PERSONAL BRAND

MATTHEW GRISWOLD | DECEMBER 7,

2024

EXPLORATION
PROJECT & PORTFOLIO I : PERSONAL BRANDING
MUSIC BUSINESS
CAREER CATEGORY:
“STARTING CAREER”
Short Term Goal:
Build a professional network by connecting with 15 industry
professionals (e.g., artists, booking agents, promoters, or other
managers) within the next three months through events,
LinkedIn outreach, and networking opportunities.

Long Term Goal:

Within 5 years, I will establish and launch a fully operational
artist management and Record Label company. By the end of
the first year, I will develop a comprehensive business plan,
including branding, legal structure, and funding strategy. Within
3 years, I will secure at least three artists to represent and
provide them with tailored management services. By year five,
the company will have released it first three music projects
under the label, achieving measurable success in streams,
sales, or media exposure, and generating sustainable revenue
 PROFESSION
OCCUPATION:
Arts, Entertainment, and Media
Management

3 Potential Job Titles:

• Talent Agent
• Artist Manager
• Music Marketing Specialist

Sources: Adobe Stock Images, Onet Online

 TARGET AUDIENCE
Aspiring and Established Artists

Artists Record Booking Brand Media

& Promoters and Ad
Creatives Labels Agents Agencies Relations

X
X
X
X
Sources: Book Yourself Solid
 COMPETITION
Matthew Griswold David Ali
Work Experience: Work Experience:
4+ years in the live entertainment 16+ years of experience in
Industry, 2+ years of live audio the Music Industry, 1 year with
experience. Interscope Records.

Education: Education:
• Current student enrolled in - Bachelor in Fine Arts (B.F.A),
Music Business, B.S. at Full Acting/ Communication.
Sail
University
Skills &
Skills & Noteworthy Proficiencies: Noteworthy
Proficiencies: Experience: • Marketing – Experience:
• Production Management 8 Endorsements • Marketing- 11 months at
• Live Entertainment- 6 months
• Lighting Design • Brand Management – Interscope Records
as a stagehand for artists such
• Audio Engineering as Journey, Def Leppard, “Earth, 5 Endorsements • Entrepreneurship- 16+ years as
Wind, & Fire”, and many more. the CEO/ Founder at Above
• Engineering- 3+ years as an Ground Entertainment
Audio, Video, & Lighting
Engineer/ Technician.
Overall Online Presence: Overall Online Presence:
7 connections, Banner is very personable, professional 187 connections, Banner is customized to represent his brand,
headshot, no summaries or posts on LinkedIn, sporadically professional headshot, detailed summaries, no posts published
active on personal social media accounts. on LinkedIn, very active on personal social media accounts.
Grade: Low, 40 out of 100 Grade: Average, 60 out of 100
Sources: LinkedIn
 IDENTITY
Core Vision:
My vision is to redefine artist

Values management by empowering creatives

to thrive authentically, building a
sustainable and innovative future for
the entertainment industry.
• Authenticity
Guiding Principles:
• Professionalism To empower artists to achieve their
fullest potential while staying true to
their unique identity.
• Empowerment
• Creativity Golden
• Integrity Circle
Why?
Passion: I want to empower artists to achieve their fullest
potential while staying true to their authenticity,
ensuring they thrive creatively and financially.
Live
Entertainment How?
I build genuine relationships with my artists,
Super Power: tailor strategies to their unique strengths, and
provide support through clear communication and
Visionary thinking is my ethical representation.
superpower because I can
see the bigger picture,
anticipate opportunities, What?
and craft long-term I manage the careers of artists by handling
bookings, marketing, negotiations, and brand
strategies that empower development, allowing them to focus on their
artists to thrive craft.
authentically and
sustainably.
 PROMISE &
POSITION
Brand Statement Position
"I help artists thrive creatively
and professionally by
providing personalized Authentic &
management, strategic Empowering Visionary
guidance, and authentic support
to build sustainable,
impactful careers."
 Industry
NETWORKING
Events:
Billboard Music Summit Association of Independent Music
• November 14th in Los Angeles • Based out of New York but have chapters all
over the nation (Nashville, Chicago, Northern
• Objective: Discuss music industry trends, California, Southern California, and the Pacific
marketing strategies, and technological Northwest)
innovations.
• Objective: Discuss music industry trends,
Elevator marketing strategies, and technological
innovations.

