My Personal Brand Exploration Assignment for P&P1

1. PERSONAL BRAND EXPLORATION
Jonathan Seward
Project & Portfolio I: Week 3
March 22, 2020

2. IDENTITY
The oldest of two children, Jonathan Seward grew up in a
military family living in duty stations like Fort Knox, Kentucky
and Bamberg, Germany. Moving around so much, Jonathan
soon realized that no matter where you are, you can connect
with people through music. By believing that humility is one
of the most important qualities in a person, Jonathan has
learned to remain level-headed with his confidence, and to
understand that everybody is the main character in their
own story. After high school Jonathan enrolled into the
University of Kentucky to pursue a career in advertisement.
After only 2 years, Jonathan dropped out. Then, after a year
of reflection, Jonathan decided to finally pursue his passion
for music. Jonathan enrolled in the music business degree
program at Full Sail University where he is now focused on
developing his artist management skills.

3. PROFESSION
Potential Job Titles
• Artist Manager
• Talent Agent
• Artist Representative
Creator Archetype
•Realizing an artist vision, honing their artistic
skills, and providing them with the tools to
express themselves, freely. By developing a
bond with the artist I manage, I will promote
their individuality allowing them to execute the
vision of creating connections through their
music.
Agent, and Business Manager for Major Rap, Hip-Hop and R&B Music Labels,

4. • Demographics: 70% Male, 32-48
years of age, Predominately White,
Single, College Educated, Located in
Southeast America.
• Psychographics: Enjoys listening to
music throughout daily activities,
spends free time finding new music
and researching the latest news about
the music industry. Leads a simplistic
lifestyle, enjoys being around friends
in a calm setting. Appreciates true
artistry when it comes to music.
• Ideal Audience Members:
Nate Albert EVP of A&R (WMG),
Steven Victor former Head of A&R
(UMG), David Gray and Walter Jones, co-
head of A&R (UMG)
Target Audience
Recruiters & Hiring Managers at UMG, and WMG

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Land an office administrative job at UMG
‣ Connect with, and send a follow up promotional
email to, 20 UMG team members on LinkedIn
by January 1st, 2023.
Mid Term: (2028)
• Have a roster of artists that I manage, as a salaried
talent manager for UMG.
‣ Gaining trust from UMG to handle A&R
responsibilities for different talents, and
discovering 5 new talents by January 1st, 2028
Long Term: (2043)
• Be head of A&R of Interscope Records
‣ Signing multiple platinum-selling artists, gaining
trust from talents, and department heads.
Secure executive position at UMG by January
1st, 2041.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Email Software 90%
Spreadsheet Software 70%
Persuasion 75%
Social Perceptiveness 80%
SOFTHARD
Customer Relation Management Software 0%
Tax Preparation Software 0%
Negotiation 45%
Professional Writing 35%
SOFTHARD

7. I will help build a connection between
the artists and their audience by
facilitating artists with an environment
that promotes individuality, and
providing them with full artistic control.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years in customer service positions
• 4 years as a sales associate in shoe
stores, and speciality shops
• Creator of playlist on apple music for 2
years
Education:
• Music Business, B.S., Full Sail University
(Exp. 2023)
Awards:
• Over 100 adds of playlist
• Positive ICE comments throughout time
in speciality shops

9. COMPETITION
Iris Buckley
Industry Experience:
• Volunteer work for Hangout Festival
Education:
• Graduated. Music Business, B.S. at Full Sail University
(2015)
Leadership Experience:
• No leadership experience posted
Skills and Proficiencies:
• Research (0 endorsements)
• Microsoft Excel (0 endorsements)
• Time Management (0 endorsements)
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, headshot not posted, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 20 out of 100
Jonathan Seward
Industry Experience:
• None
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Assistant Manager at Hibbett Sports
Skills and Proficiencies:
• N/A
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, no published headshot, no profile
summaries, no recommendations, notable customer
service, and sales experience, URL customized.
• Grade: Poor, 10 out of 100

