This is a project I completed for my Project and Portfolio class at Full Sail University. Completed April 2021.

1. PERSONAL BRAND EXPLORATION
Tiana Kocher
Project & Portfolio I: Week 1
April 5, 2021

2. The youngest of 4 siblings, Tiana was born and
raised in the capital of the Philippines. A certified
island girl, she grew up with a deep love for
nature and a deep appreciation of the arts. Tiana
knew she was meant to pursue a career in the
arts and her parents encouraged her by enrolling
her in musical theatre camps at a young age.
She eventually took her passion for the arts to
the Cambridge School of Visual and Performing
Arts in the UK. After graduation she moved to
Los Angeles, California to start her own music
career and enrolled herself in the Music
Business program at Full Sail University where
she plans on further strengthening her
knowledge of the music industry.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Director of Creative Services
• Creative Guru
• Production Manager
CREATOR ARCHETYPE - The creator brand
archetype is also known as the artist,
designer and maker. The goal of the creator
brand archetype is to bring an artists vision
into fruition, help embrace their artistic
skills, promote uniqueness and ones
individuality. The strategy of the creator is
to advance their artistic control and skill to
further help other Independent Artists and
Labels.
Creative Directing for Independent Artists & Labels

4. • DEMOGRAPHICS: located in Atlanta,
Georgia (51%) or Los Angeles, California
(23%), males (50%) and females (50%)
that are black or of African-American
descent, college educated, 25-35 years
old, single or in a relationship.
• PSYCHOGRAPHICS: enjoys listening and
discovering new music, enjoys attending
live events, enjoys fundraising, well
versed with current trends and pop
culture, likes fashion, members of
sororities, sports fans, enjoys clubbing.
Up to date with latest technology.
• IDEAL AUDIENCE MEMBERS: Justice
Baiden, Head of A&R (LVRN), Ezekiel
“Zeke” Lewis, Executive Vice President
and Head of A&R (Epic Records), Daniel
Forstein, A&R (Epic Records)
HEAD of A&R at LVRN & Epic Records.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level creative consulting job with a label such
as LVRN or Epic Records, or teams of independent artists.
‣ Connect with and pitch to 10 label A&R’s (LVRN &
Epic) and 5 artist managers in the R&B/Soul/Pop
genres on Clubhouse by November 30, 2022.
Mid Term: (2027)
• Handle all creative aspects and hiring of an artists project
and campaign.
‣ Grow artist following and fanbase worldwide up 50%
by leading creative (visuals and music), branding
correctly and managing project by November 30,
2027.
Long Term: (2037)
• Move my way up to Head of Creative Direction for labels such
as LVRN or Epic Records.
‣ Work my way up the company, earn at least 3-5
accolades such as a Grammy, AMA, VMA, BBMA,
make a six figure salary by November 30, 2037.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Songwriting 100%
Logic/Protools 50%
Time Management 80%
Communication 80%
SOFT
HARD
Final Cut Pro 10%
Adobe Photoshop 10%
Critical Thinking 100%
Originality 100%
SOFT
HARD

7. I help independent artists brand themselves
and grow their following by handling the
creative direction of their projects and bring
in the appropriate team members to help
with the vision, if needed.
PROMISE

8. CREDENTIALS
Work Experience:
• Songwriter - Alexander James Rodriguez
(Your Smile)
• Creative Director/Project Manager - Aysia
Education:
• Musical Theatre, Associates Degree,
Cambridge School of Visual and
Performing Arts (2018)
• Music Business, B.S., Full Sail University (Exp. 2022)
Awards:
• RADA Shakespeare Bronze Award with
Merit (2017)
• RADA Shakespeare Silver Award with
Distinction (2018)

9. COMPETITION
EVAN SOUZA
Industry Experience:
• Founder of record label; U Don’t
Deserve This Beautiful Art.
• Recording Artist with Already Dead
Tapes & Records.
Education:
• Pennsbury High School (class of 2011)
• Current student enrolled in Music Business B.S at Full
Sail University
Leadership Experience:
• Founder of a record label.
Skills and Proficiencies:
• Music - 4 endorsements
• Music Production - 4 endorsements
• Event Planning - 2 endorsements
TIANA KOCHER
Overall Online Presence:
• 90 connections, banner image is customized, headshot
is professionally taken, profile is detailed, no published
articles, active on Twitter, Bandcamp and Soundcloud,
LinkedIn URL is not customized.
• Grade: Average. 60 out of 100.
TIANA KOCHER
Industry Experience:
• Songwriter for artists such as
Alexander James Rodriguez, Kiana
Zara & Aysia.
• Current project manager for Aysia.
• Songwriter with Manila Music.
Education:
• Musical Theatre, Associates Degree, Cambridge School
of Visual and Performing Arts (2018)
• Music Business, B.S., Full Sail University (Exp. 2022)
Leadership Experience:
• Bronze & Silver RADA Shakespeare Award
Skills and Proficiencies:
• Music Industry - 0 endorsements
• Songwriting - 0 endorsements
• Project Management - 0 endorsements
Overall Online Presence:
• 5 connections, banner image is customized, headshot
is professionally taken, bio is detailed but lacking
project and work details, no published articles, active
on Youtube, Instagram, Facebook and digital streaming
platforms, LinkedIn URL is customized.
• Grade: Poor. 45 out of 100.

