Tam the Viibe is the selected independent artist. The target audience is African American women ages 20-30 living in the southeastern US who enjoy streaming media, brands like Nike/Adidas, and shows like Black Ink Crew. The analysis identifies Tam's strengths as connecting with real lyrics and passion for her art. Weaknesses include allowing delays that cause anxiety. Opportunities include showcases and working with respected names. Threats are unprofessional partners delaying work. One-year goals include releasing an album and touring to sell merchandise. Six-month goals target growing the online following. Three-month goals focus on building the website and social media presence.

1. Tam the Viibe
Portfolio Piece
Ashlee Greenhalgh, Jasmine Davenport, Kathleen Boushele, Tammie Connor

2. ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile, and Artist Analysis
FOUNDATION
1. List the names of each member of your group.
Ashlee Greenhalgh, Tammie Connor, Jasmine Davenport, Kathleen Boushele
2. Review the artist requirements in FSO and select an independent artist based on
the given criteria. Provide the artist’s name and primary website.
Tam the Viibe. https://linktr.ee/tamtheviibe
3. Identify one well-known artist that is similar to your artist and that would likely
share a target audience. Answer the questions in the “TARGET AUDIENCE” section
below for your artist’s audience based on research into the well-known artist that you
have identified.
Kendrick Lamar is the one well-known artist we selected as similar to our artist, Tam The Viibe.
a. Potential research methods:
i. Facebook Audience Insights (https://www.facebook.com/ads/audience-insights/)
ii. Search the profile of the well-known artist you identified and find a post with more than
50 engaged users (likes, comments, reactions). Determine demographic and psychographic
data below from the “About” section of public profiles of the engaged users.
TARGET AUDIENCE
4. Target Audience - Demographics:
a. Tam the Viibe’s target audience is mainly twenty to thirty-year-old African American
single women. The audience’s geographic area includes southeastern United States and
metropolitan US cities in those states where the average median income is between $40,000
and $46,000.
5. Target Audience- Psychographics:
a. Give 3 specific examples of each of the following behavioral categories as they pertain
to your artist’s target audience.
i. Hobbies/Lifestyle Choices: watching Netflix, movie goers, and gamers
ii. Clothing/Accessory Brands: malls, Nike, Adidas
iii. Food/Restaurant Preferences: Chilis, Jimmy John’s, Burger King
iv. Other Artists: Eminem, J. Cole, A$AP Rocky

3. v. Movies and TV Shows: Black Ink Crew, BET Networks, Real Housewives of Atlanta
6. Target Audience – Description
a. The target audience of African American women that are between the ages of twenty
and thirty years old, that live in the southeastern United States that enjoys watching Netflix and
movies, playing video games and the brands Nike and Adidas. They like quick, convenient, and
inexpensive food establishments, along with other rap artists and shows aimed towards the
African American culture.
7. Target Audience- Geographic:
a. In what city is the artist based? List 5 cities within a 500-mile radius that have niche-
specific businesses, venues, schools, or other organizations that would be frequented by the
target audience you have defined. Provide a reliable source for each of the 5 examples.
Hometown: Pawleys Island, SC
https://www.mapcustomizer.com/map/Tam%20the%20Viibe%20-%20500%20mile%20radius
i. City 1: Columbia, SC
Love, Peace & Hip-Hop Festival
https://lovepeacehiphop.com/2017/03/world-famous-hip-hop-family-day-fig-columbia/
ii. City 2: Florence, SC
City Grill
https://www.facebook.com/843CityGrill/
iii. City 3: Atlanta, GA
ATL’S OWN/A3C
http://www.a3cfestival.com/atlsown
iv. City 4: Little River, SC
Empire NiteLife
https://www.facebook.com/EmpireSBG/
v. City 5: Charlotte, NC
Charlotte Hip Hop Society
https://www.meetup.com/Charlotte-Hip-Hop-Society/

4. 8. Provide at least two pictures of ideal members of the artist’s target audience. Remember to
consider psychographic information when choosing these images.
photo credit: Nielsen Reports 2016
photo credit: Syllabus Magazine
GETTING TO KNOWTHE ARTIST:
Discuss the questions sections below thoroughly with your group in regard to your artist, then
answer them in writing.
Choose at least 3 talents out of the list below that apply to your chosen artist and write 4
sentences describing each talent. (Total of 12 sentences) Please elaborate and provide specific
details.
1.Singing /Rapping

