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Berklee
College
of
Music
Valencia
Culminating
Experience
Thesis
Reflective
Paper
Operational
Project:
A&R/Artist
Management
Disciplines
“What
Dreams
Are
Made
Of”
My
Experience
in
the
Artist
&
Repertoire/Artist
Management
Field
Written
by:
Jasmine
Shepard
Master
of
Arts
Candidate
Global
Entertainment
and
Music
Business
Program
June
27,
2014
It
was
no
surprise
that
when
I
arrived
at
Berklee
Valencia
my
culminating
experience
would
result
in
pursuing
my
ideal
breakthrough
position
within
the
entertainment
industry
as
an
artist
&
repertoire
scout.
This
mission
led
me
to
chasing
my
dream
and
taking
my
career
aspirations
to
a
higher
level.
The
journey
began….
Initially
I
proposed
to
find
2-‐3
different
artists
to
assist
them
with
creating
separate
EPs.
My
duties
would
range
from
artist
development,
coordination
of
studio
sessions,
marketing
and
promotion,
and
even
social
media
management.
I
sought
to
work
with
multiple
artists
with
hopes
of
gaining
a
multifaceted
management
experience
(since
each
artist,
project,
and
relationship
is
unique).
However,
there
were
three
artists
who
originally
consented
to
collaborate
with
me,
and
unfortunately
one
of
the
artists
left
Berklee
to
pursue
other
endeavors.
Immediately
I
was
given
a
realistic
portrayal
of
how
relationships
could
either
flourish
or
dissipate
within
the
blink
of
an
eye!
I
was
wide-‐awake!
I
had
no
control
over
the
situation
and
had
to
recoup
from
the
initial
blow
of
losing
a
talented
artist
by
vowing
to
maximize
this
experience
with
the
prospect
of
working
with
two
incredibly
gifted
artists
who
had
much
to
offer.
Summary
of
tasks
completed:
• Networked
with
fellow
musicians
within
the
Berklee
community
who
were
able
to
assist
with
playing
instruments
during
recording
sessions.
• Met
regularly
with
artists
to
ensure
that
we
were
moving
in
the
creative/artistic
direction
that
they
desired.
• Decided
which
songs
to
cover—developed
the
direction
for
the
sound
of
each
respective
project.
2
•
•
•
•
•
•
•
•
•
•
Found
producers
who
assisted
with
formulating
a
Jazz
sound/fusion
and
Gospel
sound.
Recruited
studio
engineer(s)
for
recording
sessions.
Reserved/booked
studio
time
for
recording
sessions.
Created
original
material
for
original
recordings.
Developed
fan
pages
to
promote
artists
and
their
songs/the
EP
to
build
rapport
and
ultimately
establish
a
following
and
enhance
their
brands.
Create
electronic
press
kits
(EPKs)
for
each
artist
to
promote
their
music
and
enhance
their
brand
image.
Document
the
process
via
video—including
recording
sessions,
performances,
and
allow
the
artists
to
introduce
themselves
to
new
listeners/potential
fans.
This
footage
will
be
used
as
content
for
EPKs,
pages,
and
YouTube
to
promote
and
display
the
artists’
talent
and
skills
to
hopefully
build
a
spirit
of
“connectedness”
with
listeners/viewers/subscribers.
Selected
EP
artwork.
Distribution
formats—Downloads
or
streams
via
SoundCloud.
Provided
social
media
management
across
multiple
platforms
(i.e.
Facebook,
SoundCloud,
Twitter,
etc.)
The
Process:
One
of
the
most
important
tasks
was
to
find
artists
to
work
alongside
with
who
were
not
only
talented,
but
that
had
that
“it”
factor
that
made
them
stand
out
from
all
of
the
rest.
As
the
Fall
semester
continued
on,
I
was
in
search
of
finding
talent...that
was
my
mission.
Originally
I
tried
to
find
singers/musicians
within
the
Valencian
community
because
I
thought
it
would
make
for
a
valuable,
eclectic/diverse
musical
experience
to
work
with
talent
outside
of
the
Berklee
Valencia
bubble.
However,
sometimes
things
can
be
a
lot
easier
said
than
done.
I
was
searching
for
talent,
but
bluntly
none
of
them
blew
me
away
and
it
was
becoming
difficult
to
find
artists
to
work
with
for
various
reasons.
I
had
also
encountered
this
obstacle
around
the
same
time
period
for
the
artist
management
course
that
I
3
was
taking
that
semester.
I
continued
to
persevere
and
remain
steadfast
in
my
mission
of
finding
talented
artists
to
work
with
and
subsequently
who
would
be
interested
in
my
assistance
with
their
career
goals.
I
remained
optimistic
and
unceasingly
kept
my
eyes
and
ears
open
for
artists
to
work
with,
especially
since
time
was
flying
by
and
I
wanted
to
ultimately
be
excited
and
proud
of
the
talent
that
I
would
be
working
with.
Eventually
I
realized
that
I
didn’t
have
to
compromise
the
idea
of
working
with
diverse
artists,
our
campus
has
students
from
over
thirty
countries!
After
letting
that
sink
in,
I
asked
my
peers
and
colleagues
if
they
knew
of
any
great
singers
and
musicians
within
our
Berklee
Valencia
community
and
I
repetitiously
heard
the
same
2-‐3
names.
