Kael Ferguson and Morgan Happs

The Robinsons

Portfolio Piece

ARTIST MANAGEMENT Artist Selection, Target Audience Profile, and Artist Analysis

FOUNDATION

1. List the names of each member of your group.

Morgan Happs, Kael Ferguson

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.

The Robinsons, https://therobinsons.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.

Green Day

a. Potential research methods:

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.

TARGET AUDIENCE

4. Target Audience - Demographics:a. In 1 or 2 well-written paragraphs, provide information regarding the

target audience’s age (5-10 age year range), primary gender, income range, ethnic background, relationship status, and family life.

The Robinsons appeal to a wide variety of people; however, they are most popular with a demographic of Caucasian 17-27 year olds. Consistent with this age group, Robinson fans tend to be single and do not have families of their own.  While the Robinsons appeal to both genders, the audience tends to primarily consist of males with an average income of $27K a year.  Currently, the Robinsons are only widely known to those who reside in the United States specifically, Central Florida.

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 ((Ex. fitness enthusiasts, cars,

outdoors, cat pictures, dancing, etc.)Playing/listening to music, sports, video games

ii. Clothing/Accessory Brands (Where do they shop and what do they buy?)

Accessories, music and clothing at Hot Topic, clothing at Aeropostle and Hollister

iii. Food/Restaurant Preferences (Ex. vegan, paleo, upscale fine dining, specific restaurants)

Taco Bell, McDonalds, Dairy Queen

iv. Other Artists

Blink 182, Sum 41, NOFX, Pennywise

v. Movies and TV Shows

Family Guy, Rick & Morty, It’s Always Sunny in Philadelphia.

6. Target Audience – Descriptiona. Condense the information that you have found above into a well-written

2-sentence description of your artist’s target audience.

The Robinsons target audience consist mostly of single males, ranging from 17-27 years of age, who shop mostly at Hot Topic and eat mainly at Taco Bell. The Robinsons target audience enjoys listening to music, such as similar bands like Blink 182 and Green Day. They also enjoy playing video games and watching TV shows such as Family Guy and It’s Always Sunny in Philadelphia.

7. Target Audience- Geographic: a. In what city is the artist based? List 5 cities within a 500-mile radius

that have niche-specific businesses, venues, schools, or other organizations that would be frequented by the target audience you have defined. Provide a reliable source for each of the 5 examples.

Hometown: Orlando, FL

i. City 1: Tampa1. : Rock Brothers Brewing

(https://www.yelp.com/biz/rock-brothers-brewing-tampa-2

ii. City 2: Jacksonville1: Dos Gatos (https://www.visitjacksonville.com/restaurants/nightlife/)

iii. City 3: Gainesville1. The Back Yard Bar .

(http://www.visitgainesville.com/listing/?lid=513)iv. City 4: Miami

1. The Stage ( http://www.miamiandbeaches.com/things-to-do/nightlife/bars-and-lounges)

v. City 5: Winter Haven 1: Jessie’s Lounge (http://jessieslive.com/tour/)

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.

This band consistently plays shows on typically a weekly or bi weekly basis which has helped them grow as individuals and collectively as a band. Their live show is consistent and continues to garner more fans and more likes / attention on all social media platforms particularly Facebook and Instagram. The live show aspect is huge for this particular band and will be great for marketing due to the growing popularity of online videos of shows on sites like YouTube. The show that this band puts on utilizes the appropriate language and musical style of their key demographic that will be targeted when promoting this band.

The Robinsons have great stage presence that will be accepted by their target audience mostly and perhaps some other demographics that we did not anticipate on segmenting. The lead singer and showman of the band Brandon Thompson brings a level of intensity and humor needed to keep fans of punk and pop punk alike satisfied. Many of the jokes told throughout the set are considered by some to be risqué and at times even obnoxious but this behavior fits in well with their key demographic who are younger and mostly male. Their prepubescent style banter is reminiscent of the pop punk bands of yester year such as Blink 182 which is a largely influential band to the artist and their fan base.

