The project was completed during my Project and Portfolio 1 course at Full Sail University on June 30, 2020

1. PERSONAL BRAND EXPLORATION
James Marshall
Project & Portfolio I: Week 3
July 1, 2020

2. Born in Denville, New Jersey, James Marshall
grew up in a suburban town outside of
Philadelphia, Pennsylvania. He has been
passionate about music his entire life and
dreams of managing his own artists one day.
After moving to California and putting 3 years of
work experience under his belt, James enrolled
in the Music Business B.S. program at Full Sail
University where he’s focused on developing
music business and artist management skills
with a focus on digital marketing.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Artist Manager
• Marketing Coordinator
• Brand Manager
Creative Archetype - Developing
and managing artists’ visions by
using new media and industry
trends to create a unique and visual
brand voice. Leaving clients amazed
and inspired.
Artist Management with a Focus on Digital Marketing

4. • DEMOGRAPHICS: 75% Female,
25-35 years old, Predominately
White, Single, College Educated,
Located in the Los Angeles area.
• PSYCHOGRAPHICS: Very
passionate about the music
industry, when they are not at live
concerts or at work they spend the
little time that they have with
family and friends.
• IDEAL AUDIENCE MEMBERS:
Claudia Reyes, Talent Acquisition
Leader (Universal), Jessica Muncy,
Lead Talent Sourcer (Universal),
Briana Stewart, Talent Acquisition
(Universal)
Recruiters & Hiring Managers at Universal Music Group
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing or A&R position at
Universal Music Group.
‣Connect with, and send a follow up
promotional email to, 25 Universal team
members on LinkedIn by December 31, 2021.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed
at growing an artists fanbase.
‣Expand year-over-year artist fanbases by 60%
worldwide by December 31, 2025.
Long Term: (2040)
• Establish an independent record label and
management company that helps aspiring artists
build their careers without a major label.
‣Sign 5 new artists and release 2 records
independently by December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Adobe Creative Suite 87%
Graphic Design 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
Accounting Software 10%
Sales and Marketing 40%
Administration Management 60%
SOFTHARD

7. I help artists in the music industry increase
their fanbase by using creativity and
imagination to amaze and inspire potential
fans through digital media storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year in digital marketing at
Verticals Agency
• 2 years being an assistant artist
manager for Silverback Artist
Management
Education:
• Music Business, LinkedIn Certification
• Digital Marking, LinkedIn Certification
• Music Business, B.S., Full Sail
University (Exp. 2021)

9. COMPETITION
Gonzalo Rosales
Industry Experience:
• 5 years being a Royalty Analyst at
Universal Music Group
• 8 years being an artist manager
Education:
• Graduated in Music Business, B.S. at Full Sail University
Leadership Experience:
• None Listed
Skills and Proficiencies:
• Brand Development - 20 endorsements
• Social Media Marketing - 20 endorsements
• Artist Development - 21 endorsements
James Marshall
Overall Online Presence:
• 200+ connections, banner image customized,
professional headshot, detailed information on profile,
no articles published, inactive on social media, URL not
yet customized
• Grade: Poor, 15 out of 100
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• None Listed
Skills and Proficiencies:
• Time Management - 2 endorsements
• Communication - 2 endorsements
• Microsoft Office - 1 endorsement
Overall Online Presence:
• Less than 100 connections, banner image customized,
professional headshot, ack of details throughout profile,
no articles published, inactive on social media, URL not
yet customized
• Grade: Poor, 25 out of 100
Industry Experience:
• 1 year in digital marketing at Verticals
Agency
• 2 years being an assistant artist
manager for Silverback Artist
Management

