Eric Bonilla created a personal brand exploration project focused on pursuing a career in the music industry. His short term goal is to land an entry level marketing position at Warner Music Group after graduating in 2026, and his long term goal is to have his own arts incubator and record label specialized in creative consultancy within 6 years of graduating. He identified his target audiences, competitors, skills, and digital marketing strategy to build his personal brand and online reputation to help achieve his career goals in the music industry.

1. Eric Bonilla
Personal Brand Exploration
ProjectPortfolioI|MusicBusiness
03/10/24

2. Career Category: Starting
your career
Short Term Career Goal:
• After Graduation 2026
• Land an Entry Level Marketing Position at WMG
Recorded Music Division
• Send emails to the contacts I got from working at
various Internships at Record Labels before
graduating.
Long Term Career Goal:
• 6 years after Graduation 2026
• Have my own Arts Incubator and Record Label
specialised in Creative Consultancy.
Photo by Tima Miroshnichenko from Pexels: https://www.pexels.com/photo/microphones-inside-the-recording-studio-4988132/

3. Industry: Music Industry
Profession
Potential Job Titles:
Music Marketing Manager
Director of Music Publicity
Label Manager
Source: LinkedIn, Universal Music Group page.
Photo by caught_in_joy from Unsplash
Creating marketing strategies to make artists within record labels
get more engagement using graphic design and analytic knowledge
monitor the publications of all artists within a label ensuring that
they generate the necessary results.
Serves as the lead strategist and communication link between
the record label and artists, managers and label partners.

4. Target Audience
Music
Filmmaking
Fashion
Graphic Arts
Persistence
Creative
Business minded
Music creator and
songwriter
Music Production
Graphic Design
Social Media
Marketing
Creating Music
Photography
Video Color grading
Graphic Design

5. Target Audience
Musicians
Band members
Contemporary
Music Listeners
R&B Music Fans
Singers &
Songwriters
Primary Target Audience:
Musicians

6. Eric Bonilla
Competition
Matt Brinkworth
Industry Experience
6 years working at Omnian
Music Group
Education
Bachelor degree in Music
Business at University of
Hertfordshire
Leadership
Managing people being the
Director of global sales at
Omnian Music Group
Noteworthy
Volunteer for dream center’s
food giving campaign at NYC
Skills
Marketing Skills and Social
Media Strategy expert.
Online
LinkedIn Pro
f
ile
Appeared in multiple online
articles about music
Industry Experience
Worked with Label Signed
Artists in Latin America
Education
Music Business Student at Full
Sail University
Leadership
Music Mentor focused on
guitar at a Music Academy
Noteworthy
Top 8
f
inalist in an
International Music
Production Competition
Skills
Music Production, Creative
Songwriting and Design Tools
and Programs
Online
LinkedIn Pro
f
ile
Social Media presence
(instagram)

7. Identity
Golden Circle:
• Why?
Making music for me is the way I express my
ideas to the world, that’s why I want to help
others to express their creativity in an artistic
format providing guidance and advisement.
• How?
Fund an arts incubator/record label and creative
consultancy agency
• What?
Innovative marketing strategies for music artists
Core Values:
• Knowledge
• Creativity
• Balance
• Compassion
Passion:
• Music and Arts
Vision:
• Use creative and
innovative
strategies to help
grow talent in the
music industry
Superpower:
• Learning things
and new
knowledge fast
Guiding Principle:
• Share the
knowledge that
allowed me to grow
to other people that
might need it.

8. Position
Unleash your ideas
Promise
I help small upcoming artists
to create their own brand
identity without losing their
style and essence.

9. Networking
3300+ Climbing BIG Meeting
Objective: meet di
ff
erent people with knowledge and experience in the
music business industry to network and have the possibility of work with
them in the future.
Place & Date: Treehouse at Full Sail, March 8, 2024
Songwriting Session & Meeting with
Label Representatives
Objective: meet with other musicians and artists to come up with di
ff
erent
song ideas for a singer upcoming project. This will allow me to network with
people already working in a record label to gain more experience and
knowledge.
Place & Date: GoldenInk Entertainment Mexico City, June 15, 2024
Do you know how there are a lot of
small artists with good music but their
artistic and graphic work does not
represent the essence of their music?
Well, I consider myself the perfect person to solve this problem. Im very passionate about
music, but I also have a big passion for graphic arts and
fi
lmmaking. Throughout the years
I’ve meet very talented people in of those
fi
elds and I always look to connect them with
talented small music artists to help their vision a reality. Last year I meet a very talented
rapper named artist known as Dakzze and I introduced him to a very talented graphic
designer because I noticed that the artworks in his works wasn’t very good. As a result the
song they worked on together became his most listened song that year.

