This is a project that I completed on behalf of my Portfolio I class at Full Sail University. Date: 04/25/2023

1. PERSONAL BRAND EXPLORATION
Christopher Kellar
Project & Portfolio I: Week 1
April 9, 2023

2. As an experienced entrepreneur, I've had my fair share of
successes and failures in pursuit of my goal to become a
leading
fi
gure in the music/entertainment industry. Despite
facing much adversity, such as homelessness and the
challenges of COVID - I've developed the resilience and
character necessary to bring my vision to fruition. My
unique goal is to launch and develop a full-scale record
label with a deep appreciation for musical talent. I'm
looking for like-minded investors who share my passion for
music and innovation. Let's work together to make our
vision a reality.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Chief Executive O
ffi
cer
• Chief Operating O
ffi
cer
• General and Operations Manager
Royalty Brand Archetype - Brands such as Louis
Vuitton, Rolex, & Rolls Royce fall under this
particular category. The goal is to have a prestigious
brand that holds a certain weight in terms of status.
Where I di
ff
er is my lack of Fear; I am only in
competition with myself to develop a better and
better brand overtime.
[CEO/Management] for [Record Label in Music Industry]

4. [Managers]
TARGET AUDIENCE
Ana Garcia
Outreach Plan:
• Research audio engineering roles I am speci
fi
cally interested in
• Contact through LinkedIn to express interest in working at Sony Music
Entertainment
• If I don’t receive a reply, I will contact Sony directly through their site &
request that Ms. Garcia reaches out at her earliest convenience
[Recruiter] at [Sony Music
Entertainment]
Lindsey Kay Collum
Outreach Plan:
• Explore audio roles in the technology side of Sony Music that I may be
interested in
• Contact via LinkedIn & inquire about potential roles that align with my
resume
• Contact once a week for a month & if no reply then reach out to Sony
directly through website to request that Ms. Kay Collum reaches out to
me at her earliest convenience
[Senior Technical Recruiter] at [Sony
Music Entertainment]
Sony Music Website
Outreach Plan:
• Explore the careers section on the Sony website to see what position(s)
interest me - preferably audio
• Reaching out directly through the “Careers” section by submitting my
resume
• I will continue to apply to positions with the anticipation that they will
respond when able
[Careers] at [Sony Music
Entertainment]

5. GOALS
Short Term: (Summer 2023)
• Interning/Working for Major Record Label to observe how the business
functions
‣ Withdrawing from FSU to pursue Audio in NYC at SAE Institute of
Technology
‣ After 1 year Audio Diploma, planning to continue Music Business
Studies at NYU Steinhardt until completion
Mid Term: (2028)
• Launching my Record Label
‣ Growing repertoire of signed artist by at minimum 5% every 6
months
‣ Starting from the ground up (0%)
Long Term: (2033-2038)
• Overseeing Operations of Full-Scale Record Label I started 5 years prior
‣ Focus on development of business as a whole to increase revenue for
every sector by 10-15% per year
‣ At this point, retention should already be at 60% of target audience

6. SKILLS ANALYSIS
Notable Skills & Current Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current Pro
fi
ciencies:
Analyze Operations
SOFT
HARD
Novice / Adept / Expert
Prepare Budgets Novice / Adept / Expert
Making Decisions & Solving Problems Novice / Adept / Expert
CRM Software Novice / Adept / Expert
Business Intelligence & Data Analysis
SOFT
HARD
Novice / Adept / Expert
Presentation Software Novice / Adept / Expert
Developing & Building Teams Novice / Adept / Expert
Communications Outside of Organization Novice / Adept / Expert

7. I help Musical Artists achieve their dreams & expand
their audience by providing e
ff
ective distribution to
the mass public through a well-known & established
Record Label. We handle the logistics, while artists
can focus on what they are great at - the music.
[WHO?] [WHAT?] [HOW?]
PROMISE

