Carly Jo Jackson Career Plan

Artist Management

Jessica Northey, Yannick Powell, and Chris McLean

Sections 1-3

Merchandiser and Booking Manager: Jessica Northey

Email: missjessicanorthey@gmail.com

Cell: (407) 928.0225

Artist Manager: Yannick Powell

Email: vazco.muzik@gmail.com

Cell:(407) 574-0324

Social Media and Publicist: Chris McLean

Email: Chrism1223@fullsail.edu

Cell: (407) 679-0100

Carly Jo Jackson Career Plan

Section 1

About the artist

Carly Jo Jackson’s career priorities are to perform live tour throughout Florida and

double the amount of fans she currently has by increasing the interactivity with her fans. This

will assist during the process of negotiating a recording contract with a major label and increase

music and merchandise sales, which is the ultimate goal. The key to increasing her music sales is

to set-up live performances that are opening acts and/or collaborations with other successful

musicians in the same genera, who already have their own following. She is a musician who can

play the Martin acoustic/electric guitar, the Mitchell acoustic/electric guitar, Ovation 12-string

guitar, banjo, harmonica, a solo/acoustic amp, and the Cajon drum.

Her music genre categories are pop, acoustic rock, and pop rock. Carly Jo is currently

residing in the state of Florida between Central and South Florida but is originally from Orlando.

The 19-year-old singer/songwriter is a college student at the University of Florida Atlantic in

Boca Raton, Florida. Carly Jo is majoring in music and is a second year of college student

(sophomore). There is nothing more Carly Jo enjoys more than singing, her heart is in her music

and wears her emotion on her sleeves and expresses them through her lyrics. She is steadily

building her music career while learning the ins and outs of the music business.

Carly Jo is a musician who has a friendly stage presence. She is known in Orlando for

performing through Central Florida at venues like the Hard Rock, The Social, and The Tavern.

After her first year of college, in July 2012, Carly Jo had a chance to work and record with Chris

Carrabba on their new single “Wildflower”. In November 2011, Carly Jo wrote her first EP,

“World at my Feet” while going through a tough emotional period. The five songs on the EP are

geared towards men, explaining why you should never treat a songwriter wrong; the song will be

about you.

Two years before Carly Jo’s first EP (2009), she was given a guitar and since then, so

many doors has opened for her as a solo artist, songwriter, and performer. Her passion for music

is shown through her motivation and determination when it came time for Carly Jo to join The

Pop Shop in 2005. The Pop Shop is a performing arts school located in Central Florida. She is a

creative and talented singer and songwriter. Her stage presence is captivating as she draws you

into her stories; you began to relate to the lyrics. She loves to talk to her audience in between a

few songs during her live performances. Her singing style is soft and smooth. Her songwriting is

inspired from her personal relationships.

Carly Jo’s experience and track record includes studio recording time, live performances,

and a variety of awards. She recorded 5-song EP with record label Arch productions. Recorded

single by Chris Carrabba (Dashboard Confessional) in return for providing vocals on a project he

was doing. Her awards are as follows: 1st place in high school talent show, 3rd place Orlando's

Got Talent, 1st place WMMO Acoustic Showcase, 3rd place Texaco Country Showdown, She

was an Orlando finalist for Season 2 of The Voice and Memphis finalist for Season 3 in 2012,

but did not make final cut so really can't count those as awards. She was a top 5 finalists in

Dodge Inspired by the You Songwriting contest.

Most of her live performance experience and exposure in the Orlando area, but has

performed in Hilton Head, Nashville, and Memphis. In Florida, she has performed in Orlando

area, Gainesville, Boca Raton and Panama City. Carly Jo performs mostly in small venues,

restaurants, coffee shops, but has also done festivals and larger concert venues, including Hard

Rock and The Abbey. She has done charity shows for Camp Boggy Creek (a camp for sick kids),

Paws Cares, which takes care of pets for people too sick to care for them and will be doing a

fundraiser show for Gimme Shelter in Oct. She has also performed at a breast cancer awareness

fundraiser. She joined the Orlando Tunes for Tots but has not been able to do any shows with

them yet. She has been interested in a group called Musicians On Call, which go into hospitals

and perform for patients outside of Orlando. Camp Boggy Creek is closest to her heart because

she started singing there.

