This is a project that I completed for my Portfolio at Full Sail University

1. PERSONAL BRAND EXPLORATION
Desmond Roberson
Project & Portfolio I: Week
1
April 6, 2021

2. I became a father at 15, & married at 18. By the
age of 25, I had 8 children. THIS is a very unique
situation. However, by being a husband and
father of so many, I learned organizational skills
that bleed over into my music career (which
started when I was 12 years old).
IDENTITY
Picture of You
Goes Here

3. PROFESSION
Potential Job Titles
:
1. Singer
2. Agents and Business Manager
3. Historian
BRAND ARCHETYPE -The way I
approach my work is with a drive.
When something needs to be done
to move the artist or business to the
next level, everything else has to
wait. This is part of the Relevance
that was included on assignment
one. You can’t be revenant if you
aren’t moving quickly. The music
business is fast and so SHOULD
the workers in the
fi
eld.
[Artist Management] for Artists]
Picture Relevant
to Your Industry
Goes Here

4. • DEMOGRAPHICS: Based on
the type of music I create and
some research, my target
audience is between ages
18-50. Black Males
• PSYCHOGRAPHICS: Christian
believers who value Love,
honor, forgiveness, and integrity
• IDEAL AUDIENCE MEMBERS:
BandGeek Music Grou
p
• Motown Gospel
• Harvey Watkins , Jr
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• I plan to release a single. Before we do, we have to
make edits to the record and make it as polished as
possible so it can compete with the best in the
business of music.
• March 202
2
Mid Term: (2022
)
• I plan to radio service the single for mid next year,
which is around the time of graduation. After that, if
the song is serviced correctly, we should be on the
charts. This (in my opinion) makes it a hit
.
• June 202
2
Long Term: (2023
)
• I plan to keep making great music until I have at least
a gold record. I plan to become a member of the
academy and submit the music to the Grammys.
• January 2023

6. SKILLS ANALYSIS
Notable Skills & Current
Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current
Pro
fi
ciencies:
Graphic Software 98%
Presentation software 85%
Work Ethic 95%
Social 80%
SOFT
HARD
Accounting 15%
Website creation 15%
Hearing Sensitivity 35%
Social 80%
SOFT
HARD

7. I will always make quality music that will
inspire & motivate by being dedicated to my
craft.
PROMISE

8. CREDENTIALS
Work Experience
:
• Manager of a local group for 10 years
• Released 2 locally successful music
projects
• Performance Manager for CDK Global
(managing 157 stores)
• Professional performer for 23 years
Education:
• Media Communication Certi
fi
cation- Full Sail University-2015
Awards:
• Won 2 Rhythm Of Gospel Awards with
the group Desmond Roberson & The
Roberson Bunch .
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Darnell Williams
Industry Experience
:
• National Recording Artis
t
• Record label owner
Education
:
• Indiana State University
Leadership Experience
:
• Lead singer of a successful band
• Head of his label
Skills and Pro
fi
ciencies
:
• Skillful Singer & Musician (multiple instruments
)
• Produce
r
• Songwriter
Desmond
Roberson
Overall Online Presence
:
• 247 connections, banner image is NOT customized,
professional headshot, pro
fi
le isnt detailed, No
published articles, semi active on other social media,
LinkedIn URL is not customize
d
• Grade: Poor , 15 out of 100
Industry Experience
:
• Regional Recording Artist
• Actor
• Author
Education
:
• Full Sail University
Leadership Experience
:
• Leader of a Family Group
• Director of Music at local church
Skills and Pro
fi
ciencies
:
• Singer
• Songwriter
• Musician
Overall Online Presence
:
• 68 connections, banner image is NOT customized,
professional headshot, pro
fi
le isnt detailed, No
published articles, Very active on other social media,
LinkedIn URL is not customize
d
• Grade: Poor , 20 out of 100

10. COMPETITION
T’Mil Curtis
Noteworthy Experience
:
• Radio servicer for multiple artists
• Record Label CEO
Desmond
Roberson
HEADSHOT HEADSHOT
Industry Experience
:
• Personal Management
• Write
r
• Branding Coach
Education
:
• Midwest School of Theology
Skills and Pro
fi
ciencies
:
• Marketing specialis
t
• Industry Coach
• Speaking
Overall Online Presence
:
• 500+ connections, banner image NOT customized,
professional headshot, the pro
fi
le is detailed, No
published articles, active on other social media,
LinkedIn URL is not customize
d
• Grade: Average, 40 out of 100
Industry Experience
:
Industry Experience
:
• Regional Recording Artist
• Actor
• Author
Education
:
• Full Sail University
Leadership Experience
:
• Leader of a Family Group
• Director of Music at local church
Skills and Pro
fi
ciencies
:
• Singer
• Songwriter
• Musician
Overall Online Presence
:
• 68 connections, banner image is NOT customized,
professional headshot, pro
fi
le isnt detailed, No
published articles, Very active on other social media,
LinkedIn URL is not customize
d
• Grade: Poor , 20 out of 100

