Brand Video

1. PERSONAL BRAND EXPLORATION
Jessica Teddington
Project & Portfolio I: Week 4
November 21, 2021

2. Jessica Teddington is an award-winning music and entertainment
industry executive. She has collaborated with both major and
independent music entities, and has toured with some of the world's
most admired and highly decorated artists and musicians. Jessica
currently serves as a voting member of the Recording Academy in
the Los Angeles Chapter.
As the owner and founder of Dekada Records, Jessica takes pride
in providing an atmosphere that fosters creativity, professional
development, and artistic excellence. As such, Dekada Records
offers a number of boutique services designed to inspire, educate,
and empower. It is Jessica’s mission to make a positive and lasting
global impact through music, innovation, and philanthropy.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Owner/Founder
• President
• Director
BRAND ARCHETYPE: MAGICIAN
The Magician archetype is intuitive
and visionary, centered around
transformation and helping others to
actualize their biggest dreams.
C.E.O. for RECORD LABEL/ENTERTAINMENT INDUSTRY
Photo Credit: Strepes

4. MARKETING DIRECTORS
TARGET AUDIENCE
KERRY ABNER
Outreach Plan:
• Research Kerry’s most recent work, accomplishments,
and current interests/goals
• Contact Kerry via e-mail
• Call/text message Kerry within 5-7 business days
DIRECTOR at SONY
KYLEY SCARLET
Outreach Plan:
• Research Kyley’s most recent work, accomplishments,
and current interests/goals
• Contact Kyley via e-mail and schedule Zoom meeting
• E-mail Kyley the day before scheduled meeting to
recap and confirm
DIRECTOR at PRESCRIPTION
SONGS
JOANNA NOYES Outreach Plan:
• Research Joanna’s most recent work,
accomplishments, and current interests/goals
• Contact Joanna via e-mail
• Send follow up e-mail within 3-5 business days
VP at THE ORCHARD

5. GOALS
Short Term: (Immediately After Graduation, 2023)
• Improve Online Reputation – “Validation”
‣ Ensure that my LinkedIn profile features at
least five (5) endorsements by January 2023
Mid Term: (2026)
• Increase Brand Awareness (Online)
‣ Curate thoughtful, brand-relevant content and
publish consistently by utilizing scheduling
tools such as Hootsuite
‣ Will increase content publishing to three (3)
times daily by July 2026
Long Term: (2036)
• Global Recognition and Impact
‣ Employ competent leaders who have
demonstrated success in navigating difficult
international tasks
‣ Fully developed global leadership program by
January 2036

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Media Communications & Technologies (Certificate)
SOFT
HARD
Novice / Adept / Expert
Audio Engineering Novice / Adept / Expert
Time Management Novice / Adept / Expert
Problem-Solving Novice / Adept / Expert
Master’s Degree (Business)
SOFT
HARD
Novice / Adept / Expert
Enterprise Resource Planning (Software) Novice / Adept / Expert
Public Speaking Novice / Adept / Expert
Critical Thinking Novice / Adept / Expert

7. “It is my mission to make a positive, lasting
global impact through music and innovation
by consistently implementing new tools and
techniques that are designed to empower
artists and provide real opportunity for
success. ”
PROMISE

8. CREDENTIALS
Work Experience:
• Owner/Founder of Dekada Records
• Director of Performance Groups | Sing Inc.
Education:
• Classical Vocal Performance, B.A.,
Oklahoma Christian University
• Media Communications & Technologies, Certificate,
Full Sail University
• Music Business, B.S., Full Sail University (2023)
Awards:
• SAMMIES ”Best Songwriter” Award
(2020)
• Recording Academy (Voting Member)
• In A Perfect World (Volunteer)
• AFSP (Volunteer)
Photo Credit: Variety

9. COMPETITION
LIVY RODRIGUEZ-BEHAR
Industry Experience:
• Music Supervisor Dreamboat Music
Education:
• Music Business, BS
• Radio-Television-Film, BA
Leadership Experience:
• Operations Manager, YouTube Music, North/Latin
America | Cognizant
• Team Leader, YouTube Music Content | Cognizant
Skills and Proficiencies:
• Social Media - 26 endorsements
• Leadership - 20 endorsements
• Event Planning - 16 endorsements
JESSICA TEDDINGTON
Overall Online Presence:
• 500+ connections; banner image customized;
professional headshot; detailed profile; published
articles; active on other social media; no customized
LinkedIn URL.
• Grade: Good; 82 out of 100
Industry Experience:
• Owner/Founder Dekada Records
Education:
• Classical Vocal Performance, BA
• Media Communications & Technologies, Certificate
• Music Business, BS
Leadership Experience:
• The Recording Academy, Los Angeles Chapter
• Director of Performance Groups | Sing Inc.
Skills and Proficiencies:
• Organizational Leadership - 0 endorsements
• Music Production - 0 endorsements
• Contract Negotiation - 0 endorsements
Overall Online Presence:
• 387 connections; banner image customized;
professional headshot; detailed profile; published
articles; active on other social media; customized
LinkedIn URL.
• Grade: Above Average; 78 out of 100

