About Me
LaShantée Evans is a rising star living in Memphis, Tennessee, supporting artists and talent with a background as an artist manager and A&R. Her artistic abilities reach far beyond the corporate administration, training, and senior customer service roles after graduating with BA from Full Sail University for Music Business and pursuing Entertainment Business MFA. Ms. Evans's love for music has always been evident even as a young child participating in drill team, band, Colorguard, dance, school radio, and countless talent shows.
Although she is a newcomer to the music business, she is not new to business or managing. She previously was a Salon Trainer at JCPenney Salon and Field Service Coordinator at Beckman Coulter in Indianapolis, Indiana. With her business savvy sense, she has effectively shown herself as a leader by driving sales, demonstrating client management, time management, employee management, and personal organization skills while easily thriving in a fast-paced environment. She displays great communication and creative strategy to achieve optimum quality service in a professional environment.
As the co-founder of Parker & Pierce Agency (P&P Agency), a media, audio production, artist management, and artist development firm, she represents clients such as artists, producers, songwriters, DJs, radio personalities, podcasters, influencers, bloggers, and other music and entertainment professionals. P&P Agency assists its clients with artist development, promoting, branding, audio recording, creative vision, and marketing strategies. She is a member of the National Association of Black Female Executives in Music & Entertainment (NABFEME), Women in Music, and the Music Business Association.
Intention Statement
By taking Entertainment Business MFA, I will be filled with new knowledge of contract writing, business negotiations, and furthering my understanding of business law. I will develop on my professional strategy, brand development, and marketing techniques to build leadership and storytelling. I am stimulated by business journals, current events, and class assignments. I will strive to learn and implement skills in real-time to add to my business or the job I acquire while attending Full Sail University. When I come in contact with a problem, I will work through it by setting up a one on one Zoom meeting with the instructor or course director to achieve optimum support.
I will prepare each week by looking over assignments and due dates to create a schedule that I can adhere to and meet weekly deadlines. I attend on being more organized by building folders for each class and properly dating assignments. I will set aside time, about 3-4 hours per day to study, read materials and take notes. I will sustain from passing personal judgment while I discover my life’s task. I plan to see the positive in everything that I do. No matter how difficult or frustrated I get, I will continue to strive for excellence.
I aim to achieve new ideas, practice new behaviors, and accomplish measurable goals throughout my Mastery Journey. As I meet each milestone, I will celebrate with my support team by going to dinner, having lunch with a friend, or exploring new things in my local area. As I advance in my career, I will seek to learn new things everyday even if it’s something small. I will develop my business proposal and find investors. I will be thorough with my research of each new subject or skill I learn while seeking to understand how it correlates with my Mastery Journey.
The Oxford dictionary states "inspiration is the process of being mentally stimulated to do or feel something, especially to do something creative."
“Life is full of disappointments, failures and setbacks. None of those things can permanently stop you. You have the power in you to overcome anything that life throws at you. There is nothing as powerful as a made-up mind. Surround yourself with people who remind you that you matter, and support you in the ways that matter most to you. No person, situation, or circumstance can define who you are. Don’t give up, cave in, or stop believing that it’s possible, it’s not over until you win.” (unknown)
This quote touched my heart and mind in a way that I feel as though everything happens for a reason. Often times I rationalize that what I’m going through right now is only temporary. Meaning through every setback there is a greater comeback. I’ve overcome a lot in a short period of time and God’s plan is still being fulfilled in my life. Understand: to create a meaningful work of art or to make a discovery or invention requires great discipline, self-control, and emotional stability (Greene, 2012, pp. 245-246). I was designed to achieve greatness and I will tap into that potential. To achieve this greatness, I must work hard, have a great support system and keep an open mind to the endless possibilities that my future holds. Creativity leads to success. I believe in myself, my purpose, and I won't let anything stop me.
Greene, R. (2012). Mastery (pp. 167-246). Penguin Publishing Group. Kindle Edition
As an artist manager, many of the organizations I follow are in the entertainment and music industries. The companies I follow are CD Baby and ASCAP which both are a part of my daily routine to make sure all tracks released are collecting the correct performance royalties and all music is distributed to all streaming platforms for the best exposure. Also, I follow other organizations to follow the news, influencers (Shaun Robinson, Jennifer Lopez, & Damond John), A&R signings, companies I worked for during my internships (Zobe Records and AGA Agency), organizations I'm a member of such as the National Association of Black Females in Music & Entertainment Memphis (NABFEME), music festivals and other women organizations.
