Carela Spence is a music business student at Full Sail University with a passion for discovering new artists and helping advance their careers. She grew up listening to various genres of music and dreams of working in the music industry. Her personal brand focuses on entertaining people by sharing the talents of diverse and unique new artists. Some of her goals include interning in the music industry after graduation and one day starting her own record label.

1. PERSONAL BRAND EXPLORATION
Carela Spence
Project & Portfolio I: Week 3
May 25, 2020

2. The youngest of four siblings, Carela Michelle Spence
born in West Philadelphia, Pennsylvania, but was
then adopted and raised in small town outside of
Philadelphia. Growing up in a small town shaped
Carela to see the diversity of the city and a small
town. Considering where she lives she is only ten
minutes away from the city she spends her free time
in Philly. She has been going to concerts for many
years now and has been to about 35 shows. Carela
grew up listening to many different types of genres
from classic rock, jazz, pop, and much more. Her
dream is to work in the music Industry. Carela is
currently enrolled at Full Sail University as a Music
Business Major in hope to figure out her long time
goals and career.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Tour Manager
• A&R Coordinator
• Marketing Manager
Entertainer Brand Archetype - The
entertainer brand is described as being
humorous and light-hearted. It also says
that I enjoy helping others to enjoy their
life.
Manager in the Music Industry

4. • DEMOGRAPHICS: 50% Female, 50%
Male, 14-28years old, all races, single
or married, high school and above,
mostly east coast of U.S
• PSYCHOGRAPHICS:enjoys going
to concerts, discovering new artist,
likes to travel and meet new people
• IDEAL AUDIENCE MEMBERS:
Jessica Bruckner - Senior Recruiter at Live
Nation & Co-Lead Latin Nation NYC ERG,
Randall Perry Music Industry Marketer:
Digital Project Manager, Linsey Cottrell
Production manager, stage manger, event
coordinator
Recruiters & Hiring Managers at Live Nation Entertainment
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Internship/ Part-time job in the music industry
‣ Connect with, and send a follow up promotional email to, at
least 20 different members who work with Live nation
Entertainment on LinkedIn by November 14th ,2021
Mid Term: (2027)
• Work for a music company that allows me to be a touring
manager, artist manager or an A&R Coordinator
‣ Apply to full time jobs in the music industry outside of
Live Nation Entertainment
Long Term: (2047)
• Establish a record company that focuses on discovering new
artist and helping them in their careers
‣Save a total of $50,000, tour with different artist
and bands, secure a business plan within the music
industry by May 30th, 2047

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Social Media Marketing 87%
Adobe Photoshop 80%
Multitasker 85%
Communication 74%
SOFTHARD
Accounting Software 10%
Graphics or Photo software 75%
Negotiation 40%
Public Speaking 50%
SOFTHARD

7. I help new artist and bands in furthering their
career as an artist to entertain people with their
music and passions, by managing them and
inspiring them.
PROMISE

8. Awards:
• Sliver key in the Scholastic Art Contest
CREDENTIALS
Work Experience:
• American Eagle Outfitters associate
Education:
• Sun Valley High School
• Music Business bachelor science at FullSail University (graduates 2022)

9. COMPETITION
Severina Sloboda
Industry Experience:
• Event Coordinator, Marketing Manager at The Network
Music Conference
• Event Coordinator at Club Element
Education:
• Full Sail University graduated in 2017
• High School of Business and Management
• Elite Private School of Economics
Leadership Experience:
• Donation Sorting: Second Harvest Food Bank of Central
Florida
• Donation Sorting: Clean the World
Skills and Proficiencies:
• Music - 3 endorsement
• Music Production - 4 endorsements
• Songwriting - 1 endorsements
Carela Spence
Overall Online Presence:
• More than 500 connections, banner image not yet
customized, professional headshot, lots of details
throughout page, no articles published, inactive on
social media, URL not yet customized
• Grade: Great, 85 out of 100
Industry Experience:
• No music industry experience
• Works at American Eagle Outfitters
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Volunteered at Calvary Chapel working and
teaching children
Skills and Proficiencies:
• Problem Solving
• Communication
• Design
Overall Online Presence:
• 2 connections, one industry experience, one
leadership experience, good headshot, not many
details, inactive on social media, URL not yet
Customized
• Grade: Average, 15 out of 100