Pitch:
"As an artist manager, I specialize in empowering artists to thrive by handling the business side of their
careers, allowing them to focus entirely on their creativity. I’m passionate about building strong
personal brands, creating tailored growth strategies, and connecting talent with the right opportunities
in the industry. My goal is to be a driving force behind their success by maximizing their exposure,
negotiating beneficial deals, and navigating the complexities of the music business."
Mentorship
:eeking highly experienced Artist Managers with successful artists. Someone who is preferably from
S
the same generation, very personable and professional at the same time.
Sources: Billboard, AIC
 DIGITAL MARKETING
Online• ID Calculator Scores Brand Archetype
Archetype: Creator
Volume: Less than Zero
• Relevance: Zero Description:
• Purity: Low The Creator brand archetype is driven by a desire to bring
ideas to life, focusing on innovation, self-expression, and
• Diversity: High building something meaningful and enduring.

• Validation: Less than Zero

Digital Marketing Strategy to Improve Online ID Calculator Scores

While Exuding Brand Archetype
Focus Variable(s): VOLUME & VALIDATION
Primary Tools of
Type of Content: Distribution:
Social Media Posts- I will regularly
post updates on platforms like LinkedIn LinkedIn- Network with industry
or Instagram to showcase expertise. professionals and publish articles on
recent news in the music business;
Instagram - Create a new Instagram for
my brand and post frequently
Sources:Kay Putnam, CareerBlast
 PROFESSIONAL
DEVELOPMENT
TECHNICAL TRANSFERABLE
PPC Advertising
Time Management
Task: Set up a small-scale ad campaign for my
Task: Use productivity tools to manage tasks.
artists music project.
Org.: Trello
Org.: Google Skillshop, Meta Blueprint
Date: December 2024
Date: May 2025

SEO Leadership & Collaboration

Task: Take beginner courses on SEO. Task: Take a leadership development course.
Org.: Coursera Org.: LinkedIn Learning
Date: March 2025 Date: April 2025
 REFERENCES

Rawpixel. (2024). Music Multi Media Microphone Entertainment Concept. Adobe Stock Images.
https://stock.adobe.com/search?creator_id=204567087&filters%5Bcontent_type%3Aphoto%5D=1&filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vector%5D=1&filters%5Bcontent_type%3Avideo%
5D=1&filters%5Bcontent_type%3Atemplate%5D=1&filters%5Bcontent_type%3A3d%5D=1&filters%5Bfetch_excluded_assets%5D=1&filters%5Binclude_stock_enterprise%5D=1&filters%5Bcontent_type%3Aimage%5D=1&order=r
elevance&k=music+business&is_recent_search=1&search_type=recentsearch&search_page=1&get_facets=0&asset_id=80376999

ONETOnline. (2024). Summary Report. Retrieved December 5, 2019, from

https://www.onetonline.org/find/result?s=Arts%2C+Entertainment%2C+and+Media+Management+

Port, M. (2013). Book Yourself Solid Illustrated.

https://learning.oreilly.com/library/view/book-yourself-solid/9781118611357/9781118611357c2.xhtml#c02_level1_1

Ali, D.(2024). LinkedIn Profile. LinkedIn.

https://www.linkedin.com/in/itsdavidali/

Griswold, M. (2024). LinkedIn Profile. LinkedIn.

https://www.linkedin.com/in/mbgriswold/

Billboard.(2019). Billboard Live Music Summit + Awards. Billboard.

https://www.billboardevents.com/event/billboard-live-music-summit-and-awards-2019/

A2IM. (2024). Association of Independent Music. A2IM.

https://a2im.org/

Putnam, K. (2024). Discover the Power of Brand Archetypes Unlocking the Secret to Effective Branding.
https://www.kayeputnam.com/brand-archetypes/

CareerBlast.tv. (2024). CareerBlast Resources.

https://careerblast.tv/resources