The members of the Robinson are all students of music and can play multiple instruments. In the middle of each live set front man Brandon, hops on the drum set while drummer Jordan introduces his own brand of punk rock that gives the band a unique and endearing persona. Having every member be able to play each other’s

instruments also gives the band an edge when it comes to the recording and songwriting process. This shows that the band is serious and willing to shine light on all aspects of their craft.

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.

As most young struggling bands do, The Robinsons share a household, however this house also includes an at home studio that also doubles as a rehearsal space. This has allowed the Robinsons to record an EP by themselves and have recently released more original music. This will allow the Robinsons to be a self -sustaining band which is rare in the Punk scene of Orlando. Having the studio and the knowledge of recording will also help them connect with more artists of similar genres.

The Robinsons play rather frequently in the Orlando circuit and have garnered a decent following in their scene. The band is very knowledgeable in booking shows in Orlando but does not have any experience in booking shows outside of their hometown. Their experience in local shows will still help them with understanding the process of booking a show and will make them confident in booking at more established venues down the road. This gives them a leg up so to speak on some other similar young bands.

The Robinsons have been making their own T shirts and designing CD covers to sell at their shows for quite some time now. The band has also released stickers with the logo created by the band. These stickers can be found at Full Sail and around places of interest for the demographic such as other night clubs and skate parks. The mass production of stickers has allowed the band to brand itself rather quickly and have a growing presence in the scene.

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.

The main strengths the Robinsons have are good work ethic, musical ability, and personality. Each member of the band brings their individual personalities to the forefront of the stage every time they perform and it shows in their highly unique live shows. The fact that every member of the band can play each other’s instruments and record is a huge strength that will help bring the band to the high level they which to reach. The Robinsons are hard workers and prove with every

show they play and every song they release that they are a talented band looking to improve on their craft in any way shape or form.

One aspect of the stage show of the Robinson’s that appeals to some and appalls others is the obnoxious and at times insensitive humor presented. In punk rock it is traditionally expected to offend, and this can be a great aspect given the right setting. However, not all settings are adequately prepared for the at times abrasive behavior that Brandon brings to the stage. In a world where audiences are more sensitive and easily offended a band like the Robinsons could in some ways be a public relations nightmare.

Florida has both a great pop punk scene, and a great festival scene. Getting the Robinsons out of the usual clubs and onto a festival with many bands similar on the bill, such as the Wanee Festival, would be a great way to bring this small band to a big stage. Getting the band in bigger towns and different states, such as Atlanta, GA, Charlotte, NC, and New York City, New York, will also be a great opportunity for the band to spread their sound to different people within their demographic. Taking this band on a small east coast-based tour would be a great opportunity to get more likes and followers for social media on all websites.

A huge threat for the Robinsons as with any band is the decline of sales in music. In order for this band to make this a career we will need to develop an alternate form of revenue that can sustain them and keep them competitive. Live shows and merchandise will be our main focus for the band’s income. The other threat to the Robinsons is the over flooded pop punk scene along the East Coast. Making this band seem unique in a genre that has potential to be generic will be a huge focus for the marketing of this band.

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 – Can play multiple instruments.1. Sponsorship deals with instrument companies. 2. Speaking events at music schools or stores. 3. Selling merchandise in local music stores.

STRENGTH 2 – Personality.1. Comedy web series based on their adventures recording.

2. Selling shirts with jokes that represent their humor.3. Ad placement on comedy-based YouTube channels.

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 – Offensive Humor1. Understand the demographics of each show. 2. Be more mindful of what is funny and what is crossing the line.

WEAKNESS 2 – No out of state shows. 1. Get their number of likes up. 2. Book shows in states close to Florida such as Georgia and South Carolina.

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: Launching an east coast tour.a. Give two specific sentences describing the goal: The band will start in Florida and eventually end in their hometown of Philadelphia, playing a total of 20 dates in-between. They will play venues with capacities ranging from 300-1,000, such as Revolution Live in Ft. Lauderdale, FL, The National in Richmond, VA, and Coda in Philadelphia, PA. This will allow new fans and old fans alike to experience The Robinsons.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough).  I believe this time is realistic because it allows the band to tour with a high social media presence, merchandise, and a strong logo that represents the band.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: I will check with the band consistently throughout the entire process to ensure that the fan base is there in all geographic locations that the band will be going.

