Culminating Experience
Reflective Report
Chris Wade
2014 Master’s Candidate for
Global Entertainment & Music Business

June 27, 2014	
  
	
  
	
  

	
  

Table	
  of	
  Contents	
  

	
  
	
  
	
  
1.	
  Summary	
  of	
  the	
  Project	
  Completed	
  
	
  
2.	
  Process	
  
	
  
3.	
  Results	
  
	
  
4.	
  Next	
  steps	
  
	
  
5.	
  Contribution	
  to	
  the	
  Discipline	
  and	
  Profession	
  
	
  
6.	
  Impact	
  on	
  the	
  Student	
  Completing	
  the	
  Work	
  
	
  
7.	
  Conclusion	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  

	
  

2	
  

Summary	
  of	
  the	
  Project	
  Completed	
  
For	
  my	
  Culminating	
  Experience	
  (CE),	
  I	
  chose	
  to	
  create	
  a	
  formal	
  business	
  plan	
  for	
  an	
  
idea	
  that	
  I	
  developed	
  during	
  the	
  course	
  of	
  the	
  school	
  year.	
  The	
  project	
  was	
  rooted	
  in	
  
creating	
  a	
  business	
  that	
  supplemented	
  the	
  lack	
  of	
  music	
  education	
  in	
  schools	
  and	
  
the	
  increasing	
  costs	
  of	
  private	
  music	
  lessons.	
  Based	
  on	
  that	
  foreseen	
  need,	
  I	
  worked	
  
with	
  a	
  team	
  of	
  classmates	
  to	
  design	
  an	
  innovative	
  business	
  model	
  for	
  a	
  non-­‐profit	
  
organization	
  that	
  paired	
  Artists	
  and	
  Brands	
  together	
  to	
  provide	
  Children	
  with	
  free	
  
music	
  lessons.	
  The	
  name	
  of	
  the	
  project	
  and	
  the	
  pending	
  company	
  is	
  Play	
  It	
  FWD.	
  The	
  
name	
  is	
  derived	
  from	
  the	
  act	
  of	
  extending	
  the	
  tradition	
  of	
  music	
  education	
  as	
  a	
  form	
  
of	
  charity	
  with	
  the	
  intent	
  to	
  keep	
  music	
  culture	
  advancing	
  in	
  a	
  positive	
  direction.	
  
	
  
The	
  way	
  the	
  business	
  model	
  works,	
  Children	
  will	
  be	
  taught	
  music	
  lessons	
  by	
  top-­‐
level	
  music	
  Artists	
  through	
  engaging	
  video	
  content	
  that	
  lives	
  on	
  a	
  proprietary	
  
website.	
  The	
  costs	
  of	
  running	
  the	
  non-­‐profit,	
  including	
  developing	
  this	
  content,	
  will	
  
be	
  supported	
  by	
  monetary	
  funding	
  from	
  Brands	
  in	
  exchange	
  for	
  their	
  assets	
  
(products,	
  logos,	
  etc.)	
  being	
  integrated	
  into	
  the	
  content.	
  The	
  premise	
  of	
  this	
  business	
  
model	
  is	
  to	
  create	
  what	
  is	
  in	
  effect	
  a	
  “Triple	
  Win”,	
  where	
  all	
  parties	
  involved	
  gain	
  
something	
  of	
  value	
  from	
  being	
  associated	
  with	
  the	
  Play	
  It	
  FWD	
  platform.	
  Artists	
  are	
  
able	
  to	
  establish	
  deeper	
  connections	
  with	
  their	
  fans	
  (most	
  likely	
  parents)	
  and	
  gain	
  
exposure	
  to	
  and	
  relevance	
  with	
  a	
  younger	
  base	
  (the	
  children).	
  Brands	
  can	
  leverage	
  
Play	
  It	
  FWD	
  as	
  a	
  cause	
  marketing	
  initiative	
  and	
  show	
  increased	
  relevance	
  to	
  their	
  
core	
  consumers	
  and	
  decision	
  makers	
  (parents)	
  by	
  providing	
  additional	
  value	
  to	
  the	
  
lives	
  of	
  them	
  and	
  their	
  kids.	
  Children	
  are	
  the	
  major	
  winners	
  within	
  our	
  model	
  

	
  

3	
  

because	
  they	
  have	
  the	
  opportunity	
  to	
  learn	
  about	
  music	
  through	
  a	
  unique,	
  high	
  
quality	
  experience	
  at	
  no	
  cost	
  to	
  their	
  parents.	
  	
