For My Business and Portfolio I class at Full Sail University we had to to explore our personal brand. The purpose of this project is to help us understand our personal brand and and how to improve it.

1. PERSONAL BRAND EXPLORATION
Alex Hayton
Project & Portfolio I: Week 3
July 25, 2020

2. Alex Hayton grew up in the foster care system,
which resulted in a rough upbringing. As a
child, he used music to drown out his
surrounding and to cope with life experiences,
which shaped his passion for music and caring
for others. After receiving an AA in Human
Services and BA in Youth Development, Alex
enrolled in the Music Business program at Full
Sail University where he’s focused on
developing the skills necessary to navigate
through the music industry.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Artist and Repertoire
• Public Relations and Fundraising
Manager
Caregiving Archetype - cultivate
artist to be independent successfully
by providing tools and resources to
be self-sufficient and successful in
the entertainment industry.
Entrepreneur in the Music Business Industry

4. • DEMOGRAPHICS: 60% Male,
40% Females, 25-45 years old,
White, black, Hispanic, College
Educated, at least a B.S, Middle
America, Europe.
• PSYCHOGRAPHICS:
Adventure, Music, Entrepreneur,
family oriented, Social Media,
Public figures, etc.
• IDEAL AUDIENCE MEMBERS:
Jeffrey Sledge, Vice President,
A&R, Atlantic Records. Brandon
Thomas Director of A&R at Roc
Nation. Cody Verdecias A&R at
Atlantic Records.
Upcoming Artist, Organizations, A&Rs
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Start a Non-Profit organization that motivates, empowers,
and helps youth and young adults through Music.
‣ Connect with grant writers, DSHS, and similar non-
profit organizations while attending Full Sail
University. Secure 2 non-profit partnership by January
2021.
Mid Term: (2026)
• Open second location for my recording studio preferably in
Florida.
‣ Connect with engineers, producers, managers, and
musicians. Get involved with 3300+Climbing at Full
Sail University.
Long Term: (2041)
• Establish a Record Label Company that helps artist gain the
skills and knowledge necessary to become independent
successfully on their own.
‣ Save a total of $50,000, network with A&Rs and
managers. Build marketing and administration
teams.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 70%
Microsoft Office 80%
Leadership 90%
Management 85%
SOFTHARD
CRM Software 20%
LexisNexis 90%
Time Management 70%
Public Speaking 95%
SOFTHARD

7. I help Cultivate Artist to be independent
successfully by Empowering and Providing
tools and resources to be Self-sufficient
and Successful in the entertainment
Industry.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year CEO LeXXicon XL Studios
• 1 year After-School Curriculum
Coordinator AmeriCorps VISTA
• 3 years Recording Artist and Music
Publishing
Education:
• Human Services, A.S., Highline College
(2018)
• Youth Development, B.S, Highline
College (2019)
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Phi Theta Kappa Honor Society
• The National Society of Collegiate
Scholars

9. COMPETITION
Sable Myers
Industry Experience:
• A&R
• Artist Liaison at 3300 + Climbing
Education:
• Current student enrolled in Public Relations, M.S. at
Full Sail University
Leadership Experience:
• 1 year at 3300+Climbing - acts as the President and
Artist Liaison
• 1 Year at On Air Personality - responsible for
producing and creating a weekly show
Skills and Proficiencies:
• Leadership - 4 endorsements
• Management - 2 endorsements
• Radio - 2 endorsements
Alex Hayton
Overall Online Presence:
• 179 connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published, regularly
active on social media accounts, URL customized
Industry Experience:
• 1 year as a CEO for LeXXicon XL
Studios
• 3 years as a Recording Artist
• 2 years Music Publishing
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
• Youth Development B.S at Highline College 2019
• Human Services A.S at Highline College 2018
Leadership Experience:
• AmeriCorps VISTA, Program Coordinator
• Lakeside Milam, Youth Associate Counselor
Skills and Proficiencies:
• Social Media Marketing - 1 endorsement
• Microsoft Office - 1 endorsement
• Public Speaking - 1 endorsement
Overall Online Presence:
• 6 connections, banner image customized,
professional headshot, detailed summaries
throughout profile, no articles published,
sporadically active on personal social media
accounts, URL customized

