A personal brand exploration highlighting steps I need to take to improve my chances of working in the Music Industry.

1. PERSONAL BRAND EXPLORATION
Hannah Greve
Project & Portfolio I: Week 3
September 20, 2020

2. Hannah Greve grew up in the scenic Hudson Valley
Region of New York. She was pushed to play
instruments from a young age, developed a love for
music from her father, a passion for travel and culture
from her mother, and was exposed to photography and
live music by her sister.
Hannah has always known that she wanted to work
within the Music Industry from a young age, she
graduated from William Paterson University of New
Jersey with a B.A in Communications with a focus in
Media Production. She has worked at an Alternative
Rock radio station after graduating and worked on a few
tours, including the Final Cross-Country Run of the Vans
Warped Tour in 2018. Hannah is now enrolled as a
Music Business Major at Full Sail University and she
aspires to be a Tour Manager or work in Artist Relations.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Business Managers of Artists,
Performers and Athletes
• Public Relations Specialist
• Photographer
Entertainer/Girl Next Door
Archetype - Helping artists create
content, build their brand, and put on
performances while ensuring that the
artist is enjoying themselves, they feel
free to be creative, and speak their
minds.
Artist Management and Concert Photography

4. • DEMOGRAPHICS: 70% Female,
27-37 years old, Diverse, Single,
College Educated, Located in New
York & L.A.
• PSYCHOGRAPHICS: Enjoys the
music industry because it is a fast
paced and hands on environment.
Has a genuine passion for music
and live entertainment.
Volunteers for many live events.
• IDEAL AUDIENCE MEMBERS: Miki
Gamboa, HR Manager (CAA),
Rachel Witzel, Manager (Live
Nation Entertainment), Georgina
McAvenna, A&R Executive
(Columbia Records)
Recruiters, Artist Relations, and Tour Managers at
Columbia Records, Live Nation, and C.A.A.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an assistant Tour Manager position at CAA.
‣ Build out online brand and get an internship with
CAA by May 2021. Make more connections with
Industry Professionals by attending the Music Biz
Conference in Nashville in 2021 & 2022 (if
applicable due to COVID).
Mid Term: (2027)
• Land an Artist Relations position at Columbia Records.
‣ Working with different artists ensuring that their
vision does not get compromised. Successfully
oversee at least four different artists brand
development.
Long Term: (2047)
• Hold a Manager position for Artist Relations.
‣ Successfully manage a team of Artist Relations reps
with international touring artists who are happy
with their brand and music.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Office 85%
Adobe Creative Suite 60%
Time Management 95%
Public Speaking 85%
SOFTHARD
Adobe Creative Suite 60%
CRM Software 0%
Reading & Writing Comprehension 90%
Public Speaking 85%
SOFTHARD

7. Where live entertainment meets the
musicians is where I stand, acting as a
liaison for who they are, how they want to
be seen, and ensuring that the show runs
smoothly.
PROMISE

8. CREDENTIALS
Work Experience:
• 2 years as a Promotions Assistant for
Townsquare Media of the Hudson Valley
• 4 years as a Freelance Merchandise
Manager for bands (tours and one-off gigs)
• 2 years Freelance Photographer
Education:
• Communication - Media Production, B.A.,
William Paterson University of New Jersey (2018)
• Music Business, B.S., Full Sail University (Exp. 2022)
Awards:
• 2018 Marconi Award for Best Non-Commercial
Radio Station (88.7 WPSC-FM)
• 2018 Maltese Award for Best Talk Show (Pop
Punk Palooza on 88.7 WPSC-FM
• 2017 & 2018 Intercollegiate Broadcasting
Systems Best College Radio Station in the U.S.
(+10,000 Students enrolled)

9. COMPETITION
Luis Ojeda
Industry Experience:
• 1 year Tour Guide at Full Sail
University
• 2 years Sales Associate Experience
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
• Business Administration and Management, A.A. from
Valencia College
Leadership Experience:
• Managed a sales team at A’viands
• As a Tour Guide must have strong leadership skills
Skills and Proficiencies:
• Interpersonal Skills - 1 endorsement
• Team Leadership - 1 endorsement
• Spanish - 2 endorsements
Hannah Greve
Overall Online Presence:
• Less than 200 connections, banner image customized,
professional headshot, details summaries throughout
profile with +2 content pieces, no articles published,
active on social media, URL customized
• Grade: Average, 50 out of 100
Industry Experience:
• 4 years Freelance Merchandise Manager
• 2 years Promotions Assistant
• 2 years Freelance Photographer
• 4 years On-Air Talent experience
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
• Communications - Media Production, B.A. from
William Paterson University of New Jersey (2018)
Leadership Experience:
• Promotions Assistant, manages Road Crew &
covered for Promotions Direction when on vacation
Skills and Proficiencies:
• Brazilian Dialect of Portuguese - 2 endorsements
• Social Media Marketing - 1 endorsement
• Public Speaking - 0 endorsements
Overall Online Presence:
• 200+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
active on personal social media accounts, URL
customized, Premium LinkedIn
• Grade: Average, 65 out of 100

