As a Music Business major, there is a lot to uncover about yourself and your brand. On the button below, I detail more about who I am, where I come from, and where I’m going. You can explore more about my brand and discoveries I’ve made with the research I’ve conducted below.

1. PERSONAL BRAND EXPLORATION
Cassie Kinner

2. The second-to-youngest of seven siblings, Cassie
Kinner grew up in a small town called Ashland,
Kentucky. The original home of Billy Ray Cyrus
and the Country Music Highway, she learned her
love for music from a very young age. Cassie
learned several instruments over the course of her
childhood, so once she became of age to take her
music career to the next level, she started school
at Full Sail University for a Bachelor of Science
degree in Music Business. With everything she
learns from school, she plans to enrich lives with
happiness and positivity using creative arts.
IDENTITY

3. PROFESSION
Potential Job Titles:
•Marketing Coordinator
•Brand Manager
•Business Development Manager
Caregiver Archetype - starting each
day with a grateful heart, I use
inspiring stories and music to create
marketing strategies to enrich lives
through creative arts.
Digital Marketing for National Music Festivals &
Concerts

4. • DEMOGRAPHICS: 60% Male,
18-35 years old, Predominately
White, Single, College Educated,
Located in the United States.
• PSYCHOGRAPHICS: Enjoys
outdoor activities, spends free time
outside, adheres to liberal lifestyles
and opinions, indulges in artistic
outlets.
• IDEAL AUDIENCE MEMBERS:
Ashley Calls, Founder of AC
Entertainment (ACE); Jenny
DeVire, Hiring Manager (LYV),
Victor Dosdat, Marketing Manager
(VIVEF)
Recruiters & Hiring Managers at Entertainment Companies
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, June
2021)
•Land an entry-level marketing position at ACE.
‣ Connect with, and send a follow up
promotional email to, 15 ACE team members
on LinkedIn by December 31st, 2020.
Mid Term: (2031)
•Lead a successful digital marketing campaign aimed
at expanding festival and concert attendance.
‣ Expand year-over-year ACE event attendance
by 15% nationwide by December 31, 2030.
Long Term: (2046)
•Gain employment at Apple as a digital marketing
director so artists can increase sponsorships and be
treated fairly and inclusively.
‣ Help 25 artists gain new sponsorships, and
secure 25 business partnerships by
December 31, 2045.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 68%
Microsoft 365 75%
Time Management 85%
Public Speaking 70%
SOFTHARD
Foreign Language 10%
Adobe Creative Suite 15%
Conflict Resolution 50%
Intercultural Competence 35%
SOFTHARD

7. I help entertainment companies increase
event attendance by using art to inspire and
enrich American lives through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
•4 years customer service and technical
support
•3 years in managing musician’s needs at
music festivals
Education:
•Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
•Kudos awards for exceptional kindness
and customer service, AT&T

9. COMPETITION
Cassie Kinner
Industry Experience:
• Content Creation, connections with
multiple artists and bands.
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University.
Leadership Experience:
• Trained individuals at AT&T to become Advanced Tech
Support agents. Has also led training classes at Amazon
Customer Service as CSA’s.
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Social Media - 0 endorsements
• Public Speaking - 0 endorsements
Kyon James
Overall Online Presence:
• Only 1 connection, banner image is not customized,
well-taken headshot, thorough details throughout profile,
no articles published, no links to social media, URL is
customized, no contact info
• Grade: Fair, 60 out of 100
Industry Experience:
• Event Planning, Social Media, Editing
Education:
• Current student enrolled in Entertainment Business, B.S.
at Full Sail University
Leadership Experience:
• EMT and Firefighter, multiple leadership roles, 3
endorsements for leadership
Skills and Proficiencies:
• Event Planning- 2 endorsements
• Social Media - 2 endorsements
• Editing - 1 endorsements
Overall Online Presence:
• 126 connections, banner image customized, professional
headshot, detailed summaries throughout profile, no
articles published, cannot find links to social media, URL
not customized, no contact info
• Grade: Average, 50 out of 100

10. COMPETITION
Cassie Kinner
Industry Experience:
• Content Creation, connections with
multiple artists and bands.
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University.
Noteworthy Experience:
• Trained individuals at AT&T to become Advanced Tech
Support agents. Has also led training classes at Amazon
Customer Service as CSA’s. Volunteer experience through
entertainment companies. Apple Certified to diagnose
and repair Apple products.
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Social Media - 0 endorsements
• Public Speaking - 0 endorsements
Wess Pasour
Overall Online Presence:
• Only 1 connection, banner image is not customized,
well-taken headshot, thorough details throughout profile,
no articles published, no links to social media, URL is
customized, no contact info
• Grade: Fair, 60 out of 100
Industry Experience:
• Four years leadership role, eight years in total so
far at Apple. Retail, sales, store management,
merchandising, customer experience, retail sales,
visual merchandising, customer satisfaction,
music, inventory management.
Education:
• Bachelor of Music Education, Music Teacher Education
(B.A.) Appalachian State University.
Leadership Experience:
• Apple, multiple leadership roles
Skills and Proficiencies:
• iOS- 9 endorsements
• Management- 7 endorsements
• Public Speaking - 1 endorsement
Overall Online Presence:
• 211 connections, banner image not customized,
mediocre headshot, detailed summaries throughout,
shared articles, URL not customized, no contact info
• Grade: Good, 65 out of 100

