Artist Analysis and 1-Year Goal Plan

Cat Ridgeway
Portfolio Piece
Shane Jorgensen
Beka Bishop
Sean Devlin
Kenny Meyers

FOUNDATION
1. Beka Bishop, Kenny Meyers, Shane Jorgensen, Sean Devlin
2. We chose Cat Ridgeway as our artist. Her website is http://catridgeway.com/.
3.A well-known artist is Brandi Carlile. Carlile is famous for songs such as “The Story”,
“The Joke”, and recently “Party of One” which features Sam Smith.
TARGET AUDIENCE
4. Target Audience - Demographics:
Cat’s loyal fan base consists of white men and women. Their ages range from 27 -
37. They tend to be hipsters that live on the East Coast of the United States,
Seattle, WA, Colorado, and Central Florida. Occupations include baristas, health
and wellness professionals, retail, and florists. They tend to purchase nostalgia
with entertainment such as vinyls and movie posters. In their free time they like to
do recreational activities, read, cook vegan food, and explore the outdoors.
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
They tend to be coffee enthusiasts, outdoor nuts, and enjoy indulging in
recreational activities.
ii. Clothing/Accessory Brands
They purchase Birkenstocks and hippie clothes and shop at Thrift Shops.
iii. Food/Restaurant Preferences
They prefer Keto and Vegan diets and like to eat at restaurants like Too
Much Sauce and Fresh Kitchen in the Orlando, FL area.
iv. Other Artists
Other artists Ridgeway’s target audience listens to include Brandi Carlile,
St. Vincent, and Mumford & Sons.
v. Movies and TV Shows
They like to watch Romance films (The Notebook), Sitcoms (The Office),
and Comedies (The Mask).

6. Target Audience – Description
Cat Ridgeway’s audience consists of 27-37-year-old white males and females
located in hipster cities such as Seattle, WA and South-Eastern states of the US.
They typically enjoy reading classic novels, shopping at thrift stores, purchasing
vintage Folk and Rock vinyls, doing recreational activities, and exploring the
outdoors.
7. Target Audience- Geographic:
Hometown: Orlando, Florida
i. City 1: Winter Park, Florida
Austin’s Coffee is a place they might like to hang out, listen to
music, and get coffee. They also might choose to work here.
ii. City 2: St. Petersburg, Florida
Eckerd College is a college they might look into going to. Students
tend to be eco-conscious, ride bikes, and even drink on campus!
iii. City 3: Athens, GA
Daily Food Co-Op is a co-op grocery store where they might enjoy
buying goods from local business owners and farmers. Daily Food
Co-Op is also a great place to work for this target audience.
iv. City 4: St. Augustine, Florida
St. Augustine Amphitheater is a music venue they might enjoy
attending because of the atmosphere at concerts, availability of
alcohol (and narcotics), and the open atmosphere.
v. City 5: Okeechobee, Florida
Okeechobee Music Festival is a music festival they might attend
because of the fun atmosphere, music, and ability to spend time
with friends while listening to their favorite artists.
8. Provide at least two pictures of ideal members of the artist’s target audience. Remember to
consider psychographic information when choosing these images.