“The secret of your future is hidden in your daily routine,”- Mike Murdock.
Mike Murdock, inspirational quote proves that motivation is important in our daily routine. It's proof if we discipline ourselves we can move forward that we can seek potential rewards. Our habits change our mindsets by writing down goals, tracking those goals, and awarding achievements, we can later compare our own improvements creating a system to get what we want. We must be able to conquer procrastination, self-sabotage, and struggle with bad habits to make the best decision of our lives.
Comparing the Leadership Styles of Greene and Maxwell
Leadership Styles: Robert Greene vs. John C. Maxwell
In the Executive Leadership class for mastery in Entertainment Business, we learned about two very different yet effective leadership styles. Based on my observation from the weekly readings of The 48 Laws of Power by Robert Greene and John Maxwell’s Developing the Leader Within You, discussion posts, and Zoom sessions, the appropriate leadership style that resonates most with me is two-thirds of Maxwell and one-third of Greene. Maxwell’s method of leadership discovers the keys to success as a leader while achieving the importance of understanding and building relationships, equipping, attitude, and communication within an organization.
Greene on the other hand is more forceful with his demand on leadership, he takes on the approach of letting others do the work for him and reaping the benefits for himself. My rationality comes from Maxwell’s theory and from past experiences of being under different styles of leadership and being a versatile leader. Taking into consideration my former career as a Salon Trainer, I have the personality of a go-getter. The fact remains to keep an open mind, never steer away from innovation, thrive to put others in a place to shine, and work well within a team environment.
Being able to be flexible as a leader will help me become better in my new career as an up-and-coming artist manager in the music industry but also prepare me for the cutthroat woes of the industry as well by encompassing some of Greene’s strategies in my leadership style. The development of the dynamic relationships that I have established as a leader will shape respect among my employees, follow my guidance and facilitate the applicable decision-making process. I think at some point every leader needs to have just a little Greene as to not be a pushover because I tend to be more of a servant leader much like Maxwell. I believe fostering the connection between people's needs, wants, and desires through the smallest acts of kindness can be very impactful as a leader.
Project and Team Management
The Project and Team Management (PTM) course allowed me to explore many aspects of the project management process, including PLOM, Team and Project Constraints, and PM Life Cycle. During the first week, we were brainstorming about personal projects, and I chose to plan an album release party for Rio Narley, the artist I currently manage. With that, I created a project proposal including the timeline, budget, objectives, and goals. My proposal summarizes the details of the album release campaign and sells the idea to stakeholders to get them on the initiative of the campaign. Also, to support my Project Management (PM) plan, I produced a solid base Project Definition with a Mind Map and Expansion Plan, including scope, timeline, supporting team members, and necessary resources to ensure the success of the project.
In the second week, I analyzed the drawbacks of different PM methods and came up with the most suitable solution to get the most effective results to evaluate my project, which I determined is the Event Chain method. My evaluation determined that by identifying potential risks and any unforeseeable supplier issues my team could realistically adjust adhering to the project’s schedule. By anticipating these potential risks, it would make it easier to adapt on the fly and accomplish goals while staying within budget. In addition to this, I used Project Plan 365 software (PP 365) to generate a Work Breakdown Structure (WBS) to itemize tasks, activities, resources, and a timeline with a Gantt chart for those projects.
By the third week, I investigated Conflict Resolution Policy concentrating on the maintenance and restoration of team relationships. Therefore, I have developed my own conflict resolution policy to improve communication and understanding among employees and between employees and their supervisors. The Conflict Resolution Policy contains procedures for the expeditious, fair and non-retaliation resolution of conflicts or complaints, as well as disciplinary action for failure to comply with the procedures. In addition, I developed a risk management plan using Project Plan 365 software, in which I combined Project Definition, Project Management Methodology, and WBS to estimate cost studies to assess the associated budget for the album release event.