  
	
  
The	
  focus	
  of	
  my	
  CE	
  was	
  to	
  research	
  and	
  develop	
  a	
  functional	
  approach	
  to	
  the	
  Artist	
  /	
  
Brand	
  partnerships	
  that	
  would	
  need	
  to	
  take	
  place	
  in	
  order	
  for	
  the	
  business	
  model	
  to	
  
work	
  properly.	
  In	
  my	
  proposal,	
  I	
  sought	
  out	
  to	
  find	
  a	
  partnership	
  method	
  that	
  is	
  
consistent	
  and	
  sustainable	
  in	
  pairing	
  Artists	
  and	
  Brands	
  together	
  in	
  an	
  effective	
  
way.	
  Therefore,	
  my	
  contribution	
  to	
  the	
  Play	
  It	
  FWD	
  business	
  plan	
  was	
  centered	
  on	
  
developing	
  a	
  functional	
  partnership	
  system	
  that	
  connects	
  Artists	
  &	
  Brands	
  in	
  a	
  
manner	
  that	
  can	
  be	
  successfully	
  replicated,	
  as	
  well	
  as	
  provide	
  greater	
  value	
  to	
  
society	
  in	
  the	
  process.	
  	
  
	
  
Process	
  	
  
The	
  first	
  step	
  in	
  working	
  on	
  this	
  project	
  was	
  to	
  develop	
  a	
  team.	
  As	
  a	
  part	
  of	
  a	
  module	
  
in	
  the	
  Emerging	
  Entertainment	
  Business	
  Models	
  class	
  during	
  our	
  first	
  semester,	
  I	
  
was	
  required	
  to	
  pitch	
  a	
  business	
  idea	
  to	
  my	
  fellow	
  classmates	
  with	
  the	
  intent	
  of	
  
enticing	
  two	
  of	
  them	
  to	
  work	
  on	
  the	
  project	
  with	
  me.	
  I	
  presented	
  the	
  initial	
  idea	
  I	
  
had	
  for	
  Play	
  It	
  FWD	
  and	
  selected	
  Ankie	
  Titulaer	
  and	
  Maxwell	
  Wright	
  as	
  my	
  team	
  
members	
  to	
  work	
  on	
  this	
  project	
  for	
  the	
  course	
  of	
  the	
  first	
  semester.	
  	
  During	
  the	
  
second	
  semester,	
  in	
  the	
  Entrepreneurship	
  and	
  Innovation	
  class,	
  we	
  added	
  two	
  
additional	
  team	
  members	
  in	
  Gabrielle	
  Banks	
  and	
  Manuel	
  Delgado.	
  	
  
	
  

	
  

4	
  

This	
  was	
  a	
  critical	
  component	
  to	
  being	
  able	
  to	
  start	
  and	
  complete	
  the	
  business	
  plan	
  
for	
  Play	
  It	
  FWD.	
  As	
  the	
  project	
  leader,	
  it	
  was	
  necessary	
  for	
  me	
  to	
  initially	
  build	
  a	
  
team	
  of	
  people	
  that	
  had	
  different	
  skill	
  sets	
  from	
  those	
  that	
  I	
  have.	
  I	
  chose	
  Ankie	
  and	
  
Max	
  in	
  particular	
  because	
  of	
  their	
  respective	
  backgrounds	
  in	
  Music	
  Education	
  and	
  
Performing	
  Arts	
  &	
  Creative	
  Development,	
  in	
  addition	
  to	
  their	
  passion	
  for	
  working	
  
with	
  Children.	
  As	
  a	
  team	
  of	
  three,	
  we	
  applied	
  the	
  same	
  thinking	
  to	
  selecting	
  new	
  
team	
  members	
  to	
  ensure	
  that	
  we	
  were	
  enhancing	
  the	
  effectiveness	
  of	
  the	
  group	
  
while	
  maintaining	
  a	
  positive	
  interpersonal	
  dynamic.	
  Gabrielle	
  provided	
  us	
  with	
  
insight	
  and	
  knowledge	
  to	
  Music	
  Licensing	
  and	
  Video	
  Production	
  and	
  Manny	
  had	
  a	
  
strong	
  Legal	
  background	
  and	
  a	
  keen	
  sense	
  of	
  Operational	
  Management	
  
	
  
Throughout	
  the	
  courses	
  that	
  were	
  taken	
  during	
  both	
  semesters	
  of	
  the	
  program,	
  I,	
  
along	
  with	
  my	
  teammates,	
  applied	
  various	
  learnings	
  and	
  analyzing	
  tools	
  from	
  our	
  
coursework	
  to	
  critique	
  and	
  reassess	
  our	
  thinking	
  about	
  the	
  business	
  model	
  with	
  the	
  
intention	
  of	
  making	
  it	
  as	
  comprehensive	
  and	
  thoughtful	
  as	
  possible.	
  We	
  leveraged	
  
various	
  modeling	
  techniques,	
  such	
  as	
  the	
  Canvas	
  and	
  RIVE	
  models,	
  to	
  assess	
  our	
  
project’s	
  interaction	
  of	
  resources.	
  We	
  used	
  marketing	
  analyses	
  such	
  is	
  Porter’s	
  5	
  
Forces	
  and	
  SWOT	
  to	
  gain	
  a	
  clearer	
  picture	
  of	
  the	
  competitive	
  landscape	
  of	
  the	
  
Online	
  Music	
  Education	
  industry.	
  We	
  also	
  had	
  to	
  take	
  in	
  consideration	
  various	
  types	
  
financial	
  analysis	
  to	
  project	
  the	
  investment	
  needed	
  for	
  our	
  start	
  up	
  and	
  the	
  
operating	
  capital	
  required	
  for	
  our	
  first	
  year	
  of	
  business.	
  The	
  confluence	
  of	
  our	
  
academic	
  studies	
  and	
  our	
  personal	
  research	
  worked	
  together	
  for	
  us	
  to	
  collectively	
  
provide	
  input	
  into	
  further	
  developing	
  the	
  Play	
  It	
  FWD	
  business	
  model.	
  	
