Kiara Esoldo is a student at Full Sail University studying music business with the goal of becoming a tour manager. She has a passion for music from attending concerts since childhood. Her document outlines her skills, experience in retail, education, goals of obtaining internships and managing tours, and compares herself to competitors still in school or early in their careers in terms of experience, online presence, and skills.

1. PERSONAL BRAND EXPLORATION
Kiara Esoldo
Project & Portfolio I: Week 3
April 17, 2019

2. Kiara Esoldo was born and raised in Elizabethtown, a small town in central Pennsylvania,
where she was known as ‘the girl who goes to all those concerts’. Her whole life she ’s
been in love with music and that passion only increased as she started attending live
shows. After graduating high school she started studying at Full Sail University majoring
in Music Business. Her focus is to improve her knowledge so that she can become a tour
manager.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Tour Manager
• Artist Manager
• Booking Agent
Entertainer Archetype - The
entertainer has the goal of lightening up
the world and making sure that everyone
around them is living life to the fullest.
Tour manager for indie or alternative bands/artists

4. • DEMOGRAPHICS: White, male, ages
50-80 years old
• PSYCHOGRAPHICS: Investors,
Music lovers, business gurus.
• IDEAL AUDIENCE MEMBERS:Rob
Stringer, Lucian Grange,
Stephen Cooper
Executives at UMG, Sony, and Warner Music
TARGET AUDIENCE

5. Short Term: (Immediately After Graduation, 2020)
• Get a paid internship with a tour management
company.
‣ Connect with 20 individuals from a variety of
different touring companies by December 31st,
2019.
Mid Term: (2025)
• Be doing a U.S. tour with an artist.
‣ Have planned and executed at least one U.S. tour
with a band/artist by December 31st, 2025.
Long Term: (2040)
• Be working with an artist who has done multiple
successful tours, and helping them achieve even more.
‣ Create multiple successful U.S. and international
tours for artists and help them achieve their
creative dreams by December 31st, 2040.
GOALS

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Retail 70%
Microsoft Excel 45%
Customer Service 70%
Networking 40%
SOFTHARD
Budgeting 10%
Scheduling 10%
Networking 40%
Multitasking and Organization 50%
SOFTHARD

7. Through creative and innovative tour
managing, I help make an artist’s creative
dreams come true while giving fans the
experience of a lifetime.
PROMISE

8. CREDENTIALS
Work Experience:
• 3 years retail experience
• 1 1/2 years supervising experience
(retail)
Education:
• Music Business B.S. from Full Sail
University (exp. 2020)
Awards:
• Girl Scout Bronze Award

9. COMPETITION
Jayna Renae
Industry Experience:
• Does not include work experience
on profile; assumed to still be in
school
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• No included leadership experience on profile
Skills and Proficiencies:
• No indicated skills on profile, looks like a fairly new
profile
Kiara Esoldo
Overall Online Presence:
• Only one connection, no personalized banner image,
good headshot, looks professional
• Grade: poor, 10/100
Industry Experience:
• No industry experience; still in
school
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Assistant Supervisor at Hersheypark
Skills and Proficiencies:
• Retail
• Customer Service
Overall Online Presence:
• Only one connection, no personalized banner image,
very new profile, good headshot
• Grade: poor, 12/100

10. COMPETITION
Katharina Gauss
Industry Experience:
• ~12 years touring in different
positions
• Currently tour managing for
OneRepublic
Education:
• Bachelor of Science in Communication
Noteworthy Experience:
• Assistant Tour Manager, 2014- present
• Tour Manager 2018- present
Skills and Proficiencies:
• Organization Skills (2 endorsements)
• Global Logistics (2 endorsements)
• Ticketing (2 endorsements)
Kiara Esoldo
Overall Online Presence:
• 343 connections, no customized banner image, not
professional headshot but interesting picture
• Grade: average, 55/100
Industry Experience:
• No industry experience; still in school
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Assistant Supervisor at Hersheypark
Skills and Proficiencies:
• Retail
• Customer Service
Overall Online Presence:
• Only one connection, no personalized banner image,
very new profile
• Grade: poor 12/100

11. BRAND POSITION
I ignite the passion in people with my own
passion for music by helping create events
that they cannot wait to be in/ go to.
KIARA ESOLDO

12. NETWORKING & MARKETING
Industry Events & Organizations
• Sad Summer Festival (July 10th Orlando, Florida)
• Boomtown Film and Music Festival (April 18th-April 20th
Austin, Texas)
• LAUNCH Music Conference (April 25th-28th Pennsylvania)
Digital Marketing
• Primary Content: Create tour vlog series that shows the
behind the scenes look of the shows that I help put on.
• Videos will be posted on Youtube but promoted on Twitter,
Instagram, Facebook by showing sort clips of the video
• Primary Tools: Website: Full Sail digital portfolio to
showcase projects from school and use the blog section to
post the tour episodes.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking for a mentor that has experience touring
and that can show how the professionalism of the
job works, and how to keep it fun at the same time.
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2020
Technical Skills
• Budgeting Certificate, lynda.com
Soft Skills
• Professional Writing (exp. Sep. 2019)
• Leadership and Organizational Behaviors (exp. Nov,
2019)

14. Kiara Esoldo
You know how some managers constrict their
artists by putting them in a box? Well what I do is let my artists freely
express their creative visions on the stage while also making sure of their
safety
“

15. REFERENCES
Cooper, S. (2019). Retrieved from https://
www.crunchbase.com/person/stephen-f-cooper#section-
overview
Gauss, K. (2019). Katharina Gauss LinkedIn Profile. Retrieved
April 20, 2019, from https://www.linkedin.com/in/katharina-
gauss-44340a154/#experience-section
Griffeths, E. (n.d.) Key Worldwide Music Industry Events List
2019 - Synchblog by Synchtank. Retrieved from Griffiths, E.
(n.d.). Key Worldwide Music Industry Events List 2019 -
Synchblog by Synchtank. Retrieved from https://
www.synchtank.com/blog/key-worldwide-music-industry-
sync-events-list-2019/
(n.d.) Retrieved from https://jobs.jobvite.com/
universalmusicgroup/#team
ONETOnLine.org. (2019). Summary Report for: 13-1011.00 -
Agents and Business Managers of Artists, Performers, and
Athletes. (n.d.). Retrieved from https://www.onetonline.org/
link/summary/13-1011.00
Renae, J. (2019). Jayna Renae LinkedIn Profile. Retrieved
April 20th, 2019, from https://www.linkedin.com/in/
jaynarenae/
Rob Stringer. (n.d.). Retrieved from https://
www.sonymusic.com/executives/rob-stringer/
Sonicbids. (n.d.). Want to be a Tour Manager? Here’s Advice
From 4 Industry Pros. Retrieved from http://
blog.sonicbids.com/want-to-be-a-tour-manager-heres-how-
to-get-started
Tour Manager. (n.d.). Retrieved from Tour Manager. (n.d.).
Retrieved from https://www.berklee.edu/careers/roles/tour-
manager