8. CREDENTIALS
Work Experience:
• Financial Trader | Self-Employed
• Customer Service Rep. | GEICO
• Portfolio Manager | Zip Capital Group
• Project Manager | If Yoga
• Manager/Team Leader | First Response Cleaning
• Business Owner | Music Production
Education:
• 36 Credits Music Business, B.A., Full Sail University |
05/2023
• SAE Institute of Technology | 05/2024
• Bay Shore High School | Graduation 12/2017
Awards:
• Course Director’s Award in Business Management
• Member of The National Society of Collegiate
Scholars (NSCS)

9. COMPETITION
Travis Malana
Industry Experience:
• Army Logistics
Education:
• Pursuing Music Business, B.A., Full Sail University
Leadership Experience:
• Management Role in Army Logistics
• Government Miltech Supply Technician
Skills and Pro
fi
ciencies:
• Logistics
• Film Maker Editor
• Musician
Christopher Kellar
Overall Online Presence:
• 14 LinkedIn Connections
• No Customized Banner (LinkedIn) or Customized URL
• Professionalism is apparent in direct contact but online it is not
established thoroughly
• A few viral Memes on Social Media Platforms
• TikTok & Instagram is more established (I know from personal
interaction)
Industry Experience:
• Management / Project Management
• Trading Financial Instruments
• Government Funding for Businesses
Education:
• Pursuing Music Business, B.A., Full Sail University
Leadership Experience:
• Management for multiple start-ups
• Project Management
Skills and Pro
fi
ciencies:
• Music Production / Audio Engineer / Pianist
• Customer Service / Customer Success
• Business Development
Overall Online Presence:
• 104 LinkedIn Connections
• No Customized Banner (LinkedIn) or Customized URL
• Professionalism is apparent on LinkedIn but not on other Social
Media Outlets

10. COMPETITION
Rob Stringer
Noteworthy Experience:
• President of CBS Network
• Managing Director of Epic Records
• Chairman of Sony Music UK
• Chairman of Columbia Records in U.S.
• CEO of Sony Music
Christopher Kellar
Industry Experience:
• CEO, Sony Music Entertainment
Education:
• Aylesbury Grammar School
• Goldsmiths College in South London
Skills and Pro
fi
ciencies:
• Management
• Improvement of Business Operations & Growth
Overall Online Presence:
• No LinkedIn Pro
fi
le
• Most notable information is on Sony Website Directly
• Wikipedia has most condensed information on Stringer’s life (I don’t
generally consider Wikipedia a credible source but in this case,
there were sources listed for all info)
Industry Experience:
• Management / Project Management
• Trading Financial Instruments
• Business Start-Up Development
Education:
• Pursuing Music Business, B.A., Full Sail University
Leadership Experience:
• General Management
• Project Management
Skills and Pro
fi
ciencies:
• Music Production / Audio Engineer / Pianist
• Customer Service / Customer Success
• Business Development
Overall Online Presence:
• 104 LinkedIn Connections
• Professionalism is apparent on LinkedIn
Misc:
• As an aspiring owner of a Record Label, my competition would be
those overseeing other labels

11. BRAND POSITION
For those who create music (artists, producers, writers, etc.), I provide
innovative PRODUCTION, AUDIO ENGINEERING, WRITING & RECORDING
because OUR FOCUS ON BEING THE SOLE CREATOR ALLOWS US TO EXPLORE
UNCHARTED TERRITORIES AND CREATE UNIQUE AND MEMORABLE
EXPERIENCES FOR OUR CLIENTS. LET US HELP YOU EXPERIENCE MUSIC IN A
WAY YOU NEVER THOUGHT POSSIBLE..
“RNA”
“RNA IN SCIENCE IS THE REPLICATION OF DNA. MY MOM (RENEE) PASSED AWAY ABOUT 8 YEARS AGO. IT WAS THEN THAT I CAME UP
WITH THE NICKNAME ‘RNA’. IF YOU READ OUT THE LETTERS, IT SOUNDS OUT ‘RENEE’. WITH THIS, SHE CONTINUES TO LIVE ON
THROUGH ME AND MY MUSIC.”
“CHRISTOPHER KELLAR” -