  

	
  

5	
  

	
  
We	
  conducted	
  quantitative	
  consumer	
  research,	
  focusing	
  on	
  parents	
  in	
  the	
  United	
  
States,	
  which	
  was	
  led	
  by	
  Ankie	
  Titulaer.	
  	
  I,	
  on	
  the	
  other	
  hand,	
  spearheaded	
  the	
  
qualitative	
  research	
  that	
  was	
  necessary	
  to	
  better	
  refine	
  our	
  approach	
  to	
  Artist	
  /	
  
Brand	
  partnerships.	
  Given	
  my	
  background	
  in	
  this	
  area,	
  I	
  contacted	
  some	
  colleagues	
  
that	
  either	
  currently	
  work	
  or	
  formerly	
  were	
  involved	
  in	
  brand	
  marketing	
  and	
  artist	
  
management.	
  	
  
	
  
Below	
  are	
  the	
  profiles	
  of	
  the	
  interviewees:	
  
Donae	
  Burston	
  –	
  Regional	
  Marketing	
  Director	
  /	
  Moet	
  Hennessy	
  USA	
  
	
  
Kwesi	
  Fraser	
  –	
  Former	
  Heineken	
  Brand	
  Manager	
  &	
  Account	
  Director	
  for	
  Alloy	
  Access	
  
(Marketing	
  Agency	
  for	
  Heineken)	
  
	
  
Jamal	
  Henderson	
  –	
  Senior	
  Brand	
  Manager	
  /	
  PepsiCo	
  
	
  
Paul	
  Levatino	
  –	
  Former	
  Manager	
  for	
  Erykah	
  Badu	
  
Jeannah	
  Ho	
  –	
  Former	
  Assistant	
  Manager	
  for	
  Scooter	
  Braun	
  (SB	
  Projects/Justin	
  
Beiber)	
  &	
  General	
  Manager	
  for	
  Erving	
  Wonder	
  Mgmt	
  (Now	
  part	
  of	
  Atom	
  Factory)	
  	
  
	
  
I	
  held	
  90-­‐minute	
  interviews	
  with	
  each	
  of	
  these	
  individuals	
  and	
  I	
  asked	
  them	
  specific	
  
questions	
  about	
  what	
  they	
  look	
  for	
  in	
  a	
  partnership,	
  what	
  makes	
  some	
  partnerships	
  
work	
  better	
  than	
  others	
  and	
  the	
  process	
  in	
  which	
  it	
  takes	
  to	
  form	
  a	
  partnership.	
  
Through	
  these	
  conversations	
  with	
  experts	
  in	
  their	
  respective	
  fields,	
  I	
  gained	
  
invaluable	
  insight	
  into	
  the	
  needs	
  of	
  both	
  Artists	
  and	
  Brands	
  and	
  developed	
  a	
  greater	
  
understanding	
  of	
  where	
  the	
  critical	
  intersection	
  points	
  are	
  when	
  considering	
  
pairing	
  any	
  Artist	
  and	
  Brand	
  together.	
  	
  
	
  

6	
  

Out	
  of	
  this	
  research,	
  I	
  was	
  able	
  to	
  take	
  my	
  key	
  learnings	
  and	
  develop	
  a	
  partnership	
  
strategy	
  that	
  was	
  effective	
  and	
  turnkey	
  for	
  the	
  potential	
  Artist	
  and	
  Brand	
  
stakeholders	
  in	
  Play	
  It	
  FWD.	
  The	
  method	
  detailed	
  in	
  the	
  Play	
  It	
  FWD	
  business	
  plan	
  is	
  
derived	
  directly	
  from	
  the	
  direction	
  and	
  insight	
  of	
  these	
  industry	
  professionals	
  and	
  
my	
  own	
  knowledge	
  from	
  previous	
  work	
  experience	
  in	
  the	
  entertainment	
  field.	
  
	
  
The	
  final	
  and	
  most	
  important	
  step	
  was	
  to	
  synthesize	
  all	
  of	
  our	
  data	
  and	
  research	
  to	
  
develop	
  a	
  comprehensive	
  business	
  plan,	
  detailing	
  how	
  we	
  intended	
  to	
  bring	
  Play	
  It	
  
FWD	
  to	
  life	
  and	
  take	
  it	
  to	
  market.	
  This	
  was	
  a	
  very	
  collaborative	
  process	
  where	
  each	
  
team	
  member	
  had	
  a	
  select	
  set	
  of	
  responsibilities	
  and	
  deliverables.	
  We	
  would	
  share	
  
our	
  findings	
  and	
  our	
  work	
  and	
  then	
  decide	
  as	
  team	
  as	
  to	
  what	
  should	
  be	
  included	
  in	
  
the	
  end	
  product,	
  with	
  me	
  having	
  final	
  say	
  over	
  the	
  outcome.	
  This	
  process	
  ultimately	
  
proved	
  to	
  be	
  effective	
  and	
  fruitful,	
  resulting	
  in	
  a	
  thorough,	
  first	
  version	
  business	
  
plan.	
  	