10. COMPETITION
MARIO LYTE
Industry Experience:
• Senior Manager, A&R Admin at
Def Jam Recordings / Republic
Records
Education:
• Entertainment Business, MS
• Recording Arts, BS
Leadership Experience:
• The Recording Academy, New York Chapter
• Marketing Project Coordinator | Def Jam Recordings
Skills and Proficiencies:
• Music Industry - 99 endorsements
• Audio Engineering - 96 endorsements
• Music Production - 88 endorsements
JESSICA TEDDINGTON
Overall Online Presence:
• 500+ connections; banner image customized;
professional headshot; detailed profile; no published
articles; active on other social media; customized
LinkedIn URL.
• Grade: Very Good; 88 out of 100
Industry Experience:
• Owner/Founder Dekada Records
Education:
• Classical Vocal Performance, BA
• Media Communications & Technologies, Certificate
• Music Business, BS
Leadership Experience:
• The Recording Academy, Los Angeles Chapter
• Director of Performance Groups | Sing Inc.
Skills and Proficiencies:
• Organizational Leadership - 0 endorsements
• Music Production - 0 endorsements
• Contract Negotiation - 0 endorsements
Overall Online Presence:
• 387 connections; banner image customized;
professional headshot; detailed profile; published
articles; active on other social media; customized
LinkedIn URL.
• Grade: Above Average; 78 out of 100

11. BRAND POSITION
For CREATIVES who WANT A GENUINE OPPORTUNITY
TO SUCCEED, I provide AN ENVIRONMENT THAT
FOSTERS CREATIVITY, PROFESSIONAL
DEVELOPMENT, AND ARTISTIC EXCELLENCE because
I UNDERSTAND THE VALUE OF MUSIC, EDUCATION,
AND EMPOWERMENT.
“TRIPLE THREAT”

12. NETWORKING & MARKETING
Industry Events & Organizations
• RECORDING INDUSTRY ASSOCIATION OF AMERICA
• NATIONAL ASSOCIATION OF RECORDING MERCHANDISERS
• SOCIETY FOR AMERICAN MUSIC (CONFERENCE)
‣ March 2022 | Online
Digital Marketing
• Primary Content: Content will include industry relevant media
(work/office space, recording studio/booth, stage/live
performance, touring/travel) as well as quotes and positive
affirmations designed to encourage/inspire.
• Primary Tools: Tools will include professional website,
LinkedIn, Facebook, Instagram, Twitter, and YouTube.
Content will be uploaded multiple times weekly, in audio,
photo, video, and text format.
• Website: I will feature relevant content, presented in a manner
that aligns with my brand archetype (Magician).

13. PROFESSIONAL DEVELOPMENT
Mentor
• An ideal mentor would be an owner/founder or
President of an independent record label. DATE TO
EST. PARTNERSHIP: DECEMBER 2021
Formal Education
• Music Business, BS - Full Sail University (2023)
• Entertainment Law, MS - Full Sail University (2024)
Technical Skills
• Managerial Accounting - LinkedIn Learning,
NOVEMBER 2021
• Financial Accounting - LinkedIn Learning,
• NOVEMBER 2021
• Enterprise Resource Planning - LinkedIn Learning,
DECEMBER 2021
Soft Skills
• Developing Your Team Members - LinkedIn Learning,
NOVEMBER 2021
• Public Speaking - LinkedIn Learning,
NOVEMBER 2021
• Critical Thinking & Problem Solving - LinkedIn Learning,
DECEMBER 2021

14. JESSICA TEDDINGTON
You know how difficult it has become to stand out as an artist in an
oversaturated market? Well, what I do is provide unique, innovative tools to
refine artistry and strengthen brand awareness. In fact, a recent case study
revealed that a client gained over 100,000 new monthly listeners across
various DSPs as the result of my proven methods and techniques.

15. REFERENCES
Abner, K. (2021). Global Marketing Manager. LinkedIn.
Retrieved October 30, 2021, from
https://www.linkedin.com/in/kerryabner.
Armstrong, T. (2016, February 18). The Entertainment Industry
and Translation. Big Translation. Retrieved October 29, 2021,
from https://blog.stepes.com/the-entertainment-industry-and-
translation/.
ASCAP. (2021). Recording Industry Professional
Organizations. ASCAP. Retrieved October 31, 2021, from
https://www.ascap.com/help/music-business-101/recording-
industry-organizations.
Aswad, J. (2020, January 19). Recording Academy paid
millions annually to outside law firms. Variety. Retrieved
October 30, 2021, from
https://variety.com/2020/music/news/recording-academy-
grammys-paid-millions-law-firms-deborah-dugan-1203471913/.
How to Set and Measure Goals for a Global Leadership
Development Program. Eurac. (2020, January 22). Retrieved
October 30, 2021, from https://eurac.com/how-to-set-and-
measure-goals-for-a-global-leadership-development-program-
2/#What_Are_GLD_Program_Goals.
Lyte, M. (2021). Senior Manager, A&R Administration.
LinkedIn. Retrieved October 30, 2021, from
https://www.linkedin.com/in/mariokinglyte.
Noyes, J. (2021). Vice President, Marketing at The Orchard.
LinkedIn. Retrieved October 30, 2021, from
https://www.linkedin.com/in/joannanoyes.
Rodriguez-Behar, L. (2021). Music Supervisor at Dreamboat
Music. LinkedIn. Retrieved October 30, 2021, from
https://www.linkedin.com/in/livy-rodriguez-behar-83108ab0.
Scarlet, K. (2021). Director of Marketing at Prescription Songs.
LinkedIn. Retrieved October 30, 2021, from
https://www.linkedin.com/in/kyleyscarlet/.
Summary Report for: 11-1011.00 - Chief Executives. O*NET
OnLine. (2021). Retrieved October 29, 2021, from
https://www.onetonline.org/link/summary/11-1011.00.
Teddington, J. (2021). Chief Executive Officer at Dekada
Records. LinkedIn. Retrieved October 30, 2021, from
https://www.linkedin.com/in/jessicajolia/.
Teddington, J. (2021). Label. Dekada Records. Retrieved
October 29, 2021, from https://www.dekadarecords.com/label
.