In the final week, my team and I took assessment tests to determine our personality types and behavioral styles. Along the way, we discovered many similarities and differences within the team, but we gained a better understanding of ourselves and our team members. Consequently, I constructed a Team Management Plan (TM) and Quality Management Plan (QM) to monitor the quality of deliverables and evaluate team performance. The project's Team Management Plan describes the resources needed, assigns team members to their allotted tasks, and the duration of those tasks. The project's Quality Management Plan documents the necessary information to effectively manage the quality of the project and defines the purpose and scope through Quality Assurance and Quality Control activities to meet acceptable quality standards.
Finally, by studying Project Management skills and processes, team development, and personality traits of my team members each week I learned to implement the tools I already possessed, and I discovered new tools along the way to achieve a cohesive project management plan for Rio Narley’s “Hidden Treasure” Album Release Party. While the PM process can be a bit daunting at times, it ensures clear boundaries and accountability when you break it down one step at a time. Through this process, I discovered that as a leader with vision, motivation, and the ability to remove obstacles, I can guide and motivate my team to be the best they can be. I feel confident in sharing this with my client and team to help our client achieve the next milestone while simultaneously adding value to my company’s services. I’m looking forward to putting my Project and Team Management skills to good use in future projects throughout my career in the music business. As I continue my journey, I’m optimistic about achieving many successful and memorable projects utilizing the skills I learned in this course.
Business Storytelling & Brand Development
In my initial objective I wanted to build a strong presence in my business and consumer market through storytelling and brand development. While scouring the online search engines, I discovered strategies to create an authentic brand story for my startup company Parker & Pierce Agency. “A great story can have a massive impact on the success of your business. It can help you stand out, grab attention, create trust, inspire your audience and pull people closer to your business” (Georgiou, 2020). Learning the importance of performing a brand audit and the brand gap analysis is critical in enhancing how our customers view the company.
Through weekly assignments, I was able to breakdown the following items by creating a foundational plan by creating a Business Model Canva and evaluating publicly traded entertainment companies such as Universal Music Group, Sony Music, and Warner Music Group. This allowed the company to explore what differentiates our business from our competitors. Reading “The Brand Strategy Canvas” by Patrick Woods helped me connect good strategy with good creativity. The development of these key aspects below to create clarity to our vision and how the business is seen by consumers are in the following categories:
- Personal Branding
- Brand Strategy
- Brand Identity
- Brand Story and
- Business Development
Our brand positioning statement: “For creative customers who want approachable business strategies, Parker & Pierce Agency is a hybrid music entertainment company that offers a friendly neighbor next door environment as we continue to be committed to serving the needs of clients while simultaneously establishing rapport with their fanbase, gaining success and generating more revenue.” The Parker & Pierce mantra is Creating Innovative Support. The course content helped focus on the importance aspects of the business, support people building equity, and driving progress from the ground up. The fact of the matter is humans are attracted to good brand stories and companies can benefit from these stories, helping to strengthen and increase audiences by creating emotional connections to their target market.
Not only did I discover new things about my personal development but my professional development as well. By creating a brand that people actually care about and using strong brand strategies can increase value to the brand, provide employees with direction and motivation and make gaining new clients easier. The most important knowledge gained from branding my small business is improving on recognition/reputation, creating trust, supporting advertising, building financial value, inspiring employees and generating new customers. Our branding conveys are brand message on social media, advertising, business materials, photos, video content and the way we treat our customers and partners.
References Georgiou, M. (2020 Jun 08). Brand Storytelling: Create An Inspiring Story for Your Business The Converts. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/08/brand-storytelling-create-an-inspiring-story-for-your-business-that-converts/?sh=52f4a7658537
Entertainment Business Finance Mastery: PDL Timeline Goal
Entertainment Business Finance
My month in the Entertainment Business Finance course gave a deeper tolerant for the financial world and a chance to evaluate the financial stance and state of my own companies Legacy Lounge Bar & Grill and Parker & Pierce Agency. Among things I absorbed in the first week where the understanding of Financial Statements in well-respected entertainment businesses like Warner Music Group and Sony Music Group that is regulated by the Securities and Exchange Commission (SEC).