5. Tam The Viibe’s rap style is comparable to J. Cole and Kendrick Lamar. Her cadence switches
with different aspects of the track. She has the ability to sing as well as rap, and her voice is a
bit raspy which adds more dynamics to her songs.
2. Songwriting
Tam The Viibe’s songwriting stems from her life experience, such as witnessing her cousin be
gunned down, or when she talked about sleeping on her auntie’s couch because she felt as if
she was “losing” at the time. These are life experiences that her targeted audience can relate to.
She knows exactly how to flow along with the beat to make the track relatable. Her writing is
poetic and raw, which adds a layer of complexity to her very relatable music.
3.Live performance
Tam The Viibe’s live performances are very captivating to watch. She understands how to draw
the crowd into her performance, She reminds you of J. Cole with the way she speaks to the
audience while engaging them to the track. Her ability to capture her audience is extraordinary.
The vibes that her performances give are so warm and inviting. She really engages the crowd
as much as she can by instructing them to wave their hands or even telling a short story before
track is played in order to allow the crowd a better understanding of the track. She performs well
with a live band or a DJ and is a very versatile artist. She can do an acoustic with a live band
that’s very mellow before doing a more energized set with a DJ.
Choose at least 3 elements of experience that apply to your chosen artist and write 4
sentences describing each element of experience. (Total of 12 sentences) Please
elaborate and provide specific details.
1. Recording
Tam The Viibe’s recording experience is almost seasoned. Her experience in the studio
includes” HiiiLife Vol. 1”, her first studio recorded mixtape. She worked with DJ Scribble who
hosted “HiiiLife Vol.1” while working with various other producers such as Highryse, who helped
her reach an amazing comfortability level in the booth. Tam just finished a feature on Star
Gambino’s newest mixtape Spaceship. With her constant ever-growing curiosity of the music
industry, Tam watches producers and engineers, such as Highryseto, crossover into the
producer and engineering aspect of the studio. Her best collaboration to date is with Sam Be
Mixingon his latest single I’m one with God.
2. Touring/Booking Themselves

6. Jazz_ThaGreat is responsible for finding Tam performances and other opportunities that will
allow her to expand her brand. It will be times where Tam will find shows or events such as
Coast2Coast Live and a potential performance slot at the A3C festival in Atlanta. Other future
festival performances such as J.Cole’s latest festival launch “Dreamville” will also increase her
fan base which in return will increase her revenue in streams and merchandise sales.
3. Co-writing
Tam The Viibe is an experienced co-writer who has co-written for a number of local indie artists
such as Patx, H3RO, Praylow and various other artists. Tam understands the importance of
incorporating lyrics that are relatable to the target audience. She wrote H3RO’s Can I Be
Happy? She utilized her life experiences and meshed H3RO’s experiences together to create
this incredible track featured on H3RO’s latest sophomore album Tragic H3RO. She
understands the concept of the track which allows her creativity to flow properly. “Ghostwriting”
would be a great addition to Tam’s talents.
4. Merchandise
Tam The Viibe is currently in the process of designing different logos for her merchandise. Her
expertise could be increased in this area because she has experience in marketing, advertising
and promotion. If she builds a solid marketing team, her merch will not have an issue with sales.
She’s currently designing t-shirts, buttons and various other merchandise. Her latest
merchandise release is a t-shirt that features a palm tree, a crescent moon and a strong-arm
emoji with a hashtag stating, “Palmetto Hustle”. She has received a great amount of positive
feedback on the design and the hashtag on the shirt where she has begun to profit from the
shirts.
5. Sponsorships
The ideal sponsorship opportunity would come from companies such as Adidas, mainly
because that’s the main the active wear brand she wears. Other ideal companies would consist
of Synchronizer studio headphones or on a smaller scale with local companies’ sponsorships
from Wet Willies, Social and Buffalo Wild Wings. I believe those companies, on a local level, will
expand her target audience and fan base.
6. Publicity
The publicity aspect of Tam’s career will consist of podcast features, better
marketing/promotion/advertising on social media and traditional media platforms and live
performances around South Carolina which will eventually lead to nationwide appearances.
Liver performances at establishments such as Wet Willies, Pearlz Oyster Bar and Tapps