10. Digital Marketing
Online ID Calculation Score
Volume: LOW
Less than 0
Relevance: LOW
Less than 0
Purity: LOW
0%
Diversity: LOW
Less than 0
Valida
ti
on: LOW
Less than 0
Brand Archetype
• Creator
known for having creativity, inspiration and imagination as main
characteristics when it comes to working with di
ff
erent clients, this means
that brands and business with this archetype will have the goal of turning
people ideas into reality with the help of di
ff
erent tools and strategies that
allow the brand to understand the vision of the person they are working for.
Digital Marketing Strategy to Improve ID Scores and Exude Archetype
Promote my brand name by creating various types of content related to the music industry
fi
eld for people to start
associating my name with my work. This strategy will consist of creating musical content using di
ff
erent
fi
lmmaking
techniques to give the result a more professional look with the purpose of building a strong portfolio that will allow me to
network with people within the music industry.
Primary tools of Distribution: Social media platforms such as Instagram, Facebook and Youtube. Professional Networking
platforms like LinkedIn to make my content reach people working in the same business.

11. Transferable Skills
Technical Skills
Analytical skills to track the success of my
marketing campaigns and make adjustments
as needed.
Professional Development
Advertisement Knowledge to be able to create
marketing strategies working for or with a
record label or independent artists.
Due date: February 2026
Due date: October 2025
Communication skills to have effective
relations with artists, record labels, and other
music industry professionals
Due date: June 2025
Ability to work in a team environment. This will
be essential since the music industry is all
about working well with other people
Due date: February 2026

12. References
•Arime. (n.d.). Cargo.Site. Retrieved March 10, 2024, from https://arime.cargo.site
•Aughtmon, S. (n.d.). 31 types of content we crave [infographic]. Content Marketing
Institute. Retrieved March 10, 2024, from https://contentmarketinginstitute.com/
articles/content-crave-infographic/
•Brand archetypes. (2017, April 17). Kaye Putnam | Psychology Driven Brand Strategist;
Kaye Putnam. https://www.kayeputnam.com/brand-archetypes/
•Man Playing Jazz Guitar. (n.d.). Pexels.com. Retrieved March 10, 2024, from https://
www.pexels.com/photo/man-playing-jazz-guitar-379962/
•Matt Brinkworth Pro
fi
le. (n.d.). Linkedin.com. Retrieved March 10, 2024, from https://
www.linkedin.com/in/mattbrinkworth
•O*NET OnLine. (n.d.). Onetonline.org. Retrieved March 10, 2024, from https://
www.onetonline.org
•Online Reputation Management (2020 Guide). (n.d.). Brandyourself.com. Retrieved
March 10, 2024, from https://brandyourself.com/online-reputation-management
• Port, M. (2013). Book Yourself Solid Illustrated: The fastest, easiest, and most reliable
system for getting more clients than you can handle even if you hate marketing and
selling. John Wiley & Sons.
• Resources. (2022, December 5). Careerblast.TV; CareerBlast. https://careerblast.tv/
resources/
• Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw Hill Professional.
• The Golden Circle. (n.d.). Simon Sinek. Retrieved March 10, 2024, from https://
simonsinek.com/golden-circle/
• Unsplash. (n.d.). Photo by Caught In Joy on unsplash. Unsplash.com. Retrieved March 10,
2024, from https://unsplash.com/photos/person-playing-brown-and-white-acoustic-
guitars-ptVBlniJi50
• Warner Music Group Careers. (n.d.). Retrieved March 10, 2024, from https://
wmg.wd1.myworkdayjobs.com/en-US/WMGUS/jobs/details/Manager--Creative-Music-
Services_R-022048