2. Content Creation Goal: Professional music videoa. Give two specific sentences describing the goal: Every band needs a visual representation that goes with the band’s image and music. Mark Kohr, who directed the music video for Basket Case by Green Day, is the ideal director for The Robinsons music video, as well as the Litewire Media production company, located in St. Petersburg, FL.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). This frame is attainable because the band will have an album and good merchandise done by this time and will have generated enough money and a large following.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: I will monitor this band’s progress and talk to the potential producers of the video three months in advance to ensure that the video is done right.

3. Audience Growth Goal: Gain international fansa. Give two specific sentences describing the goal: The band needs fans globally as well and we will do this through social media. Other ways to expand our reach to fans is to get the band a feature and/or co-write with other artists and doing interviews or podcasts.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). The band will have a high social media presence by this time and this will allow them to gain an international following.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: I will check the social media presence of this band in international countries 4 months before to monitor their ability to keep international fans.

6-Month Goals

1. Revenue Generating Goal: Making and selling merchandise with custom logoa. Give two specific sentences describing the goal: The band needs to show their goals and influences with font choices that reflect their style in shirts and stickers. Having a distinct brand for the band in merchandise will elevate the image for the band and help segment the market and their fan base. Impress Ink provides a wide range of products at affordable prices that The Robinsons can utilize. b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). Sixth months will allow the band to generate revenue to be able to afford merchandise and a logo design that is well made and representative of the band’s

style. The band currently has merchandise that is cheaply made and is not a great advertisement for the band, but six months will allow them to progress.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:  I will check with the band in July and check their progress through their website which will have all of their clothing and stickers available and I can track the sales.

2. Content Creation Goal: Full length album.a. Give two specific sentences describing the goal: The band currently has two Eps and needs to release a full album in six months to fully expose new potential fans to their sound. A full album will give new and current fans a way to consistently listen to their music.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). This frame is reasonable because the band already has two EPs which is essentially half of a full-length album. Recording more songs that are already a part of the live set will be easy for the band and allow them to bring their live energy to the album format.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: I will check with the band in August to see the progress of the album and how many songs will make the album. This will ensure that progress is happening and that the band will meet their goal.

3. Audience Growth Goal: 1,000 likes on Facebook.a. Give two specific sentences describing the goal: Getting 1,000 likes on Facebook is a great way to expand the band into a larger market in more music scenes outside of Orlando. The band needs to expand outside of their town to garner a large following and this is a way to broaden the bands horizons. By investing in targeted ads we have the potential to reach fans outside of our local area, and getting a feature on a reputable website will also increase the possibility of receiving greater recognition.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). This time frame is attainable because the merchandise and album will help garner more likes and exposure for the band.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: I will check with the band in May to ensure that a steady amount of likes are happening on the page and then check again in June to ensure that we are over 500 likes.

3-Month Goals

1. Revenue Generating Goal: Create merchandisea. Give two specific sentences describing the goal: Within three months merchandise will be created to sale, such as t-shirts, stickers, hats, etc.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). Three months give us time to acquire the money to start creating merchandise while also having enough time for the merchandise to be created and shipped and delivered.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: Thirty days before the deadline we will check the status of our order, if the order is being processed and being prepared to be shipped we will be on time for our goal.

2. Content Creation Goal: Creating a websitea. Give two specific sentences describing the goal: In three months a website will be created for the artist. On this website will be pictures of the artist, a bio for the artist, their music, and information about upcoming shows.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). On average, most web projects take 12 to 16 weeks to build, making three months an ideal timeframe.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: Thirty days before the deadline we will check to see what still may need to be done for the website, like editing the layout or making sure all the links work.

3. Audience Growth Goal: Expand number of venues played ata. Give two specific sentences describing the goal: The artist will expand their audience by branching out into new venues in surrounding cities. This will increase the number of those seeing them perform.b. Elaborate on why you believe this time frame is attainable and realistic (Be thorough). Three months gives the artist time to scout out venues with a similar target audience and set up dates for them to play.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: One month into our goal we will check to make sure we’ve contacted at least three different venues about performing at their venue.