ROOTS&WINGS
2008
Chad Shea, MBE. 2008 - Leadership Portfolio.
THE HEAVENS KNOW... WHAT I BELIEVE.
I KNOW MY FAITH... MY FAITH...FOR ME.
[1]
I KNOW MYSELF... MY ROOTS, MY WINGS.
Chad Shea, MBE:
all three degree programs in addition to a cumulative 3.5 GPA overall. I
TABLE OF CONTENTS:
Originally from Arizona, I have traveled across the country to pursue
Leadership portfolio:
cific courses offered within an accel-
acting as a “Future Leader” within my
erated timeline.
studies, and earned the title of “National Merit Scholar” in 2008 which
rectors Awards,” as well as an Adness. The degree programs offered at vanced Achievement Award. In 2007, I received a scholarship Full Sail University were a perfect fit from the Coca-Cola corporation for for me as a student, due to the spemy education in Entertainment Busi-
MSEB...........pg.3
I earned my Associates of Science degree in Recording Arts from Full
EXL............pg.4
Sail in 2006. Upon graduation, I continued my education at Full Sail to
PTM............pg.7
earn my Bachelors of Science degree
BSB...........pg.10
in Entertainment Business. I received my B.S. degree in 2007, and decided
EBF...........pg.12
to finish my education at Full Sail University by pursuing a Masters of Sci-
GBS...........pg.16 NDM...........pg.17
have received 13 Full Sail “Course Di-
ence degree, also in Entertainment
applied towards my Master’s of Science degree. I worked part-time within the technical services department for Full Sail University under work study conditions, in addition to a studio internship for the Recording Arts department. In 2008, I was the President of the student body organization “MEISA,” and was one of three nominees to
business. While attending Full Sail University, receive a Full Sail ACE Award for excellence in the category of “Best New I have earned perfect attendance for Business Idea & Pitch.”
PAM...........pg.18 AEL...........pg.20 MPD...........pg.21 IMO...........pg.23 MMC...........pg.24 BPD...........pg.25 Looking Back..pg.26 References....pg.27 Thank you.....pg.30
Chad Shea [2]
MSEB May 2007
Masters of Science in Entertainment Business: “This comprehensive program takes you through highlevel business courses that will take you deep into the theory and practical applications of the entertainment business world. You’ll develop advanced business and management skills through hands-on training in leadership, brand development, negotiation, media publishing and distribution, Internet marketing, and much more.” (Full Sail, 2008)
Full Sail University. Winter Park, Florida.
FULL SAIL UNIVERSITY, M.S.E.B. Full Sail University, formerly known as Full Sail Real World Education, introduces two new Masters of Science Degree programs which earned the institute University status. The introduction of the Masters of Science Degree in Entertainment
mission of Career Schools and Colleges of Technology,” which is a na-
Business was a perfect addition to the
tional accreditor of vocational schools
overall curriculum offered by Full Sail University. Upon my graduation of the
and career schools within the United States. The MSEB program has pre-
Bachelors of Science, the timing was perfect to continue my education to-
pared me for the industry. I was exposed to “real-world” scenarios to
wards my Masters degree.
prepare me for the business world
The program entails for students to learn hands on, making key execu-
through interactive assignments and networking opportunities. The infor-
tive decisions while networking within the industry. The MSEB program
mation I have been exposed to, and the individuals I have been introduced
helped Full Sail reach the accreditation to are essential tools as I begin my requirements to be recognized as a University by the “Accrediting Com-
professional career in the entertainment business.
[3]
New Logo: Full Sail University introduces the new logo and colors of the school.
EXL June 2007
Executive Leadership: “This course gives you an overview of the principles and practical aspects of executive leadership as they relate to the entertainment business industry. This course examines the qualities necessary to be an effective leader in today’s entertainment business field. Students will explore; effective decision-making skills and processes, power and influence, mentoring staff behaviors, leading organizational change, personal negotiation skills, and investing in and managing relationships to achieve business goals.” (Full Sail, 2008)
PRESIDENT/CEO
Chad Shea is elected President/CEO of MEISA, Full Sail Chapter. Full Sail MEISA officers and members look forward to a year of growth, activities, and networking. MEISA is a national organization that derives from the organization MEIEA (Music and Entertainment In-
elected leadership role and was very thankful for the opportunity. The Full Sail chapter of MEISA
dustry Educators Association). Members are able to join a variety of activi-
has been active on campus for two years, and is still very much in its in-
ties in order to network and maximize their overall experience as a student.