  
	
  
Results	
  	
  
In	
  particular	
  to	
  the	
  focus	
  of	
  my	
  CE,	
  I	
  learned	
  that,	
  contrary	
  to	
  what	
  I	
  initially	
  
thought,	
  there	
  is	
  no	
  one	
  simplistic	
  partnership	
  model	
  that	
  works	
  for	
  every	
  Artist	
  
and	
  Brand.	
  Artists	
  and	
  Brands	
  have	
  their	
  own	
  individual	
  identity,	
  culture,	
  fan	
  base	
  
and	
  set	
  of	
  values.	
  As	
  a	
  result,	
  it	
  is	
  highly	
  improbable	
  that	
  you	
  can	
  pair	
  one	
  Artist	
  and	
  
Brand	
  together	
  the	
  same	
  way	
  you	
  can	
  another	
  set.	
  There	
  is	
  a	
  small	
  possibility	
  that	
  
this	
  type	
  of	
  method	
  could	
  be	
  developed	
  but	
  it	
  would	
  take	
  more	
  time	
  than	
  our	
  

	
  

7	
  

coursework	
  allowed	
  and	
  would	
  most	
  likely	
  prove	
  to	
  not	
  be	
  an	
  efficient	
  use	
  of	
  time	
  to	
  
explore	
  –	
  as	
  that	
  time	
  could	
  be	
  spent	
  on	
  building	
  actual	
  partnerships.	
  	
  
	
  
When	
  considering	
  Artist	
  /	
  Brand	
  partnerships,	
  you	
  must	
  make	
  each	
  situation	
  
beneficial	
  for	
  both	
  parties	
  and	
  create	
  an	
  equal	
  sharing	
  of	
  brand	
  equities.	
  The	
  most	
  
important	
  element,	
  as	
  noted	
  to	
  me	
  by	
  all	
  of	
  the	
  interviewees,	
  is	
  to	
  make	
  a	
  process	
  
that	
  is	
  easy	
  with	
  as	
  little	
  heavy	
  lifting	
  on	
  their	
  end	
  as	
  possible.	
  Therefore,	
  the	
  
approach	
  that	
  I	
  have	
  developed	
  for	
  Play	
  It	
  FWD	
  is	
  completely	
  customized.	
  In	
  our	
  
model,	
  	
  we	
  conduct	
  the	
  due	
  diligence	
  to	
  target	
  and	
  match	
  Artists	
  and	
  Brands	
  
together	
  to	
  create	
  unique	
  experiences	
  through	
  our	
  content	
  that	
  are	
  organic	
  to	
  the	
  
consumer	
  and	
  mutually	
  advantageous	
  for	
  both	
  the	
  Artist	
  and	
  the	
  Brand.	
  	
  
	
  
On	
  a	
  larger	
  scale,	
  the	
  results	
  of	
  developing	
  this	
  business	
  plan	
  have	
  been	
  extremely	
  
positive	
  and	
  promising.	
  From	
  the	
  onset	
  this	
  idea	
  has	
  grabbed	
  the	
  attention	
  and	
  
interest	
  of	
  many	
  people	
  within	
  and	
  outside	
  of	
  the	
  Berklee	
  network.	
  This	
  was	
  
something	
  that	
  I	
  always	
  used	
  as	
  a	
  barometer	
  to	
  let	
  me	
  know	
  if	
  the	
  concept	
  of	
  the	
  
idea	
  was	
  connecting	
  with	
  people	
  the	
  right	
  way	
  –	
  and	
  I	
  still	
  do.	
  My	
  teammates	
  and	
  I	
  
have	
  developed	
  some	
  great	
  relationships	
  as	
  a	
  result	
  of	
  this	
  project	
  and	
  we	
  believe	
  
we	
  have	
  a	
  strong	
  base	
  of	
  people	
  that	
  can	
  help	
  us	
  carry	
  it	
  forward	
  to	
  the	
  next	
  phase	
  
of	
  development.	
  
	
  
We	
  competed	
  in	
  two	
  pitch	
  competitions	
  during	
  the	
  school	
  year,	
  each	
  at	
  the	
  end	
  of	
  
the	
  semesters.	
  We	
  came	
  in	
  2nd	
  place	
  during	
  the	
  competition	
  at	
  the	
  end	
  of	
  the	
  1st	
  

	
  

8	
  

semester	
  and	
  we	
  unanimously	
  won	
  the	
  Venture	
  Day	
  competition	
  during	
  the	
  Spring	
  
semester.	
  I	
  make	
  mention	
  of	
  this	
  because	
  after	
  losing	
  the	
  first	
  pitch	
  competition	
  
after	
  months	
  of	
  a	
  lot	
  of	
  hard	
  work,	
  I	
  vowed	
  to	
  myself	
  and	
  my	
  team	
  that	
  we	
  would	
  
win	
  the	
  next	
  competition	
  in	
  the	
  2nd	
  semester.	
  Through	
  this	
  series	
  of	
  experiences	
  our	
  
team	
  bonded	
  and	
  we	
  strove	
  in	
  unison	
  to	
  ensure	
  that	
  we	
  all	
  came	
  out	
  successful	
  on	
  
Venture	
  Day.	
  	