7. Performing Arts Center, will also create a great buzz for Tam.
ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a SWOT
analysis. (Total of 16 sentences) Please provide a minimum of 2 specific examples of
each category and give specific details.
A. Strengths
Tam The Viibe’s strengths are being able to connect with her target audience by engaging them
with her “real life” lyrics and her compassion for her art. She put forth a great deal of time and
effort into her projects to ensure they are no less than perfect. Her “Hiiii Life Vol. 1” mixtape is
an example of her raw and edgy side, in which she used her personal struggles to bring it to life.
B. Weaknesses
A weakness she has is allowing some of the industry situations such as when photographers or
videographers do not fulfill their obligations when it comes to video and photoshoots. Situations
such as these intimidate her, which causes a great deal of anxiety that causes her to shut down
for a while. When she feels intimidated or uncomfortable, she freaks out and hides in her shell.
Her not being able to face critical situations such as these can potentially hinder her from
reaching her full potential in the music industry.
C. Opportunities
The opportunities for Tam The Viibe are endless. She is an indie artist with amazing talent and
potential. With the right marketing plan in place, she will have many opportunities to work with
well-respected names in the music and entertainment industries. Opportunities such as
performing at various showcase featuring respected individuals in the industry such as
producers, engineers and music executives will allow her to take her career to the next level.
D. Threats
The threats that Tam The Viibe may encounter are individuals who are unprofessional, that will
delay the creative process and production of material. Videographers, photographers,
producers, etc., are vital partnerships in the career of an artist. If they cannot deliver the material
needed to ensure the success of Tam’s career, this can and will be a threat. For example, a
videographer delayed the release date for her single, “Bad Day”, by a month due to the video
not being completed by the agreed deadline date. This situation caused Tam to go into a panic
which in return raised her anxiety level. It is very important that Tam constantly works with
professional individuals who understands the importance of deadlines.

8. ACTION ITEMS:
Read this article regarding potential revenue sources for an independent artist: -
http://ambitious.com/10-ways-to-make-money-as-a-musician-in-a-world-of-digital-sales-
and-streaming/
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3
potential revenue sources for the artist. (Total of 6)
STRENGTH 1 – Potential Revenue Sources
1. Teaching – Tam can use her writing talents to teach kids and other artists how to write raps.
2. Writing – Tam can earn some extra money by writing or co-writing music for/with other
musicians. This also includes writing and singing music for jingles, commercials, television and
movies. An additional use of Tam’s songwriting talents can be used on cdbaby.com. On
cdbaby.com, Tam can stream her music on 150+ services.
3. Performing – One of the greatest ways for Tam to earn money and share her music is by
performing. This will allow her to earn money and build her career as a musician. Along with
performing, Tam can work with the nonprofit group, Wathervane Music. Wathervane Music is a
group that’s mission is to bring communities together by gathering to musicians and putting on
performances.
STRENGTH 2 – Potential Revenue Sources
1. Merchandise – Tam can use her raw lyrics as logos and designs for merchandise. This will
allow Tam to spread her messages around, free advertising and it’ll help accumulate extra
money for recording and touring. Tam can team up with Raid Clothing to produce and sell tour
merchandise.
2. Designing a website – Tam can use her creative side to design a website for her music.
This will add to her professionalism and be a place where fans and industry executives can go
to view and buy her music. She can also look into designing websites for other artists. Again,
Tam also uses cdbaby.com as a tool to design her personal website.
3. Collaborations – Tam can collaborate with other artists. This will help get her name out there
and help her build up a network. Some possible candidates for Tam to collaborate with are
KAMI, Rico Nasty, Cuban Doll and Lil Skies.
For each of the 2 weaknesses identified in the SWOT analysis, brainstorm a list of 2
potential ways to improve or fix the issue/circumstance. (Total of 4)
WEAKNESS 1 – Potential Solution
1. Build Confidence – Tam can listen to motivational videos and she can talk to other

