P&P1 - Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Cyrus Patton
Project & Portfolio I: Week 3
October 16, 2019

2. Always moving to the beat of his own drum
since a baby, Cyrus has always been passionate
about his interests and pursues his ideas with
purpose. He was raised in the city of Chicago
where the music history is rich with culture,
which led him to pursue a highly passionate
career in the music business. Cyrus is hands on
in the production department but he aims to
educate his peers of the business side of music.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Music Supervisor
• Music Composer
• Music Coordinator
Sage Archetype - Creating a
musical experience that can access
emotion through the arrangement
and production of customizing
every detail of the composition
Music Director of Business affairs for Record labels

4. • DEMOGRAPHICS: 73% Male,
27-38 yrs. old, Predominantly
White, Single, College Educated,
Located in the greater Los
Angeles area
• PSYCHOGRAPHICS: Enjoys
studying art, design and fashion
as well as discovering and
creating new music
• IDEAL AUDIENCE MEMBERS:
Gautam Srivastava- HR
Executive VP (UMG), Boyd Muir-
HR CFO (UMG), Jefferey
Harleston- Business/Legal
Affairs (UMG)
•
Recruiters & CEO’s at publishing companies and record labels
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry level A&R position at Universal
Music Group
‣Connect with and distribute my digital
portfolio to at least 15 UMG employees that
work with or close to the A&R department
Mid Term: (2026)
• Invent a new algorithm to catalyze the company’s yearly
revenue
‣Increase yearly the amount of revenue the
company generates from streaming and
synchronization
Long Term: (2041)
• Establish a Music Publishing corporation that
empowers and educates our creators and artists of
the business in music
‣Reinstate the art and creativity in Music as
well as assisting creators reach their financial
goals

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Cloud 65%
Time Management 70%
Pro Tools 60%
SOFTHARD
QuikBooks 10%
Microsoft Access 10%
Public Speaking 40%
Coordination 60%
SOFTHARD

7. I help creators generate a revenue they can
make a living from for a lifetime by using
my life long passion for music to create a
sensational Musical experience.
PROMISE

8. CREDENTIALS
Work Experience:
• 8 year member of the Music Biz
Association
• 9 years in social media marketing for
local artists and producers
Education:
• Market Segmentation, Lynda
Certification
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• The Artist Loyalty Award, A&R reward
ceremony

9. COMPETITION
Vageesh Kaingaryam
Muralitharan
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Graduate in Entertainment Business, M.S. at Full Sail
University
Leadership Experience:
• Managed finance and audit department of a Chartered
Accountancy firm
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Management - 9 endorsements
• Social Media - 1 endorsements
• Microsoft Office - 1 endorsement
Cyrus Patton
Overall Online Presence:
• 500+ connections, banner image is customized,
professional headshot, most details throughout
profile, no articles published, inactive on social media,
URL customized
• Grade: Average, 58 out of 100
Industry Experience:
• 3 year social media marketing for local
producers
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• Music Business Ass., multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 2 connections, banner image not yet customized,
professional headshot, lack of detailed summaries
throughout profile with two content pieces, no
articles published, not active on personal social media
accounts, URL not yet customized
• Grade: Poor, 15 out of 100

10. COMPETITION
Ebony-Hope Diggs
Industry Experience:
• ~7 years of music industry
experience, 5 years Public relations
at Amber Holcomb &
Dreammusikgroup
Education:
• Music Business, B.A.
Noteworthy Experience:
• Marketing - Sony music marketing intern for 5 years
• Public Relations - Amber Holcomb &
Dreammusikgroup for 5 years and currently
Skills and Proficiencies:
• Music - 51 endorsements
• Facebook - 31 endorsements
• Music Industry - 30 endorsements
Cyrus Patton
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not
yet customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 3 year social media marketing for local
producers
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• Music Business Ass., multiple leadership roles
Skills and Proficiencies:
• Social Media Marketing - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 2 connections, banner image not yet customized,
professional headshot, lack of detailed summaries
throughout profile with two content pieces, no
articles published, not active on personal social media
accounts, URL not yet customized
• Grade: Poor, 15 out of 100