10. COMPETITION
DeQurrius Lollar
Industry Experience:
• No experience listed
Education:
• Currently enrolled at Full Sail University
Noteworthy Experience:
• No experience listed
Skills and Proficiencies:
• Photoshop - 2 endorsements
• Creative Writing - 2 endorsements
• Video Editing - 1 endorsement
Carela Spence
Overall Online Presence:
• 15 connections, not much detail on profile,
headshot could be more professional, inactive on
social media
• Grade: Average, 13 out of 100
Industry Experience:
• No music industry experience
• Works at American Eagle Outfitters
Education:
• Current student enrolled in Music Business, B.S.
at Full Sail University
Leadership Experience:
• Volunteered at Calvary Chapel working and
teaching children
Skills and Proficiencies:
• Problem Solving
• Communication
• Design
Overall Online Presence:
• 2 connections, one industry experience, one leadership
experience, good headshot, not many details, inactive on
social media, URL not yet Customized
• Grade: Average, 10 out of 100

11. BRAND POSITION
Discovering diversity, uniqueness and driven
new artist and bands that deserve their talents
to be shared with people all over the country.
CARELA MICHELLE SPENCE
Carela Spence is better known
as Michelle Spence, since she
is adopted that is only part of
her name that did not change,
but since she is about being
different she has now been
going by Carela Michelle.

12. NETWORKING & MARKETING
Industry Events & Organizations
• Harry Styles Halloween Concert aka Harryween
‣ October 30-31, 2020 | Madison Square Garden, NY
• 5 seconds of summer No Shame Tour | Allentown, PA
• Made in America Music Festival | Philadelphia, PA
Digital Marketing
• Primary Content: Discover new artist by promoting them
thought social media
• Primary Tools: Twitter and Instagram - promote these
artist by linking their music, social media and other content
to help get their name out there.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase the music industry knowledge
and embed photos and other links to music

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a women mentor who is has 5-10 years
experience in woking in the music industry with
new artist and bands.
Formal Education
• Complete Music Business B.S. by expected graduation
date in 2022
Technical Skills
• Start a free 30 day trial for Accounting Software on
Intuit Quickbooks online - August, 2021
• CPM Software - bentley.com, June 2021
• CRM Software - hubspot.com, October 2021
Soft Skills
• Negotiation - linkedin.com, May 2021
• Public speaking - linkedin.com, July 2021
• Active listening - linkedin.com November 2021

14. Carela Spence
You know how the music industry has had the
same artist at the top for the past ten years? Well,
what I do is produce personal brand stories that
entertain and inspire people from all over the country trying
to discover new and upcoming artist with talents that need to be shared. In fact,
after attending many music festivals and concerts on the East Coast I have seen
new artist and bands that not everyone has heard of. Also my English teacher in
high school who also works for the Kelly Center for Music says that I was very
hard working, driven student.
“

15. REFERENCES
Build your future with O*NET OnLine. (n.d.). Retrieved from
https://www.onetonline.org/
Find tour dates and live music events for all your favorite
bands and artists in your city. Get concert tickets, news and
RSVP to shows with Bandsintown. (n.d.). Retrieved from
https://www.bandsintown.com/en
Inbound Marketing, Sales, and Service Software. (n.d.).
Retrieved from https://www.hubspot.com/
Infrastructure and Engineering Software and Solutions. (n.d.).
Retrieved from https://www.bentley.com/en
Intuit QuickBooks Online. (n.d.). Retrieved from https://
quickbooks.intuit.com/oa/get-quickbooks/
Live Events, Concert Tickets, Tour News, Venues. (n.d.).
Retrieved from https://www.livenation.com/
Maier, K., & Lockheart, M. (2019, January 14). Reviews: The
1975 @ SSE Arena, Belfast - January 9th 2019. Retrieved from
https://www.concertaddicts.com/reviews/the-1975-sse-
arena-belfast-january-9th-2019
Pin on Mood Board. (2020, May 12). Retrieved from https://
www.pinterest.com/pin/808748045573961494/
Riley, E. (2019, March 18). State Champs put out another
winning effort with the 'Living Proof Tour'. Retrieved from
https://substreammagazine.com/2019/03/state-champs-
living-review/
Sign Up. (n.d.). Retrieved from https://www.linkedin.com/
feed/