GETTING TO KNOW THE ARTIST:
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
Cat is a very talented singer who is known for her soulful vocals and high energy performances.
Her sound is a combination of Stevie Nicks, Bon Iver, and her own Cat Ridgeway twist on folk
music. With these folk, classic rock, and blues roots, Cat has distinguished her talents on many
stages such as Orange Music Fest, Third Street Songwriters Festival, and the House of Blues
down in Orlando. Cat was selected as the winner of Tegan and Sara’s worldwide cover contest
back in 2016.
2. Stage presence
Cat is very spontaneous and energetic all while giving her most every time she is out on stage
performing her heart out. She loves dancing on stage and also getting her fellow band members
to get in on the fun too, she knows how to get the crowd on their feet and really start vibing to
her music. With her enormous amount of energy, Cat is outstanding at keeping the crowd’s eyes
on her while maximizing the enjoyment of the event. Whenever Cat is on stage, she always
portrays the attitude that she's here to rock the house and have a great time whenever she is
performing live.
3. Instruments played
Cat can play a wide range of instruments from the guitar to the harmonica, with such a large
range of instruments in her tool belt this allows Cat to incorporate a wide variety of sounds in
her music that could potentially allow her to reach a larger target audience. Cat believes she has
the strongest skills in the guitar but not to discredit the others she can play them all very well,
whenever Cat performs live, she is playing the guitar. Cat first learned to play instruments at a
very young age and has loved them ever since with the urge to keep learning new instruments
more and more every chance she gets.
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
Cat Ridgeway is an experienced recording artist that has successfully produced four projects
with a fifth on the way this year. She has recorded with names such as Shawn Mullins, artist of
the hit song “Lullaby” with nearly 8 million views on YouTube. She recorded her first E.P. in
2010, with producer Greg Rike. Rike has worked with artists such as Deep Purple, Little Feat,
and Backstreet Boys. It is said that she is currently in the studio with Billy Chaplin. Chaplin
produced artists such as Don Henley, Sister Hazel, and the Backstreet Boys as well. Ridgeway
has also had the opportunity to feature with Gordon Kennedy, co-writer of Eric Clapton’s
“Change the World.” She has developed her skills with people who have had great success in the
music industry and she’s only enhancing her skills further.
2. Touring/Booking Themselves
Cat has lots of experience when it comes to touring for her music. At the beginning of her career
she was blessed with the opportunity to have Shawn Mullins, writer of the hit song, “Lullaby”,
offer her the chance to open for him at many of his shows. She has played at many large venues
such as House of Blues, and at many festivals throughout the years such as Okeechobee Music
and Arts Fest and Wire and Wood Alpharetta Songwriters Festival.
3. Merchandise
Cat has taken merchandise into her own hands. She has utilized her own personal website as well
as her in-person shows, to sell various items. As of right now she sells t-shirts, posters, and
physical copies of her music. You can tell that she puts great artistic effort into her merchandise
much like her music. She also provides a pre-order option for her unreleased projects. This helps
create noise around her unreleased music and helps her predict how successful her new project
will be.
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: Cat Ridgeway is a skilled singer/songwriter with a committed fanbase. She plays
the drums, guitar, harmonica, trumpet, and flute. Cat has a great stage presence and very high
energy, making her shows more enjoyable than others. Her charismatic personality shows in her
music and live performances which helps her sell merchandise

B. Weaknesses: Cat Ridgeway has very few released projects and posted covers which makes it
seem like she is not committed to being a full-time artist. When she performs, she is rarely
outside of Florida and she performs at smaller venues. Her following on social media is very low
as well. She posts mostly comedic skits and pictures, which could steer fans and scouts away
because she doesn’t look as professional and focused as an artist.
C. Opportunities: Cat, having as much talent as she has, offers a lot of opportunities that could
be used as revenue streams. Cat has a calm sweet voice that can land her opportunities on
commercials. It could even lead to opportunities of voice overs for a character for an animated
show or movie. Performance opportunities include Ann Arbor Folk Festival, Blissfest, and
possibly opening up for St. Vincent or Hozier. Cat could even come up with her own brew of
coffee that could be sold at Austin’s Coffee.
D. Threats: Although Cat has worked with some very acclaimed names in the music industry, she
hasn’t worked with anyone yet that has the ability to help her acquire her own group of fans. All
the people that she has collaborated with inside the studio are people who have had success in
the industry at an earlier time. This can hinder her in many ways. Artists of this generation are
looking to evolve their own genre around their brand and style. Even though playing with
people such as Shawn Mullins can help her with her fan base, it also hurts her brand and what
she is trying to accomplish. She also has yet to find an educated management team to help her
book shows, keep schedules, and thoroughly read contracts regarding her future. Her full
knowledge about the entertainment business is unknown, but to venture on with the possibility of
label contracts in her future, without an educated team, could prove detrimental to her moving
forward.
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)
Skilled Singer/Songwriter– Potential Revenue Sources
1. Licenses for TV shows, movies, and commercials
2. Sole performer at local coffee shop or farmers market
3. Songwriter/ publisher for other artists

Charismatic Personality – Potential Revenue Sources
1. Star in shows, movies, and commercials
2. Use her personality to persuade fans, friends, and people in the crowd to purchase
merchandise and check out her music. She also makes everyone want to take pictures
with her because she is bubbly and fun
3. Start a festival called Ridgeway that combines well known artists and local artists to
perform together
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 – Potential Solution
1. Determination & focus, if one does not have these traits the more difficult it becomes
to have a shot at becoming a successful artist. A way to fix this problem is to change your
entire lifestyle and what you think of the music industry and do whatever you can do to
gain a larger following.
2. Another weakness that Cat has is that she has a very centralized fanbase. A way that
Cat could fix this problem could possibly be once this pandemic is over for her to
start a tour and travel outside of the Florida area and potentially on the west coast where
there are a lot of music lovers waiting to hear her great music.
WEAKNESS 2 – Potential Solution
1. One of the biggest mistakes you can make as an artist is to become complacent
with your work. This circumstance comes more into focus once the artist has released
their “breakthrough” projects. The thought is that, “since this worked why don't I just
keep doing it” which may work in other music genres, but when it comes to Cat’s
material, people feel extremely connected to what she is saying and playing at the same
time. The last thing that her fan base is looking for is for her music to become
monotonous and dry. The way you attack this issue is to find those artists that have
maybe the same taste as you, but a different vision for their music. This way you can
begin to expand your own horizons musically and lyrically from the different ideas being
expressed during a session with another artist.
2. Cat has trouble keeping her professional social media accounts professional and
her personal accounts personal. It’s clear, after looking at her numerous social media
accounts, that she isn't monitoring or giving any second thought to the things she posts.
Not that the material is inappropriate in any way, but she seems to post a lot of humorous
skits and pictures, which in her eyes, may be the correct route because she sees it as her
original sense of humor being shared with her audience, which may have some validity in
some respect. However, Cat’s fan base is still very small, and she is working to build it.