9. performers in the industry and see how they deal with feeling intimidated.
2. Talk to a therapist – Tam can talk to a professional about what’s triggering her feelings of
intimidation. The industry can be cut throat, so she needs to make sure she has a healthy outlet
to bring herself back up when she hits a low point.
WEAKNESS 2 – Potential Solution
1. Mentor – When Tam feels insecure and wants to close herself off; she needs to have a
mentor who knows what’s she going through and who will make sure she doesn’t hide.
2. Perform – Part of the reason Tam may be intimidated easily is that she doesn’t have a lot of
experience with live performance. Once she starts putting herself out there, her confidence will
go up.
Create 1-Year, 6-Month, and 3-Month goals for each of the following pertaining to your
artist: content generation, potential revenue, and audience growth. Make sure that goals
follow the SMART principle (Specific, Measurable, Achievable, Relevant, Time-bound).
Please write in complete sentences.
1-Year Goals
1. Revenue Generating Goal:
Touring & Merchandise
a. Give two specific sentences describing the goal:
At 1-year, the goal is for the artist to have a new album released, with the launch of her first
tour.
Touring and live performances will increase her brand presence, revenue from touring as well
as merchandise sales. We will utilize “Merchly”, through CD Baby, as a starting point for Tam’s
merchandise.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
At the end of 1 year, a new website has been created and launched, on-going posts and online
interactions with fans has been consistent, she has written a minimum of 12 new songs and
dropped her first full album to all streaming and on-demand sites, and we have had time to start
planning and booking venues for her tour.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time:
May 19, 2019 would be halfway through the end of the 6-month goals and 1-year goals. This
would leave 3 months until the 1-year date of August 19, 2019, which would allow time for any
changes and issues that may need to be resolved prior to the start of her tour. A written plan,
and a specific timeline of when tasks need to be completed will be crucial in tracking the
progress.

10. 2. Content Creation Goal:
Professional Videos for Vevo and YouTube.
a. Give two specific sentences describing the goal:
We would like for Tam to have 1 or 2 professional videos created for YouTube and Vevo to
coincide with the release of her album and start of her tour. A professional video seen on Vevo
and YouTube makes the artist look more professional and credible as a professional musician.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
Tam will have generated enough revenue through performances, digital music sales and retail
merchandise, and has budgeted for professional videos. Although the videographer(s) will be
professional, the videos will not be a major production. We will keep the videos done
professional, yet simple and real.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time:
June 19, 2019 we will review the progress of the video(s), which is 2 months prior to the 1-year
deadline. We will require a contract with the videographer which must include a production
schedule/timeline, along with a breakdown of expenses, and what date the videos will be
delivered.
3. Audience Growth Goal:
Increase social media followers and monthly listeners on music streaming platforms.
a. Give two specific sentences describing the goal:
Advertising and promotions using social media and streaming services ads will increase her
monthly listeners. This will also increase her revenue because she will begin to get royalties for
her streams. We will use Spotify and Apple Music as the streaming services and Instagram,
Facebook, YouTube and Twitter as the social media platforms.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
This time frame is attainable because it will give us enough time ensure her marketing and
promotional aspects of her brand will be handled properly. By handling marketing and promotion
with care, this will increase her social media following which in return will push them to music
streaming platforms to stream her music.
c. Set a date prior to your goal deadline when you will review the progress of this goal.
Describe how you will determine whether or not the artist is on track to complete the goal on
time:
July 19, 2019.
We will track this goal by paying close attention to her SoundScan numbers as well as the
analytics from each streaming service and social media platforms.

11. 6-Month Goals
1. Revenue Generating Goal:
Digital and retail sales
a. Give two specific sentences describing the goal:
One form of revenue is royalties paid through streaming services, as well as when songs are
played on the radio, TV, etc. We should have a few retail items to use for
promotions/giveaways/contests, that will also be used for retail sales online and at
performances. We will also use CD Baby and Merchly to help with making merchandise.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
6 months is a realistic time frame, as by the end of the 3rd month, Tam should have already
increased followers tremendously, as well as have a minimum of 3 new songs, with another 3 at
the end of 6 months. This amount could be more, if Tam exceeds the goals and writes more
songs.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time:
Again, we feel that a monthly review is appropriate, as the strategies can be adjusted where
needed. We will use analytical tools for streaming/digital sales, and artist management will
track sales for performances and retail/merchandise sales by tracking income, expenses and
inventory, using specific software (to be determined) for the music industry.
2. Content Creation Goal:
Complete and launch new, updated website
a. Give two specific sentences describing the goal:
To date, Tam does not have a professional website. A professional website needs to be
created to complement and tie together all of her social media sites and her YouTube account.
A website will provide much more detailed information, where social media is limited. This
would include sections for her bio, media, a retail store, tour dates, and a place for fans to sign
up for her email list. Collecting information from an email list can provide valuable marketing
information to use in future promotions.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
We believe this time frame is realistic, as there will be some of the time spent finding and hiring
the right person to design the website, we would like to go through Wix.com and possibly use
one of their professional designers to make the website. This will also allow time to have
enough content for the website, as a website with no content is almost worse than not having
one.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe

12. how you will determine whether or not the artist is on track to complete the goal on time:
We recommend reviewing the progress on a monthly basis and creating a timeline over the 6
months of which sections of the website to work on each month. A final review will be
scheduled for January 19, 2019. By creating a timeline/checklist, we will be able to track the
progress, and can adjust the timeline if needed.
3. Audience Growth Goal:
Increase social media and streaming presence by 7500 across all social media platforms
a. Give two specific sentences describing the goal:
The goal is to drive more traffic towards Tam’s online presence, which will be done by adding a
professional website with links to all of Tam’s social media accounts, a sign-up form on her
website for fans to subscribe to, as well as local attention from performances, interviews, etc.
Another idea would be a monthly blog/newsletter or a monthly online live chat with fans. Also
going to radio stations could increase her fan base.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
We believe this is a realistic time frame, as Tam will have already completed several new
songs, will be launching a new website, will be interacting with fans/followers on a consistent
basis through posts, emails and monthly online live chats through Instagram and/or Facebook.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time:
Monthly, beginning December 19, 2018, through February 19, 2019. Using online analytics will
show us the progress, numbers, and will show us what areas are lacking. We will use online
tools such as nextbigsound.com.
3-Month Goals
1. Revenue Generating Goal:
Streaming/ Digital Sales
a. Give two specific sentences describing the goal:
Create accounts with all streaming music sites and create a minimum of 1 new song per month
to upload to them. Promotion, marketing and advertising via social media will direct her
audience to the streaming platforms.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
This is a realistic timeframe and is attainable with consistent online presence through social
media sites. Advertising and promotions through social media, such as Facebook, is affordable
and effective. Spending approximately $15 per day on Facebook will reach between 900-2K
people.

13. c. Set a date prior to your goal deadline when you will review the progress of this goal.
Describe how you will determine whether or not the artist is on track to complete the goal on
time:
We will review the progress at the end of each month, beginning with September 19, 2018.
Reviewing the progress monthly will give us an opportunity to make any strategic changes that
may help for the next 2 months. We will also use analytical tools to track the progress and
determine which areas need improvement.
2. Content Creation Goal:
Create and post 1 visual per week for 3 months
a. Give two specific sentences describing the goal:
Create and post to YouTube and social media sites at least once per week. Focus on creating
a personal experience for fans, where viewers can get to know you. End posts with a “teaser”
for the following week’s post to keep followers and fans returning.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
This timeframe is attainable and realistic because it takes a small amount of time to create 1
weekly post for social media. 1 day of the week can be assigned and blocked out for creating.
Any videos for YouTube do not need to be done by a professional videographer, as they can be
done with a smartphone or a GoPro.
c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time:
October 19, 2018 is 1 month prior to the deadline of November 19, 2018. We can determine if
the artist is on track by looking at analytics on each site to see if the posts have been done
weekly, as well as see statistics on audience engagement, new followers, etc. We can do this
by using nextbigsound.com.
3. Audience Growth Goal:
Increase social media followers by 5,000 across all social media platforms.
a. Give two specific sentences describing the goal:
Increasing the followers on social media will get more people talking about Tam. The more
followers across multiple social media platforms will increase SEO (Search Engine
Optimization), which will also bring her sites up higher to the top when a search is done.
Increasing followers will also increase her fan base, which will be needed once a tour is
planned.
b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).
This timeframe is attainable and realistic, especially if the posts are consistent and often, as well
as being consistent across all sites. With the right promotion, the use of specific keywords and
hashtags, she will increase followers. We will also go to profiles of artists like J. Cole, Kendrick
Lamar and others who have music like Tam’s and follow the fans we think will like her music.

14. c. Set a date prior to your goal deadline when you will review the progress of this goal. Describe
how you will determine whether or not the artist is on track to complete the goal on time.
We will review the progress every 30 days over the 3-month period, beginning on September
19, 2018. We will utilize social media analytics tools to view the total number of followers
throughout all platforms.