fancy stage as a chapter. The student body organization is in a state of
The election meeting was held
future needs. Recruiting and retention strategies were essential for the overall growth of MEISA.
growth; continuing to implement re-
July of 2007, giving me time to prepare cruiting and fundraising efforts. It was my campaign for elections. The opimportant to focus on expanding the portunity to become the President/ CEO was a perfect fit for my overall
organization by managing successful monthly meetings, with guest speak-
leadership performance while earning
ers, and relevant content. These mix-
my Masters degree at Full Sail U. I have always wanted to experience an
ers and networking opportunities allow for students to speak among eachother in order to build relationships for
[4]
“Music and Entertainment Industry Student Association.”
AS WE GROW... MEISA helps mold students by offering realworld experience and opportunities. The Full Sail MEISA chapter has struggled in the past to gain, and re-
Central Florida provides an active music and entertain-
tain active membership. The need to
ment market with many lo-
attract more of the student body was apparent. Due to the accelerated na-
cal professionals to invite as a guest speaker. Guest
ture of Full Sail, it is very difficult to coordinate among students. Sched-
speakers such as Orlando Producer Willie “Bum
ules are always conflicting between
Bum” Baker, Artist Man-
classes and individual assignments. Time management and strong com-
ager Kai Thietji, Entertainment Attorney Nick
munication was essential in order to minimize errors among members and
Nanton and Entertainment Entrepreneur Teresa Page
officers. The scheduling challenges
helped draw in students for monthly
were beneficial for me, as it prepared me for managing time and prioritizing
meetings. These guest speakers provided insight on the industry by shar-
for an organization or any company I may work with in the future.
ing tips and strategies with me, my officers, and our student members.
Guest speakers provide great information and opportunities. Throughout my 9 months as
Organizational and personal growth...
As officers, monthly meetings were a top priority. Planning, organizing, and promoting were essential
President of MEISA we had the opportunity to invite many guest speakers to
variables in order to hold a successful members meetings. This hands-on
share their experiences and knowledge with the students and members.
experience have taught me the skills
Coordinating with guest speakers al-
necessary to coordinate key aspects in order to hold successful monthly
lowed for me to reach out to industry professionals in a educational way.
members meetings for a growing organization.
MEISA becomes active.
Within the Full Sail community, we were able to organize and manage many successful events throughout my term as President. Activities such as “Searching for the Perfect Ear,” were a great success for recruiting purposes on campus. Searching for the Perfect Ear allowed students to test their hearing acuity by challenging their frequency recognition. This campaign allowed us to spend time with students face-to-face, in order to educate and promote the MEISA organization. Other activities reached out socially to help establish more community involvement for the organization.
MEISA officers grow active budget through sponsorships and donations.
implemented policies, make it difficult to coordinate many fundrais-
growing stages of MEISA. Securing donations and sponsors
ing opportunities, and we were
throughout the year taught me
In addition to membership growth, I was able to help fundraise $3,000
thankful for all donations. Working with a small budget can be chal-
how to approach fundraising needs with a personal approach.
total in donations through spon-
lenging and frustrating. Utilizing surrounding facilities and re-
The ability to generate a budget is a valuable skill to have learned
sources were essential during the
prior to entering the industry.
sorships and networking alone. The intense Full Sail schedule and
[5]
National organizations help keep students current in industry news case located at Austin Coffee and Film and trends. Events like “Meet with Beats,� which was an open-mic/production show-
in Winter Park, allowed for students to meet up off campus to network and
In addition to the MEISA Presidency my annual activities included
perform various skills and talents. Community activities helped grow
basic student memberships to AES
overall interests among members, as
(Audio Engineering Society), Grammy U, and the Recording Academy.
well as educate officers and members alike on coordinating event locations
These organizations supply great networking opportunities on a na-
and other important details. Working with small businesses like Austin Cof-
tional level for anyone within the mu-
fee and Film exposed me to the details
sic business. My experience with national or-
of small business operations, in addition to event marketing and promo-
ganizations like Grammy U have helped me get a better understanding
tional duties. Activities were essential for the
of industry standards, and networking
growth of the organization. Concep-
etiquette. The large amount of student involvement allows for individu-
tualizing, organizing, planing, promoting, and managing these events was
als with similar interests to meet and establish working relationships. My
an extremely valuable experience for me, as I continue on my path as a fu-
experience with national student body
ture leader.