I
had
met
a
few
of
the
people
that
were
mentioned,
but
I
made
it
my
mission
to
attend
any
shows
or
events
where
they
would
be
performing
to
make
my
own
assessment
and
to
also
inquire
if
they
were
already
being
scouted
or
managed
by
someone
else.
After
attending
a
few
of
those
shows,
I
proposed
the
idea
of
assisting
these
prospective
artists
to
reach
shared
interests
on
their
end
and
my
end
that
would
entail
the
aforementioned
tasks.
They
each
consented.
I
now
had
two
artists
who
officially
confirmed
to
collaborate
with
me
on
my
thesis!
I
was
ecstatic
and
ready
to
get
to
work
and
make
it
happen.
Lyncia
Pivert
captured
my
immediate
interest
because
of
her
powerhouse
voice
and
the
stark
contrast
between
her
onstage
demeanor
and
general
disposition.
Her
offstage
disposition
is
very
laidback
and
she
seems
shy,
but
whenever
she
opens
her
mouth
to
perform
you
can
instantly
see
and
hear
her
come
alive!
I
was
completely
blown
4
away
when
I
heard
such
a
big
voice
erupt
from
such
a
petite,
demure,
coy
young
woman.
Lyncia
is
from
French
Guyana
where
she
grew
up
studying
music
throughout
the
course
of
her
life
and
was
previously
a
vocal
coach
before
attending
Berklee
Valencia.
One
of
the
factors
that
really
connected
me
with
her
was
her
passion
for
Gospel
music.
For
myself,
growing
up
in
the
Southern
region
of
the
United
States,
Gospel
music
is
such
a
strong
force
and
huge
impact
for
many
people
(including
me).
The
Southern
region
is
known
as
the
“Bible
belt”
so
Gospel
music
and
religion
are
intertwined
in
many
aspects
of
Southern
culture
and
“Southern
hospitality.”
Her
goal
after
graduation
is
to
become
a
Gospel
singer
in
the
Southern
region
of
the
States
and
to
ultimately
collaborate
with
well-‐known
Gospel
artists.
I
was
also
drawn
to
the
fact
that
although
French
is
her
first
language,
she
used
Gospel
music
as
an
avenue
to
learn
English
and
as
a
crutch
to
help
strengthen
her
faith
and
bond
within
her
religious
belief
system.
This
component
of
singing
and
arranging
English
Gospel
songs
to
French
or
bilingual
songs
was
appealing
as
well.
It
demonstrated
some
of
her
versatility.
The
second
artist
that
concurred
to
work
with
me
was
Cassandra
Allen.
She
hails
from
a
small
town
outside
of
Detroit,
Michigan
where
she
grew
up
singing
classical
music
and
was
even
a
member
of
the
Placido
Domingo
Children’s
Choir
in
Michigan.
She
continued
to
study
classical
voice
at
Howard
University
prior
to
attending
Berklee
Valencia.
She
openly
expressed
to
me
that
she
wanted
to
transition
from
classical
music/voice
into
the
Jazz
realm.
Her
appeal
that
warranted
my
interest
in
wanting
to
develop/manage
her
was
5
recognizably
her
voice/talent
but
the
fact
that
she
was
the
only
performance
student
interested
in
Jazz
stood
out.
I
wanted
to
explore
the
possibility
of
working
with
an
artist
who
wanted
to
fuse
multiple
genres
to
create
a
distinctive
sound.
We
shared
some
of
the
same
musical
influences
from
the
Jazz
world,
and
she
was
inspired
by
some
of
the
greats
such
as
Thelonious
Monk,
Ella
Fitzgerald,
and
Sarah
Vaughan
to
name
a
few.
I
loved
how
eager
and
excited
she
was
to
work
on
creating
an
EP!
My
personal
goals
for
this
project
were
to
ensure
not
only
my
happiness
but
to
provide
assurance,
contentment,
support,
and
hopefully
happiness
to
the
artists
that
I
was
would
be
working
with.
I’ve
had
professional
workforce
experience
and
unfortunately
I
knew
how
it
felt
to
be
unhappy
and
unfulfilled.
That
component
was
a
huge
part
in
how
I
decided
to
apply
to
Berklee
Valencia
and
why
I
wanted
to
pursue
my
dreams
furthermore.
It’s
simple
I
wanted
to
be
happy
and
fulfilled!
I
enjoy
giving
back
and
helping
others
and
with
this
thesis
project
I
wanted
to
be
able
to
do
just
that!
I
aimed
to
provide
guidance
to
the
artists
that
I
worked
with
to
be
able
to
help
them
grow
in
their
respective
career
paths
and
to
meet
their
own
professional
goals.
The
emotional
component
of
scouting/management
is
a
crucial
piece
within
my
ideal
profession.
This
was
continually
displayed
throughout
the
course
of
my
hands
on
thesis
project.
Often
times
when
dealing
with
artists,
their
professional
goals
and
personal
goals
can
intertwine
because
a
huge
aspect
of
ensuring
success
is
making
sure
that
they’re
emotionally
fulfilled
and
stable.
Emotion
is
what
allows
us
to
connect
with
music.