11. BRAND POSITION
Inspiring creativity, affection, and
confidence in festival culture by sharing
artistic stories that leave you feeling
cherished.
Cassie is known by her plethora
of family and friends as the
kindest and most generous
people in their lives.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 Music Biz Association Conference
‣ May 11 - May 14, 2020 | Nashville, TN
• American Marketing Association (AMA)
‣ Digital Summit, October 2, 2019 | Charlotte Chapter
• Content Marketing World Conference and Expo
‣ Sep 3 - Sep 6, 2019 | Cleveland, OH
Digital Marketing
• Primary Content: Sharing relevant news in the music industry,
sharing and reposting hashtags relatable to music and business,
make campaigns to promo events, sharing a string of branded
content carrying the same brand message
• Primary Tools: FB and Twitter, creating posts and videos about
our brand work and relevant industry news; LinkedIn - network
with industry pros and publish monthly articles/videos
highlighting industry trends and news
• Website: Full Sail digital portfolio site to showcase school work;
use blog posts to share articles/videos relevant to the music
industry and market

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking a senior-level marketing pro with at least 20 yrs
of experience in the music industry; preferably a strong,
independent woman with a genuine heart, Dec. 2020
Formal Education
• Complete Music Business, B.S. by expected graduation
date in 2021
Technical Skills
• Troubleshoot and resolve mobility products, such as
Apple and Android devices
• WordPress Training - Lynda.com, August 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Sep. 2019
• Public Speaking - Lynda.com, Sep. 2019

14. Cassie Kinner
Have you seen how unfairly musicians are getting
paid through popular streaming services? Well,
what I’m passionate about is producing fair and just
payout structures for rights owners and artists by creating a
trusting relationship with clients. I want to create a safe and trusting
environment where artists will know how much they are getting paid and what
they should be getting paid. I strategize different ways to make a voice for
artists online with digital marketing. I would like to be a part of a music label
that prioritizes artists be given their generous, lawful, and ethical share of
percentages for their streams, all starting with their own online personal brand.
“

15. REFERENCES
AEG Presents Job Site. (2019). Integrated Marketing Manager - Job
Description. Retrieved April 24, 2019, from https://www.linkedin.com/
jobs/view/integrated-marketing-manager-at-aeg-presents-1404189841/?
utm_campaign=google_jobs_apply&utm_source=google_jobs_apply&u
tm_medium=organic
Cassie Kinner LinkedIn. Retrieved on October 15, 2019 at https://
www.linkedin.com/in/cassiekinner/
Content Marketing World Conference and Expo 2019. Retrieved August
23, 2019, from https://www.contentmarketingworld.com/
Digital Summit Charlotte, NC 2019 https://www.eventbrite.com/e/digital-
summit-charlotte-2019-digital-marketing-conference-
tickets-51293551393
Job Posting for AEG Presents, LLC. (2019). AEG Presents, LLC Company
Page on LinkedIn. Retrieved August 23, 2019, from https://
www.linkedin.com/jobs/view/digital-marketing-strategist-sem-at-aeg-
presents-1405927484/?
utm_campaign=google_jobs_apply&utm_source=google_jobs_apply&u
tm_medium=organic
Kyon James Linkedin. Retrieved August 26, 2019 from https://
www.linkedin.com/in/kyon-james-96804a101/
Marketing Coordinator, Brand Manager, and Business Development
Manager positions all found on https://www.indeed.com/
Music Biz 2019 & 2020 in Nashville. Retrieved August 23, 2019 from
https://musicbiz.org/events/music-biz-2019-2020/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00— Search
Marketing Strategists. Retrieved August 23, 2019, from https://
www.onetonline.org/link/summary/11-2021.00
10 Hard Skills Employers Love. Kerr, M. (September 25, 2019). Retrieved
on October 19th, 2019 at https://resumegenius.com/blog/resume-help/
hard-skills
Top Soft Skills Employers Value. Doyle, A. (August, 24, 2019.) Retrieved
on October 18, 2019 at https://www.thebalancecareers.com/list-of-soft-
skills-2063770
Wess Pasour Linkedin. Retrieved August 26, 2019 fromhttps://
www.linkedin.com/in/wess-pasour-039b7165/
Work for Live Nation. (2019). Marketing Intern- Job Description.
Retrieved August 26, 2019, from https://
livenation.wd1.myworkdayjobs.com/en-US/LNExternalSite/job/
Charlotte-NC-USA/FALL-2019---Marketing-Intern---Fillmore-Charlotte-
and-Underground_JR-26064-1