ORGANIZATIONS
organizations was very valuable for my education.
The Recording Academy AES, Grammy U, and The Recording Academy all offer great opportunities to network within the music business, and the entertainment industry overall. Nationally, these organizations continue to offer meetings, rallies, and conferences that allow students to reach out to the industry..
[6]
PTM July 2007
Project and Team Management: “This course gives you an overview of the skills needed to make effective contributions within an organization, in order to impact projects we may work on or lead. This course helps you understand the importance of the project team overall, and how successful teamwork is paramount to the success and productivity of any project. We explore methods and theories of effective team management.” (Full Sail, 2008)
“HANNIBAL SQUARE, THROUGH THE EYES OF THE KIDS” Crealde School of Arts Partners up with Hannibal Square Heritage Center to protect and archive the history of downtown Winter Park neighborhoods. Full Sail grad students lend a helping hand.
Crealde School of Arts: A Non-Profit Organization, since 1975.
Within this course we had the op-
tage Center located near downtown Winter Park, Florida. The Heritage
was clear Creadle, and the Heritage Center were more concerned with the
Center acts as a photo archival facility
involvement of the community, and the
portunity to in addition to displayreach out ing all historical mainto the community
overall social outreach of the organiza-
terials from the surrounding neighbor-
tions respectfully. The opportunity al-
hoods in a timeline
lowed us to think out
some local needs in order to utilize some practical pro-
fashion. The facility had been developed,
of the box, in order to respond with a fresh
ject management skills. Crealde School of Art has been a Non-Profit
and built by the City of Winter Park, and
new way to generate interest in the local
Organization since 1975. The school
was leased to Cre-
community.
offers art classes for children and adults annually, and rely heavily on
alde for 30 years at the price of $1/
membership activity to fund overall operations.
year. The City of
to assess
Niki Pierson, Marketing Manager &
Winter Park has
Executive Assistant of Crealde School of Art, quickly expressed the need for
always supported the Heri-
more community exposure to the recently acquired Hannibal Square Heri-
tage Center financially, allowing for little need for any fundraising efforts beyond what they already had implemented. It
[7]
Overall Objective:
TEAMWORK
Crealde School of Art and the Hannibal Square Heritage Center needed to create a realistic and low cost way to promote community involvement among the surrounding neighborhoods.
Coming together: Full sail grad students sit down with Executives from the Crealde School of Art.
Full Sail grad students team up with Crealde executives to brainstorm ways to reach out to the surrounding communities. Working with Crealde School of Art and the Hannibal Square Heritage Center provided valuable lessons.
was very beneficial in order to expose me to project management strategies and tactics.
We had the opportunity to work directly with executives in order to assess the organizations needs overall. This assignment allowed us to evaluate an organizations overall goals, in order to conceptualize an effective campaign. Working
Crealde; teaching a lot more than art.
with the Heritage Center taught me valuable com-
Our objective was to plan an affordable and realistic campaign that would involve the surrounding community. The Hannibal Square
wanted to educate people about the newly developed Heritage Center in order to educate the
surrounding families and children about the history
munication skills, and business correspondence methods. Weekly meetings were held to go over many of the details
of the Western Winter Park neighborhoods. My passion for community involvement intensified my commitment to this
of the organization and the potential projects to consider. Crealde is a non-profit organization and did not have
project, as I was able to use my creativity in order to meet the needs of a well established non-profit organization.
an allocated budget for any specific current or future pro-
This opportunity was essential for my leadership de-
jects. Working without a budget is difficult, but can be done utilizing sponsorships and/or grants. The opportunity
velopment, as I was able to work with a motivated group of people in order to help a good cause. This project called
to provide a plan that would incorporate potential sponsors
for us to reach out, and we had to approach it accordingly.
[8]
Overview: Crealde Students learning basic photography technics.
