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ARTIST MANAGEMENT - Assignment 1
Artist Selection, Target Audience Profile,
and Artist Analysis
FOUNDATION
1. List the names of each member of your group.
Yosenit Nevarez-Rios
Destini Dickson
Adrian Camacho
2. Review the artist requirements in FSO and select an independent artist based on the
given criteria. Provide the artist’s name and primary website.
Mickey Taelor:https://mickeytaelor.bandcamp.com
3. Identify one well-known artist that is similar to your artist and that would likely
share a target audience. Answer the questions in the “TARGET AUDIENCE” section
below for your artist’s audience based on research into the well-known artist that you
have identified.
Jhene Aiko
a. Potential research methods:
https://www.facebook.com/jhene.aiko.589/photos/a.208668449147927/3287904344
557640/?type=3&theater
i. Facebook Audience Insights
(https://www.facebook.com/ads/audience-insights/)
ii. Search the profile of the well-known artist you
identified and find a post with more than 50 engaged users (likes,
comments, reactions). Determine demographic and psychographic data
below from the “About” section of public profiles of the engaged users.

Mickey Taelor
TARGET AUDIENCE
4. Target Audience - Demographics:
Mickey Taelor has a strong Chillwave/Alternative R&B sound that works well with African
American, Bi-racial, and Hispanic/latino women between the ages of 18 to 28 years of age. Her
lyrics speak of romance, heartbreak, smoking, and having an overall good time that resonates
well with this demographic. Due to the age group that she appeals to, most likely the annual
income can range from $15,000 to $50,000. Women who listen and relate to Mickey Taelor tend
to be unmarried, so they are either dating or enjoying the single life.
5. Target Audience- Psychographics:
a. Give 3 specific examples of each of the following behavioral categories as
they pertain to your artist’s target audience.
i. Hobbies/Lifestyle Choices: Writing
Music/Poetry, Smoking/Drinking/Partying with friends, Have tattoos and
piercings

ii. Clothing/Accessory Brands: H&M, Urban
Outfitters, Forever 21
iii. Food/Restaurant Preferences:
Starbucks, Hard Rock Café, Bottomless Mimosa Brunch Lounges
iv. Other Artists: Alina Baraz, Erykah Badu,
Billie Holiday
v. Movies and TV Shows: Girl’s Trip,
She’s Gotta Have it, Dear White People
6. Target Audience – Description
a. Mickey Taelor appeals to ethnic women who have a trendy, urban and
hipster style (tend to shop at Urban Outfitters and Forever 21). These women
who also listen to Jhene Aiko are between the ages of 18 to 28 years of age and
enjoy smoking, drinking with friends, and writing poetry, which is something the
artists and audience have in common.
Mickey Taelor
7. Target Audience- Geographic:
Hometown: Long Beach, CA
i. City 1: Portland, ORG
1. Example and source: Star Theater
https://www.startheaterportland.com/
ii. City 2: Toronto, CAN
1. Example and source: The Concert Hall
https://888yonge.com/
iii. City 3: Brooklyn, NY
1. Example and source: Brooklyn Steal
https://www.musichallofwilliamsburg.com/shows/brooklyn-steel
iv. City 4: Nashville, TN
1. Example and source: The Basement East
https://www.thebasementnashville.com/
City 5: Atlanta, GA

1. Example and source: Tabernacle
https://www.tabernacleatl.com/
8. Provide at least two pictures of ideal members of the artist’s target audience.
Remember to consider psychographic information when choosing these images.