It
allows
us
to
be
6
in
touch
with
our
feelings.
If
an
artist
isn’t
in
touch
with
the
feelings
that
they
need
to
tap
into
to
complete
their
goals,
it
can
be
challenging.
Below
is
a
Gantt
diagram/timeline
that
was
the
premise
for
meeting
the
deadlines
that
I
set
for
my
culminating
thesis.
30-‐Oct-‐13
19-‐Dec-‐13
7-‐Feb-‐14
29-‐Mar-‐14
18-‐May-‐14
Initiating
Discuss
CE
project
with
interested
artists
Schedule
meetings
with
artists
Follow
up
meeting
with
artists
Second
follow
meeting
with
artists
Planning
Edit
and
submit
draft
of
CE
proposal/network
Find
interested
producers,
musicians,
studio
Song
selection
for
covers
Find
interested
songwriters
to
assist
in
creating
Find
photographer
for
EP
cover
art
Execution
Finalize
song
selection
for
covers
Book/coordinate
songwriting
sessions
Book
studio
time
for
recording
sessions
Document
the
process
of
recording
each
EP
via
Record
songs
for
EPs
Create
fan
pages
Photoshoot
for
EP
covers
Finalize
track
listings
for
EPs
Start
Date
Duration
(Days)
The
Results/Impact:
This
thesis
opportunity
allowed
me
to
see
the
different
paths
and
dynamics
of
a
A&R/manager
and
artist
relationship.
Although
I
worked
with
two
artists,
each
experience
was
unique
as
I
anticipated,
but
there
were
some
things
that
I
didn’t
anticipate
initially.
Honestly,
I
didn’t
know
what
to
expect
entirely,
I
had
a
very
general
idea.
Previously
I
had
worked
with
artists,
but
it
was
in
a
consulting
capacity.
The
only
way
to
find
out
was
by
doing…bon
voyage!
7
Let’s
start
with
Lyncia…Lyncia
was
very
hands
on
from
the
first
day
of
our
journey!
She
had
a
very
clear
vision
of
what
her
artistic
identity
looked
like
and
how
she
wanted
to
brand
herself.
Throughout
the
multiple
studio
sessions
she
could
easily
decipher
what
material
she
wanted
to
keep,
detect
any
changes
that
needed
to
be
made
in
order
to
make
sure
that
the
each
track
was
to
her
liking.
During
each
session
we
would
confer
about
topics
such
as
background
vocals,
timing,
mixing,
etc.
The
track
that
took
the
longest
amount
of
time
to
record
and
finish
was
“Jesus
Will.”
The
track
is
a
cover
of
Gospel
singer
Anita
Wilson’s
song
of
the
same
title.
She
changed
the
arrangement
of
the
song.
It
had
about
7-‐8
different
layers
of
background
vocals
to
give
the
track
the
feel
of
a
mass
choir
singing
behind
her.
Since
there
were
so
many
layers
in
the
song
it
was
imperative
that
we
worked
with
the
same
engineer.
When
there
are
multiple
layers
within
a
track,
it
can
be
confusing
for
another
person
to
decipher
(especially
if
they
were
not
present
for
the
recording/overdub
sessions).
It
took
multiple
sessions
to
adjust
the
overdubs,
adhere
to
the
arrangement
of
the
song,
and
to
finally
mix
and
master
the
song.
One
of
the
most
special
and
poignant
moments
that
I
was
able
to
share
with
Lyncia
was
when
we
were
able
to
attend
an
A&R
workshop
with
two
music
industry
professionals
that
visited
Berklee
Valencia.
I
encouraged
her
to
submit
her
song
to
see
if
she
would
be
selected
as
one
of
the
artists
to
receive
feedback
during
the
workshop.
Fortunately
she
was
selected
and
received
valuable
feedback
from
Yung
Guru
(a
critically
acclaimed
recording
engineer
for
Jay-‐Z)
8
and
Sean
C
(a
Grammy
Award
winning
producer
and
A&R)
as
well
as
praise
for
how
much
the
song
was
well
received!
I
was
very
proud
of
her
in
that
moment!
She
lit
up
and
seemed
very
appreciative
and
humble
of
the
feedback.
We
recorded
four
songs
for
her
EP
release
(Please
refer
to
the
track
listing
below.)
Lyncia’s
EP—“From
My
Home
To
You”
Track
listing:
1. Jesus
Will
2. Tiens
Bon
(Hold
On)
3. Je
Te
Donne
Tout
“More”
featuring
Sammy
4. Pa
Laguè
Mo
“Jesus
Will”
was
selected
as
the
lead
single
from
Lyncia’s
project.
The
tempo
of
the
song
is
upbeat
and
uplifting
very
much
like
its
message.
The
progression
of
her
voice
throughout
the
song
is
amazing
as
well
as
the
harmonies
and
background
vocals.
This
song
was
utilized
to
help
her
reach
her
target
audience
of
Southern
Gospel
aficionados.
We
worked
very
well
together
and
she
was
very
good
at
openly
communicating
with
me
as
I
was
with
her.
Majority
of
the
time
she
would
be
sure
to
send
me
any
important
dates,
enlighten
me
on
any
of
her
needs
(i.e.
studio
time,
musicians,
content
for
social
media,
concerns,
etc.).
