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1. PERSONAL BRAND EXPLORATION
Juan Felipe Hernandez
Project & Portfolio I: Week 1
Nov 29, 2022

2. My name is Juan Felipe Hernandez, I am a Colombian DJ,
producer and music business student passionate about music
and live events. With the great influence and passion Instilled
by my father, I am a creative, organized, loyal and ambitious
person who is always willing to learn new things and create
great experiences on a personal and professional level.
Seeking to generate a positive impact in the electronic music
industry through innovative and striking audiovisual content.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Event and/or Production Manager
• Booking Manager and Talent
Agent
• Marketing Manager/Agent
The Explorer Archetype:
The way I approach work differently than others is
because my positive level of ambition and autonomy
when setting goals for myself or a team. Being a
seeker and an adventurer allows me to do not have
any limits when I see an opportunity that might be
beneficial or valuable.
Business Management of artists and Event planners
for Live Events In Electronic Music Industry

4. Recruiters
TARGET AUDIENCE
Danny Shelleman
Outreach Plan:
• The first task I must complete is to completely set my
LinkedIn account in order to be attractive and striking
• Taking advantage of LinkedIn, making a connection
with this person will be helpful to start a conversation
through the platform
• Find people related to Live nation and make
connections with the in LinkedIn in order to be more
reliable once I try to connect with this person.
PROFILE
PICTURE
Recruiter at Live Nation
Entertainment
Shawnee Lesko
Outreach Plan:
• The first task I must complete is to completely set my
LinkedIn account in order to be attractive and striking.
Currently in Orlando this company is producing events,
going to those and find a networking opportunity
• Social media contact and LinkedIn Connection
• Navigating through the social media accounts related to
this person every week will allow me to follow up her
activity
PROFILE
PICTURE
Recruiter at Insomniac
Events
Kelsey Cremer
Outreach Plan:
• The first task I must complete is to completely set my
LinkedIn account in order to be attractive and striking,
• Once again, the opportunity that LinkedIn offers through
connections is a great way to start the first contact with
this person
• One step that I will try to reach this person is constantly
text her with a clear message and purpose so that it
has a positive impression on me and what I am looking
PROFILE
PICTURE
Recruiter at Spotify

5. GOALS
Short Term:
• My main short-term goal is to build a solid and beneficial network
in the music industry, growing my interaction in the social media
and LinkedIn and have sufficiently developed my skills,
knowledge, values and personal brand to apply and get an
internship within the larges live music events companies. By
December of 2023, my LinkedIn profile must be completely set
and with more than 100 connections and I must have at least 3
solid options of entry level-positions to apply.
Mid Term: (2027):
• For 2027, my main goal is to have at least 3 years of experience
working in the music industry and looking forward to moved to
Europe to work in a company involved in the creation and
planning of electronic music events. By the end of 2027 I must
have developed at least 5 big projects involved with Live events
and have worked with different artists in the music industry.
Long Term: (2035)
• 15 years from now, after having gained a level of experience,
appropriate knowledge and a lot of networking, my main goal is to
look for the opportunity to run my own company within the music
industry. By 2035 I must have started the business model with a
clear vision and purpose of what I seek to achieve with the
company.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Ableton Live 11 Production Software
SOFT
HARD
Novice / Adept / Expert
Digital Marketing Tools (ex: Facebook ads) Novice / Adept / Expert
Organization And Coordination Novice / Adept / Expert
Active Learning and Creative Thinking Novice / Adept / Expert
Adobe Systems
SOFT
HARD
Novice / Adept / Expert
Data Base Management Software Novice / Adept / Expert
Speaking and communication Skills Novice / Adept / Expert
Critical Thinking and Problem Solving Novice / Adept / Expert

7. I promise I will give my best effort and dedication to the live music
industry to make it an innovative industry and generating as much
emotional connections as possible. Having an excellent musical
curation and reflecting a great passion and dedication that it
deserves
PROMISE

8. CREDENTIALS
Work Experience:
• Worked for IGT Solutions on Priceline.com
campaign Costumer Service Global agent
managing reservations for Flights, hotels and
car rental.
• Cabify Costumer Service chat agent
• Rent equipment for party purposes
Education:
• Direction and management in Digital Marketing strat
egies – Partner Academy Sept 2020 Bogota,
Colombia.
• Music production and mixing – Deejay Academy
2017
• Music Business, B.S., Full Sail University (Year 2024)
Awards:
• Musical Host for CX summit of Genesys
Company
• Effectiveness in Costumer Satisfaction
Award by Priceline.com
Picture Relevant
to Your Industry
Goes Here