Discuss the questions sections below thoroughly with your group in regards to your
artist, then answer them in writing.
Choose at least 3 talents out of the list below that apply to your chosen artist and
write 4 sentences describing each talent. (Total of 12 sentences) Please elaborate
and provide specific details.
1. Singing /Rapping Mickey Taelor has a very distinctive singing style. She has a very
warm tone and draws inspiration from Billie Holiday and Erykah Badu. Her voice is very
soulful with a touch of reggae. Mickey Taelor has a decent range and can sing live well.
2. Mickey Taelor’s songwriting style is pop with a little bit of jazz influence. She writes
about heartbreak, finding love, and friendship. Her writing can be a little bit on the sad
side but it’s balanced out with warm production. She also pulls a lot of writing inspiration
from Amy Winehouse
3. Live performance Mickey Taelor can sing live. Her voice sounds a bit deeper live
compared to her recordings but she still sings well. She only sings, but her live sounds
do rely on a lot of percussion. These drums work well with her warmer tones and
compliment her voice.
(Examples: Can they sing live? Perform with a band? Play an instrument or
multiple instruments on stage? Etc.)
4. Stage presence Mickey Taelor has excellence stage presence. She keeps fans
entertained and involved in the performance. She is very animated and commands the
audience's attention. In one performance she interacted with her fans by asking them to
clap during a song
(Examples: Describe their performance style. Do they command the audience’s
attention? Are they animated and entertaining or broody and contemplative?)
5. Instruments played
6.Choreography
Choose at least 3 elements of experience that apply to your chosen artist and
write 4 sentences describing each element of experience. (Total of 12 sentences)
Please elaborate and provide specific details.
1. Recording Mickey Taelor has collaborated with Music Producer/Engineer LyNC. He
specializes in Trap, Hip Hop, and R&B. He worked on her tracks ‘Burn Money’ and
‘Move’. Both tracks blend her warm tones along with chill trap beats.
2. Touring/Booking Themselves Mickey Taelor has also booked herself at several huge
events. She’s performed at SXSW as well as a few TV shows like RPM Circle. Taelor

has also performed at The house of Blues. Mickey Taelor also booked a few local
events including Thesis 5th Anniversary.
3. Co-writing
4. Merchandise
5. Sponsorships
6. Publicity Mickey Taelor gained some publicity by being featured on a few magazine
articles. She had a page on Illsociety magazine. Taelor also did a few radio interviews
for Hiigrade Vol. 2 and ART GOON radio. She also did some publicity for her new music
video ‘Work it Out’ on HipHopEnquirer.
ARTIST SWOT ANALYSIS:
To evaluate your chosen artist, write 4 sentences describing each element of a
SWOT analysis. (Total of 16 sentences) Please provide a minimum of 2 specific
examples of each category and give specific details.
A. Strengths: Mickey Taelor is confident in the classification of her own sound and she
fits perfectly in her genre. This makes it easy to find her an artist manager because she
is well-established in her type of music. Aside from obvious talent, Mickey Taelor has a
strong marketable image. This allows Mickey Taelor or her manager to market herself to
the target audience via music platforms, events, and promotions.
B. Weaknesses: Mickey’s music is not translating well in her online presence. Her
Instagram only has 6,125 followers, her Twitter only has 2,072, and her Facebook artist
page is practically deserted with only 800 likes/shares. In addition to her social media
pages having low followers, her YouTube page has long gaps in between her projects.
Her recent project was in November 2019, but prior to that she released music a while
back in 2016, 2015, and 2014.
C. Opportunities: A part of Mickey Taelor’s image is that she uses smoking as a tool in
her music videos. There has been a lot of government reformation of legalizing
Marijuana in the nation, thus making it more common and popular. She can take
advantage of this and book weed-music Festivals. Just to name a few there is Rolling
Loud, Northern Lights Fest, and SweetWater 420. This will help her reach her audience
directly and curate new fans.I’m sure she will feel right at home with the festival goers.
Another opportunity is the ability to upload music on different music platforms. With the
advances of streaming music, up-and-coming artists now have the opportunity to
distribute their own songs.
D. Threats: A huge threat for all artists is music piracy, but it’s worse for a new and
unsigned artist. Consumers feel that music is a right and should be free, which is
difficult for Mickey Taelor because people may not feel the need to pay for it since she
is not mainstream. Another threat she has is the high competition rate, not only in her

