trento, IT.
1. Example and source: Il Fiume Che Non C’è is an urban
social space in Trento, that hosts hybrid artistic acts, such
as theatrical and musical. Also the venue is also a house
for photography and art expositions that contributes to
the integration of culture, social and artistic in our
society. The fans of Mòn are attracted to this place

3. because it is a cultural hub that allows them to socialize
with people their age who also have the same interests as
them.https://www.facebook.com/pg/IlFiumeCheNonCe/
photos/?ref=page_internal
v. City 5: Milan, IT.
1. Example and source: In order to look like their fashion
icon’s, Mòn’s fans have to dig deep through the city and
find the best vintage stores in the country. Because of that
Groupies Vintage Alice Di Cipriani is the perfect place for
them to shop and buy the colorful statement pieces that
they need to fit the underground scene.
8. Provide at least two pictures of ideal members of the artist’s target
audience. Remember to consider psychographic information when
choosing these images.

4. GETTING TO KNOW THE ARTIST:
Discuss the questions sections below thoroughly with your group in regard to your artist,
then answer them in writing.
Choose at least 3 talents out of the list below that apply to your chosen artist and
write 4 sentences describing each talent. (Total of 12 sentences) Please elaborate and
provide specific details.
1. Songwriting:
Their songwriting is really mellow with a mix of genres such as Trip-Hop, Rock,
Electronic, and Alternative. The singing goes back and forth from the lead singer to the
leading lady that’s the manager of the group also. Their songs are really dynamic with the
vibes moving similar to waves. The singing specifically is really soft and smooth giving a
relaxing layer to the instrumental.
2. Instruments Played
One of the singers plays the keyboard while performing. The other singer plays the lead
guitar while performing. There’s two other guitar players on the left and right side of the
stage. There’s one drummer that plays in the back. They are often remembered by their
place on stage. Most fans know where to look for their favorite member based on their
formation.
3. Stage presence
Their stage presence isn’t the most commanding, their music and the joyfulness the band
shares amongst themselves grabs your attention. One of the guitar players struts a little
dance when he’s in his zone, which entertain their audiences. They’re not the most
animate and the lighting isn’t too special. The vibe doesn't change too much throughout
the show and their style could be described as urban. The overall performance style is
chill and it caters to their audience.
Choose at least 3 elements of experience that apply to your chosen artist and write 4
sentences describing each element of experience. (Total of 12 sentences) Please
elaborate and provide specific details.
1. Recording:
Mòn has multiple releases, releasing their first EP in 2017 titled ‘Zama’. Throughout
their album, their most popular song is Flourescence. With 4,159 monthly listeners,
they have managed to receive 1,671 followers on their Spotify page. Mòn
is planning on releasing new music by the end of 2019.
2. Touring/Booking Themselves:
Mòn has been touring all of Italy since the start of their career. Since they reside in
the boot-sized country, most of their sets are hosted at local music festivals. They do
travel outside of Italy; however, they could only afford to do shows in the country.
One of the lead singers, Carlotta, runs all of the social media accounts. She also
books every show the band performs. Instead of hiring a booking agent, they are
saving much more money having someone in the band take that position.
3. Merchandise:

5. Relating to what their fans are interested in, Mòn has released their own Vinyl’s for
sale. You could purchase merchandise like CD’s, Vinyl, Shirts, and buttons. Since
Mòn does not have a website, most of their sales come from shows. Once they start
getting known, they could partner with merch sites to collaborate on more ideas
their fans would like.
ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a
SWOT analysis. (Total of 16 sentences) Please provide a minimum of 2 specific
examples of each category and give specific details.
A. Strengths
Mòn’s main strengths are their social media presence and the psychedelic sound of their
music. Being an underground band, Mòn’s content stands strong and sets them apart from
other indie-folk projects. Their sound itself is a movement, it explores different
frequencies along with analogical and rhythmic effects which contrast with the
melancholic and intimate vocals, creating a unique audio experience, opening new
market opportunities for the band. Also, Mòn’s presence on social media is very heavy.
They are actively present on YouTube, Facebook, Instagram and Twitter. Mòn is
communicative with their fans and the underground community, bringing more people to
their fan base.
B. Weaknesses
Their main weakness are business and marketing related. Due to the fact that they are an
underground band Mòn has not explored opportunities that could generate them more
income and improve their audiences. If they invest on social media, promotions and
online marketing they will see their audience grow exponentially, making their content
more relevant. Also, another weakness is the absence of a website, it is extremely
beneficial for a band to have a website, that way their fans can get to know the band a
little bit more, see when and where they are performing next and buy their CD/Vinyl as
well as their merch.
C. Opportunities
Since Mòn’s style is very mellow, an opportunity for the band to expand their audience
and get the, more paid opportunities is to license their music to European movies and
commercials. Another opportunity for Mòn to grow is organizing a tour around Europe.
Mòn has played all over Italy, their home country but they never played in other
countries. This would be a great opportunity for them because Mòn’s music is also in
English, therefore people from all over Europe and the world will be able to understand
their lyrics along with the fact that the underground scene is very big and growing
steadily in Europe.
D. Threats
Their immediate threat at all times is other bands in the same music genre but with more
flair, such as The XX, Radiohead, God Is An Astronaut, etc. The band’s overall act is
entertaining, but not fierce enough to really compete with other bands. Since Mòn isn’t as
business savvy, there can be a downfall if someone in the band doesn’t study business or
could make strategic business decisions. Their brand seems consistent, which is a good

6. thing, but they actually haven’t recreate themselves at all from album to album. I just
believe recreating yourself as an artist is a great way to keep your fans engaged.
ACTION ITEMS:
Read this article regarding potential revenue sources for an independent artist: -
http://ambitious.com/10-ways-to-make-money-as-a-musician-in-a-world-
of-digital-sales-and-streaming/
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3
potential revenue sources for the artist. (Total of 6)
STRENGTH 1 – Potential Revenue Sources
1. Paid advertising in their social media posts
2. Sponsorships with other companies
3. Product Placement in social media posts, some examples are beer, specific
shoes, coffee brewing company, etc.
STRENGTH 2 – Potential Revenue Sources
1. Figuring out the right Performing Right Organization for Mòn’s genre of
music.
2. Licensing their music for shows, movies, or commercials.
3. Mòn could get a publishing deal for their original music.
For each of the 2 weaknesses identified in the SWOT analysis, brainstorm a list of 2
potential ways to improve or fix the issue/circumstance. (Total of 4)
WEAKNESS 1 – Potential Solution
1. Hire a marketing expert to create their next marketing campaigns.
2. Invest in social media advertisement through defining a specific target
audience and buy ads on Facebook and Instagram.
WEAKNESS 2 – Potential Solution
1. Creating a website in order to have all their content organized in just one
page (Merchandise, Music, Bio, CD/Vinyl, Tour Dates)
2. Hire a web developer and a designer in order to create an unique and stylish
website.