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Recording Acadamy
‣ Online (After Online Presence is More Established)
• The National Society of Collegiate Scholars
‣ 04/09/2023 | Online
• SAE Institute of Technology
• NYU Steinhardt
‣ Transfer after Audio Diploma Completion at SAE Institute NYC
Digital Marketing
• Primary Content: Working on Music; in studio environment, writing songs,
playing piano, learning new instrument(s), business development, etc. Strategies
will surround the Royalty Brand Archetype.
• Primary Tools: Instagram, TikTok, Facebook, LinkedIn, Twitter. Twitter will be a
tester platform, then best performing content will be brought over to Instagram.
TikTok should at least be one post a day. Facebook will be to run ads & LinkedIn
will be professional developments / announcements.
• Website: I will re-work all content from my social media platforms into my
digital portfolio site. This way there is a record of my progress for everyone to
see.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I have a few mentors, but it is di
ff
erent than a traditional route. My
“why” has allowed me to expand outside of music pursuant of income
streams that can support my goals. Doing what I love is great, but I had
to
fi
nd people that could show me how to generate the income needed
to properly pursue music.
Formal Education
• 36 Credits B.A. in Music Business at Full Sail
• Audio at SAE Institute of Technology NYC
• Master’s in Music Business at NYU
• Doctorate in Business Administration (Undecided on Institution)
Technical Skills
• Data Analytics - Online Bootcamp
• Audio Engineering (Continued) - MrMixandMaster Online
• Equipment Use in Studio - Undecided (Preferably Mentorship)
Soft Skills
• Business Essentials - Harvard Online
• Leadership & Management - Harvard Online
• Entrepreneurship & Innovation - Harvard Online
• Strategy - Harvard Online
• Finance & Accounting - Harvard Online
• Business in Society - Harvard Online

14. You know how artists aren’t provided the best
opportunities in the music industry? Well, what I do is
disrupt the entertainment sector by providing exceptional
opportunities for musicians & artists through my innovative record label. I’ve experienced
fi
rsthand the di
ffi
culties that come with pursuing a career in music, but given that I’ve cycled
through millions of dollars, and dealt with adversity to a remarkable extent - Having
experience is only one part of the equation; my passion drives my mission to develop an
outlet not only for artists, but for the well being of others through philanthropy.
“
Christopher Kellar

15. REFERENCES
11-1011.00 - chief executives. O*NET OnLine. (n.d.). Retrieved April 9, 2023, from https://
www.onetonline.org/link/summary/11-1011.00
11-1021.00 - general and operations managers. O*NET OnLine. (n.d.). Retrieved April 9, 2023, from
https://www.onetonline.org/link/summary/11-1021.00
Wikimedia Foundation. (2023, March 10). Rob Stringer. Wikipedia. Retrieved April 9, 2023, from https://
en.wikipedia.org/wiki/Rob_Stringer
Careers - Sony Music. Sony Music Entertainment. (2023, January 18). Retrieved April 9, 2023, from
https://www.sonymusic.com/careers/
Garcia, A. - Recruiter - LinkedIn (n.d.) Retrieved April 9, 2023, from https://www.linkedin.com/in/
anakgarcia26/
Lindsey Kay Collum - Senior technical recruiter - linkedin. (n.d.). Retrieved April 9, 2023, from https://
www.linkedin.com/in/lindseykaycollum
Royalty brand Archetype - Kaye Putnam: Psychology brand strategy. Kaye Putnam | Psychology Driven
Brand Strategist. (2022, April 13). Retrieved April 9, 2023, from https://www.kayeputnam.com/
brand-archetype-royalty/
Stock photos, royalty-free images, graphics, vectors & videos. Adobe Stock. (n.d.). Retrieved April 9,
2023, from https://stock.adobe.com/
Grammy U Student Membership. Recording Academy. (n.d.). Retrieved April 9, 2023, from https://
www.recordingacademy.com/membership/grammy-u
Online business certi
fi
cate courses. HBS Online. (n.d.). Retrieved April 9, 2023, from https://
online.hbs.edu/courses/