10. COMPETITION
Britton Nelson
Industry Experience:
• Over 2 years as an A&R Senior
Coordinator at Universal Music Group
• 6 months interning at Interscope
Records
Education:
• Business for Veterens, M.A.
• Chemistry, B.S.
Leadership Experience:
• Over 4 years serving in the Navy
Skills and Proficiencies:
• Music Industry - 5 endorsements
• Leadership - 18 endorsements
• Data Analysis - 11 endorsements
James Marshall
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, lacking some detail on profile, two
recommendations, notable volunteer work, URL
customized, notable education and leadership
• Grade: Good, 65 out of 100
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• None Listed
Skills and Proficiencies:
• Time Management - 2 endorsements
• Communication - 2 endorsements
• Microsoft Office - 1 endorsement
Overall Online Presence:
• Less than 100 connections, banner image customized,
professional headshot, lack of details throughout
profile, no articles published, inactive on social media,
URL customized
• Grade: Poor, 30 out of 100
Industry Experience:
• 1 year in digital marketing at Verticals
Agency
• 2 years being an assistant artist
manager for Silverback Artist
Management

11. BRAND POSITION
At the intersection of music and digital
marketing, I use my passion for the music
industry to help the artists and businesses in
the industry engage with fans in new exciting
ways, while also building an organic following.
JAMES MARSHALL

12. NETWORKING &
MARKETING
Industry Events & Organizations
• #NextGen_Now Virtual Summit (MBA)
‣ July 28 & 29 | Online
• 2021 Music Biz Annual Conference (MBA)
‣ May 10 - 13 | Nashville, TN
• 2021 ASCAP I Create Music EXPO
‣ May 3 - 10 | Los Angeles, CA
Digital Marketing
• Primary Content: est. blog that consists of promoting music
industry trends and tools for independent artists while putting
a focus on how artist can market their music themselves
• Primary Tools: FB ,Instagram, & Twitter - promote blog through
consistent posts; LinkedIn - network with industry pros and
publish monthly articles highlighting some of the blog posts.
• Website: Full Sail digital portfolio site to showcase my
education and work experience; use blog to showcase music
industry knowledge.

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Seeking senior-level A&R manager with at least 25 yrs
of experience in music industry, Oct. 2020
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2021
Technical Skills
• Complete Music Business and Digital Marketing
courses through LinkedIn Learning, exp. Dec. 2020
• Project Management - LinkedIn Learning, exp. Nov 2020
• WordPress 5 Essential Training - LinkedIn Learning,
June 2020
Soft Skills
• Building Trust and Collaborating with Others - LinkedIn
Learning, exp. July 2020
• Develop Communication Skills - LinkedIn Learning, exp.
July 2020
• Join the Music Business Association and regularly
attend online and in-person events, starting July 2020

14. James Marshall
You know how most artists on unsure how to
promote their music and build a fan base through
digital media outlets? I help artists in the music industry increase their
fanbase by using creativity and imagination to amaze and inspire potential
fans through digital media storytelling. In fact, I grew one of my clients’
monthly Spotify listeners by 500% over the past year.
“

15. REFERENCES
Nelson, B. (2020). Britton Nelson LinkedIn Profile. Retrieved
June 30, 2020, from https://www.linkedin.com/in/
britton-nelson/
Rosaless, G. (2020). Gonzalo Rosaless LinkedIn Profile.
Retrieved June 30, 2020, from https://
www.linkedin.com/in/gonzalorosaless/
Summary Report for: 11-2021.00 - Marketing Managers.
(n.d.). Retrieved June 30, 2020, from https://
www.onetonline.org/link/summary/11-2021.00
Summary Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. (n.d.).
Retrieved June 30, 2020, from https://
www.onetonline.org/link/summary/13-1011.00
UMG. (2020). Universal Music Group Company Page on
LinkedIn. Retrieved June 30, 2020, from https://
www.linkedin.com/company/universalmusicgroup/
Creator Brand Archetype - Kaye Putnam: Psychology Brand
Strategy. (2019, August 19). Retrieved June 30, 2020,
from https://www.kayeputnam.com/brandality-
archetype-creator/
Events. (2018, December 19). Retrieved June 30, 2020,
from https://musicbiz.org/events/
Cyberpr. (2020, January 07). The Ultimate Guide To Music
Conferences, Panels, and Festivals. Retrieved June
30, 2020, from https://www.cyberprmusic.com/
music-conferences-networking-2/