I
was
fond
of
her
work
ethic
and
take-‐charge
attitude.
She’s
very
driven
and
takes
a
lot
of
initiative.
She
was
very
easy
to
work
with
and
that
made
things
work
out
smoothly.
I
worked
closely
with
her
to
assist
with
building
her
social
media
presence.
My
jury
member,
Gwendolyn
Alston
was
extremely
instrumental
in
9
providing
me
with
constructive
feedback
and
suggestions
re:
social
media
to
contribute
to
the
success
of
my
thesis
project.
Prior
to
our
collaboration
Lyncia
solely
owned
a
personal
page
and
was
not
active
on
other
social
media
platforms.
I
facilitated
the
creation
of
her
Fan
page,
Twitter,
YouTube
and
SoundCloud
accounts.
I
also
advised
her
on
the
creation
of
other
useful
social
media
tools
that
could
be
helpful
in
her
quest,
while
giving
additional
recommendations
that
I
received
from
Gwendolyn.
(Attached
is
a
social
media
campaign
template
that
provides
a
more
in-‐depth
analysis
of
how
I
aimed
to
market,
promote,
and
identify/build
her
audience.)
I
also
reached
out
to
various
people
who
were
able
to
take
professional
photos
to
be
used
as
content
and
promotional
tools.
Prior
to
our
working
relationship,
Lyncia
didn’t
have
any
updated
content
to
share
with
some
of
her
audience
on
her
personal
page.
I
organized
two
photo
shoots,
and
two
different
interviews/snippets
to
be
utilized
in
branding
her
and
aiding
her
with
furthering
her
career.
Under
my
guidance,
I
helped
Lyncia
to
create
a
clearer
picture
of
her
artistic
brand
and
assisted
in
laying
the
foundation
so
that
she
can
now
build
upon
it.
Inevitably
she
would’ve
released
music,
but
previously
she
hadn’t
identified
a
real
audience.
She
hadn’t
made
herself
visible
as
an
artist,
which
is
extremely
important
during
this
technological
era.
I
wholeheartedly
know
that
I
dedicated
myself
to
making
sure
that
not
only
was
she
excited
and
satiated
with
her
project,
but
that
people
were
paying
attention.
Prior
to
our
partnership,
she
10
irrefutably
had
the
talent,
but
she
needed
more
structure.
I
was
able
to
help
her
organize
and
structure
things
in
her
favor
for
this
step
while
providing
her
with
the
tools
to
continue
to
manage
herself
if
necessary
upon
graduation
from
Berklee.
Next
up…Cassandra…She
was
the
second
artist
who
I
aspired
to
develop/manage
short-‐term
for
this
project.
We
met
frequently
to
discuss
the
creative
direction
of
her
project
and
how
it
should
sonically
be
presented.
She
changed
her
mind
like
the
weather…frequently!
Although
she
could
easily
cite
her
musical
influences,
it
was
difficult
for
her
to
craft
her
artistic
identity
and
to
decide
how
she
wanted
to
be
presented
to
the
world.
What
was
her
brand?
Who
are
you?
I
constantly
tried
to
help
her
answer
these
questions.
She
wanted
things
to
be
perfect,
as
I
did
to,
but
there’s
no
such
thing
as
perfect.
She
often
wanted
to
filter
everything
according
to
the
preferences
of
others.
It
was
very
difficult
for
her
to
be
true
to
herself
and
that
was
reflected
whenever
it
was
time
to
record.
Working
with
this
type
of
artist
was
challenging
most
of
the
time
because
I
never
knew
what
to
expect.
Needless
to
say
it
was
tough
to
stick
to
our
deadlines.
I
had
to
really
emphasize
the
importance
of
adhering
to
those
while
still
being
able
to
obtain
a
high
musical
quality
for
her
project.
Over
time,
Cassandra
seemed
to
have
lost
that
glimmer
that
she
once
had
in
her
eye
when
we
initially
started
working
together.
I
was
honest
with
her
about
how
she
didn’t
seem
like
herself
at
the
time.
I
realized
that
she
was
dealing
with
various
things
that
were
affecting
her
emotional
stability,
so
I
always
made
sure
to
be
a
good
listener.
I
would
allow
her
to
vent
about
her
frustrations
and
it
11
usually
made
a
difference
with
her
demeanor
and
willingness
to
work
and
being
ready
to
record.
I
wanted
her
to
know
that
I
was
truly
supportive
of
her
and
that
I
didn’t
mind
lending
an
ear
whenever
she
needed
to
express
herself.
She
seemed
to
be
very
reluctant
to
trust
people
that
wanted
to
help
her.
This
was
a
challenge
because
after
recording
sessions,
it
was
difficult
to
get
the
tracks
from
her.
I’m
unsure
of
what
previous
experiences
she
may
have
had
prior
to
our
partnership,
but
I
was
constantly
trying
to
earn
her
trust,
which
could
be
draining
at
times.
Regardless
I
always
took
pride
in
being
professional
and
treating
people
the
way
that
I
would
like
to
be
treated.
I
had
to
hunt
her
down
majority
of
the
time
and
getting
tasks
completed
seemed
to
frequently
revolve
around
her
schedule
and
availability.