10. COMPETITION
PHOEBE HONO
Noteworthy Experience:
• Volunteer at the Tsukiji Orphanage
• Isabel Mulholland Cramer Scholarship
• USC Marshall’s Learning About International Commerce
Scholarship
• Hiatt Scholarship for Academic and Artistic Initiative
• Creative Consultant with House of Drew (Justin Bieber)
• Event Producer for Spotify, Secret Genius and more.
Industry Experience:
• Creative Consultant from May 2019-
present.
• Brand & Design Strategist for TSC
Beauty Consulting from Jan 2016-
present.
Education:
• Design, Marketing and Business Administration, B.S.,
University of Southern California (2015)
• Entrepreneurship and Marketing, Bachelor’s Degree,
University of Melbourne (2014)
Skills and Proficiencies:
• Adobe Creative Suite - 9 endorsements
• Branding & Identity- 9 endorsements
• Social Networking - 13 endorsements
Overall Online Presence:
• Over 500 connections, banner image is not customized,
headshot is professionally taken, profile is very detailed,
no published articles, active on Instagram and
Pinterest, LinkedIn URL is not customized.
• Grade: Superior, 85 out of 100.
TIANA KOCHER
Industry Experience:
• Songwriter for artists such as
Alexander James Rodriguez, Kiana
Zara & Aysia.
• Current project manager for Aysia.
• Songwriter with Manila Music.
Education:
• Musical Theatre, Associates Degree, Cambridge School
of Visual and Performing Arts (2018)
• Music Business, B.S., Full Sail University (Exp. 2022)
Leadership Experience:
• Bronze & Silver RADA Shakespeare Award
Skills and Proficiencies:
• Music Industry - 0 endorsements
• Songwriting - 0 endorsements
• Project Management - 0 endorsements
Overall Online Presence:
• 5 connections, banner image is customized, headshot
is professionally taken, bio is detailed but lacking
project and work details, no published articles, active
on Youtube, Instagram, Facebook and digital streaming
platforms, LinkedIn URL is customized.
• Grade: Poor. 45 out of 100.

11. BRAND POSITION
For independent artists who are looking for ways to
get noticed, I provide the proper branding and creative
direction because of my industry experience being an
artist myself and the proper education and training I
have endured. I also am your friend first and will do
whatever it takes to tailor make a campaign to your
wants/needs and I will make sure that you succeed.
TIANA “LIL T” KOCHER

12. NETWORKING & MARKETING
Industry Events & Organizations
• SXSW (South by Southwest)
‣ March 11-20, 2022 | Austin, Texas
• MUSEXPO Creative Summit
‣ January 1, 2022 | Burbank, California
• MIDEM
‣ June, 2022 | Cannes, France
• THE RECORDING ACADEMY
• MUSIC BUSINESS ASSOCIATION (Music Biz)
• SONGWRITERS GUILD OF AMERICA (SGA)
Digital Marketing
• Primary Content: Continue podcast called “Quarter Life Crisis” that
provides tips and tricks for independent artists. Upload through Anchor
to distribute on Spotify & Apple. Upload episodes every Monday &
Wednesday. Document journey and upload videos on IGTV, Facebook and
Youtube.
• Primary Tools: Instagram, Tiktok, Youtube & Facebook. At least 3-4 posts
on IG, FB & Tiktok per week. Youtube videos once a week. Photos and
small clips to show snippets of my creative process and anything I’m
currently working on and post in depth and longer videos on Youtube.
• Website: Use digital portfolio and potentially merge onto my existing
website to showcase work done not only for myself but other artists
projects I'm creative directing/managing, also use as a “resume” or
essentially an electronic press kit to provide to labels, artists and
managers.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Looking to be mentored by a female creative director
with 10 years of entertainment and music industry
experience. Very active lifestyle, one that can pull
inspiration from anything, preferably from a dance or
music background with similar interests such as R&B
music, fashion and pop culture. December 2021
Formal Education
• Musical Theatre, Associates Degree, Cambridge School
of Visual and Performing Arts (2018)
• Music Business, B.S., Full Sail University (Exp. 2022)
Technical Skills
• Protools Fundamentals 1 & 2 - Avid Education,
December 2021
• Final Cut Pro - Udemy, February 2022
• ACE Certification in Adobe Photoshop - Adobe, May
2022
Soft Skills
• Developing proper communication skills - Lynda,
October 2021
• Time management training and tutorials - Lynda,
November 2021
• Public Speaking: Energize and Engage Your Audience -
Lynda, December 2021