10. COMPETITION
Mario Lyte
Industry Experience:
• 8 years of experience in the music
business industry
Education:
• Entertainment Business B.S.
• Recording Arts B.S.
Noteworthy Experience:
• Senior Manager, A&R Administration - Def Jam
Recordings/ Republic Records, 1 year 11 months
• Founder of ACES NATION
Skills and Proficiencies:
• Music Industry (99+ recommendations)
• Audio Engineering (95 recommendations)
• Music Production ( 85 recommendations)
Jonathan Seward
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, two
recommendations, notable work experience, URL
customized, premium membership
• Grade: Good, 90 out of 100
Industry Experience:
• None
Education:
• Current student enrolled in Music Business, B.S. at
Full Sail University
Leadership Experience:
• Assistant Manager at Hibbett Sports
Skills and Proficiencies:
• N/A
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, no published headshot, no profile
summaries, no recommendations, notable customer
service, and sales experience, URL customized.
• Grade: Poor, 10 out of 100

11. BRAND POSITION
Bringing a genuine take on human
connection by committing myself, not to
the consumer, but to the artist allowing
them to resonate with their audience and
sharing their story the way they intended.
JONATHAN SEWARD

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Music Biz 2020
‣ August 16, 2020 - August 19, 2020
• NATPE MIAMI
‣ January 19, 2021 - January 21, 2021
• SXSW Future of Music
‣ March 16, 2020 - March 21, 2020
Digital Marketing
• Primary Content: est. series of playlist on Apple Music.
Keeping people up-to-date on the newest music, and
supporting tracks. 1 playlist per month; host and syndicate
through Apple Music
• Primary Tools: Instagram and Twitter - Using GIFS to promote
latest playlist; Radio- network with head of radio stations to
promote the newest playlist, have an hour long radio show
once a week.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase music industry knowledge and
have playlist embedded and playing simultaneously.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level artist mangement professional
with at least 20 years of experience. Family
oriented, home-body type. Jan. 2023
Formal Education
• Complete Music Business, B.S. by expected
graduation date in 2023
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2022
• Set up Zendesk profile, complete certification by Dec.
2022
• Learn how to use White Paper from SAS by Dec.
2022
Soft Skills
• Writing Formal Business Letters & Emails -
LinkedIn Learning, Dec. 2022
• Persuading Others - LinkedIn Learning, Dec. 2021
• Strategic Negotiation - LinkedIn Learning, Dec. 2022

14. Jonathan Seward
You know how one song gets so popular, and
then within the next month its forgotten about?
Well, what I do is instead of having my artists create
a song that will sell immediately, only to get caught up in the endless
stream of meaningless music, I encourage them to make music that is
genuine and sends a message. A message that will last forever, or at least for
more than a month. In fact, I have made a playlist that will not only show you
what I am talking about, but also allow you to connect with the artists.
“

15. REFERENCES
Summary Report for: 13-1011.00 - Agents and Business Managers of Artists, Performers, and Athletes. (n.d.). Retrieved from
https://www.onetonline.org/link/summary/13-1011.00
Summary Report for: 13-1111.00 - Management Analysts. (n.d.). Retrieved March 21, 2020, from https://www.onetonline.org/
link/summary/13-1111.00
Mario Lyte's LinkedIn. (n.d.). Retrieved March 22, 2020, from https://www.linkedin.com/in/mariokinglyte/
UMG Careers. (n.d.). Retrieved March 22, 2020, from https://jobs.jobvite.com/universalmusicgroup/jobs/territories?r=USA
Iris Buckley LinkedIn. (n.d.). Retrieved March 22, 2020, from https://www.linkedin.com/in/iris-buckley-23241184/
Universal Music Group is looking for a great Director, Digital Strategy. (n.d.). Retrieved March 22, 2020, from https://
jobs.jobvite.com/universalmusicgroup/job/oce0bfwl
Data, Analytics & AI: How Trust Delivers Value. (n.d.). Retrieved March 22, 2020, from https://www.sas.com/en/whitepapers/
mit-data-analytics-ai-110173.html?utm_source=google&utm_medium=cpc&utm_campaign=platform-
us&utm_content=GMS-103454&keyword=data+mining+software&matchtype=e&publisher=google&gclid=Cj0KCQjwmdzzBRC
7ARIsANdqRRmqVHv_dq50SFtIC4CNtEPGZh5ghpfQ2ogSGiPsUn6RGED2-pWzRdAaAuF_EALw_wcB