During
the
last
few
weeks
of
finishing
up
her
EP
she
was
MIA
(missing
in
action).
The
only
means
of
communication
that
she
has
are
either
or
Facebook.
She
doesn’t
have
internet
at
home
so
I
was
limited
with
ways
to
contact
her.
It
blatantly
seemed
that
she
didn’t
want
to
work
anymore.
She
expressed
to
me
in
mid-‐March
that
she
had
no
desire
to
perform
in
Valencia
and
that
she
disliked
being
in
Spain.
During
the
month
of
June
she
followed
that
statement
up
with
stating
“I
no
longer
have
the
desire
to
sing
anymore.”
As
an
A&R/manager
this
is
the
last
type
of
statement
you
ever
want
to
hear
from
an
artist.
My
heart
dropped
in
that
moment
because
she
was
ready
to
give
up
on
her
dream!
She
was
ready
to
give
up
on
her
goals
because
she
wasn’t
happy
with
her
experience
in
Spain.
I
continuously
stayed
in
her
ear
about
all
of
the
positive
things
she
had
done
and
how
hard
she
had
been
working
on
her
12
tracks
and
all
of
the
time
that
had
been
dedicated
to
her
project.
It
would’ve
been
a
smack
in
the
face
to
her
and
to
all
of
the
other
people
who
had
devoted
their
time
to
her
project.
Cassandra
was
also
selected
for
the
A&R
listening
session
with
Yung
Guru
and
Sean
C.
Yung
Guru
was
completely
enamored
with
her
cover
of
Cesaria
Evora’s
track
“Sodade.”
There
seemed
to
be
a
light
at
the
end
of
the
tunnel
during
that
week!
In
that
moment
I
saw
a
flicker
of
hope
in
her
eye,
but
sadly
it
burned
out
a
few
weeks
later.
I
was
hopeful
that
this
would
be
that
extra
push
that
she
needed
to
put
her
back
on
track.
She
has
been
in
a
terrible
slump…a
downward
spiral
of
negativity.
I’ve
tried
talking
to
her
and
even
referring
other
people
that
she
holds
to
high
regard
to
speak
with
her
and
provide
her
with
words
of
encouragement.
She
stated
that
she
wanted
to
go
back
to
“Corporate
America”
although
she
told
me
after
meeting
her
that
she
hated
that
environment
and
that
was
why
she
came
to
Berklee
Valencia.
It’s
sad
to
potentially
witness
a
person
with
so
much
talent
give
up.
As
an
A&R/manager
this
has
been
a
difficult
position
to
be
in.
At
first
I
felt
like
I
had
started
to
fail
her
when
she
first
mentioned
her
doubts
and
reservations.
I
was
thinking
of
all
the
ways
that
I
could
help
her,
but
I
realized
that
she
didn’t
want
to
help
herself.
The
last
month
of
school
she
became
unresponsive
and
somewhat
uncooperative.
She
even
told
me
that
she
didn’t
need
help
anymore
and
that
she
could
finish
everything
on
her
own.
She
wasn’t
always
organized
and
often
didn’t
inform
me
that
she
booked
sessions
or
I
would
receive
a
last
minute
notice.
Regardless
I
would
try
my
best
to
accommodate
her
needs.
13
I
provided
her
with
constructive
feedback
and
positive
recommendations
from
my
jury
member
(which
she
rarely
took
heed
to).
She
agreed
to
let
me
help
her
manage
her
social
media
platforms,
which
then
turned
into
me
giving
her
social
media
tips
since
she
reluctantly
wanted
to
give
me
access
to
her
accounts
towards
the
end
of
our.
I
created
a
social
media
campaign
template
for
her
as
well
(attached.)
She
really
wanted
to
be
in
control,
and
she
always
was.
I
always
let
her
know
that
from
the
beginning
I
was
just
here
to
guide
her,
not
take
the
wheel
away
from
her.
I
expected
more
from
her
and
I
was
disappointed
at
the
outcome.
I
don’t
believe
that
she
was
appreciative
at
times
of
my
presence
and
support.
She
wasn’t
the
most
joyful
artist
to
work
with
since
she
was
coping
with
various
things
that
brought
down
her
energy/light.
If
we
were
bound
by
a
contractual
agreement,
I
would’ve
considered
dissolving
it
because
she
eventually
was
uncooperative.
Unfortunately
she
was
her
own
worse
enemy
and
there
wasn’t
much
I
could
do
to
change
her
mind.
I’ve
remained
positive
throughout.
An
artist
can’t
expect
to
be
successful
with
just
talent
alone,
hard
work
pays
off.
She
actually
had
the
audacity
to
ask
me
towards
the
end
“what
have
you
done
for
me?”
Let’s
run
down
what
exactly
my
value
was
to
her
project.
Cassandra
had
no
visibility
online
whatsoever.
Why
make
music
to
only
keep
it
on
your
laptop
or
submit
it
to
a
black
hole
that
people
will
never
see
or
know
about
because
there
is
no
engagement
or
connectedness?
I
facilitated
the
creation
and
updates
of
her
14
social
media
pages
(i.e.
Fan
page,
Twitter,
Instagram,
SoundCloud,
etc.).
She
solely
owned
an
outdated
website,
and
respective
outdated
YouTube
and
SoundCloud
accounts.
