Esbeth Heredia, a dynamic force with Peruvian heritage, is a visionary CEO behind Amethyst Artist Management (AAM), making waves as Head Manager and Entrepreneur. Beginning her journey on March 1, 2021, she's committed to reshaping the music industry. Currently pursuing an Associate's Degree in Music Business at Full Sail University, she anticipates graduating in late December 2024. As a one-woman army and proud Hispanic minority, Esbeth thrives in the Korean Music Industry in California, forging an exceptional path. With a focus on constant growth and networking, she seeks to cultivate a community of positive, trailblazing leaders. Esbeth's strategic brilliance shines as an artist manager, demonstrated by her creation of the Humble Royalty Mentorship program. This initiative, in partnership with Backline, provides vital mental health resources, while her collaboration with CreditWeRestore.com enhances artists' financial well-being. Her partnership with MaryKay boosts artists' confidence on and off stage. Having navigated various LA and San Bernardino County neighborhoods during her formative years, Esbeth values inclusivity and community bonds. These experiences inspire her vision of success, rooted in unity and entertainment for all. With determination, Esbeth Heredia redefines the artist and industry narrative. She aims to erase negative stigmas in the music industry, replacing them with positive stories that uplift and celebrate humanity. As a transformative leader, she's not only shaping the industry's future but also nurturing a movement that fosters growth and harmony

1. PERSONAL BRAND
EXPLORATION
Esbeth Heredia
Project & Portfolio I: Week 1
August 5, 2023

2. With ice burning through me at the injustice towards
artists and a furnace of deep desire to make reality
the dreams of others, gave to life my dream of artist
management so that I may be part of the success of
my artists by creating both a safe yet challenging
space for aspiring and new artists for a more
permanent domain for the Korean Music industry in
the U.S.
IDENTITY

3. PROFESSION
Management for the Korean Music
Industry
Potential Job Titles:
● Artist Manager
● A&R Coordinator
● Artist Relations and Development
Representative
Caregiver – We are a human-focused
management team centered on
creativity and inward refinement for
new and aspiring Korean Music artists.
Artist Management for the Korean Music Industry

4. Executives & CEO’s
TARGET AUDIENCE
Samantha Dang
Outreach Plan:
Connect on LinkedIn using my pre-scripted outreach
template.
The goal is to set up an informal virtual hangout centered on
getting to know the individual, their role, and how they got to
it.
It would be best to connect on a weekend between 12pm-
4:30pm PST to provide a casual and open discussion.
DIVE Studios
Aaron Raus
Outreach Plan:
Create an email pitch to reach out to Aaron and stay in
contact via LinkedIn.
Already having an established connection with Aaron is
beneficial as I can request via email or LinkedIn for a virtual
discussion opportunity on a weekend for 45 minutes
between 12pm-4:30pm PST.
The FAM Music
Hilary Gleason
Outreach Plan:
Connect on LinkedIn using my pre-scripted outreach
template.
The goal is to set up an informal virtual hangout on a
weekend between 12pm-4:30pm PST centered on getting to
know the individual, their role, and how they got to it.
Backline

5. GOALS
Short Term: Immediately After Graduation, 2024
• Launch the Humble Royalty overall well-being mentorship
program for trainees by December 2024 after building business
credit line of $500k with business loans by graduation in
December 2024 by applying to revolving credit opportunities to
get my business credit score above its 20 mark.
• A spending of $1k-$10k monthly beginning January 2024 to
increase credit lines and vendor opportunities will occur. All data
monitoring is kept in NBWC Groups Dashboard.
Mid Term: 2025
• Trainee recruitment of 1-2 Korean artists in December 2024 to
sign on 1 artist by March 2025.
• Utilize social media on a daily-basis and keep track potential
talent in an excel document and on LinkedIn.
Long Term: 2035
● Bi-monthly multi-county events to determine marketing audience
and obtain and increase fanbase every month in 2025.
● Artists and staff making six figures a month.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Booking
SOFT
HARD
Novice / Adept / Expert
A&R Novice / Adept / Expert
Communication Novice / Adept / Expert
Problem-Solving Novice / Adept / Expert
Financial Management
SOFT
HARD
Novice / Adept / Expert
Brand Development Novice / Adept / Expert
Partnership Development Novice / Adept / Expert
Growth Mindset Novice / Adept / Expert