Because of this it’s smart to represent yourself as someone who takes your music and
career seriously and realize that most of your fans may not care about what you think is
funny. They care about your next project or your next show. Cat is only a source of
entertainment for her viewers and although many of them may feel connected on a
personal level that is what she will always be to them.

1-Year Goals
1. Revenue Generating Goal:
a. Give two specific sentences describing the goal: Within the next year Cat
Ridgeway will go on tour following the release of her new album. To generate
revenue, Cat will sell merchandise at shows while also gaining more fans and
streams on her music.
b. Elaborate on why you believe this time frame is attainable and realistic (Be
thorough). This time frame is attainable and realistic for Cat to pursue because
everything prior leads up to her going on tour. Cat Ridgeway could tour with
artists such as Birdy, Grace Potter, or other emerging Folk singer/songwriters.
Cat would start her tour in Orlando, FL and go to Nashville, TN, Indianapolis,
IN, Ann Arbor and Grand Rapids, MI, Toronto, ON, Montreal, QC, Vancouver,
BC, Seattle, WA, Portland, OR, and finally to Sacramento, CA. She would
perform in smaller (100-150 capacity) venues. Within the first 6 months all the
merchandise will be complete and all that would need to be done is finish her
album and set up tour dates and schedule with venues.
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: The date that I would have set to determine whether
Cat is on track to be ready to go on tour would be 9 months into the year. I think
it should be this date because Cat will need time to ensure her album is done just
the way she prefers so she can perform to the best of her abilities and potentially
create more revenue.
2. Content Creation Goal:
a. Give two specific sentences describing the goal: Cat Ridgeway will film and
record different song tutorials/instrument tutorials at least twice a month. The
videos will be posted on YouTube and also her personal website as well.
thorough). This time frame is attainable and realistic for Cat because posting at
least twice a month will still give her plenty of time to learn new music and
instruments while also providing her time to practice her skills to become an even
better artist in the meantime. Posting these videos on YouTube can majorly
expand her following while also creating revenue.

complete the goal on time: The date I would set to review the progress of this goal
would be in the 8th month of the year. I chose this date because I feel as if it is a
good time to see how well these videos are doing in terms of views and
interactions as well as how well the production is and how it could be improved.
3. Audience Growth Goal:
a. Give two specific sentences describing the goal: Cat should have a goal to
average 3,500 streams per song within the next year. Currently her most viewed
work has reached close to 13,000 plays however her lowest viewed work is under
1,000.
thorough). Cat is starting to gain recognition. She has developed her own fan
base and has seen much success with releases such as her E.P., Passenger Seat.
Passenger Seat received a total of 30,383 streams, with the most popular song,
“Aspen” making up 12,393 of those streams. Given the fact that she has more
than 3,000 followers on each social media platform, our goal of 3,500 streams is
not too far away from reality already. With her fan base continuing to grow
within the folk community and our plans to increase her followers on social media
by 500 we see an average of 3,500 streams as a very possible goal to achieve
within the next 10 months.
complete the goal on time: As Cat releases new music throughout the next year,
we will gage whether or not her audience is growing based on the amount of
streams she is receiving on every song. If her average streams haven’t increased
by September 15, 2020 we will consider a different direction in order to get more
eyes on her music. We will evaluate her content thoroughly and identify what
attracts people the most about her as an artist, as well as her music and try to
solidify those qualities into every project moving forward.