The Heritage Center is a neighborhood focal point, archive, and home to the Heritage Collection: Photographs and Oral Histories of West Winter Park.
The children are our future...what do they see? The Hannibal Square community is surrounded by youth; located near the Winter Park Community Center, the
ize, plan, and organize a full scale project in a real-world environment. Crealde was very appreciative, as was I.
Winter Park YMCA, and multi-leveled public schools. “Hannibal Square through the Eyes of the Kids,” was our proposed plan to engage the community. Children are provided a disposable camera along with a small neighborhood map and scavenger hunt. Parents were encouraged to stop by with their children to participate in the activity, in order to take pictures to compete in a quarterly photography gallery located at the Heritage Square. The photographs are collected and archived by Crealde volunteers, and are chosen every three months in order to display the best shots taken. Children’s participation is an important variable to promote engaging family actives to maximize our efforts within the community. The opportunity to work with the volunteers at Crealde and the Hannibal Square Heritage Center was very rewarding and educational. We were forced to conceptual-
[9]
BSB August 2007
Business Storytelling & Brand Development: “This course exposes you to two main aspects of building a strong presence in the business and consumer market: storytelling and brand development. This course examines storytelling principles and how they can be applied to create a business that becomes an icon within the industry. Once the story of the business is created, students move on to the topic of brand development, learning how branding can create a company that delivers a superior customer experience.” (Full Sail, 2008)
EVERYONE LOVES THEIR OWN BRAND Julie Norris of Dandelion Communitea Cafe, takes branding to a whole new level as she positions her cafe as a leader within the growing “green” market among Central Florida.
Small businesses struggle on a daily basis to compete in such a com-
ronment to match the great food, with unique and clever menu names. Items
petitive market place. Especially
such as the “bean there, done that,”
when entering the food and beverage industry. Branding, image, and company culture are important variables to differentiate any small business.
“Eve’s revenge,” and “The giddyup,” helps distinguish
Urban tea house is steeped in “eco-attitude.”
Julie Norris, of Dandelion Communitea Cafe took the time to talk to me
Dandelion Communitea Cafe from all the rest. I enjoy branding overall, and like the challenge of creating unique aspects of a business to generate leverage among competitors.
My creative nature
about her strategies and visions of her branding and overall company culture.
attracts me to the concept of branding, as I enjoy the challenge of creat-
The “eco-attitude” tea house generates a humble and welcoming envi-
ing unique identities for companies
[10]
Julie Norris: Founder of Dandelion Communitea Cafe, cuts the ribbon for the grand opening in 2006.
CO. IDENTITY
“Branding is all about identity, and identity is all about who you are.” -Julie Norris
ship in Central Florida. Julie implemented confidence in my ability to
and products. The opportunity to speak in detail with Julie allowed me
always enjoyed meeting and speaking with creating entrepreneurs alike. In-
to get a better understanding of es-
dividuals like Julie motivate me to push myself to think outside the box,
tablishing company culture overall. “Branding is all about identity, and
apply my creativity in business. I have
in order to create unique brands and
company stories. identity is all about who you are and My experience with Julie was very what you stand for. Your brand has to reflect that.” Julie explained. Her ap- informative and helpful for analyzing any future endeavors in order to estabproach to small business was inspiring, as she shows proven success
lish a strong brand and a strong com-
with a growing loyal customer base. We were able to share marketing
pany culture. These skills are very important entering the business world
ideas and promotional concepts with
with an entrepreneurial mind. Julie and I shared that quality, and we’re
each other that stimulated fresh ideas. I have always enjoyed unique businesses and company cultures,
am very thankful. Opportunities may arise in the future, and these relation-
and this assignment allowed me to
ships could prove to be very important and beneficial.
build an important business relation-
Brand and Culture Consistency Julie emphasized the importance of considering the company culture while considering branding. Story telling and company character are all important aspects of creating a company culture, and a brand must reflect that.
able to build a sold rapport, of which I
Company Brands, and Company cultures.