  
	
  
This	
  level	
  of	
  teamwork	
  was	
  something	
  that	
  was	
  not	
  always	
  easy	
  to	
  accomplish,	
  
especially	
  at	
  first	
  because	
  we	
  had	
  to	
  learn	
  each	
  other’s	
  strengths,	
  weaknesses	
  and	
  
work	
  styles	
  –	
  which	
  might	
  have	
  been	
  the	
  biggest	
  challenge	
  we	
  faced	
  as	
  a	
  group	
  and	
  
me	
  as	
  a	
  leader.	
  We	
  chose	
  to	
  put	
  the	
  work	
  and	
  our	
  goals	
  first	
  and	
  our	
  egos	
  aside	
  to	
  be	
  
able	
  to	
  communicate	
  with	
  one	
  another	
  and	
  gain	
  each	
  other’s	
  trust	
  in	
  the	
  process.	
  I	
  
believe	
  this	
  was	
  a	
  valuable	
  learning	
  lesson	
  for	
  all	
  of	
  us,	
  but	
  personally	
  it	
  was	
  very	
  
imperative	
  because	
  it	
  required	
  me	
  to	
  delegate,	
  monitor	
  the	
  work	
  being	
  done	
  and	
  
still	
  have	
  the	
  long-­‐term	
  vision	
  in	
  mind	
  at	
  the	
  same	
  time.	
  I	
  cannot	
  say	
  that	
  this	
  was	
  
always	
  easy,	
  but	
  it	
  did	
  teach	
  me	
  how	
  to	
  better	
  use	
  the	
  strengths	
  of	
  my	
  team	
  and	
  
communicate	
  with	
  people	
  in	
  the	
  way	
  they	
  needed	
  on	
  an	
  individual	
  level	
  for	
  the	
  
greater	
  good	
  of	
  everyone	
  involved.	
  	
  
	
  
By	
  and	
  large,	
  I	
  accomplished	
  everything	
  -­‐	
  personally	
  and	
  with	
  the	
  team	
  -­‐	
  that	
  I	
  
wanted	
  to	
  within	
  the	
  time	
  I	
  had	
  to	
  work	
  on	
  the	
  Play	
  It	
  FWD	
  project	
  during	
  the	
  
academic	
  year.	
  The	
  only	
  disappointment	
  I	
  can	
  mention	
  is	
  learning	
  the	
  reality	
  of	
  the	
  
time	
  and	
  investment	
  needed	
  to	
  build	
  a	
  quality	
  beta	
  or	
  minimal	
  viable	
  product	
  (MVP)	
  

	
  

9	
  

for	
  the	
  business.	
  This	
  is	
  something	
  that	
  I	
  envisioned	
  and	
  thought	
  was	
  realistic	
  
within	
  my	
  timeline,	
  but	
  the	
  costs	
  of	
  building	
  a	
  proof	
  of	
  concept	
  at	
  the	
  level	
  we	
  
desired	
  within	
  the	
  given	
  time	
  frame	
  proved	
  to	
  be	
  more	
  than	
  we	
  could	
  take	
  on	
  as	
  a	
  
team.	
  The	
  benefit	
  of	
  this	
  is	
  that	
  I	
  now	
  know	
  how	
  much	
  it	
  will	
  take	
  to	
  develop	
  an	
  MVP	
  
and	
  therefore	
  have	
  the	
  ability	
  to	
  prepare	
  the	
  team	
  and	
  position	
  us	
  to	
  take	
  on	
  that	
  
task	
  in	
  the	
  near	
  future.	
  	
  
	
  
Next	
  Steps	
  
The	
  long-­‐term	
  plan	
  for	
  Play	
  It	
  FWD	
  is	
  to	
  develop	
  it	
  into	
  a	
  sustainable	
  business	
  that	
  
has	
  a	
  global	
  reach	
  and	
  a	
  revolutionary	
  impact	
  on	
  Music	
  Education.	
  Although	
  that	
  is	
  a	
  
grand	
  mission	
  I	
  along	
  with	
  a	
  group	
  of	
  my	
  teammates	
  have	
  chosen	
  to	
  continue	
  to	
  
work	
  on	
  this	
  business	
  idea	
  and	
  develop	
  it	
  into	
  an	
  operating	
  business	
  in	
  2015.	
  We	
  
are	
  currently	
  in	
  the	
  process	
  of	
  developing	
  a	
  detailed	
  timeline	
  of	
  action	
  steps	
  and	
  
milestones	
  that	
  we	
  want	
  to	
  achieve	
  through	
  the	
  2014	
  calendar	
  year.	
  	