14. TIANA KOCHER
You know how artists don’t know how to get started in the music industry,
even though they have a great sound? Well, what I do is help you brand
yourself as an artist, provide creative consultation and help connect and bring
in different members of your team if necessary. In fact, after living in Los
Angeles for 3 years, with lots of songwriting and creative experience I have
now been entrusted by independent artists to help catapult their career due to
my personal success as a fully independent artist and growing my fanbase
from 2,000 to over 80,000 and verified on social media.
“

15. REFERENCES
Adobe. (2021). Prep course for ACE certification in Adobe Photoshop. https://www.adobe.com/products/captivateprime/content-catalog/creative-cloud/ps-cc-exam.html
Allison+Partners. (2021). Art Director. Linkedin. https://www.linkedin.com/jobs/view/2476495538/?trk=li_ziprecruiter_Global_careers_jobsgtm_a26fdb21-e6c8-4e30-ac01-94f999ffd388_job-
dist&utm_medium=jobdist&utm_source=ziprecruiter&ePP=CwEAAAF4uLM1RuxlJqHA02zK9IUzFsARUYEBpmCLM7-asxDW71zgKfgUQAtthVUmDOTvflPOnTGDsiLrJY__Q1RC87kP1SJ0acEcRUibiw&ccuid=30565900359
Avid. (2021). Certification | Pro Tools User | Avid. https://www.avid.com/certifications/pro-tools-user
Fitzco. (2021). Art Director. Corkyy. https://corkyy.com/jobs/803512?board=ziprecruiter
Forstein, D. (2021). Linkedin. Linkedin. https://www.linkedin.com/in/daniel-forstein-3ab8133b/
Gateway, M. (2019, August 22). The Top 10 Best Music Conferences 2020. Music Gateway. https://www.musicgateway.com/blog/how-to/the-top-10-best-music-conferences-2020
Hissong, S. (2020, September 16). At Work with LVRN, the Hit-Making Music Collective Driven by a Love of Love. Rolling Stone. https://www.rollingstone.com/pro/features/at-work-with-lvrn-music-collective-summer-
walker-6lack-1060683/
Hono, P. (2021). Linkedin. Linkedin. https://www.linkedin.com/in/phoebe-hono-354341a6/
Hyatt, A. (2021, March 19). The Ultimate Guide To Music Industry Conferences, Panels, and Festivals. Cyber PR Music. https://www.cyberprmusic.com/music-conferences-networking-2/
LVRN. (2021). Linkedin. Linkedin. https://www.linkedin.com/company/lvrnstudios/people/
Lynda. (2021). Lynda.com is now LinkedIn Learning. https://www.lynda.com/
MIDEM. (2021). Midem, the leading music industry event for the music ecosystem. https://www.midem.com/en-gb.html
MUSEXPO. (2021). Entertainment Week. Billionaire Boys Club. https://billionaireboysclub.com/life-uber/musexpo-creative-summit
ONET. (2021). Onet Online. Onet Online. https://www.onetonline.org/link/summary/27-1011.00
RIAA. (2021, January 19). Music Organizations. https://www.riaa.com/about-riaa/music-orgs/
Roberts, J. (2021, March 30). See You Next Year: SXSW 2022 Dates Announced. SXSW. https://www.sxsw.com/news/2021/see-you-next-year-sxsw-2022-dates-announced/
Souza, E. (2021). Linkedin. Linkedin. https://www.linkedin.com/in/evan-souza-3724b041/
Udemy. (2021). Top Final Cut Pro Courses Online - Updated [April 2021]. https://www.udemy.com/topic/final-cut-pro/
Variety. (2018, January 23). Epic Records Names Ezekiel Lewis EVP of A&R. https://variety.com/2018/music/news/epic-records-ezekiel-zeke-lewis-1202673845/