I’ve improved on picking out the most important information from the Annual Reports and other Financial Reports like 10k Reports and 10Q Quarterly Reports to evaluate and discover new opportunities to improve on a company‘s financial stability. By the second week, I researched startup cost and expenses for my entertainment companies by researching estimated costs and resources it will take to build the businesses from the ground up and in a separate assignment calculating the Time Value of Money and Capital Budgeting for my companies. In the third week, I explored Opportunity Cost, Break Even and Investments both for personal and business purposes. Finally in the fourth week, I created a Pro Forma Financial Statement for the Legacy Lounge Bar & Grill.
Overall, the Entertainment Business Finance class exceeded my expectations and met the following PDL goals listed below.
- Use financial principles to identify opportunities and projects in the entertainment industry while learning to raise funds for entertainment companies and projects.
- Improve my financial decision-making skills by utilizing financial planning, capital management, operations expense management, and personal/business finance experience.
- Creating an anticipated Pro Forma Income Statement for my business.
- Generating a projected future financial plan for my startup.
These tools I've learned over the last four weeks will help me predict and plan a better financial future for my businesses. Also, discover opportunities for other business and future projects. Following these financial processes and analysis I’ve learned how to determine the health and potential opportunities within a company. Also, how to leverage and elevate returns on future investments to generate more income.
Inspiration Photos
Digital Marketing
The original goal for the Digital Marketing course was to start a brand campaign on Instagram and learn more about how to construct and launch a new marketing campaign. Dr. Spellman was able to exceed my goal through live discussions, examples of analysis of direct and indirect competitors, finding ways to narrow down the company’s target market, discovering the customer segments in depth using free tools and researching Instagram pages that interest me in the entertainment industry. Along with creating an integrated marketing strategy. It was through this information; I was able to create a month-long campaign and digital marketing plan.
The Digital Marketing class gave me the understanding of how to create a social media campaign by analyzing competitor’s website and social media pages to gain better leverage in the market. From there, I took the strengths and weakness of each competitor to build a plan for my business Parker & Pierce Agency. Also, implementing other integrative strategies such as long tail phrases, SEO, mixing traditional marketing and setting KIPs. Instagram is the platform I felt needs the most work when it come to engagement, reputation and credibility, it doesn’t hurt that it’s the most popular platform for our target audience.
Midia's Recorded Music Market report revealed that "among independent labels and artist direct revenue generated an estimated $8 billion in revenue in 2020." Parker & Pierce has been navigating and distributing a combination of services to combat some of the potential untapped independent market. Our team has gone through a lot of blood, sweat, tears and ups and downs to build a sustainable company. There’s no. stopping us, we’re just getting started. We believe our customers will enhance and shape our reputation in the marketplace and in return they’ll receive the best team of experts, services and customer support. Consumers can customize campaigns to fit their needs and budget with affordable monthly plans.
Parker & Pierce Agency’s goal is to manage creative clients in a friendly and economical way while building a sustainable brand, reputation, and company. This enables the company to maneuver strategically with socially infused and integrative campaigns/tactics. In pushing to the forefront of success, we’ll hone what differentiates us in the market while delivering solutions and strategies. Fredrick Douglas, once said, "Man’s greatness consists in his ability to do and the proper application of his powers to things needed to be done.” Digital marketing, media design, branding strategies, business consulting, managing, marketing, photography, music videography, artist development, and recording services are just a few of the services provided to our customers. We are the label without the label!
Negotiation and Deal Making
Mastery Journal
As a part of my mastery Journal for the Entertainment Business Master’s Program at Full Sail University, the Negotiation, and Deal Making course showed how the contribution of a win-win approach significantly supports the success of all involved parties. My expectation for this course is to expand my knowledge of negotiation skills with companies and clients, prioritize my terms and improve my negotiation communication skills. The importance of alternative dispute resolution can be valuable when handling private disagreements after a breach of contract or revision is needed.
Applying negotiation and deal making to my everyday life and professional life will either prevent or reduce future disparities. The key to great communication is recognizing the others party’s communication style before going into meetings. Studying industry standards can lead to smoother negotiating strategies while ensuring better outcomes for all parties. The objective for this month was to understand the basis of negotiating, finding opportunities to do good, appreciating the factors that play to maximize the value of the deal, and learning and understanding negotiation strategies and how to navigate the business development and creative deal-making process.