  
	
  
Our	
  first	
  goal	
  is	
  to	
  continue	
  to	
  do	
  deeper	
  market	
  and	
  consumer	
  research	
  and	
  better	
  
assess	
  the	
  costs	
  of	
  developing	
  a	
  beta	
  or	
  MVP	
  for	
  the	
  Play	
  It	
  FWD	
  platform.	
  From	
  that	
  
point	
  we	
  want	
  to	
  revise	
  our	
  business	
  plan	
  and	
  make	
  it	
  more	
  presentable	
  and	
  
digestible	
  for	
  potential	
  investors	
  and	
  other	
  interested	
  parties.	
  	
  
	
  
We	
  also	
  have	
  to	
  continue	
  to	
  create	
  our	
  content	
  strategy	
  and	
  determine	
  exactly	
  how	
  
our	
  content	
  will	
  work	
  to	
  educate	
  Children	
  while	
  incorporating	
  Artist	
  and	
  Brands.	
  
Once	
  we	
  have	
  a	
  solid	
  direction	
  on	
  this	
  and	
  a	
  beta	
  of	
  our	
  platform,	
  we	
  intend	
  to	
  test	
  

	
  

10	
  

our	
  product	
  on	
  a	
  sample	
  of	
  our	
  target	
  consumers	
  –	
  Children	
  between	
  8-­‐12	
  years	
  old	
  
–	
  and	
  take	
  those	
  learnings	
  to	
  make	
  the	
  necessary	
  revisions	
  to	
  the	
  content	
  approach	
  
and	
  functionality	
  of	
  the	
  platform.	
  	
  
	
  
Moreover,	
  on	
  a	
  basic	
  level,	
  we	
  have	
  to	
  secure	
  key	
  business	
  elements	
  such	
  as	
  a	
  
business	
  licensee,	
  trademarks,	
  domain	
  names,	
  etc.	
  as	
  well	
  as	
  file	
  for	
  status	
  as	
  a	
  
501(c)(3)	
  non-­‐profit	
  organization.	
  	
  
	
  
After	
  we	
  have	
  hit	
  these	
  milestones	
  we	
  want	
  to	
  send	
  signals	
  to	
  the	
  market	
  that	
  we	
  
intend	
  on	
  launching	
  in	
  the	
  near	
  future	
  while	
  simultaneously	
  seeking	
  out	
  funding	
  
either	
  via	
  philanthropic	
  equity,	
  government	
  grants	
  and/or	
  an	
  accelerator/incubator	
  
program.	
  	
  
	
  
Contribution	
  to	
  the	
  Discipline	
  and	
  Profession	
  
My	
  contribution	
  to	
  the	
  disciplines	
  of	
  Music	
  Education	
  and	
  Brand	
  Partnerships	
  is	
  
analyzing	
  better	
  ways	
  to	
  do	
  both	
  and	
  working	
  to	
  find	
  effective	
  solutions	
  that	
  can	
  
help	
  a	
  greater	
  number	
  of	
  people.	
  I	
  took	
  my	
  knowledge	
  and	
  experience	
  from	
  those	
  
two	
  industries	
  and	
  paired	
  them	
  in	
  a	
  manner	
  that	
  has	
  the	
  potential	
  to	
  exponentially	
  
impact	
  both.	
  It	
  is	
  common	
  knowledge	
  that	
  Music	
  Education	
  is	
  lacking	
  in	
  many	
  
schools	
  in	
  America	
  and	
  around	
  the	
  world.	
  By	
  working	
  on	
  a	
  new	
  method	
  to	
  deliver	
  
quality	
  Music	
  Education	
  to	
  children,	
  it	
  is	
  my	
  hope	
  that	
  we	
  can	
  get	
  more	
  people	
  with	
  
the	
  adequate	
  resources	
  involved	
  to	
  reinvigorate	
  the	
  Music	
  Education	
  process	
  and	
  
make	
  a	
  lasting,	
  positive	
  impression	
  on	
  children’s	
  lives	
  on	
  a	
  high	
  level.	
  	
  

	
  

11	
  

I	
  believe	
  that	
  working	
  on	
  this	
  project	
  will	
  also	
  help	
  pave	
  the	
  way	
  for	
  me	
  to	
  continue	
  
to	
  develop	
  new	
  ideas	
  and	
  approaches	
  to	
  leveraging	
  Artists	
  (and	
  potentially	
  other	
  
celebrities)	
  and	
  Brands	
  to	
  stimulate	
  progressive	
  social	
  change	
  on	
  a	
  large	
  scale.	
  This	
  
is	
  something	
  that	
  I	
  intend	
  to	
  do	
  going	
  forward	
  as	
  a	
  part	
  of	
  my	
  entrepreneurial	
  
career.	
  	
