For the Entertainment Media Publishing & Distribution Leadership Portfolio we had to write a formal business strategy in which to digitally self-publish, promote, distribute and merchandise their own print media, music, or audiovisual content. I created 'Scape Management and bellow you can see my business strategy.
Mission Statement
In ‘Scape Management we aim to develop relationships with the artists we work with based on mutual trust, understanding, a common love for music and, very importantly - an ambition to achieve and succeed. We strive to work with and develop the careers of top-quality artists and to providing the highest level of management service we can for them with the common aim of achieving a consistent and consummate level of professionalism. We hope that our endeavors result in a contribution to the development of the performance of live music both for the artists we work with and their audiences alike both in Latin America and abroad.
Executive Summary
Bianca Maldonado – Owner and head manager.
Mrs. Bianca Maldonado was a music enthusiast all her live. Because of this she was very clear from a very early age on what she wanted to focus her career; the music industry. She graduated with honors from undergrad from the University of Puerto Rico with a double major in Public Relations and Advertising. After that she moved to the sunny skies of Miami, FL to work in the public relations market for almost three years. After all of those years of networking in and out of the entertainment industry she decided to pursue her desires of a post graduate education in Orlando, FL at Full Sail University where she got an Masters of Science Degree in Entertainment Business.
After graduation, Bianca Maldonado started her own artist management business called ‘Scape Management with the purpose of development new and enthusiastic talent.
Company Description
‘Scape Management is an artist management company based in Miami, FL. With a history of working with both Latin and international acts, we have developed a reputation as an artist-friendly company whose main focus is always on providing high quality musicians with a platform to develop their careers and to assist them in reaching a larger audience internationally.
Our approach to every artist we work with is to offer a broad representation service which covers each element of the artist’s recording and performing career including executive production of the recording process, negotiation and development of relationships with record labels, digital distributors, publishing companies, and booking agents worldwide.
Our central aim with the acts we work with is to ensure that their music and performance receives a high level of exposure to the audience we feel they need to reach. While we do run a core roster of key acts as a management company, our business does also on occasion provide services for artists on a project-by-project basis.
Please see our Services page for specific details on the management services we provide.
Product:
The product would be the recorded music from the artist in the company starting with the first solo album of Latin artist Lorenzo Duarte. The album would be composed of 13 songs written and co-produced by the artist himself.
Manufacturing Strategy:
The manufacturing part will be both digital and hard copies. The type of artist that he is will cover a broad market in Latin America. That’s why we are looking to give options to very technologically advance countries such as Puerto Rico, Mexico and Argentina to have the material digitally but also for countries that have some restrictions because of their economy they might want to have the hard copy of the CD.
Distribution Strategy:
CDBaby.com will do the distribution for this artist. They are a company that offers a wide range of distribution methods for this type of target market and also because of the benefit the offer on paying the management company weekly. With this company we would have our artist music in the main music download companies such as iTunes, Amazon and Raphsody.com among others and they also have the option of selling to the fans a duplication of the hard copy of the CD for those who want it
Marketing and Promotion Strategy
My artist is already known for his work on the Latin boy band MDO so he has already somewhat of a captured fan base from the get go. After studying that fan base we have concluded that for this project the marketing and promotion strategy will be aimed to females, 18-25 years of age, middle – high class, whose primarily taste in music is pop music.
Since the fan base is spread out across the Caribbean and the Latin American countries we will use a lot of Internet marketing via Facebook, Myspace, Twitter and You Tube. This will allow us to have a broad but concise marketing plan all across those markets. Street team guerrilla marketing and promotions in the countries will support this online effort, especially when the artist is doing presentations in the country.
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