With
the
minimal
cooperation
that
she
did
offer
we
were
able
to
create
some
traction.
I
feverishly
assisted
her
with
identifying
her
brand
and
attempting
to
build
it.
She
is
now
able
to
leave
from
Berklee
with
professional
photos,
interview
footage
and
behind
the
scenes
content,
as
well
as
an
amazing
EP
that
can
be
used
as
a
stepping-‐stone
to
build
her
Jazz
repertoire
and
to
establish
her
brand.
With
my
dedication
and
coordination
to
both
our
personal
goals,
I
do
not
believe
that
she
would
have
these
tools.
She
recorded
five
songs
and
we
have
been
promoting
the
lead
single
“Sodade.”
Her
track
listing
can
be
found
below.
Cassandra’s
EP—“The
Mediterranean
Experience”
Track
listing:
1. Sodade
2. Petit
Pay
3. Angola
4. Besame
Mucho
5. Drumm
“Sodade”
was
chosen
as
the
lead
single
because
it
embodied
her
ideal
of
combining/fusing
Jazz
with
Mediterranean
influences.
Her
voice
flows
seamlessly
over
the
arrangements.
She
sings
beautifully
in
Portuguese,
although
she
didn’t
know
the
language.
Honestly,
I’m
a
fan
of
her
rendition
of
the
song
over
the
original.
This
single
showcases
her
potential
and
the
range
of
her
musical
identity.
I’m
continuing
to
encourage
her
to
sing,
because
this
song
showcases
how
talented
of
an
artist
she
really
is.
Hopefully
she’ll
search
within
herself
to
seek
the
peace
and
inner
happiness
that
she
lacks.
I
realized
that
although
people
may
not
appreciate
you
at
times
or
may
seem
uncooperative,
that
I
still
had
to
maintain
15
my
work
ethic
and
still
meet
the
goals
the
best
that
I
could.
I
always
needed
a
backup
plan
or
two.
Although
things
may
have
taken
a
detour
recurrently,
eventually
they
would
get
back
on
course.
I
refused
to
give
up…
Next
Step:
After
this
realistic
experience
of
management,
I
realized
that
I’m
equipped
more
now
than
ever
to
enter
this
field.
Although
there
may
be
bumps
in
the
road
along
the
way,
it
doesn’t
mean
that
there
isn’t
a
light
at
the
end
of
the
tunnel.
I
was
challenged
at
times,
but
I
had
to
remain
optimistic.
Overall
I
achieved
my
goal
of
finding
happiness
in
this
profession,
and
I
hope
that
there
were
times
were
my
artists
were
happy
as
well.
I
can’t
categorize
either
of
my
experiences
or
hold
any
type
of
bias
because
each
artist
relationship
will
be
different.
The
unknown
component
of
what
to
expect
can
be
taxing
but
also
exciting
as
well.
The
positive
facet
of
being
able
to
build
with
an
artist
and
establish
great
chemistry
and
rapport
while
building
our
respective
brands
will
continuously
inspire
me.
I
will
continue
to
pursue
a
career
in
this
field
and
I’m
optimistic
about
the
opportunity
of
working
with
a
label
or
artist
management
company
after
graduation.
I
also
realized
that
I
enjoyed
social
media
management
as
well.
I’ve
recognized
the
added
value
of
social
media
management
throughout
my
time
at
Berklee
and
I’ve
gained
a
deeper
understanding
with
this
project
and
how
it
can
be
used
as
a
tool
to
assist
artists.
I
was
able
to
use
websites
such
as
HootSuite
to
obtain
data
analytics
and
insights
on
how
goals
were
being
met
or
what
things
could
be
taken
to
achieve
those
goals.
Data
analytics
is
also
changing
the
way
that
A&Rs/artist
managers
develop
their
artists,
and
I
feel
that
I’m
a
step
ahead.
16
With
these
tools
and
the
enhancement
of
my
skill
set
I
look
forward
to
the
road
ahead.
Additionally,
I
met
individually
with
each
artist
and
gave
them
feedback
about
our
experience
and
social
media
tips
that
can
be
useful
in
addition
to
the
resources
that
they’re
now
equipped
with.
I
wish
them
both
the
very
best
in
their
future
endeavors
and
with
continuing
to
pursue
their
goals
and
dreams.
Contribution
To
The
Discipline/Profession:
This
will
assist
me
in
the
artists
&
repertoire/management
fields
by
having
the
opportunity
to
oversee
multiple
projects
by
different
artists
at
the
same
time.
This
enables
me
to
obtain
a
realistic
opportunity
and
idea
of
the
duties
that
an
artist
&
repertoire
representative
must
fulfill.
Throughout
my
studies
here
at
Berklee
Valencia,
courses
such
as
artist
management,
social
media
management,
the
record
label
practicum,
and
“how
to
market
a
record,”
aided
in
expanding
my
knowledge
in
the
A&R/artist
management
field.
I
was
able
to
apply
various
concepts
to
real-‐life
situations.
This
project
contributes
to
enabling
me
with
my
career
endeavors
to
be
more
adept
in
the
profession
of
working
directly
with
artists
and
supervising
their
projects
from
start
to
finish
to
ensure
a
high
quality
work.