  
	
  
Impact	
  on	
  the	
  Student	
  Completing	
  the	
  Work	
  	
  
The	
  personal	
  impact	
  on	
  this	
  project	
  was	
  tremendous	
  for	
  me.	
  I	
  came	
  to	
  Berklee	
  
Valencia	
  primarily	
  because	
  I	
  wanted	
  to	
  evolve	
  into	
  a	
  successful	
  entrepreneur.	
  The	
  
Global	
  Entertainment	
  &	
  Music	
  Business	
  Program’s	
  emphasis	
  on	
  entrepreneurship	
  
was	
  what	
  really	
  made	
  me	
  seriously	
  consider	
  leaving	
  my	
  corporate	
  job	
  to	
  further	
  my	
  
education.	
  With	
  that	
  being	
  said,	
  I	
  have	
  learned	
  an	
  immense	
  amount	
  of	
  information	
  
and	
  gained	
  skill	
  sets	
  that	
  I	
  possibly	
  would	
  have	
  not	
  been	
  afforded	
  to	
  acquire	
  by	
  my	
  
own	
  devices.	
  Moreover,	
  the	
  international	
  relationships	
  and	
  network	
  I	
  have	
  begun	
  to	
  
foster	
  has	
  opened	
  me	
  up	
  to	
  new	
  ways	
  of	
  approaching	
  business,	
  as	
  well	
  as	
  greater	
  
opportunities	
  in	
  the	
  future.	
  	
  
	
  
Going	
  deeper	
  than	
  just	
  career	
  aspirations,	
  I	
  would	
  say	
  what	
  has	
  impacted	
  me	
  most	
  
from	
  working	
  on	
  this	
  project	
  in	
  particular	
  is	
  having	
  a	
  greater	
  understanding	
  of	
  the	
  
inequities	
  in	
  the	
  world.	
  From	
  conducting	
  research	
  on	
  non-­‐profits	
  and	
  economic	
  
figures	
  across	
  the	
  globe,	
  I	
  also	
  came	
  across	
  information	
  that	
  opened	
  my	
  eyes	
  up	
  to	
  
the	
  many	
  injustices	
  that	
  large	
  groups	
  of	
  people	
  deal	
  with	
  on	
  a	
  day-­‐to-­‐day	
  basis.	
  
Many	
  of	
  these	
  issues	
  we	
  are	
  aware	
  of	
  on	
  a	
  surface	
  level	
  from	
  things	
  we	
  might	
  hear	
  

	
  

12	
  

about	
  or	
  see	
  in	
  the	
  news.	
  	
  However,	
  when	
  I	
  looked	
  at	
  the	
  data	
  and	
  saw	
  the	
  impact	
  
that	
  the	
  lack	
  of	
  certain	
  essentials,	
  such	
  as	
  lack	
  of	
  clean	
  water	
  and	
  food,	
  basic	
  
education	
  needs,	
  limited	
  access	
  to	
  computers	
  or	
  even	
  electricity,	
  has	
  on	
  the	
  lives	
  
countless	
  people	
  on	
  a	
  daily	
  basis,	
  I	
  began	
  to	
  look	
  at	
  the	
  world	
  differently.	
  I	
  now	
  see	
  a	
  
great	
  need	
  for	
  considerable	
  amounts	
  of	
  work	
  to	
  be	
  done	
  in	
  these	
  areas	
  to	
  help	
  
people	
  live	
  better	
  lives.	
  	
  
	
  
This	
  type	
  of	
  information	
  coupled	
  with	
  the	
  constant	
  thinking	
  of	
  how	
  to	
  create	
  a	
  
positive	
  movement	
  around	
  something	
  I	
  care	
  so	
  much	
  about	
  in	
  Music	
  Education,	
  
really	
  allowed	
  me	
  to	
  find	
  a	
  clearer	
  vision	
  for	
  my	
  purpose.	
  Prior	
  to	
  coming	
  to	
  Berklee,	
  
I	
  was	
  career	
  driven	
  and	
  money	
  motivated	
  (not	
  money	
  hungry),	
  but	
  I	
  focused	
  a	
  large	
  
majority	
  of	
  my	
  energy	
  on	
  what	
  I	
  could	
  do	
  for	
  myself.	
  Many	
  of	
  the	
  teachings	
  I	
  
received	
  and	
  my	
  personal	
  readings	
  during	
  the	
  time	
  I	
  have	
  worked	
  on	
  this	
  project	
  
exposed	
  me	
  to	
  the	
  realization	
  that	
  I	
  can	
  have	
  a	
  bigger	
  influence	
  on	
  the	
  world	
  other	
  
than	
  myself	
  and	
  my	
  immediate	
  circle.	
  Even	
  more	
  so,	
  I	
  now	
  have	
  the	
  belief	
  that	
  it	
  is	
  a	
  
part	
  of	
  my	
  responsibility	
  to	
  use	
  my	
  gifts	
  and	
  intellect	
  to	
  help	
  aid	
  and	
  transform	
  the	
  
lives	
  of	
  other	
  people	
  and	
  provide	
  them	
  with	
  greater	
  opportunities	
  to	
  enhance	
  their	
  
quality	
  of	
  life.	
  I	
  have	
  learned	
  through	
  this	
  process	
  that	
  you	
  gain	
  more	
  by	
  working	
  to	
  
help	
  others	
  than	
  you	
  do	
  by	
  solely	
  working	
  to	
  help	
  benefit	
  yourself.	
  One	
  of	
  my	
  
favorites	
  quotes	
  states:	
  	