genre, but as a new artist. For example, she performed at SXSW music festival where
there were more established artists and she ended up not drawing a big crowd.
ACTION ITEMS:
Read this article regarding potential revenue sources for an independent artist: -
http://ambitious.com/10-ways-to-make-money-as-a-musician-in-a-
world-of-digital-sales-and-streaming/
For each of the 2 strengths identified in the SWOT analysis, brainstorm a list of 3
potential revenue sources for the artist. (Total of 6)
STRENGTH 1 – Potential Revenue Sources
1. Digital Sales - Revenue generated from selling recordings digitally/online as
permanent downloads. Paid to recording artist/performer by your label, or digital
aggregators like CD Baby or TuneCore, or directly from fans via services like Bandcamp
2. Sales at Shows - Revenue generated from selling recordings at shows/live
performances. Paid to recording artist/performer directly by fans
3. Digital Performance Royalties - Revenue generated when your sound recordings are
played on internet radio, Sirius XM, Pandora. Paid to performers by SoundExchange.
STRENGTH 2 – Potential Revenue Sources
1. Neighboring Rights Royalties - Collected for foreign performance of your recordings
2. Interactive Service Payments - Revenue generated when your recordings are
streamed on on-demand services (Rhapsody, Spotify, Rdio). Paid to a recording artist/
performer by your label, or digital aggregator like CD Baby or TuneCore.
3. AARC Royalties - Collected for digital recording of a artists songs, foreign private
copying levies, and foregin record rental royalties, distributed to US artists by AARC
For each of the 2 weaknesses identified in the SWOT analysis, brainstorm a list of 2
potential ways to improve or fix the issue/circumstance. (Total of 4)
WEAKNESS 1 – Lack of Social Media Presence
1. Mickey Taelor should post with purpose and post frequently. By creating a theme or
design on her page, can make it aesthetically pleasing for by-passers scrolling on
Instagram. Once the by-passers are on her page, she needs to give them action links in
all of her InstaStories in an organized fashion. These can be a direct link to her Spotify,
Tidal, Youtube, etc
2. Mickey Taelor should take the opportunity to advertise her social media pages. She
can do this by utilizing the Ads section in her settings and invest as little as $5 to

promote an eye-grabbing music post to people in her area. Although it isn’t free, it can
go a long way.
WEAKNESS 2 – Lack of Music Presence (Youtube, etc)
1. Mickey Taelor is a very talented artist, however there is not enough music to keep
people interested. I would suggest she upload more music projects. It doesn’t always
have to be a music video; she can upload singles as frequently as possible. The more
music you release, the closer you are to finding out that one hit single.
2. The same goes for the other platforms. Once she gains followers and fans, she
should interact with them and post videos requiring a response from them. Seeking
feedback from fans can be helpful to see what direction she should go in her career. It
allows her to know how her music is doing and which songs respond well with her fans.
Team Member Names: Yosenit, Adrian, Destini
Artist: Mickey Taelor
Create 1-Year, 6-Month, and 3-Month goals for each of the following pertaining to your
artist: content generation, potential revenue, and audience growth. Make sure that goals
follow the SMART principle (Specific, Measurable, Achievable, Relevant, Time-bound).
Please write in complete sentences.
1-Year Goals
1. Revenue Generating Goal:
a. Give two specific sentences describing the goal:. Releasing an album
with digital streaming with Apple Music, Spotify, Tidal and Pandora with
$0.12 per stream on all streaming platforms.
Touring across the United States, 11 city tours. Releasing a album with digital streaming
with Apple Music, Spotify, Tidal and Pandora ,75% of royalties . Generating revenue from
youtube with a artists channel that she will get paid for with 100,000 or more views only.
b. Elaborate on why you believe this time frame is attainable and
realistic (Be thorough). In real time, it takes about a year for an artist to be
taken seriously, by this one year mark, Mickey Taelor should have
established herself as an artist and should have a growing fanbase around
this timeframe. With growing revenue streams, it will generate enough profit
to fund a legit professional album that can pitch her to record labels for her
first album debut.