Booking schedule is currently set-up by Carly Jo and her mother, who is her manager.

Carly Jo’s niche is being a songwriter with a smooth voice, who plays live instruments and has

commercial appeal. She has experience performing live, has music for sale, and has a network of

supporters. She has an outgoing and friendly demeanor, a professional website, and is well

connected with social media.

Section 2

Strengths

The artist has a great stage presence and has a voice that uplifting and commercial ready.

She is very friendly and uplifting for the people that she comes into contact with. After her

performances, Carly Jo is great about going out to her audience and speaking with them and if

they want to take pictures with her or buy CDs she is there ready with a smile. According to her

ReverbNation.com account, she has a loyal fan base that is willing to buy her music within the

United States, mostly in Florida and California. She has a strong online presence where you can

easily learn about her, contact her, and buy her music.

Weaknesses

Internal factors, those are in control of the artist, not knowing how to set-up a soundstage

for performances, little to no additional merchandise, and lacks a strong support team. She is a

new name and face in the music industry where it is very competitive.

Opportunities

To make the artist more competitive, Cary Jo needs to build a stronger brand recognition

marketing campaign. She already has a t-shirt design and can expand on this by offering buttons,

stickers, and hats. This design needs to be on her homepage of her website as well. She has some

experience in collaboration, however; it is recommended to keep moving towards increasing the

number of successful musicians she can attach her name to. Due to the growth of broadband and

demand for video, there is an opportunity for Carly Jo to connect with her fans through live

video chat and performances. Google+ Hangouts Studio Mode will allow Carly Jo’s following to

see her perform even if they cannot be there in person. (Constine, 2012)

To turn a threat into an opportunity, the international artists that are the same genera as

Carly Jo can collaborate during live performances to share their following and increase their fan

base. The possibility of Carly Jo learning a new language is also encouraged. Although there are

a lot of singers that have a similar look and sound as she does, her fans enjoy her music because

they feel like they are more than a fan, but also a friend.

Threats

One external factors that is out of the control of the artist or manager are the international

artists that know more than one language. International artist are coming to the United States to

compete as artists for recording contracts to reach their own niche audiences, but also are singing

in English. Another external factor is that there are also many artists who have a similar

performing style, sound, and/or image. As a new artist, this shall be a tough market for Carly Jo

to break into. On the other hand, Carly Jo is attending college; traveling may cause fatigue. Carly

Jo has to decide on whether she wants to travel back and forth from Boca Raton (West Palm

Beach County) to Orlando or wherever else to perform, or does she want to focus on school

mainly and just perform locally in Boca Raton and fight the fatigue factor when performing in

Orlando. Also, the option of taking classes online are not available and Carly Jo strikes a gig, she

may have to decline.

Section 3

Evaluation of the support team:

Carly Jo’s support team includes: Jessica Northey as her Artist Manager and Publicist,

Chris McLean for Booking, and Yannick Powell in charge of Merchandising and Social Media.

Strengths for the support team:.

The strengths that we acquire as a support team are that all the members are all educated

and have music and entertainment business degrees one of the highest ranked entertainment

schools in the country. Also, we all have some type of background experience in the music and

entertainment industry, whether its artistry/graphics and design, production, performance,

songwriting, composing, and engineering. Therefore this gives us the ability to know what is

important and of our concern when it comes to defining and developing the image, reputation

and vision of Carly Jo.

From a booking perspective, Carly Jo will not be difficult to shop as a pop artist. She is

young, beautiful, and her presence capturing; she’s is like an elephant in a small room. As far

contingency planning, Carly Jo is ready come show time. This is what she lives for, what she

wants, and continues to dream of. All in all, Carly Jo has a great stage presence and is a natural

born entertainer.

Weaknesses for the support team:

According to the course book, Artist Management for Music Business, it states that:

“With the passage of time, the strengths will improve and the weaknesses

should diminish. However, for the manager who does not keep current with trends

in the roles of artist management a candid review of weaknesses will reveal areas

of necessary improvement. It will also reveal opportunities for the manager to

consider taking short courses or attend brief seminars in management that will

sharpen their skills” (Allen, 2007).

