Personal Branding

1. PERSONAL BRAND EXPLORATION
Alexander Barrett
Portfolio #1
3/21/2020
Project & Portfolio I: Week 3

2. Raised by a mom who is Jamaican and a Father
who is American, Alexander Barrett utilized his
unique cultural background to shape his musical
knowledge and taste in the music industry. He
expressed his creative passions by learning the
electric guitar and piano at a young age. Going into
high school, he self taught himself music production
and would go on to produce his first single with a
local artist. This would light the spark to pursue an
Entertainment Business’s Bachelors degree at Full
Sail University to develop a further understanding in
marketing and management.
IDENTITY

3. PROFESSION
Jobs of interest in the Music
Industry:
• Agent
• Advertising and Promotions
Manager
• Meeting and Event Planner
Royalty Brand Archetype - I
approach my work by leading by
example and empowering those that
I work with.

4. • DEMOGRAPHICS: 55% Male and 45
%Female, 25-50 years old,
Predominately White, Single, College
Educated, Located in the Greater Los
Angeles area.
• PSYCHOGRAPHICS: Love to go out
on weekends and enjoy the night life
in their local areas.Their politics learn
moderate and their values are
progressive. Highly motivated and
inspired by the musical arts.
• IDEAL AUDIENCE MEMBERS:
- Jessica Bruckner (Senior Recruiter)
- Chloe Peacock (Senior Manager,
Artists Rights)
- Chelsea Charapich (Senior Director of
Artist Rights)
Recruiters, Hiring Manager,
and Artist Rights Managers at
Live Nation
TARGET
AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Apply for entry-level position jobs and or internships at Live
Nation and similar companies .
‣ Method of execution: Send out 5 applications a month
starting September 1st 2020- August 1st 2021 after
achieving more classes under my belt. I will connect with
at least 1 alumni a week on LinkedIn to increase my
network starting March 22nd, 2020 and ending TBD.
Mid Term: (2025)
• Perform and execute in my role as a Concert promoter.
‣ Method of execution: Showcase new up and coming
artists that will help spread brand awareness for brand
partners by 15% by June 31st, 2025.
Long Term: (2040)
• Branch off from Live Nation to potentially start my own artist
services and consulting company .
‣ Method of execution: Save use legal zoom to file an LLC
and then create a website. The next step will be to utilize
my extensive network to get at least 4 new Clients by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Google Suite 94%
Microsoft Office 82%
Detailed Oriented 73%
Social Media Marketing 72%
SOFTHARD
Public Speaking 85%
Strong Communication 87%
Professional Writing 79%
60%
SOFTHARD

7. I will strengthen the bridge between artists
and business personal’s interest by utilizing
my knowledge from business classes taken
at Full Sail University and my experience as
a music producer to execute ideas that
enhance both parties.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years as an Aviation Line Technician
Education:
• Audio engineering at McNally Smith
College of Music
• Event Management & Marketing, Entertainment B.S., Full Sail University (Exp. 2021)
Volunteer work:
• Woman in Aviation (2015, 2016, and
2018)
• Navigating Veterans and service dogs
through MSP airport (November 2018)

9. COMPETITION
Antonio Johnson
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• Petty Officer second class in the U.S Navy
Skills and Proficiencies:
• N/A
Alexander Barrett
Overall Online Presence:
• Has 24 connections, no banner, non professional profile
picture, no details listed on skills, and no articles
published,
• Grade: Poor, 25 out of 100
Industry Experience:
• 2 years of experience producing and
consulting music for Artists
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
• Audio Engineering at McNally Smith College of Music
Leadership Experience:
• Premier Jet Center, multiple leadership roles
Skills and Proficiencies:
• Microsoft Excel - 1 endorsement
• Microsoft Word - 1 endorsement
• Strong Communicator
Overall Online Presence:
• 47 connections, professional headshot, detailed
summaries throughout profile with two content pieces,
no articles published, consistently active on on the
account, URL customized
• Grade: Average, 60 out of 100