Parker & Pierce Agency, LLC provides artist management contacts, including sunset clauses and Alternative Dispute Resolution (ADR) as we value are partnerships and would like disagreements resolved privately in a timely manner. Additional skills gained from negotiation and deal-making courses can provide insight into future agreements and disagreements. The success of my entertainment company depends on good negotiating strategies, including building better relationships, providing high-quality solutions, and helping to mitigate future problems and conflicts. Negotiation skills have improved the workflow and profit of my business. Good negotiation methods can create a win-win approach to deal making. By learning about the other party’s communication style, personality and acquiring industry facts and standards to persuade the other party. Not only are these techniques good for my professional life but in my personal life as well.
"Research, leverage, and acknowledging the other parties interests and position can lead to good deals and successful partnerships" - LaLa Evans
What are you really signing? What's leverage? Is the deal worth signing?
Product & Artist Management
It’s another month down in the Entertainment Business Master’s program at Full Sail University. I have completed the Product and Artist Management course and it’s time to reflect on what I learned throughout the course and my mastery journey. Over the past few months, I've been exposed to a number of tools and resources that can advance my entertainment/music career, while also securing an A&R internship at Warner Music Group. These lessons and experiences have strengthened my confidence in being able to replicate what I've learned and how and when to implement them. As an entertainer manager for the past 4 years, I am eager to take product and artist management courses to improve my knowledge and expand my mix management and artist services company Parker & Pierce Agency. The following list is what I expected before taking the course:
Learn to develop as a strategist
Cultivate great communication skills
Identify leads across functions
The Product and Artist Management course guided by two textbooks, Artist Management for the Music Business Fourth Edition by Paul Allen and The Product Manager’s Survival Guide, Second Edition by Steven Haines. The textbook, Artist Management in the Music Industry, discusses everything from the fundamentals of management to contracts and helping artists prepare for their careers. The best takeaway for me is how to handle talent and generate revenue through music while strategically planning for future growth in the social media landscape.
The other textbook, The Product Manager’s Survival Guide taught the importance of market research, strategy planning, marketing, sales positions, how to deliver results and many other topics. An overview of various frameworks and methodologies to help establish effective product management. Provides the best guidance for product life cycle introduction, product planning and career planning. Also, understand your niche market to deliver the right products and marketing strategies that translate into sales and profit.
Finally, empower shoppers to discover products through social commerce. Tapping into the social experience of your niche market to discover and boost metrics via mobile, on and offline retail can strengthen your social media and commerce conversion rates. Learn how to engage with potential customers through branding. Social media marketing expands brand awareness and attracts customers, and social commerce focuses on converting customers through these social platforms.
Product Launch
Advanced Entertainment Law
In the Advanced Entertainment Law (AEL) course with instructor Cassi Willard we read The Permission Seeker's Guide Through The Legal Jungle and The Cyber Citizen's Guide Through The Legal Jungle both by Joy R. Butler. The class offered valuable insight to contracts and intellectual property protection, focusing on the overview of entertainment law through live lectures, case studies, research papers and exploring court cases through peer discussion posts. One cannot talk about Entertainment Law (Media Law) without Intellectual Property Law as they go hand in hand in the industry.
Each week, I discovered and was introduced to new litigations that could effort my startup company or any business. Navigating and analyzing these cases from start to the court ordered outcome. This shed light on how vulnerable some companies are and how not to get taken advantage of, especially start-ups. If I learned one thing from this course, it’s to always hire an entertainment lawyer, when possible, even when you have general understanding of the law or find an organization that offers entertainment law services.
My expectation of Advance Entertainment Law was to improve comprehension on legal liabilities and recognize different forms of intellectual properties in the entertainment business. The course provided the essential components for the Parker & Pierce Agency through IP Audits, case studies, court analysis, industry liability concepts, legal documents, contract reviews, cyber law and employment law. In exploring the outcomes of entertainment and music litigations in infringement and copyright cases such as Rowe Entm’t v. William Morris Agency, Inc and Grigson v. Creative Artists Agency, L.L.C.
