N Artist Management Playbook Mauricio Ruiz Co-Manager, Jessie ReyezDeveloping & Marketing Your Artist’s Brand Tearsheet 01 Canadian & Women Unapologetically ' Colombian Pride Empowerment Herself ' | Identify 3 corporate brands that reflect the elements you ' | listed above and explain why: 1 ' Roots Canada Secret Deodorant Jameson ' 1 There were wo dollars attached to ity "Jessie's very woman-empowerment "Yesie was rocking Jameson sweaters and | 1 but there was alot of out-of-home focused 50 she wanted fo tell her story putting Jameson on her rider for a year | | wuarketing that gave us a good lok for about her experience in the music before we ever did anything with them. | 1 Jesie. She and Daniel Caesar were the industry, what adversities she’s had to They caught wind of it, we did a deal = 1 main artists on that campaign.” overcome, and we had the platform to for alive event, and it was great: We | ' Adetver that message.” Still work with thera to tis day.” ' Using these elements, determine a one-sentence brand narrative. Use this as a guiding principle when making business decisions around your artist's brand. Jessie Reyer is a powerful woman from Canada (Toronto specifically) who isn’t afraid to take a quick shot of whiskey before baring her soul in front of thousands.Digital Strategies that Work Tearsheet 01 Repurpose User-Generated Content Identify a platform you can utilize to repurpose organic fan engagement. YouTube, with an emphasis on reaction videos. What's your strategy for the content? How will you engage with the original creators? + Upload the compilation video on YouTube & IGTV only + Compile all the reaction videos from notable reactors into | video + Mention each creator in the caption List one of your artist’s strengths that is most important to place at the forefront of their brand. Jessie’s raw vocal talentDigital Strategies that Work Tearsheet 02 What type of content will you create to amplify this strength? Video content of a live, acoustic performance of “Coffin” located in a botanical garden. How will you create momentum when the content generates significant engagement? Upload the visual’s audio onto all DSPs to increase streams.Favorite Philosophies & Tools Brel ge Advice aCe] Wael Mato LalmutetoLd don’t believe it's Jesie, she'll send a video. That one-on-one engagement, which doesn’t take a long | "Direct messaging on the Community app, telling people happy birthday. That goes a long way. If people time, is valuable. That’s currency, and that translates into loyal fanbases.”” Always look ahead | "Looking into gaming Cand understanding] how we can figure out that market and figure | out a way to make it work in a way that's authentic to Jesse.” “Keep pushing and looking at the evidence that’s vaiing its hands. [For example, if our data shows] something is happening in Brazil, let's feed them a specific type of content with digital ads.” Go-to Tools to Stay Organized & Monitor Data Community ChartMetrics \ Jetty for Artists for Artists Monday.com Apple Music YouTubeDeveloping & Marketing Your Artist’s Brand BIXoleal 1-180] identify 3 corporate brands that reflect the elements you listed above and explain why: Using these elements, determine a one-sentence brand narrative. Use this as a guiding principle when making business decisions around your artist's brand.Digital Strategies that Work Tearsheet 01 Repurpose User-Generated Content What's your strategy for the content? How will you engage with the original creators? List one of your artist’s strengths that is most important to place at the forefront of their brand.Digital Strategies that Work Tearsheet 02 How will you create momentum when the content generates significant engagement?Favorite Philosophies & Tools Tearsheet 03 Jab, jab, right hook Always look ahead Focus on stretching momentum Go-to Tools to Stay Organized & Monitor Data