7. I help aspiring and new Korean artists do
what they were born to do, make music that
inspires current generations to develop an
outward attitude to live life beyond the
boundaries of society, by training and
empowering artists through management and
mentorships.
PROMISE

8. CREDENTIALS
Work Experience:
● Jazz Hands For Autism, Bookings and
Partnership Development as the Job
Placement Coordinator
● Celebs Work, PR campaign Projects as the
PR Intern
Education:
● Music Business Associates, Full Sail
University (Exp. 2024)
● Music Industry Essentials,
NYUxYellowbrick (September 2021)
● Artist Management Program, SmartIsU
Awards:
● Music Industry Essentials Certificate
● Credit Repair Cloud Certificates

9. COMPETITION
Beka Bishop
Founder & CEO Industry
Experience:
B Sweet Management
Education:
● Full Sail University
Leadership Experience
● Founder & CEO, B Sweet Management
● Social Media Management
● Artist Management Assistant, Lionsheart Records Inc.
Skills and Proficiencies:
● Leadership - 15 endorsements
● Social Media- 14 endorsements
● Organization - 11 endorsements
Overall Online Presence:
● Connections: 500+
● Customized banner
● Non-professional headshot
● Profile Detail Level: Organized & Detailed
● Published Articles: 1
● Active on Social Media
● LinkedIn
● Grade: Poor, 90 out of 100
Esbeth Heredia
Industry Experience:
Job placement Coordinator at Jazz Hands
For Autism
Education:
● Full Sail University
● SmartIsU
● NYUxYellowbrick
Leadership Experience:
• CEO, Amethyst Artist Management
• Junior Executive Intern, First Track Entertainment
Skills and Proficiencies:
• Communication - 10 endorsements
• Talent Management - 4 endorsements
• Community Outreach- 4 endorsements
Overall Online Presence:
● Connections: 846
● Customized Banner
● Professional Headshot
● Profile Detail Level: Highly Detailed
● Published Articles: 2
● Active on Social Media
● LinkedIn
● Grade: Superior, 85 out of 100

10. COMPETITION
Traci Fuller
Noteworthy Experience:
• Executive Assistant
• Production Coordinator
Esbeth Heredia
Industry Experience:
Manager, A&R Admin
Education:
● Northwood University
Skills and Proficiencies:
• Entertainment - 2 endorsements
• Music - 4 endorsements
• Social Media Marketing - 2 endorsements
Overall Online Presence:
● Connections: 500+
● Customized Banner
● Professional Headshot
● Profile Detail Level: Highly Detailed
● Published Articles: 0
● Active on Social Media
● LinkedIn
● Grade: Superior, 85 out of 100
Industry Experience:
Job placement Coordinator at Jazz Hands
For Autism
Education:
● Full Sail University
● SmartIsU
● NYUxYellowbrick
Leadership Experience:
• CEO, Amethyst Artist Management
• Junior Executive Intern, First Track Entertainment
Skills and Proficiencies:
• Communication - 10 endorsements
• Talent Management - 4 endorsements
• Community Outreach- 4 endorsements
Overall Online Presence:
● Connections: 846
● Customized Banner
● Professional Headshot
● Profile Detail Level: Highly Detailed
● Published Articles: 2
● Active on Social Media
● LinkedIn
● Grade: Superior, 85 out of 100

11. BRAND POSITION
For independent Korean artists seeking artist
management, I offer a comprehensive well-being
mentorship program and career management
services driven by my unwavering passion for
nurturing their boundless potential while fostering
personal growth and humility.
Amethyst,
Amethyst Artist Management

