The personal Brand development for Full Sail Student Maxwell Longfield

1. PERSONAL BRAND EXPLORATION
Maxwell Longfield
Project & Portfolio I: Week 3
September 22nd, 2019

2. Maxwell Longfield is the eldest of two siblings and
was born in Dallas , TX. Maxwell had a childhood
filled with music as well as free flowing creativity.
Maxwell’s parents were always trying to make sure he
was thinking outside the box, and that led him to
pursue his college degree through Full Sail
University which has been a major turning point in his
life and has pushed him to try so much harder when it
comes to his work ethic and his ability to succeed. He
is currently in Nashville, TN pursuing his dream of
becoming a musical artist professionally.
IDENT ITY

3. PROFESSION
Potential Job Titles:
•Artist Business Manager
•Entertainment Lawyer
•Artist Manager
Guy Next Door Archetype - managing
artists successfully by gaining the
respect and trust of other industry
professionals by being a personable and
trustworthy individual.
Entertainment Law or Business Management for Artists

4. • DEMOGRAPHICS: 70% Female,
30-49 years old, Predominately White,
College Educated, Located in West
Coast.
• PSYCHOGRAPHICS: Enjoys
creativity, also enjoys visual art and
how it coincides with music. Business
oriented people who care about the
rules and try to keep creativity
coinciding with the law.
• IDEAL AUDIENCE MEMBERS:
Jeffrey P. Gray (Managing Partner,
DWT), Richard Lovett (President,
CAA), and Mark De Jong (Founder,
Parachute Music.
Recruiters & Hiring Managers at Davis Wright Tremaine LLP, C AA, and
Parachute Music
TARGET AUDIENcE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
•Start managing an artist with a good following
‣Plan an opening tour for the next year while also
searching for Law Schools.
Mid Term: (2025)
•Plan a successful headlining tour with attendance for
every show in the hundreds.
‣Finish Law School as well as branch out into
streaming platforms and how to gain popularity on
those.
Long Term: (2040)
•Start either a Music Business Law firm or a management
company for underdeveloped artists.
‣Have multiple platinum artists represented by the
company as well as a partnership with a major label.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Microsoft Suite 80%
Adobe Creative Suite 60%
Time Management 70%
Public Speaking 90%
SOFTHARD
Artist Marketing 70%
Business Plans 30%
Professional Writing 95%
One on One Business Conversations 90%
SOFTHARD

7. I promise to change the way artist management has
been done in the past by valuing face to face
conversation as well as building trust between
managers and artists by establishing a healthy
basis for communication.
PROMISE

8. C REDENT IALS
Work Experience:
• 3 years as a Freelance Artist
• 2 years as a Server in High Quality
Restaurants
Education:
• J.J. Pearce High School (2017)
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Amassed over 1 million+ streams on
many streaming platforms such as
Spotify or Apple Music.

9. COMPET IT ION
Carissa Bauman
Industry Experience:
• Artist management at CB Music
Management for over 6 years
Education:
• Graduated from Full Sail University in 2013 with a B.S.
Leadership Experience:
• Managed to cement her artist Dylan Jakobsen’s status as a
rising country star.
• Excellent Communication Skills with independent artists and
has a long list of successes in the industry.
Skills and Proficiencies:
• Music Industry- 19 endorsements
• Social Media - 24 endorsements
• Management - 14 endorsements
Maxwell Longfield
Overall Online Presence:
• 500+ connections, banner image not yet customized,
professional headshot, lack of details throughout profile, no
articles published, active on social media, URL not yet
customized
• Grade: Average, 60 out of 100
Industry Experience:
• 2 years as a popular recording artist.
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
Leadership Experience:
• Has 1st Degree Black Belt
• Has managed his own artistry for the past 2 years
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Less than 100 connections, banner image not customized,
professional headshot, no articles published, sporadically
active on personal social media accounts, URL customized
• Grade: Poor, 30 out of 100