  
	
  “A	
  good	
  man	
  fights	
  for	
  himself	
  and	
  his.	
  A	
  great	
  man	
  fights	
  for	
  everyone	
  else”	
  	
  
-­‐	
  Philip	
  DeFranco	
  

	
  

13	
  

It	
  has	
  been	
  through	
  this	
  experience	
  of	
  working	
  on	
  Play	
  It	
  FWD	
  and	
  putting	
  the	
  
interest	
  and	
  well	
  being	
  of	
  others	
  first,	
  that	
  I	
  have	
  chosen	
  to	
  not	
  only	
  be	
  good,	
  but	
  to	
  
be	
  great	
  and	
  work	
  at	
  making	
  incremental	
  change.	
  	
  
	
  
Conclusion	
  	
  
In	
  conclusion,	
  I	
  would	
  like	
  to	
  thank,	
  first	
  and	
  foremost,	
  the	
  faculty	
  and	
  staff	
  at	
  
Berklee	
  Valencia	
  for	
  their	
  continuous	
  support	
  during	
  my	
  Master’s	
  program;	
  without	
  
them	
  this	
  experience	
  would	
  not	
  have	
  been	
  possible.	
  I	
  also	
  want	
  give	
  a	
  special	
  thank	
  
you	
  to	
  my	
  Program	
  Director,	
  Dr.	
  Emilien	
  Moyon,	
  my	
  CE	
  Advisor,	
  Ferran	
  Coto,	
  and	
  
my	
  two	
  Jury	
  Members,	
  Patrice	
  Rushen	
  and	
  Troy	
  Brown.	
  Their	
  expert	
  guidance	
  and	
  
feedback	
  helped	
  shape	
  and	
  mold	
  my	
  CE	
  to	
  its	
  greatest	
  potential.	
  Thank	
  you	
  for	
  
lending	
  your	
  time	
  and	
  energy	
  to	
  the	
  development	
  of	
  this	
  project.	
  	
  
	
  
I	
  would	
  also	
  like	
  to	
  thank	
  my	
  fellow	
  teammates	
  on	
  the	
  Play	
  It	
  FWD	
  project,	
  Ankie	
  
Titulaer,	
  Maxwell	
  Wright,	
  Gabrielle	
  Banks	
  and	
  Manuel	
  Delgado.	
  Their	
  hard	
  work,	
  
dedication	
  and	
  contributions	
  to	
  this	
  project	
  were	
  integral	
  to	
  the	
  success	
  that	
  we	
  
have	
  had	
  thus	
  far.	
  I	
  also	
  want	
  to	
  share	
  my	
  appreciation	
  for	
  them	
  choosing	
  to	
  work	
  
with	
  me	
  and	
  trusting	
  me	
  as	
  their	
  leader.	
  They	
  have	
  helped	
  me	
  grow	
  and	
  develop	
  in	
  
many	
  ways	
  that	
  they	
  may	
  not	
  even	
  know.	
  	
  
	
  
Last,	
  but	
  certainly	
  not	
  least,	
  I	
  want	
  to	
  thank	
  my	
  parents,	
  family	
  and	
  close	
  friends	
  for	
  
their	
  love,	
  support	
  and	
  ongoing	
  encouragement	
  during	
  my	
  time	
  studying	
  abroad	
  in	
  
Valencia.	
  They	
  have	
  truly	
  served	
  as	
  my	
  source	
  of	
  motivation	
  to	
  continue	
  my	
  

	
  

14	
  

education	
  and	
  excel	
  within	
  the	
  GEMB	
  Program.	
  I	
  am	
  forever	
  grateful	
  for	
  all	
  that	
  you	
  
have	
  done	
  during	
  my	
  time	
  in	
  graduate	
  school.	
  	
  
	
  
Overall,	
  I	
  am	
  very	
  thankful	
  for	
  my	
  Master’s	
  experience	
  at	
  Berklee	
  Valencia.	
  I	
  have	
  
grown	
  as	
  a	
  businessman	
  and,	
  more	
  importantly,	
  as	
  a	
  person.	
  I	
  achieved	
  and	
  gained	
  
the	
  things	
  that	
  I	
  was	
  desirous	
  of	
  when	
  I	
  first	
  arrived	
  and	
  I	
  can	
  honestly	
  say	
  that	
  I	
  am	
  
a	
  much	
  better	
  person	
  for	
  it.	
  This	
  will	
  always	
  be	
  a	
  moment	
  in	
  time	
  that	
  I	
  can	
  look	
  
back	
  on	
  and	
  consider	
  it	
  to	
  be	
  a	
  major	
  turning	
  point	
  in	
  my	
  life’s	
  path.	
  	
  
	
  
	
  
	
  

	
  

15