The
EPs
will
be
utilized
as
tools
for
these
artists
to
use
as
they
continue
to
develop
and
promote
their
talents
and
music
careers.
These
EPs
will
be
definitive
of
who
they
are
17
creatively
and
artistically
and
will
hopefully
serve
as
a
stepping-‐stone
in
attaining
the
next
step
in
reaching
their
goals.
Other:
I
am
very
appreciative
for
the
support
of
my
jury
member,
Gwendolyn
Alston
and
also
of
the
vital
feedback
and
support
from
my
program
director,
Emilien
Moyon
who
also
served
as
my
advisor
throughout
the
course
of
my
culminating
experience.
I
was
able
to
meet
individually
with
each
of
them
regularly
which
contributed
to
the
success
of
my
project.
Gwendolyn
was
instrumental
in
the
creation
of
the
social
media
campaign
plans/templates
that
I
established
for
each
artist.
I
genuinely
felt
encouraged
and
supported
throughout.
This
experience
will
forever
be
embedded
in
my
memory
for
various
reasons
and
the
positive
aspects
outweigh
some
of
the
adversity
that
I
faced.
I
will
continue
to
lace
up
my
boots
and
take
on
the
world.
18
-
Social
Media
Campaign
Overview
-
Our
5
Step
Plan:
What
do
you
want?
Who
is
your
audience?
Where
do
they
hang
out?
How
do
you
want
to
reach
them?
What
do
you
want
to
achieve
with
them?
These
are
the
5
Important
Rules
of
Social
Media:
1.
Listen
2.
Engage
3.
Ask/Act
4.
Analyze
5.
Adjust
Artist
Background:
Lyncia
Pivert
What
asset
do
you
own
or
control
that
provides
a
competitive
advantage
in
a
given
market?
Quality
of
music,
bilingual
(French/English)
Style:
Gospel,
Southern
Gospel,
Praise
and
Worship,
Soul-‐ful,
Neo-‐Soul,
Afro-‐Carribean,
Soul
Entertainment
product
(band,
label,
artist,
song):
Inspirational
music,
Gospel
artista/music
Asset:
Music
Competitive
advantage
(what
will
motivate
people
to
follow
you,
listen
to
your
music,
buy
your
product,
spread
the
word?):
Afro-‐Carribean
cultural
roots,
bilingual,
her
musical
background/journey.
Key
words:
Gospel,
Worship,
Soul,
Guyana,
RnB,
NeoSoul
19
1.
Who
is
your
audience?
Audience
(fans,
family,
influencers,
include
core,
secondary
and
tertiary…):
Core
audience-‐Male/Female
(18-‐40)
Secondary-‐
Church
goers
Tertiary-‐Family,
friends,
influencers
Where
does
your
audience
hang
out?:
Audience
Online
Offline
Core
Instagram,
Twitter,
Facebook,
Church,
Gospel
YouTube
concert
Secondary
Instagram,
Facebook,
Twitter,
Church,
Gospel
YouTube
concert
Tertiary
Instagram,
Church,
Gospel
concert
2.
Goals
Objectives:
To
gain
a
fan
base/following,
gain
visibility
across
multiple
platforms,
launch
her
career,
and
to
engage
with
followers.
Timeline:
Four
months
3.
Resources
Social
media
platforms:
None;
Owns
a
personal
page
Goals:
Create
Fan
Page,
Twitter,
and
SoundCloud
accounts
SoundCloud
YouTube
206
60
8
9
Website
platforms:
www.youtube.com/channel/UCLt8E1PEcA4vFTAnEb2HBLQ/videos
www.about.me/lyncia.pivert
www.facebook.com/LynciaSeph
https://soundcloud.com/lynn-‐42
Elements
on
website
(blog,
video,
ecommerce…):
Videos,
content,
photos,
articles,
music.
20
4.
Engagement
Calender
of
social
media
activity:
Xx
videos
week/month/trimester
(Weekly)
Goal-‐Once
a
Week
Xx
tweets
day/week
10
Tweets
per
day
Xx
FB
posts
day/week
Goal-‐1-‐2x
a
week
Online
actions
(social
media
activity,
crowdfunding,
videos,
audio,
games,
chats,
hangouts):
Create
social
media
pages:
Fan
Page,
SoundCloud,
and
• Upload
content
such
as
articles,
videos,
and
music
clips
• Interact
with
audience
• Tweet/
post
on
social
media
regularly
re:
shows/live
events/,
studio
footage,
studio
versions
of
songs,
engage
in
dialogue
with
fans.
Offline
actions
(events,
gigs,
flashmobs,
house
parties…):
Performances
Film
footage
for
social
media
Potential
partners
online
and
offline
(bloggers,
industry
leaders,
organizations,
corporations,
local
businesses…):
Online:
Gospel
artists,
Churches,
Charities,
Religious
organizations/affiliations,
bloggers,
local
artists
Offline:
Perform/partner
with
Gospel
artists,
churches,
religious
organizations.
Actions
with
potential
partners:
Song
collaborations,
performances,
awareness,
promotion,
etc.