[11]
EBF September 2007
Entertainment Business Finance: “This course focuses on the financial decisions and issues facing the entertainment industry entrepreneur. Students learn to analyze and present financial statements with a focus on how these reports can provide insight into the financial health of the entertainment business enterprise. Additional topics in the course include the development of financial decisionmaking skills, budgeting, financial planning, leasing, capital management, and operations expense management. Lessons on personal financial planning, reducing personal debt, and wealth creation are also featured.” (Full Sail, 2008)
SHOWING INTEREST IN BANKING John Wiesmuller sits down with students to discuss financial products and services currently offered at Bank of America branches nationwide. John Wiesmuller is the Assis-
John Wiesmuller: Bank Center Manager, Winter Park, Florida.
Bank of America offers many different deposit relationships and in-
like credit history, income, debt, assets, and even personal relationships.
tant Vice
vestment vehicles and
President
John was kind enough to
get a better understand-
and Bank
discuss the terms, and
ing of services offered by
Center Man-
answer any questions I
traditional banks such as
had.
interest-bearing accounts,
ager at Bank of America on 750 S.
“We analyze a lot
I was able to
CDs, credit terms, small
Orlando Avenue, in Winter Park Flor-
of details when ap-
business loans, and
ida. My visit with John was very in-
proaching loans and
mortgages rates. Includ-
formative and useful for my future en-
credit, but we offer many
deavors, and I’m glad I had the oppor-
services.” John explained. We were
gage crises we currently face in the
tunity to speak with him in more detail.
able to discuss the liabilities banks
United States today, and the effects it
look to avoid while considering a loan
has on todays banking world.
[12]
ing the sub-prime mort-
THE UPS AND DOWNS OF FINANCE. Meeting with John allowed me to get a more personal introduction into financial services and products offered. I was able to ask detailed questions in regard to banking. It is important for me to understand these services to
“You need to diversify your bonds!!!� - John Wiesmuller John emphasized the importance of a diverse portfolio.
get a better idea on what to expect in the world of finance. It was a pleasure meeting with John. He was very patient and helpful. The meeting enabled me to gain important financial information in order to prepare myself for future money management opportunities.
Banking on Change!
Going forward, with debt. The opportunity to sit down with a financial expert was perfect at this time in my life. As I enter
monthly tuition payments. It was extremely valuable to sit
my career, I will be challenged due to my educational investments and
more detail to help brainstorm.
13
down with John and talk numbers in
Equity investor: Steven D’Andrea is the majority owner and president of Stockton Engineering Services Inc., located in Katy Texas. Steven is a senior project manager and a “Management and Leader” consultant, in addition to an equity investor with a diverse portfolio.
Steven D’Andrea sits down to talk investments. Steven D’Andrea is the president and majority owner of Stockton Engineering Inc., located in Katy, Texas. My con-
made a point to emphasize on the amount of risks and commitment that must be made. Before the acquisition,
versation with Steven was a great opportunity to speak
some of the key variables Steven taught me to consider
with an expert about investor interests. Steven holds an Bachelors of Science in Business Management from Arizona State University, with a minor in Psychology. Steven also holds a certification in Purchasing Management, earning the title of CPM. In our discussion about lending versus eq-
all encompass the overall environment history of the company. He looks for a clean record, no
Steven D’Andrea: President of Stockton Engineering Services, Inc. Katy, TX.
uity investment, Steven had a lot of useful information. As far as lending is concerned, he has
law suits, no tax issues, subordinate satisfaction, no harassment suits, and no liability suits or unresolved insurance claims. He also considers the type of company, such as LLC, Corp, S-Corp, and the benefits
and disadvantages of each. Steven is not a big investor towards start up companies; however, he
negotiated many different terms and has considered many
does not turn down the opportunities for any potential prof-
different opportunities. In his eyes, lending is very straight forward in regard to the nature of the agreement. “With
itable business. Steven D’Andrea is my Uncle and has been an in-
lending comes risks, but the structure of lending is pretty well protected by detailed terms, publicly and private,”
fluence and inspiration my entire life. Financially, Uncle
Steven explained. In regard to equity investment, Steven
14
“The money can work for you.” -Steven D’Andrea.
EQUITY INVESTMENTS
A properly managed financial portfolio can yield high annual profits on interest payments alone. Steven took time to explain the diverse opportunities involved in the world of finance and investment vehicles.
Making “cents” of finance... Steven is the most successful person in my family, and the opportunity to sit down with him and talk investments
different investment vehicles from stocks and bonds, to small businesses.
was very beneficial. Steven spoke to me about his current investments and the opportunity costs associate with his money. I finally had the opportunity to understand his investments and approach to money management.