10. COMPET IT ION
Ryan Cunningham
Industry Experience:
• 10 + years in Digital and Video Production
6 + years in Artist Management
Education:
• Music Production, B.S. at Full Sail University
Noteworthy Experience:
• Leadership - Director of Artist Management at Music Row
Management.
• Tastemaker - Director of A&R for Oak Hill Music
Skills and Proficiencies:
• Social Media - 40 endorsements
• Social Media Marketing- 38 endorsements
• Entertainment- 31 endorsements
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, two recommendations,
notable volunteer work, URL customized
• Grade: Good, 78 out of 100
Industry Experience:
• 2 years as a popular recording artist.
Education:
• Current student enrolled in Music Business, B.S. at Full Sail
University
Leadership Experience:
• Has 1st Degree Black Belt
• Has managed his own artistry for the past 2 years
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• Less than 100 connections, banner image not customized,
professional headshot, no articles published, sporadically
active on personal social media accounts, URL customized
• Grade: Poor, 30 out of 100
Maxwell Longfield

11. BRAND POSIT ION
Renewing a sense of family in the music industry by
valuing face to face interactions over monetary
incentives.
MAXWELL “MVXWL” LONGFIELD
Maxwell also goes under the name
“MVXWL” as that is his artist
name.

12. NET WORKING &
MARKET ING
Industry Events & Organizations
• SXSW
‣ March 16 - 22 | Austin, TX
• Music Biz 2019-2020 in Nashville
‣ May 11 - 14 I Nashville, TN
• Music Business Association
Digital Marketing
• Primary Content: I will produce music under the name MVXWL to
gain notoriety and fame so when it comes to finally beginning my
professional career I will have a name for myself.
• Primary Tools: Instagram and Spotify: With Spotify I will release new
music that I create and with Instagram I will create aesthetically
pleasing marketing campaigns that will persuade people to listen to my
music.
• Website: Full Sail digital portfolio site to showcase school work;
use Instagram to showcase my music and personal life.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Artist Manager with over 20 years
experience in the R&B and Rap genres. Hopefully someone who
has worked with independent artists.
Formal Education
• Complete Music Business Degree, B.S. by expected graduation
date in 2021
Technical Skills
• Start Internship with Starstruck Entertainment - Oct. 2019
• Indesign Secrets - Lynda.com, Sept. 2019
• Photoshop Essential Training - Lynda.com, 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com, Sept.
2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join Music Business Association and attend yearly events,
starting Sep. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Maxwell Longfield
The Music Business has been known in the past for
doing seedy and sometimes criminal actions in the name
of money. I am here to change that stigma by providing a
quality level of management that does not favor monetary values over the success
and happiness of my clients. I also plan to bring a balanced yet modern approach to
management, as the state of music being shared is changing rapidly and many older
managers just can not keep up with the rapid changes that are constantly making the
waters of music business hard to navigate.
“

15. REFERENCES
Cunningham, R. (2019). Ryan Cunningham LinkedIn Profile. Retrieved
Sept. 22 , 2019, from https://www.linkedin.com/in/ryanlcunningham/
Bauman, C. (2019). Carissa Bauman LinkedIn Profile. Retrieved Sept.
22, 2019, from https://www.linkedin.com/in/carissa-bauman-
b6620761/
ONETOnLine.org. (2019). Summary Report for: 13-1011.00 - Agents and
Business Managers of Artists, Performers, and Athletes. Retrieved
Sept. 22, 2019, from https://www.onetonline.org/link/summary/
13-1011.00
CAA. (2019). CAA Company Page on Glassdoor. Retrieved Sept. 22,
2019, from https://www.glassdoor.com/Overview/Working-at-
Creative-Artists-Agency-EI_IE4449.11,34.htm
CAA Career Site. (2019). Project Field Manager
- Job Description. Retrieved Sept. 22, 2019, from https://
caa.wd1.myworkdayjobs.com/en-US/Careers/job/Austin-TX/Project-
Field-Manager_JR2565
DWT LLP Career Site. (2019). Senior Manager - Job Description.
Retrieved Sept. 22 , 2019, from https://careers.dwt.com/senior-
manager-california-lawyer-recruiting/job/11565613
Music Business Association (2019). MUSIC BIZ 2019 & 2020 IN
NASHVILLE Retrieved Sept. 22, 2019, from https://musicbiz.org/
events/music-biz-2019-2020/
Women in Music (2019). THE STATS Retrieved Sept. 22, 2019, from
https://www.womeninmusic.org/stats.html