5.Results
Evaluation
(analytics,
fans
and
followers,
etc.):
Facebook:
206
Likes
Twitter:
60
Followers
SoundCloud:
8
Followers
YouTube:
9
Followers
Next
actions
(based
on
analysis
of
results):
•
•
Continue
to
post
regularly
(photos,
music,
content,
etc.)
according
to
the
goals
mentioned
in
the
engagement
section.
Adjust
your
posts
to
match
the
level
of
engagement
that
you
would
like
to
achieve
with
your
followers/fans/audience.
21
**Here
is
a
useful
table
that
will
assist
you
about
what
the
best
time
to
post.**
22
-
Social
Media
Campaign
Overview
-
Our
5
Step
Plan:
What
do
you
want?
Who
is
your
audience?
Where
do
they
hang
out?
How
do
you
want
to
reach
them?
What
do
you
want
to
achieve
with
them?
These
are
the
5
Important
Rules
of
Social
Media:
1.
Listen
2.
Engage
3.
Ask/Act
4.
Analyze
5.
Adjust
Artist
Background:
Cassandra
Allen
What
asset
do
you
own
or
control
that
provides
a
competitive
advantage
in
a
given
market?
Classically
trained
vocalist,
grew
up
singing
classical
music
in
the
Placido
Domingo
Children’s
Choir,
fuses
genres
together
to
create
a
unique
sound.
Style:
Jazz,
Mediterranean,
R&B,
Soul,
Neo-‐Soul
Entertainment
product
(band,
label,
artist,
song):
Music,
Fusion
of
Jazz
and
Mediterranean
inspired
songs
Asset:
Music
Competitive
advantage
(what
will
motivate
people
to
follow
you,
listen
to
your
music,
buy
your
product,
spread
the
word?):
Musical
background,
vocal
range,
emotional
depth/connection,
passion
Key
words:
#CassandrasVoice,
#Jazz,
#MusicIsLife,
#Sodade
23
1.
Who
is
your
audience?
Audience
(fans,
family,
influencers,
include
core,
secondary
and
tertiary…):
Core
audience-‐Male/Female
(18-‐60)
Secondary-‐
Classical
music
aficionados,
Jazz
fans
Tertiary-‐Family,
friends,
influencers,
R&B,
Neo-‐soul
fans
Where
does
your
audience
hang
out?:
Audience
Online
Offline
Core
Instagram,
Twitter,
Facebook,
Concerts
YouTube
Secondary
Instagram,
Facebook,
Twitter,
Concerts
YouTube
Tertiary
Instagram,
Concerts
2.
Goals
Objectives:
To
increase
her
fan
base/following,
build
her
brand
presence,
gain
visibility
across
multiple
platforms,
promote
awareness
about
her
projects,
and
to
interact
with
fans.
Timeline:
Four
months
3.
Resources
Social
media
platforms:
Owns
a
personal
page
and
outdated
YouTube
Channel
Goals:
Create
Fan
Page,
Twitter,
and
SoundCloud
accounts
SoundCloud
60
85
392
411
Website
platforms:
www.facebook.com/CassandraAllensVoice
https://soundcloud.com/CassandrasVoice
www.twitter.com/CassandrasVoice
www.about.me/casssandra.allen3
Elements
on
website
(blog,
video,
ecommerce…):
Videos,
content,
photos,
articles,
music.
24
4.
Engagement
Calender
of
social
media
activity:
Xx
videos
week/month/trimester
(Weekly)
Goal-‐Twice
a
Week
Xx
tweets
day/week
20
Tweets
per
day
Xx
FB
posts
day/week
Goal-‐2x
a
week
Online
actions
(social
media
activity,
crowdfunding,
videos,
audio,
games,
chats,
hangouts):
*Create
social
media
pages:
Fan
Page,
Twitter,
*Update
SoundCloud
and
YouTube
platforms
• Upload
content
such
as
articles,
videos,
and
music
clips
• Interact
with
audience
• Tweet/
post
on
social
media
regularly
re:
shows/live
events/,
studio
footage,
studio
versions
of
songs,
engage
in
dialogue
with
fans.
Offline
actions
(events,
gigs,
flashmobs,
house
parties…):
Interviews
Photo
shoots
Performances
Film
footage
for
social
media
Potential
partners
online
and
offline
(bloggers,
industry
leaders,
organizations,
corporations,
local
businesses…):
Online:
Collaborations
with
classical
and
Jazz
artists,
organizations,
bloggers,
local
businesses,
educational
institutions
that
support
classical
and
Jazz
music.
Offline:
Perform/partner
with
Jazz
festivals/institutes,
network
with
fellow
artists
and
musicians
Actions
with
potential
partners:
Song
collaborations,
performances,
awareness,
promotion,
etc.
5.Results
Evaluation
(analytics,
fans
and
followers,
etc.):
Facebook:
60
Likes
Instagram:
411
Followers
Twitter:
85
Followers
SoundCloud:
392
Followers
Next
actions
(based
on
analysis
of
results):
•
Continue
to
post
regularly
(photos,
music,
content,
etc.)
according
to
the
goals
mentioned
in
the
engagement
section.
25
•
Adjust
your
posts
to
match
the
level
of
engagement
that
you
would
like
to
achieve
with
your
followers/fans/audience.
**Here
is
a
useful
table
that
will
assist
you
about
what
the
best
time
to
post.**
26