11. BRAND POSITION
Showcasing humor and humility to establish
close bonds within business relations,
finding comic relief in mistakes to better
understand where to improve
CYRUS “SNICKER” PATTON
Cyrus earned the nickname
“Snicker” as a child from his
family as he has a very unique
laugh that makes others laugh
when hearing it.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Music Biz Conference
‣ May 5 - 8 | Nashville, TN
• Music Business Association (MBA)
‣ Collegiate Membership
• A3C Music Festival
‣ October 12 - October 15, 2018 | Atlanta, Ga
Social Media Marketing
• Primary Content: est. podcast called “BREACH”; 1 hour
episodes expanding on topics related to the music business
as well as sharing personal experiences and stories
• Primary Tools: Twitter, Instagram, Soundcloud, Spotify -
promote podcast through 1-2 minute clips from episodes;
LinkedIn - network with industry pros and publish weekly clips
highlighting must-hear discussions of the podcast stories
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase music business knowledge and
embed podcast episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level associate or CEO with at least 25
yrs of experience in music industry; Business oriented
man that values logic over emotion, Jun. 2021
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2021
Technical Skills
• Efficient in QuikBooks
• Market Segmentation - Lynda.com, August 2019
• Pro Tools certification - Avid, November 2019
Soft Skills
• Speech Recognition - Lynda.com, Sept. 2019
• Public Demonstration - Lynda.com, Oct. 2019
• Regularly attend monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Cyrus Patton
So we can all agree that the age of steaming
is fairly new and unclarified right ? Well, what I
do is produce musical experiences based off of
only what the creator wants, and educating them on
how they can maximize their personal income in today’s climate. In fact,
after being a member of 8 years in the Music Business Association, I
studied industry analysis and charts in order segment specific platforms
that artists that I personally work with can maximize their fanbase, and be
able to cater directly to target markets that seek their type of music.
Majority of artists I work with recommend other artists to me
“

15. REFERENCES
Muralitharan, V. (2019).Vageesh Kaingaryam
Muralitharan LinkedIn Profile. Retrieved October 16 ,
2019, from https://www.linkedin.com/in/
vageeshkaingaryam/
Diggs, E. (2019). Ebony-Hope Diggs LinkedIn Profile.
Retrieved October 16, 2019, from https://
www.linkedin.com/in/ebony-hope-diggs-139bab58/
ONETOnLine.org. (2019). Summary Report for:
15-1199.10 - Search Chief Executives. Retrieved
October 16 , 2019, from https://www.onetonline.org/
link/summary/15-1199.10
UMG. (2019). UMG Company Page on Glassdoor.
Retrieved October 16 , 2019, from https://
www.glassdoor.com/job-listing/coordinator-licensing-
synchronization-universal-music-group-
JV_IC1146873_KO0,37_KE38,59.htm?
jl=3386747210&ctt=1571615338397
UMG Career Site. (2019). Public Relations Manager -
Job Description. Retrieved October 16 , 2019, from
https://jobs.jobvite.com/careers/universalmusicgroup/
job/oqtcbfw0/apply?
__jvst=Job+Board&__jvsd=glassdoor
WMG Career Site. (2019). Music Manager - Job
Description. Retrieved October 16 , 2019, from
https://careers.warnermediagroup.com/TGnewUI/
Search/Home/HomeWithPreLoad?
PageType=JobDetails&partnerid=391&siteid=36&jobi
d=841503#jobDetails=841503_36
Disneycareers.comm. (2019). Music Director Retrieved
October 16 , 2019, from https://
jobs.disneycareers.com/job/-/-/391/13789957
MMusicBiz.org. (2019). 2019 Music Biz Conference.
Retrieved October 16 , 2019, from https://
musicbiz.org