From a booking perspective, the outcome for the out of state events are something to

looking forward too. Evaluations will be key when preparing for the next performance. Carly Jo

is a local talent in the state of Florida. Her fan base is not that deep in depth. Because of this,

Carly Jo is a “no named artist” outside of the state of Florida but this does not matter we do not

have faith within Carly Jo. Carly Jo has to build an online presence. Technology is booming and

moving rapidly, as well as society. Giving that most of the Carly Jo’s target audience spends

most of their day online, reaching out to this market will not be easy but should not be difficult.

Opportunities for the support team:

The Artist Manager is required to stay aware of what is happening in the music industry,

particular in Carly Jo’s particular genre. The team’s Publicist can write more press releases about

her new music and upcoming performances in order to have the local press write up articles in

the Entertainment and Lifestyle section of their publications. It is also important to record her

performances and create promos for online video content. Corporate sponsorship opportunities

for local businesses that have the same target audience as Carly Jo may be interested in working

with the team. The team will also work towards submitting her music for television and film. As

her popularity grows, it will be important to book studio time with popular producers in the

Orlando area.

There are many music conferences that happen across the country every year, and this

year there are a few that are happening in Orlando. At these conferences, there are showcasing

opportunities and one-one-one meetings with producers, record label executives, songwriters,

A&Rs and music publishing company reps. Therefore, the team will be aiming on setting up

some one-one-one sessions with these industry professionals to showcase the talent and image of

Carly Jo. The team will also be focusing on opportunities that will help get Carly Jo’s target

audience more familiar with her and her style by getting her more involved and performing the

national anthem at charitable, state, county and city events that tend to be broadcasting on radio

and television. In addition, set up interview times on college radio stations to promote her live

performance dates and CD sales from her website.

It is important for the artist to plan for personal appearances to places such as nightclubs

and lounges that require music and allow gambling. An artist-sponsored showcase events can be

opened up to invite music industry executives, agents, publishers, and others that can help Carly

Jo reach the next level in her career. Large hotel and National club chains may also be interested

in Carly Jo’s music style for their entertainment needs. Private parties, college concerts, festivals

and fairs are great opportunities for Carly Jo to gain more publicity (Frascogna & Hetherington,

1997).

From a booking perspective, Carly Jo has the opportunity to build and gain more event,

touring, and performing experience as well as building a reputation and relationship with fans,

venue owners, and promoters to establish herself as an artist, which ultimately can help expand

her brand and generate the buzz she needs.

Threats for the support team:

From an Artist Manager’s standpoint, the threats are when Carly Jo is signed to a record

label that they will want her to work with a more experienced Artist Manager. From the

standpoint of a Publicist, the threat is a lack of interest of the artist from the public. As her

management team we will face many threats that will set us back. These threats are considered as

political and can be acts of god. Weather is a major factor that can play a role in cancelling out

on important opportunities and may force us to change our agendas and dates on our timelines.

This business is about who you know. It is important to implement a plan of action for meeting

new people and continually taking care of current relationships of people in the music business.

The way royalties are paid may be changed in the future. Clear Channel is the first to arrange

that “broadcast radio network will pay performers when their music plays on its airwaves, but the

deal also has implications for Internet radio.” (Sydell, 2012)

Conflicts of interest:

Currently, there are no conflicts of interest, however; it is important to be aware that if

planning to manage an artist that have similar talents and look to Carly Jo would be a conflict.

Other potential conflicts would be if the management team were to become an owner of a

publishing company or a recording studio. If this situation should arise, the team member will

alert others on the team.

References:

Allen, P. (2007). Artist management for the music business. (p. 148). Burlington: Focal Press.

Retrieved from http :// online . vitalsource . com / books /9780240809243

Constine, J. (2012, August 13). comment 10 inshare85 google hangouts studio mode lets

musicians stream concerts with pristine sound quality. Retrieved from

http :// techcrunch . com /2012/08/13/ google - hangouts - studio - mode

Frascogna, X., & Hetherington, H. (1997). This business of artist management. (3rd ed., pp. 171-

177). New York: Watson-Guptill publications.

Sydell, L. (2012, June 13). Clear channel will be the first to pay royalties for music on its air.

Retrieved from http :// www . npr . org / blogs / therecord /2012/06/13/154871444/ clear -

channel - will - be - the - first - to - pay - royalties - for - music - on - its - air