10. COMPETITION
Corey Batelaan
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Music Business,B.S at Belmont University. (2013-2017)
Noteworthy Experience:
• Digital Licensing intern at BMI (August 2015)
• Volunteer work in Honduras helping in community
programs.
Skills and Proficiencies:
• Music industry - 1 endorsements
• Song Writing - 1endorsements
• Music Industry- 1endorsements
Overall Online Presence:
• 206 connections, banner image customized, polished
headshot, under detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized.
• Grade: Good, 75 out of 100
Alexander Barrett
Industry Experience:
• 2 years of experience producing and
consulting music for Artists
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
• Audio Engineering at McNally Smith College of Music
Leadership Experience:
• Premier Jet Center, multiple leadership roles
Skills and Proficiencies:
• Microsoft Excel - 1 endorsement
• Microsoft Word - 1 endorsement
• Strong Communicator
Overall Online Presence:
• 47 connections, professional headshot, detailed
summaries throughout profile with two content pieces,
no articles published, consistently active on on the
account, URL customized
• Grade: Average, 60 out of 100
Noteworthy Experience:
• Volunteered in working an Event titled Woman in
Aviation.

11. BRAND POSITION
Bringing compassion, understanding, and
dedication to the individuals I work with in the
music industry.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• SXSW
‣ TBD amid Covid-19 | Austin, TX
• Musexpo
‣ TBD amid Covid- 19| Los Angeles, CA
• ASCAP
‣ TBD amid Covid-19 | Los Angeles, CA
Branding and Music Production
• Primary Content: I will post on my work I have done with artists such as brand management
and music production.
• Primary Tools: LinkedIn and Instagram - I will post edited videos and photos of behind the
scenes work I do with my clients
• Website: Full Sail digital portfolio site to showcase my school work and utilize LinkedIn and
Instagram to showcase my outside of school projects.

13. PROFESSIONAL
DEVELOPMENT
Mentor
• I will seek a mentor who has been in the music industry
for longer than 10 years in the management field and
can help me with everyday advice. , Jan. 2020
Formal Education
• Finish my Entertainment Business, B.S. by expected
graduation date in June 2021
Technical Skills
• Develop my knowledge in live entertainment business
by researching for at least an hour a day via Youtube,
Dec. 2021
• Microsoft Excel - Lynda.com, June 2021
• Microsoft Word - lynda.com, June 2021
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
September 2019
• Detail Oriented tips and tricks - youtube.com
December 2021
• Professional writing - lynda.com, December 2021

14. Alexander Barrett
With the focus being primarily in live performances
in the music industry, music businessmen and artists
have to work together even more and a lot of times there is
a lack of understanding between the two. The solution to the issue is to have
people who are experienced in not just business but in the creative side as well,
this something I bring to the table. I spent a majority of my time after school
producing music with artists and helping them with branding/promotional efforts.
Along with this I am currently attending Full Sail University to gain knowledge of
the business side of the music industry. Combine these together and you have an
industry worker who can bridge the gap between business personal and artists.

15. REFERENCES
2020. [online] Available at: <https://www.linkedin.com/company/live-nation/people/?> [Accessed 23 March 2020].
2020. [online] Available at: <https://www.linkedin.com/in/cory-batelaan-b67853b7/> [Accessed 23 March 2020].
2020. [online] Available at: <https://www.linkedin.com/in/antonio-johnson-3520a851/> [Accessed 23 March 2020].
Cyber PR Music. 2020. The Ultimate Guide To Music Conferences, Panels, And Festivals. [online] Available at: <https://www.cyberprmusic.com/music-conferences-networking-2/> [Accessed 23 March 2020].
Live Nation Entertainment. 2020. Work At LN - Live Nation Entertainment. [online] Available at: <https://www.livenationentertainment.com/careers/> [Accessed 23 March 2020].
Livenation.wd1.myworkdayjobs.com. 2020. Workday. [online] Available at: <https://livenation.wd1.myworkdayjobs.com/en-US/LNExternalSite/job/Atlanta-GA-USA/Artist-Rights-Intern--College-Credit-
Only-_JR-31065> [Accessed 23 March 2020].
Onetonline.org. 2020. 11-2011.00 - Advertising And Promotions Managers. [online] Available at: <https://www.onetonline.org/link/summary/11-2011.00> [Accessed 23 March 2020].
Onetonline.org. 2020. 13-1011.00 - Agents And Business Managers Of Artists, Performers, And Athletes. [online] Available at: <https://www.onetonline.org/link/summary/13-1011.00> [Accessed 23 March
2020].
Onetonline.org. 2020. 13-1121.00 - Meeting, Convention, And Event Planners. [online] Available at: <https://www.onetonline.org/link/summary/13-1121.00> [Accessed 23 March 2020].