9. COMPETITION
Kevin Cruz
Industry Experience:
• Talent booking Intern at Live Nation
Entertainment
Education:
• Sandford University Law degree
• Harvard University – Digital communications and media
• The honors college Associate’s degree, International
Business
Leadership Experience:
• Insurance Agent
Skills and Proficiencies:
• Dean’s List issued By Eric Hoffman. Associated with
The Honors College
• Sales and costumer experience
• Skill 3 Goes Here - X endorsements
Juan Hernandez
Overall Online Presence:
• LinkedIn profile is completely set up to date, he has
more than 400 connections in the platform, the picture
looks professional, however there is no overview about
himself. Barely interaction with articles and his URL is
customized.
• Grade: Average, 70 out of 100
HEADSHOT HEADSHOT
Industry Experience:
• Costumer service Experience.
Education:
• Music Business, B.S., Full Sail University (Year 2024)
• Direction and management in Digital Marketing strategi
es – Partner Academy Sept 2020 Bogota, Colombia.
• Music production and mixing – Deejay Academy 2017
Leadership Experience:
• None
Skills and Proficiencies:
• Costumer service Experience.
• Effectiveness in Costumer Satisfaction Award
Overall Online Presence:
• The LinkedIn profile has been recently created, it does
not have a picture or any description. The connections
are really low; therefore, it does not have any articles
shared. URL is not customized. The only information
available is the previus experience.
• Grade: Poor. 35 out of 100

10. COMPETITION
Victoria Tavares
Leadership Experience:
• Independent Artist
• Manager for FSU artist
Juan Hernandez
HEADSHOT HEADSHOT
Industry Experience:
Education:
• Currently studying Music Business at Full Sail
University
Skills and Proficiencies:
• Research
• Hostess
• Problem solving
Overall Online Presence:
• She is not as active in LinkedIn as in the other social
media platforms, Her LinkedIn profile is created but not
customized. On the other side, active user at
Instagram, twitter and Snapchat.
• Grade: 50 out of 100
Industry Experience:
• Costumer service Experience.
Education:
• Music Business, B.S., Full Sail University (Year 2024)
• Direction and management in Digital Marketing strategi
es – Partner Academy Sept 2020 Bogota, Colombia.
• Music production and mixing – Deejay Academy 2017
Leadership Experience:
• Effectiveness in Costumer Satisfaction Award
Skills and Proficiencies:
• Coordination
• Active Learning
• Loyalty
Overall Online Presence:
• The LinkedIn profile has been recently created, it does
not have a picture or any description. The connections
are really low; therefore, it does not have any articles
shared. URL is not customized. The only information
available is the previous experience.
• Grade: Poor. 35 out of 100

11. BRAND POSITION
The people within the music industry which I have been related with
have recognized my work because of the passion I have for music
and how loyal and honest I am with my word. For example, talking
about music or even performing at any event, it can be easily notable
that I strongly enjoy and passionately deliver a reliable content.
“THE TECHNO DJ”
“MY LOYAL FRIEND”

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Hall of Fame, Full Sail University
‣ March 2023 – Orlando, Florida
• Celine Nightclub, Insomniac Event
‣ December 10, 2022, Orlando, Florida
• EDC Orlando
‣ November 2023 Orlando, Florida
Digital Marketing
• Primary Content: The type of content I will create would be
based on show myself transparently and what I do in the daily
basis for the industry.
• Primary Tools: The primary tools I will be using in the social
media are Instagram and LinkedIn. Those are the tools I
consider the most useful to interact. Content at least every
week
• Website: Having a website portfolio will give me clarity and
positioning, it is a great way of presentation and introduction
for someone in the industry.
Picture of You
Goes Here

13. PROFESSIONAL DEVELOPMENT
Mentor
• The type of mentor I would look for is a professional in
the industry and someone with integrity values,
someone that I have many things in common with and
that no matter, will be completely honest on telling me
what I must to hear in the moment is required.
Formal Education
• Music Business Bachelor.
Technical Skills
• Adobe Systems courses in LinkedIn Learning By
December/2023
• Financial Analysis Software, Delphi Discovery course in
LinkedIn Learning by December 2023
• Digital Marketing Software courses to reinforce skills By
March 2024
Soft Skills
• Communication and social skills – March 2024
• Time Management – July 2023
• Judgement and Decision making – March 2024

14. Juan Felipe Hernandez
You know that back in Colombia many students and promoters used to lack
the necessary equipment to launch a party, well what I did during that time
was to offer an excellent rent service of the equipment, installation, and
production of the event. In fact, throughout an entire year I got hire more
than 20 times to provide that service and the party was running successfully
Picture of You
Goes Here

15. REFERENCES
• 13-1011.00 - Agents and Business
Managers of Artists, Performers, and
Athletes. (n.d.).
https://www.onetonline.org/link/summar
y/13-1011.00
• 13-1121.00 - Meeting, Convention, and
Event Planners. (n.d.).
https://www.onetonline.org/link/summar
y/13-1121.00
•
https://www.linkedin.com/in/kelseyanne
cremer/
• 11-2021.00 - Marketing Managers.
(n.d.).
https://www.onetonline.org/link/summar
y/11-2021.00