c. Set a date prior to your goal deadline when you will review the
progress of this goal. Describe how you will determine whether or not the
artist is on track to complete the goal on time: By the 6 month mark, we
want to make sure we are receiving royalties for Mickey’s music. We will be
evaluating our artist around this time frame to make sure we are on track.
With her social media presence skyrocketing, we should be able to contact
promoters from different cities to organize this tour.
2. Content Creation Goal:
a. Give two specific sentences describing the goal: Mickey Taelor will
release her debut artist album. This album will be complete with 12 tracks
and exceptional artwork for the cover.
Filming professional music videos overseas depends on her success within a
year, focusing on other countries in the world who love Indie/Alternative
R&B music so she is able to expand her horizon when dealing with any type
of content.
realistic (Be thorough). 12 tracks is the standard for an album. If Mickey
Taelor manages her time correctly, she can schedule her writing sessions
correctly. Giving her enough time to finish a song per month. Throughout
the year she will be meeting with producers, songwriters, and artists.
artist is on track to complete the goal on time: We will need to check in at 5-7
months. She would need to have most of the songs for the album completed
at this time. We will prioritize our time to make sure she is writing songs,
listening to them to make sure they are a fit, and getting her to a recording
studio to record. We want to allow enough time to slowly promote the album
and possibly release a single, so we can pitch her to labels, venue
owners/promoters.
3. Audience Growth Goal:
a. Give two specific sentences describing the goal: Our one-year goal will
be to take a step forward by booking her consistent shows in a local

nightclub every other weekend.This will be her home where she will
continue to practice her stage presence.
realistic (Be thorough). In addition to networking with local talent, she will
have spent a year doing research on venues and nightclubs. We will be
striving her Mickey Taelor to create a relationship with club/venue owners.
She will be a popular internet sensation by this time and this will make her a
high demand for show bookings in her area.
artist is on track to complete the goal on time: We will be checking on Mickey
Taelor and her networking at the end of the month. We want to make sure
we are allowing ourselves enough time to achieve this goal.
a. Give two specific sentences describing the goal: We want Mickey
Taelor to tour in popular cities in the U.S. Hopefully, we can book her some
shows in about 5-10 cities.
realistic (Be thorough). This time frame is attainable because Mickey Taelor
has built a portfolio full of local shows in her area, networked with many
other professionals, and expanded her internet presence. She should have a
wide range of fans not only from Long Beach, but also throughout the
country. We expect her YouTube and social media fans to be anticipating this
tour, seeing as we will be keeping them updated the entire year. During this
time we will be reaching out to club promoters in other cities in New York,
Oregon, and California.
artist is on track to complete the goal on time: 6 months in we will check in
on the status of her progress. We heavily will rely on the success of her
endorsements, vlogs, and other content. If half way through the year we don’t
notice any progress in these areas, then we would have to rethink the tour.

a. Give two specific sentences describing the goal: By 6 months, we want
to develop 2 to 3 semi-professional music videos with local talent. These
videos would be used to pitch other opportunities and they will be uploaded
on her growing social platforms.
realistic (Be thorough). This time frame is attainable because Mickey Taelor
will be active on her social media and community by engaging with her
audience. By this time it is likely we will have networked with talented
producers, photographers, and directors that will be willing to collaborate on
different projects. This will allow for a cost-efficient budget.
artist is on track to complete the goal on time: We will need one music video
to be produced every 2-3 months. We will be checking in with the local talent
and our artist at the end of the month to make sure this goal is being reached.
a. Give two specific sentences describing the goal: Our 6 month goal will
be to take a step forward by booking her consistent shows in a local
nightclub every other weekend.This will be her home where she will
continue to practice her stage presence.
realistic (Be thorough). In addition to networking with local talent, she will
have spent a year doing research on venues and nightclubs. We will be
striving her Mickey Taelor to create a relationship with club/venue owners.
She will be a popular internet sensation by this time and this will make her a
high demand for show bookings in her area.
artist is on track to complete the goal on time: We will be checking on Mickey
Taelor and her networking at the end of each month. We want to make sure
we are allowing ourselves enough time to achieve this goal. It may seem like
it’s far away, but we don’t want to wait until the last minute to book shows.