6-Month Goals
a. Give two specific sentences describing the goal: Cat Ridgeway should add
more merchandise to her website to double revenue within the next 6 months.
Merchandise options include more T-Shirts, longboards/ skateboards, hats,
sweatshirts, stickers, pins, and coffee mugs.
thorough). This time frame is attainable and realistic because merchandise is easy
to design, especially if Cat hires someone to help, and can be easy to sell at
concerts and on her website. The six months allows Cat to have multiple designs
created and added to her website and allows ample amount of time to market
these items. This will help grow her revenue because she can get merchandise
created affordably at a local shop, such as AKT, and sell it at a profitable rate.
complete the goal on time: It is important to know how much she is currently
making from merchandise. Once that is figured out, it is important to track her
revenue and sales monthly. If she is not on track to double her revenue by August
20, 2020, the goal should be reevaluated. We will have one chart that shows how
much her sales should increase and compare it to what her actual sales are.
a. Give two specific sentences describing the goal: Cat Ridgeway should interview
with at least 3 professional podcasts or blogs within the next 6 months. The
interviews should be posted by the professional platform and Cat within the next 6
months as well.
thorough). This time frame is attainable and realistic because it gives Cat enough
time to make solid connections with podcasts, such as Basic Folk Podcast, and
blogs, such as For Folk’s Sake. 3300+ Climbing would be a quick and easy
platform to get an interview posted on.
complete the goal on time: By September 20, 2020, it will be necessary to review
if Cat has had or has scheduled at least three interviews that will be released by

November 20, 2020. We will know if she is on track if she has already had a
completed and published interview and at least one scheduled. If she has these
scheduled, we will know she is on time. It will be important to make sure she stays
on track and make sure she gets at least three interviews.
a. Give two specific sentences describing the goal: Cat Ridgeway should have
3,830 followers on Instagram within the next 6 months. This will be an increase of
500 followers.
thorough). This time frame is attainable and realistic because it allows Cat to
gain about 83 followers each month. This is a good monthly goal and it can be
achieved through giveaways on her social media, following other local artists and
their fan bases (as long as it fits her target demographic), having other artists
give her a shoutout, promoting her Instagram at shows, and being more
consistent when posting on Instagram.
complete the goal on time: This goal will be tracked monthly, but if Cat does not
reach 250 followers by August 31, 2020, it will be best to reevaluate the goal. At
the end of each month, we will track her followers. It will be important to focus on
gaining 83 followers a month because the 500 followers might seem too big!
3-Month Goals
a. Give two specific sentences describing the goal: In three months the goal is to
create and sell a brew of coffee specifically sold at Austin’s Coffee. With the
brew, there could be specialized coffee mugs and coffee accessories.
thorough). Cat is a barista and a coffee connoisseur so it will be easy to obtain
the materials to create her own brew, mugs, and coffee accessories. This time
frame is attainable and realistic because she has prior knowledge about the coffee
industry and could easily collect the materials needed. Three months also allows
a trial and error period and time to promote the brew in house!

complete the goal on time: Cat will track sales weekly and monthly for the coffee
brew and accessories by counting how much of each item is sold. She could have
a goal of 50 coffees and 10 accessories a week. The deadline to exceed these
goals would be around July 20, 2020. This would give Cat and her team enough
time to generate materials, sales, and traction before making the final decision to
continue selling the brew and accessories in August.
a. Give two specific sentences describing the goal: Cat should create at least
three new videos a month of her performing. This will create new content for her
fans as her merch is in development.
thorough). This time frame is attainable and realistic because it gives Cat’s team
enough time to update the website as they develop new merch. Cat is a very
talented person so she can post media content on her social media platforms to
gain more attention from fans. Cat could collaborate with AKT on this project as
well to make sure the accessories are appealing and that the coffee tastes good to
the majority of the public.
complete the goal on time: July 30, 2020, will be necessary to review how much
content Cat is able to produce. This would give her team a general idea of how
much content she can produce before setting up other methods like podcast
interviews and blog posts.
a. Give two specific sentences describing the goal: Cat Ridgeway should have at
least 500 views on each video she posts on Instagram. This would increase her
platform so she can market her brand more.
thorough). Cat will host Instagram Live sessions with other artists in her genre.
This will bring more traction to her actual feed. Cat would increase the amount of
performance videos on her feed and also include collaborations. We as a team
would use the promotion feature on Instagram on her posts to reachK a larger
traction. This time frame is attainable and realistic because it allows Cat to see

which media content attracts the most views and allows enough time to reach 500
views on each video. Also, it will most likely increase her following on the social
media site where she posts the content.
complete the goal on time: This goal will be tracked weekly and monthly, to give
the audience some time to view her content. We will view these numbers by
looking at each video’s views. If Cat doesn’t reach at least 300 views by July 30,
2020, the goal will be reevaluated.

Artist Analysis and 1-Year Goal Plan

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