Logan Holderness plans to work as an artist manager for metal bands in the western United States. He has 13 years of experience as a guitarist and 6 years as a vocalist in metal bands. He also has knowledge of the music business, communication skills, and basic marketing and accounting experience. Holderness wants to help bands succeed using his passion for music and the industry. He promises to work hard for his clients and let them have creative control while helping them achieve their business goals. His goal is to develop his personal brand and increase his brand awareness on social media and LinkedIn.

1. Portfolio Project 2
Logan Holderness

2. Arena
 I plan to work within the
Music Industry --
specifically in Artist
Management for metal
bands in the western
United States.
(Foley, "Migration & Music, Part 1 | Musical
Space")

3. Identity
 I am a guitarist of 13 years
 Vocalist of 6 years
 Experience being in metal bands
 In-depth music knowledge paired
with knowledge of the business
aspects of running a successful band
(Smith, 2019)

4. Skills
 Communication Skills
 Management experience
 Basic knowledge of marketing and
promotions
 Familiarity with accounting software
and MS Office
 ("11-2021.00 - Marketing Managers")
(Rasheed, 2019)

5. Profession
 I approach my work with my
passion for music and the industry
 Strong desire to help others
achieve their goals and help bands
succeed – I know how difficult it
can be
(Pontz, 2017)

6. Credentials
 I am credible due to
recommendations from
past employers and my
previous work
experience in the
industry
("Why LinkedIn Recommendations Are Important")

7. Promise
 I promise to always work my hardest for my
clients to help them achieve their business goals
while letting them hold the creative reigns
 Many bands struggle with getting their name
out and connecting with the right professionals
within the industry to grow and expand as their
career does
 I know this because many talented bands exist
and simply don’t find the credit and
acknowledgement they need or the contacts to
help them move forward
(McIver, 2018)

8. Positioning
 I have more passion for the industry than my competitors
 Through hard work and dedication I can learn what I don’t already know about the industry and apply
what I do know to help push others and help them achieve their goals

9. Audience
 Need to know record labels, promotion
companies, and local metal bands/
artists
 My audience is located in the western
U.S, with labels and promotion
companies being located in larger cities.
 They are fans of music, hard workers,
mostly spending time at concerts, bars,
and festivals.

10. Networking and Marketing
 I will gain attention through my own work,
social media, recommendations, and my
portfolio
 I can cultivate a strong relationship with my
audience through the passion I bring to the
table and honesty in my work. The dedication
I provide my clients will also help build
relationships.
 I will attend festival lineup announcement
parties and concerts, both local and large
("Networking: What it means and 8
ways to help you succeed!", 2015)

11. Competitors
 Recent college grads with degrees in
Music Business or Marketing
 People such as Matthew Spence, and
Ohio University grad talent agent
with experience in promotions and
marketing
 I also have promotions and marketing
experience and am working towards
my degree in Music Business
(Khanna, 2018)

12. Professional Development
 Need to learn knowledge of sales tactics, sales
control systems and marketing strategies
 I will develop these skills through my courses at
Full Sail
 I will also seek mentoring from my Marketing
Manager, Christin Applegate, a former Full Sail
grad from the Music Business program
 I will need to dedicate at least 2-5 hours a week
for 5-6 months, as well as class time to fully
develop and understand these skills as much as
possible
("Main Navigation")

13. Goals
 I am developing my personal brand to increase brand awareness and create a more relevant presence
online
 I will grow my brand awareness by increasing the frequency and relevancy with which I post to social
media, creating original content to post online, and doubling my LinkedIn connections by the end of
2020.

14. Works Cited
 11-2021.00 - Marketing Managers. (n.d.). Retrieved February 17, 2019, from https://www.onetonline.org/link/summary/11-2021.00
 Dedication stock photos. (n.d.). Retrieved February 18, 2019, from
https://www.shutterstock.com/search/dedication
 Foley, M. (n.d.). Migration & Music, Part 1 | Musical Space. Retrieved February 18, 2019, from
http://www.kmuw.org/post/migration-music-part-1-musical-space
 Khanna, S. (2018, May 01). Scope And Career Opportunities in Competition Law. Retrieved February 18,
2019, from https://blog.ipleaders.in/opportunities-in-competition-law/
 Main Navigation. (n.d.). Retrieved February 18, 2019, from https://www.travelers.com/professional-
liability-insurance
 McIver, J. (2018, March 19). Full Metal Fandom: Why Heavy Metal Inspires Such Devotion. Retrieved
February 18, 2019, from https://www.udiscovermusic.com/stories/metal-bands-inspire-devotion/
 Networking: What it means and 8 ways to help you succeed! (2015, July 14). Retrieved February 18, 2019,
from http://morganconsulting.com/networking-what-does-it-really-mean-and-8-ways-to-help-you-succeed/
 Pontz, Z. (2017, June 09). 5 awesome heavy metal bands you should be listening to right now. Retrieved
February 18, 2019, from https://www.fromthegrapevine.com/arts/heavy-metal-bands-you-should-be-
listening-to-right-now
 Rasheed, M. S. (2019, January 23). Use of Computer Science in Everyday Life | Technology. Retrieved
February 18, 2019, from https://everydayscience.blog/uses-computer-science-everyday-life/
 Smith, N. (2019, February 17). My Guitar Can Sing Greeting Card for Sale by Nikki Smith. Retrieved February
18, 2019, from https://fineartamerica.com/featured/my-guitar-can-sing-nikki-
smith.html?product=greeting-card
 Why LinkedIn Recommendations Are Important. (n.d.). Retrieved February 18, 2019, from
http://marthagiffen.com/linkedin-recommendations-important/