10. COMPETITION
Brandra Ringo
Industry Experience:
• 2.5 years as Senior Director of A&R
at Warner/Chappell Music
• 7 years as an A&R Manager
Education:
• Entertainment & Media Management, B.S at
Columbia College
Noteworthy Experience:
• Senior Director of A&R at Warner/Chappell Music
• A&R Manager at Universal Music Publishing Group
Skills and Proficiencies:
• Leadership - 3 endorsements
• Public Speaking - 2 endorsements
Alex Hayton
Overall Online Presence:
• 284 connections, banner image not yet customized,
professional headshot, one recommendation, URL
not yet customized.
Skills and Proficiencies:
• Social Media Marketing - 1 endorsement
• Microsoft Office - 1 endorsement
• Public Speaking - 1 endorsement
Overall Online Presence:
• 5 connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on personal
social media accounts, URL customized
• Grade: Average, 58 out of 100
Industry Experience:
• 1 year as a CEO for LeXXicon XL
Studios
• 3 years as a Recording Artist
• 2 years Music Publishing
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
• Youth Development B.S at Highline College 2019
• Human Services A.S at Highline College 2018
Leadership Experience:
• AmeriCorps VISTA, Program Coordinator
• Lakeside Milam, Youth Associate Counselor

11. BRAND POSITION
Motivate, inspire, and empower youth and
young adults, helping them find their voice
through creativity of music.
ALEX “LYRICAL LEXX” HAYTON
Alex earned the nickname
“Lyrical LeXX” early on in his
music career as he inspires and
empower through music.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Music Biz 2020
‣ June 16 - 19, 2021 | Nashville, TN
• #NEXTGEN_NOW Virtual Summit
‣ July 28 & 29, 2020 | Zoom
• #NEXTGEN_U Student Summit
‣ August 11 - 13 , 2020 | Zoom
Digital Marketing
• Primary Content: Videos “Free Game Movement”
promoting my brand and showing my engagement in the
community. Each video at least 3 mins long, once a week.
Released on all my social media platforms and website.
• Primary Tools: FB, Instagram, and YouTube – promote 30
– 60 secs promo videos; LinkedIn – network with
colleagues and industry pros and publish monthly articles
showcasing what has been accomplished that month.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase my brand, engagement in the
community, and knowledge learned at Full Sail University.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking A&R with at least 15 yrs of experience in
the Entertainment Industry; family man that
understand life as a parent, Jan. 2021
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Learning Salesforce - lynda.com August 2020
• Photoshop CC 2019 Essential Training- Lynda.com,
Jan 2021
• WordPress 5 Essential Training - Lynda.com, Dec
2020
Soft Skills
• Efficient Time Management - Lynda.com, July 2020
• Business Writing Principles - Lynda.com, Oct. 2019

14. Alex Hayton
You know how major record labels take
advantage of artist in the music industry?
Well, what I do is use my voice and experience in
the music industry as an artist to help inspire and empower youth,
young adults, and artist and provide tools and resources to be self-
sufficient and successful in the entertainment industry. In fact, I recently
helped one teen suffering from depression use his voice to create his
first song and released it to all digital platforms.
“

15. REFERENCES
(n.d.). Retrieved July 27, 2020, from https://
www.citationmachine.net/apa/cite-a-website/search?
q=https%3A%2F%2Fwww.onetonline.org%2Flink%2Fsumma
ry%2F13-1011.00
(n.d.). Retrieved July 27, 2020, from https://
www.linkedin.com/learning/me?u=50813145
Brandra Ringo - LinkedIn. (n.d.). Retrieved July 27, 2020,
from https://www.linkedin.com/in/brandra-ringo-a2138729
Music Business Association. (2020, July 21). Retrieved July
27, 2020, from https://musicbiz.org/
Sable Myers - On Air Personality - WPRK 91.5 FM | LinkedIn.
(n.d.). Retrieved July 27, 2020, from https://
www.linkedin.com/in/sable-myersanr
Summary Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. (n.d.).
Retrieved July 26, 2020, from https://www.onetonline.org/
link/summary/13-1011.00