This is something that we need to build on and sincere relationships need to
be formed.
6-Month Goals
a. Give two specific sentences describing the goal: Digital music
platforms such as Apple music have the options to purchase $1.99 ep singles.
This is a great opportunity to gain some revenue in music streaming.
By 6 months we are hoping to have a large following on social media and
small shows booked, so that we may market our merchandise through those
outlets. These items will have an original Mickey Taelor logo on them and
come in the form of smoking accessories such as lighters, ashtrays, and
marijuana papers because these things are relevant to her image.
realistic (Be thorough). This time frame is realistic because it's easy for an
artist to make ep singles, and people can download the song with no
problem. Apple music is one of the streaming services that offer the audience
a choice of purchasing one song at a time.
c. Set a date prior to your goal deadline the last minute to book shows.
This is something that we need to build on and sincere relationships need to
be formed.
3-Month Goals
a. Give two specific sentences describing the goal: Digital music
platforms such as Apple music, having the option to purchase $1.99 ep
singles. This is a great opportunity to gain some revenue in music streaming.
With our social media expanding and our YouTube growing, We want Mickey
Taelor to start looking into the possibilities of getting endorsements and
becoming a brand ambassador. For example, using her platform to advertise
clothes from e-commerces like Fashion Nova and a partnership with
WeedTube to post her smoking content by promoting their new platform.

realistic (Be thorough). This time frame is realistic because it's easy for an
artist to make ep singles, and people can download the song with no
problem. Apple music is one of the streaming services that offer the audience
a choice of purchasing one song at a time.
This is enough time to start looking into these deals because while we are
gaining followers fast, we want to be knowledgeable in how to create that
new venture. This takes a few months of research to establish this and
there's no time to waste, if we will be gaining 600+ followers a week.
artist is on track to complete the goal on time: The date is perfect because the
single was made 3 months ago, it's just now going to be released, and ready
for digital downloading, if gives the audience a taste of Indie/
R&B/Alternative music before the actual album drops.
One month in we will reach out to smaller businesses (perhaps local) that
will be more likely to endorse us. We don’t want to limit ourselves with only
going for the known brands. However, each month we will work our way up
to those bigger businesses in the hopes of gaining more revenue. By the end
of the second month we want to at least have 1 deal, so that we may add it to
her portfolio. In the future we can create a study with data from this deal that
shows proof that advertising with Mickey Taelor can improve their sales.
a. Give two specific sentences describing the goal: Mickey Taelor’s 3-
month goal will be to create weekly Youtube Vlogs pertaining to her music
and songwriting process. They will be posted via Youtube and InstagramTv.
realistic (Be thorough): This time frame is attainable because you don’t need
a high budget to record these sessions. It can be filmed anywhere using a
smartphone.
artist is on track to complete the goal on time: This is something that is going

to be done frequently, so we would need to check in with the artist once a
week to make sure this content is being recorded and posted.
a. Give two specific sentences describing the goal: We believe we can
grow her following on Instagram by 4,000 and hit a goal of 10k. By adding a
simple “k” in her following can really solidify her as an Instagram Influencer
as well as an Artist.
realistic (Be thorough). We believe that with hard-work , research, and
dedication this can get done in the first 3 months. We will post consistent
content that allows Mickey Taelor to interact with her audience and build a
relationship with them via different platforms. We will utilize the Instagram
Ad features to expand our posts to a wider audience, prepare correct
hashtags that pertain to our artist, and eventually develop give-a-ways for
those who like, tag , and share our content. We can also look into outsourcing
a 3rd party social media marketing agency and take advice from them. They
possibly have a better understanding of how to use cookies and data to really
track users. We can later use that information to our benefit. We wouldn’t be
opposed to pay for a few followers to jumpstart the process. It’s all about the
visualization when you first enter her page. Instagram users are likely to
follow a page if they already have a lot of followers. You can view this as the
“Fake it until you make it” strategy.
artist is on track to complete the goal on time: We will check with our artist
weekly to assess the following of her account. This means about 600 new
followers a week. This seems like a very high goal, but it’s best to shoot for
the moon and to land among the stars then to shoot too low and end up in the
dirt.

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