"When it comes to data protection, small businesses tend to be less well prepared. They have less to invest in getting it right. They don’t have compliance teams or data protection officers. But small organizations often process a lot of personal data, and the reputation and liability risks are just as real." ~Elizabeth Denham
Cyber Law
In acquiring valuable industry tips and identifying our business's intellectual properties through an IP Audit and navigating through how to avoid legal liability issues, I'm confident about the outlook of the business. Additionally, I've become well versed in legal terminology which is helpful to format business practices and standards within the parameters of the law. Also, purchasing some type of cyber security and monitoring. Researching industry specific contracts and licenses will ensure competitive and differentiation in the market. Understanding copyright and trademark protections and legal benefits for registered creative works safeguards PPA’s intellectual properties.
Entertainment Media Publishing and Distribution
“You don’t need a record label. As long as you have heart and play with patience, you’ll get what’s coming to you.” — Frank Carter, artist
The Entertainment Media Publishing and Distribution course put so much in perspective for me. My original goals for this class were to learn about publishing deals and how to obtain media for my artists that are signed to my management company, Parker & Pierce Agency. In the first week of the course, I researched music agents that were specific to the needs of my client and determined the agent based on their genre of what creative works they represent, reputation, and success. Not an easy task but I was able to reach out to a few of my industry contacts to find the right agent.
The second thing I learned was the importance of writing an engaging one-page query letter that contains the project, brief credentials either about yourself or your clients. A query letter summarizes the most integral and enticing information about you and your submission (MasterClass.com, 2021). Licensing and distribution play an integral part in an artist’s music career and can be very fruitful revenue stream. To be an effective artist manager one must grab the agent’s attention and hopefully keep them interested enough to want to take your work to publishing companies. I found that the best resources for acquiring an agent are thorough online research via YouTube, LinkedIn, agent directory books, writer’s guild, and word of mouth (referrals) for the music industry.
In the second week, the course met my goals with the introduction to finding supporting materials-media content for the music project. Assuming that the agent is seriously interested in my client based on the query letter sent the previous week, I followed up by creating a new dynamic electronic press kit (EPK) to send to agent. The EPK comprised of all important components delivered with cohesive style, aesthetic, and additional selling points.
By the third week we we’re well on our way to preparing for self-publishing as it another option that many artists use today. There are many aggregators and distribution companies that provide extensive resources to independent creators and small businesses. This week also incorporated research on aggregators, which I choose Ditto Music by weighing the options of their competitors for new music and music video releases for my client. During the course we released new single “Ain’t Easy” by Rio Narley on all music streaming platforms.
Lastly, in the fourth week, I put all three weeks of learning together to create a business strategy. This self-publishing business strategy provided a roadmap for the release of Rio’s music single. The strategy pinpoints the target market, addresses copyrights, deals, royalty rates, and distribution channels, along with a stellar marketing plan. .
At the Parker & Pierce Agency, obtaining the proper licensing, publishing and distribution can transcend our client’s creative works. Making it the ultimate generating revenue source than just using our in-house promotions alone and build our company reputation in the entertainment business. The track is monetized through multiple streams of income including public performances, mechanical licensing, and synchronization.
It seems as though every course is tailored or aligned with real-life scenarios of our growing start up business. These assignments and gaining feedback have been an indicate part of my learning and excelling with the curriculum throughout the Entertainment Business master’s degree program. This course was defiantly in my wheelhouse but also scary. It strengthened my skills and approach when it comes to presenting to clients or investors as well as communication tactics to receive better results.
“As YouTube expands and turns its focus to music, it’s becoming more imperative that artists pay attention…. It’s bigger than any other streaming platform in terms of the number of people who use it. In terms of exposure and wanting to get your music out to people, YouTube is a massive destination.” — Mark Newman, Senior Product Manager at AWAL
References
MasterClass.com (2021 Aug 18). How to Write A Query letter An Agent Will Read In 9 Steps. Retrieved from https://www.masterclass.com/articles/how-to-write-a-query-letter-an-agent-will-read
Cihak, L. (2018 Jun 04). What Is Music Licensing And Why Is It Important For My Career As An Artist? Retrieved from https://edm.com/features/music-licensing-importance-artists-careers
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