10. COMPETITION
Georgina McAvenna
Industry Experience:
• ~15 years of A&R experience, 15
years as a Music Executive at
Columbia Records, 6 years as the
founder of G Music Ltd.
Education:
• Arts and Music Technology, B.A. at Macquarie
University
Noteworthy Experience:
• Entrepreneurship - Founder of G Music Ltd.; Artist
Management and Artist Consulting Services
• Growth - Worked multiple positions at Columbia
Records from A&R to Artist Manager
Skills and Proficiencies:
• Music - 1 endorsement
• Music Industry - 0 endorsements
• Entertainment - 0 endorsements
Hannah Greve
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, no
recommendations, no volunteer work, URL customized,
premium membership
• Grade: Good, 75 out of 100
Industry Experience:
• 4 years Freelance Merchandise Manager
• 2 years Promotions Assistant
• 2 years Freelance Photographer
• 4 years On-Air Talent experience
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
• Communications - Media Production, B.A. from
William Paterson University of New Jersey (2018)
Leadership Experience:
• Promotions Assistant, manages Road Crew &
covered for Promotions Direction when on vacation
Skills and Proficiencies:
• Brazilian Dialect of Portuguese - 2 endorsements
• Social Media Marketing - 1 endorsement
• Public Speaking - 0 endorsements
Overall Online Presence:
• 200+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
active on personal social media accounts, URL
customized, Premium LinkedIn
• Grade: Average, 60 out of 100

11. BRAND POSITION
Understanding the artists and fans wants and
needs creates a harmony that allows the
band to grow along with their fans. With years
of experience seeing the music industry from
both a fan and professional standpoint,
creating that harmony is the goal.
HANNAH GREVE

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Music Biz Annual Conference
‣ May 10 - 13, 2021 | Nashville, TN
• South by South West (SXSW)
‣ 2021 Date TBD
• Music Business Association
‣ Organization for industry professionals to network and
stay update on what is happening in the Music Industry;
collegiate membership available.
Digital Marketing
• Primary Content: est. a blog that will be posted once a week
discussing what is happening in the industry along with what it is
like being on small tours, how I got involved in the industry, and
album, concert, and Merchandise reviews.
• Primary Tools: FB, Instagram - promote blog with an adobe
spark graphic; LinkedIn - network with industry pros and publish
monthly articles highlighting some of the blog stories
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase music industry news and album reviews;
add a page to showcase photography

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Artist Relation/Tour Manager
with at least 15 yrs of experience in Music
Industry; an avid concert goer, dedicated worker,
and started out working with local musicians. Dec.
2023
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2022
Technical Skills
• Set up free HubSpot CRM; complete all CRM
courses through HubSpot Academy, April. 2021
• Adobe Creative Suite - LinkedIn Learning, Dec. 2020
• Photoshop 2020 Essential Training- LinkedIn
Learning, Nov. 2020
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Nov. 2020
• Business Writing Principles - Lynda.com, Oct. 2020
• Building Your Visibility as a Leader - LinkedIn
Learning, Jan. 2021
• Connecting With Executives - LinkedIn Learning,
Feb. 2021

14. Hannah Greve
You know how music fans don't always like or buy
merchandise, and how as a local musician it can be hard
to find someone to take over selling merchandise and create
content? Well, what I do is give advice to musicians on what
sells and what doesn’t along with what fans want to see. I am a dedicated music fan and a
young industry professional that can work as both a merchandise manager and
photographer. In fact, after working with Bobby Mahoney and the Seventh Son, I started
sharing what they should be doing with their merchandise in order to increase sales and
the ability to charge more for merchandise as a local band. After suggesting different
design the band sold out of their new merchandise within six months. They still have their
old designs that they have trouble trying to sell.
“

15. REFERENCES
Entry-Level Opportunities. (n.d.). Retrieved September 20,
2020, from https://www.caa.com/careers/entry-
level-opportunities
Former Employee - Anonymous Employee in Beverly Hills,
Employee, F., Hills, B., York, A., & York, N. (2017,
February 07). Working at Columbia Records.
Retrieved September 20, 2020, from https://
www.glassdoor.com/Overview/Working-at-
Columbia-Records-EI_IE14101.11,27.htm
Gamboa, M. (n.d.). Miki Gamboa LinkedIn Profile.
Retrieved September 16, 2020, from https://
www.linkedin.com/in/miki-gamboa-18146136/
McAvenna, G. (n.d.). Georgina McAvenna LinkedIn Profile.
Retrieved September 16, 2020, from https://
www.linkedin.com/in/georgina-mcavenna/
Music Business Association. (2020, September 09).
Retrieved September 19, 2020, from https://
musicbiz.org/
Ojeda, L. (n.d.). Luis Ojeda LinkedIn Profile. Retrieved
September 17, 2020, from https://
www.linkedin.com/in/luisguaz/
Sony Music Entertainment, Manager A&R Operations.
(n.d.). Retrieved September 20, 2020, from https://
www.velvetjobs.com/job-posting/manager-a-r-
operations-283981
Summary Report for: 13-1011.00 - Agents and Business
Managers of Artists, Performers, and Athletes. (n.d.).
Retrieved September 20, 2020, from https://
www.onetonline.org/link/summary/13-1011.00
Summary Report for: 27-3031.00 - Public Relations
Specialists. (n.d.). Retrieved September 20, 2020,
from https://www.onetonline.org/link/summary/
27-3031.00
Summary Report for: 27-4021.00 - Photographers. (n.d.).
Retrieved September 20, 2020, from https://
www.onetonline.org/link/summary/27-4021.00
SXSW Conference & Festivals. (n.d.). Retrieved September
20, 2020, from https://www.sxsw.com/
Witzel, R. (n.d.). Rachel Witzel LinkedIn Profile. Retrieved
September 17, 2020, from https://
www.linkedin.com/in/rachel-witzel-a3b7b880/
Work at LN. (n.d.). Retrieved September 20, 2020, from
https://www.livenationentertainment.com/careers/