11. BRAND POSITION
Good Music and A good heart equals good
business right from the start! LETS WORK!
“DESMOND J”

12. NETWORKING &
MARKETING
Industry Events & Organization
s
• The Grammys Academy
‣ 202
2
• The Stellar Awards Show
‣ 2022 | Las Vega
s
• SAGMA Academy
‣ 2022
Digital Marketing
• Primary Content: By being a business owner and artist, the
best content is the music itself. Posting videos of performing
the songs or physically making the music in the studio will be
the best content to post.
• Primary Tools: The primary platform that has worked for me
and continues to work is Facebook and Instagram. Twitter,
Clubhouse, & Snapchat will also be used, but not as my
primary. According to research, posting daily or at least 3
times a week on Facebook.
• Website: Lastly, I will have my portfolio available online so
that potential clients will be able to read and visually see my
work and even possibly video of how I operate as a artist and
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• Mentors don’t have to be in the same
fi
eld. Mentors are
people who strive to do what they do best and empower
others during the process. That’s the kind of mentor I
want. Being a positive person is the only lifestyle I
require of that person. My musical, spiritual, and life
coach has been part of my life for over a decade.
Formal Education
• Entertainment Business • Full Sail University
Technical Skills
• Computer based training software - eLearning on
LinkedIn July 2021
• Music Editing Software - YouTube, Jan 2022
Soft Skills
• Critical Thinking LinkedIn, April 2021

14. Desmond Roberson
You know how most managers push their
artists in the wrong direction for the sake of
money? Well what I do is
fi
nd great talent that I’m
passionate about and use my personal experience as an artist to guide that
individual to make their own paths. From there, we use our resources to
assist their vision. In fact, it’s the same way I’ve been able to be locally
successful. We use our resources along with the talent and build
relationships that ultimately furthers the careers of our artists.
“

15. REFERENCES
The Mind Tools Content Team By the Mind Tools Content Team,
Team, T., Wrote, M., Wrote, I., & Wrote, B. (n.d.). Crafting an
elevator pitch: Introducing your company quickly and compellingly.
Retrieved April 07, 2021, from https://www.mindtools.com/pages/
article/elevator-pitch.htm
(Critical Thinking Online Class | LinkedIn Learning, formerly
Lynda.com, 2021) https://www.linkedin.com/learning/critical-
thinking?src=go-pa&veh=sem_src.go-pa_c.LLS-
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pRTRQk6WXYdnW-
Q2Ctc_KnxmZ7pAWxRxX0RoClDkQAvD_BwE&gclsrc=aw.ds
Onet Online. (2021,March 23). Showing top 20 occupations for
Music. Closest matches are shown
fi
rst. https://
www.onetonline.org/
fi
nd/quick?s=Music+
Marketing Evolution. (2021). Steps to Find Your Target Audience.
https://www.marketingevolution.com/marketing-essentials/target-
audienc
e
twinklez. (2012,Feb 27). Target audience gospel. https://
www.slideshare.net/mobile/twinklez/target-audeince-gospel
Majewski, G. (2020,March 4). The Grammy process for
independent musicians. https://diymusician.cdbaby.com/music-
career/the-grammy-process-for-independent-musicians
/
Onet Online. (2021,March 23). Agents and Business Managers of
Artists, Performers, and Athletes. https://www.onetonline.org/link/
summary/13-1011.0
0
The Stellar Awards.https://thestellarawards.com/forms/
sagma2019.pdfresearc
h
Myers, L. (2020,July 10). How Often To Post On Social Media:
2020 Success Guide. https://louisem.com/144557/often-post-
social-media
Mind Tools. (2021). Crafting an Elevator Pitch.https://
www.mindtools.com/pages/article/elevator-pitch.ht
m
Onet Online. (2021,March 23). Musicians and Singers. https://
www.onetonline.org/link/summary/27-2042.00