12. NETWORKING &
MARKETING
Industry Events & Organizations
● All Access FEST, Music Forward
‣ June 6-26, 2023 | Virtual
● SBA Consultant Meeting
‣ July 28, 2023 | LOCATION
Digital Marketing
• Primary Content: Class assignments will be used as content by
taking pieces of the assignments and posting them.
• Primary Tools: Facebook, LinkedIn, Instagram, TikTok, business
profile sites that similar managers are on such as Datanyze, and
create my personal blog to post content on a bi-weekly basis.
Which social networks or online tools will you use to promote
your content? How often? What format?
• Website: I will share my digital portfolio across all my personal
social platforms, have it linked to my personal website, and so
will my LinkedIn that is included in my business card.

13. PROFESSIONAL DEVELOPMENT
Mentor
I will have multiple mentors by continuing to meet with like-
minded artist managers and leaders within labels and studios
fpr mentor advice. My more long-term mentors are Beka
Bishops and Calen Moore who are both artist managers that I
connected with during my business journey.
Formal Education
● Music Business, Full Sail University. Completed in
December 2025.
Technical Skills
• Learn music distribution platforms, Distro Kid, ASCAP,
and more. December 2023
• Learn more Excel and LinkedIn Learning, December 2023
• Learn more video editing and content curation, Canva
and Youtube. December 2023
Soft Skills
• Take social skills course, LinkedIn Learning December
2023
• Take negotiating skills course, LinkedIn Learning,
December 2023

14. Esbeth
Heredia
You know how it’s like moving the skies and earth to find an artist
manager with integrity to match their ambition? I will empower artists
to unlock their unlimited potential through personal career guidance and
industry resources. In fact, I’ve made well over 500 connection with
music industry professionals to provide the necessary tools for a
successful career.

15. REFERENCES
Aaron Raus | LinkedIn. (n.d.). https://www.linkedin.com/in/aaronraus
Beka Bishop - Nashville, Tennessee, United States - linkedin. (n.d.).
https://www.linkedin.com/in/bekabishop
Esbeth Heredia - Grammy u member - The Recording Academy - LinkedIn. (n.d.).
https://www.linkedin.com/in/esbeth-heredia-120022190
Heredia, E. (2022). Amethyst Artist Management.
https://www.amethystartistmgmt.com/
Hilary Gleason - co-founder and executive director - LinkedIn. (n.d.).
https://www.linkedin.com/in/hilarygleason
McDaniel, A. (2021, April 27). “Reclaiming my time” / Project Updates / Tribute to
Stephen Kempfe. richardamselmovie.
https://www.richardamselmovie.com/single-post/reclaiming-my-time
Samantha Dang | LinkedIn. (n.d.). https://www.linkedin.com/in/swdang
Top 15 Artist Manager Skills. Zippia. (2023, June 29).
https://www.zippia.com/artist-manager-
jobs/skills/?src=chatbot_popout_displayed
Traci Fuller | LinkedIn. (n.d.). https://www.linkedin.com/in/tracifuller
Widran, J. (2022, April 25). Industry profile: Jazz hands for autism.
Music Connection Magazine.
https://www.musicconnection.com/industry-profile-jazz-hands-for-
autism/
13-1011.00 - agents and business managers of artists, performers, and
athletes. O*NET OnLine. (n.d.).
https://www.onetonline.org/link/summary/13-1011.00
6 Valuable Artist Manager Skills to Develop (with tips) - indeed. (n.d.).
https://www.indeed.com/career-advice/resumes-cover-
letters/artist-manager-skills
Knapp, S. (2023, April 24). 44 Soft Skills Examples to Advance Your
Career. Zapier. https://zapier.com/blog/soft-skills-
examples/?ref=refind&utm_source=google&utm_medium=cpc&utm_
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