My conversation with Steven was a great opportu-
Opportunity Costs, and risks...
Steven and I were able to talk in detail about his loaning interests and what he looks for in his investments overall. He emphasized the risks involved many
LOANING CONSIDERATIONS
nity to really talk more in detail about his interests and expectations in regard to investments and opportunity costs in general. After speaking with my Uncle, I have a better understanding about investments overall. It is important for me
to understand the options available for securing investment capital.
DEBT
EQUITY
ASSETS
LIABILITIES
Current loans and financial obligations are considered heavily.
Net worth is always a strong variable when analyzed for any potential loan.
Current assets to loan against are very useful when approaching investors for loans.
Investors thoroughly analyze all liabilities associated with potential loans.
15
GBS October 2007
Global Entertainment Business Strategies: “This course focuses on the topic of globalization and its impact on the entertainment industry. In today’s entertainment business world, entertainment products and merchandise are in high demand across the globe. This course examines the way this affects entertainment business strategy through exploration of topics such as national differences, ethics in global entertainment business case studies.� (Full Sail, 2008)
Native languages and International currencies are just a small part of Globalization.
GOING GLOBAL Understanding global strategies can make all the difference in the international market place, MSEB students take the time to analyze the adjustments that must be made. This course gave me the chance to dive deep into the global arena, by
nationally as larger companies and franchises worldwide begin to expand.
analyzing statistics and many other
Many key variables must be consid-
variables in order to assess overall globalization strategies. I was ex-
ered when entering an international market, things such as business eth-
posed to European markets, and the opportunities they provide for growing
ics, standards, culture, international currencies, and other global lan-
American companies. Although differ-
guages.
ent from the U.S., Europe has many similarities to the states allowing for
Globally, one must analyze many specific details before entering a for-
both European and American companies to consider the markets respect-
eign market. I learned that all aspects must be considered in order to maxi-
fully.
mize your efforts overall. Global enter-
I learned Globalization has become more and more prevalent inter-
tainment business strategies exposed me to many new concepts and vari-
16
ables to consider in order to understand the globalization.
NDM November 2007
Kai Thietji, shares his negotiation stories while managing American artist, Andy Hersey.
Negotiation & Deal Making: “This course explores the skills needed to become a strong negotiator and deal-maker, through instruction in topics like deal structuring skills, self-awareness and negotiation skill development, tools and concepts for negotiation preparation, negotiation and deal making role-playing, and critiquing the role-playing scenarios.� (Full Sail, 2008)
LETS MAKE A DEAL Full Sail grad students reach out to seasoned negotiators in order to get a up close and personal look into negotiation strategies, and tactics implemented to create more leverage entering an agreement.
Kai Thietji is an artist manager working directly for Arizona based
based on trust and respect. Kai emphasized these traits in comparison to
My time with Kai was priceless as it prepared me for future negotiations I
Americana artist, Andy Hersey. Kai
a marriage, in order to paint a picture
may enter. It was an honor speaking
has entered into many negotiations on of how a healthy relationship can efbehalf of Andy and was able to share a fect a negotiation.
with Kai and very beneficial for me, specifically in regard to artist man-
lot of key tips and hints in order to prepare for any future negotiations.
agement. I have many strong relationships with artists, and have always
Kai focused heavily on relationships as he emphasized the importance of building strong rapport's
In addition to relationships, I learned that thorough supporting re-
search was another necessary variable had an interest in artists management. entering a negotiation. Kai explained the amount of leverage created by im-
among artist. I learned that much like plementing detailed research within any other relationship, negotiations are any negotiation of parties.
17
I was able to receive valuable advice from Kai, to help prepare me for any future negotiations I may have.
PAM December 2007
ATOMS EVE: Richiie Brown Graham Goetz Shaun Snow Matt DelChicco
Product & Artist Management: “The Product and Artist Management Course addresses management issues and scenarios that apply to artist management and gives students tools and strategies to help resolve these issues. Students in this course also address product management and its unique issues, the interconnectivity of artist and product management divisions. Finally, students have the opportunity to apply these advanced management techniques to their specific entertainment field and examine how these principles can be applied to their business projects.” (Full Sail, 2008)
LEADING ATOMS EVE TO THE TOP Orlando based progressive rock band Atoms Eve, begins recording their debut album upon the completion of The Dragon Shoppe Studios also located in Orlando.
