2. Madeline “Andy” McGinnis grew up with a family
who split their time between New Jersey and Ohio.
This exposed her to people (and music) from the
midwest and the east coast, and drove her to
travel more of the United States as soon as she
was able. Two years as a photographer in Walt
Disney World convinced her to marry her passion
for photography and love of music, and she
moved back to Cincinnati to pursue a career in live
music. Since then, she’s worn many hats in the
Cincinnati music scene, including merchandise
management, VIP guest services, and house
photographer at Bogart’s. She enrolled at Full Sail
University to obtain a degree in music business to
fill in the gaps she wasn’t learning on-the-job, and
hopes to tour after graduation.
IDENTITY
3. PROFESSION
Potential Job Titles:
• Tour Photographer
• Social Media Specialist
• VIP Coordinator
Entertainer Archetype - engage with
music fans in-person and through
producing content for social media
and promotion. Use an enthusiastic
and welcoming brand voice to
express an artist’s best public image,
and create a welcoming atmosphere
for fans at shows and online.
On-site support for touring bands and artists
4. • DEMOGRAPHICS: 53% Female,
47% Male, 35-45 years old, 80%
White, College Educated,
Located in cities, primarily Los
Angeles and New York.
• PSYCHOGRAPHICS: Detail-
oriented and extremely sociable.
Continues networking after-
hours and is always on the move.
Enjoys meeting new people
• IDEAL AUDIENCE MEMBERS:
Clark Mims Tedesco, Artist
Development (Warner), Brad
Cohen, Artist Manager (Sony),
Amanda Soltis, Artist Manager
(Live Nation)
Artist Relations Managers at Live Nation, Sony Music, and Warner Music Group
TARGET AUDIENCE
5. GOALS
Short Term: (Before Graduation, 2020)
• Book a small tour as artist photographer.
‣Connect with, and send a follow up message
to, 25 touring artists and touring managers on
LinkedIn and Instagram by May 15, 2020.
Mid Term: (2025)
• Have steady touring work and be in-demand for
photo shoots for artist promotion.
‣Expand Instagram following to 100k+
followers, make connections at industry
events with artists touring arenas.
Long Term: (2035)
• Establish a Photography Company that consists of
myself and assistants. Publish work in major
industry publications (Rolling Stone, Billboard)
‣Establish LLC by 2025 to expand to multiple
individuals by 2030. Publish at least one
photo to Rolling Stone by 2031.
6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Communications and Media 60%
Adobe Creative Suite 80%
Speaking 75%
Active Learning 70%
SOFTHARD
Adobe Systems Adobe Photoshop Lightroom 80%
Apple Final Cut Pro 10%
Complex Problem Solving 80%
Visual Color Discrimination 90%
SOFTHARD
7. I help touring musicians
increase audience engagement by
entertaining music fans and building
personal connections through live
experiences and online content.
PROMISE
8. CREDENTIALS
Industry Experience:
• 2 years experience working in the
Cincinnati music scene
• 2 years photography and guest services
experience at Walt Disney World.
Education:
• Current student enrolled in Sports
Marketing & Media, B.S. at Full Sail
University
Skills:
• Adobe Creative Suite
• Social Media Marketing
• Portraiture, Action, and Candid
Photography
9. COMPETITION
Alexa Beckner
Industry Experience:
• Lists customer service positions, no
experience in the music industry
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Noteworthy Experience:
• Customer-facing experience in beauty and fashion
retail. Stocking merchandise and creating client
connections at Nordstrom.
Skills and Proficiencies:
• Marketing - 12 endorsements
• Music Industry - 11 endorsements
• Customer Service - 6 endorsements
Andy McGinnis
Overall Online Presence:
• 500+ connections, amateur headshot, customized
banner, no relevant experience listed.
• Grade: Poor, 20 out of 100
Industry Experience:
• 2 years experience working in the
Cincinnati music scene
• 2 years photography and guest
services experience at Walt Disney
World.
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Noteworthy Experience:
• Live Nation guest services and house photographer
• Freelance experience in music hospitality (VIP
coordinator, festival operations) photography directly
for bands and iHeartMedia,
Skills and Proficiencies:
• No endorsements on Linkedin
Overall Online Presence:
• Very few connections, professional headshot,
detailed summaries throughout profile, relevant
experience listed, no endorsements published, active
on personal social media accounts,
• Grade: Poor, 25 out of 100
10. COMPETITION
Betsy Cothron
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Berklee College of Music, Music Business, B.S.
Noteworthy Experience:
• Touring experience as photographer and as
merchandise manager - Light in the Cave tour, Palaye
Royale
• Artist management skills - artist management and
digital PR
Skills and Proficiencies:
• Photography - 42 endorsements
• Music Industry- 49 endorsements
• Advertising - 30 endorsements
Andy McGinnis
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, Instagram link in place of profile
summary, skill endorsements from highly skilled
individuals, resume without gaps in employment
• Grade: Good, 65 out of 100
Industry Experience:
• 2 years experience working in the
Cincinnati music scene
• 2 years photography and guest
services experience at Walt Disney
World.
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Noteworthy Experience:
• Live Nation guest services and house photographer
• Freelance experience in music hospitality (VIP
coordinator, festival operations) photography directly
for bands and iHeartMedia,
Skills and Proficiencies:
• No endorsements on Linkedin
Overall Online Presence:
• Very few connections, professional headshot,
detailed summaries throughout profile, relevant
experience listed, no endorsements published, active
on personal social media accounts,
• Grade: Poor, 25 out of 100
11. BRAND POSITION
Staying on the move and working as hard as
you do, to do whatever it takes to create the
perfect shot to market your brand.
“ACTION” ANDY MCGINNIS
Andy is always a blur of
motion at every concert venue
where she works.
12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Content: est. podcast called “Slack-jawed Stories”;
15 min. episodes telling personal stories of rodeo stars; 1
episode per week; host and syndicate through Libsyn
• Primary Tools: FB and Instagram - promote podcast
through 30 sec. promo videos; LinkedIn - network with
industry pros and publish monthly articles highlighting
some of the podcast stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase rodeo marketing knowledge
and embed podcast episodes
13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25
yrs of experience in rodeo industry; family man that
upholds Christian values, Jan. 2020
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May
2019
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019
14. Andy McGinnis
You know how music fans judge an artist on
their social media presence? Well, what I do is
produce quality content for fans to engage with. In fact, as house
photographer for Bogart’s in Cincinnati, I not only improved the venue’s
appearance and reputation, but connected with hundreds of artists who
performed there, to produce content to share.
“
15. REFERENCES
Agents & business managers of artists,
performers, & athletes. (n.d.). Retrieved
January 28, 2020, from https://
datausa.io/profile/soc/agents-business-
managers-of-artists-performers-
athletes#about
Artist Relations Manager. (n.d.). Retrieved
January 28, 2020, from https://
www.berklee.edu/careers/roles/artist-
relations-manager
Entertainer Brand Archetype - Kaye
Putnam: Psychology Brand Strategy.
(n.d.). Retrieved January 26, 2020, from
https://www.kayeputnam.com/
brandality-archetype-entertainer/
Linkedin Jobs. (n.d.). Retrieved January
26, 2020, from https://
www.linkedin.com/jobs
Summary Report for: 27-4021.00 -
Photographers. (n.d.). Retrieved January
26, 2020, from https://
www.onetonline.org/link/summary/
27-4021.00