While attending Full Sail, I have had the pleasure of working directly
The product and artist management course allowed us to dive deep
overall contact information, bands must incorporate quality multi-media
with a local Orlando based progressive into some promotional idea’s in order
content such as audio and video dem-
rock band, Atoms Eve. The members to create exposure for the band upon of Atoms Eve have been a large part of completion of their debut album. In
onstrations. Photo shoots, and music videos
my collegiate life over the last three years, and are now very close friends.
are essential for the overall marketing of a band in today’s industry, and PAM
addition to marketable materials such as pictures, biographies, demos, and
18
helped me analyze Atoms Eve’s multimedia needs in detail. During this course, we decided to
tions in order to complete the video in a timely fashion. We completed the video without an allocated budget
expand the bands press kit by produc- which allowed for us to utilize our ing a music video for the bands first networking abilities to secure any single, “Temple.” This project called for key items and individuals in order to produce a professional video for marketing purposes.
technical needs in order to accomplish our overall goal. Working with Atoms Eve over the last three years has taught me so much in
We secured key hardware components
regard to working with artists. Atoms
such as a Canon XL2
Eve’s debut album is
digicam by networking with local film students at Full Sail University. Full Sail film students such as Andrew Crisman proved to be very helpful for acquiring video gear, in addition to teaching basic photography technics to enhance the overall quality
approaching it’s completion, and key multi-media components within the press kit will help differentiate Atoms Eve from all the rest. Product and Artist Management was a very valuable course for me, as I had a chance to experience basic
of the video. We were able to shoot artist promotion strategies hands on. the video, and perform all editing func-
Atoms Eve at the Dragon Shoppe Studios.
19
AEL January 2008
Advanced Entertainment Law: “This course explores advanced topics related to entertainment law, with an emphasis on entertainment contracts and intellectual property protection. Students explore, through lectures and case studies, how the digital revolution has impacted the entertainment industry and learn strategies for protecting and exploiting rights within the digital domain, with a focus on the role that entertainment law has played in the industry’s evolution.” (Full Sail, 2008)
ORDER IN THE COURT Advanced Entertainment Law students dive into the details of the legalities within the entertainment industry, from contracts to intellectual property. Over the course of the Advanced Entertainment Law program, we had
Degree in 2004 at the Nova South Eastern University, and was admitted
the opportunity to interview an active
to the Florida Bar that
attorney within the entertainment industry to discuss the business legali-
same year in September. to entertainment law
up legal council prior to entering the
derives from friends
gard to our industry specifically. Yvette Blackwell earned her
any endeavors within the entertainment industry, from contracts to intellectual prop-
ties in more detail. The assignment allowed us to line competitive business arena in order to assess our overall legal needs, in re-
strong legal help when considering
Her exposure
and family within the Miami area. Yvette has assisted many family members in
Bachelors of Science Degree in Legal
pursuing endeavors within the enter-
Studies in 2001, and her Jurist Doctor
tainment arena, ranging from restaurants/bars, record labels, recording studios, to publishing compa-
erty. I got a better understanding of attorney costs while speaking with Yvette as she pointed out typical retainers to anticipate. As a future entrepreneur in the entertainment industry, it is important to understand the importance of good legal council, and speaking with Yvette helped prepare me for the task.
nies. She spoke to me in detail about drafting key contracts, in addition to contract analysis and overall IP protection. As a family consultant of law she has had the opportunity to become well versed with “entertainment law,” specifically the trademark and copyright process. Speaking with Yvette, helped me understand the importance of
20
Yvette Blackwell Esq.: Entertainment Attorney
MPD February 2008
Entertainment Media Publishing & Distribution: “The Entertainment Media Publishing and Distribution Course consists of an in-depth examination of issues that are currently affecting media publishing and distribution. Students in this course are placed in real-world scenarios requiring the application of problem-solving techniques to resolve issues. Students also examine current entertainment business companies and their approaches to publishing and distribution.� (Full Sail, 2008)
THE FUTURE OF MEDIA PUBLISHING & DISTRIBUTION Orlando based advertising agency Fry Hammond Barr, is awarded multiple 2008 Addy Awards. Full Sail students get a chance to network one on one with Tim Fisher, Executive Director of Creativity. Throughout the Entertainment Media
business, and balancing the two. My time with Tim was
Publishing & Distribu-
priceless, as I was able to
tion course, we had the opportunity to reach
obtain key tips for the future of advertising, digital media
out to local professionals in the advertising and media distri-
publishing, and media distribution overall. Speaking with Tim
bution industries.
made me very interested in advertis-
The 2008 Addy Awards are held annually, and were held during the
ing and media distribution. The Addys motivated my creativity, and the
same time as my Entertainment Media Publishing & Distribution course. This
experience was an honor. It was a pleasure to interact with the adver-
allowed me to network and mix with
tising leaders of Central Florida.
industry leaders in order to learn from key individuals that are pioneers in the future of media distribution. This years Addy Awards were held at the City Arts Factory, located in the heart of downtown Orlando. I had the opportunity to network within the event to speak briefly with many industry professionals. Tim Fisher is the Senior Director of Creativity for Fry Hammond Barr, and has proven his success, as an executive in the industry for almost 30 years. Tim took to time to talk to us in more detail in regard to creativity,
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2008 Addy Awards: Tim Fisher, Senior Executive Director of Creativity, at Fry Hammond Barr, talks to students about media distribution.
INTERACTIVITY
Monster Media shows Full Sail grad future of media distribution. The opportunity to meet John in students the future of media pubperson was a great experience. lishing and distribution. Monster Media is an interactive advertising agency located in Or-
John took the time to explain the technologies used, and the type of
lando, Florida. The company special-
development incorporated to produce such an advertisement. Advertising
izes in utilizing current technologies in order to provide a more engaging experience in regard to advertising and media distribution.
has always intrigued my creative mind to conceptualize unique campaigns, in addition to con-
Traditional advertising efforts involve allocating funds towards typical avenues within a marketing mix, such as tele-
John Payne: President of Monster Media.
vision, radio, publications
tent distribution. In the future, the industry will continue to rely on creative individuals, but speaking with John has helped me understand the importance of the tech-
and direct marketing etc. Monster Media has positioned them-
nical skills needed to compete in to-
selves to compete head on with traditional forms of advertising.
days advertising industry. Having John Payne as a guest
speaker was a great experience. I was jected on the ground, wall, window, or able to introduce myself for networkscreen, which intrigues users to inter- ing purposes, in addition to prepare myself for the future of advertising. act with the ad itself, as it is created The industry is constantly changto function accordingly. At Monster Media, content is pro-
Throughout the Entertainment Media Publishing & Distribution course we had the pleasure to invite
Monster Media: Monster Media, located in Orlando Florida, provides interactive advertisement campaigns that help engage potential customers, to assist in the overall “dwell time� of each advertisement implemented.
ing due to technology, and will continue to evolve on an annual basis. Meeting with John was very valuable
John Payne, President of Monster Media, into our classroom as a guest
for the future of my career, in order to understand the new ways to publish
speaker to promote the new ways his
and distribute multi-media content in ways that will maximize our efforts.
company plans to implement media distribution worldwide.
I was very thankful to have met
John displayed examples of some of the new interactivity incorporated
John, and I am excited to see the future of advertising in order to learn
within the current Monster Media ad-
from the leaders currently pioneering the new age of Entertainment Media
vertisements. I was able to get a better idea of the different types of advertising channels, and the potential
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Publishing & Distribution.
IMO March 2008
Internet Marketing & Web Search Optimization: “This course explores the influence of the Internet and web-search optimization on the entertainment business industry, and how understanding and exploiting these strategies can help an entertainment business become a strategic force on the web. Students will explore the advantages of understanding these concepts and the potential impact of the Internet on his or her entertainment business, while also learning the best strategic methods for positioning a product for success on the Internet.� (Full Sail, 2008)
ONLINE DATING NETWORK FOCUSES ON NICHE MARKET Matched-eMotions.com looks into internet marketing & web search optimization, to help position themselves as the number one online dating community for the STD community. The Internet Marketing & Web Search Optimization course allowed
Marketing & Web Search Optimization taught me multiple approaches toward
My exposure to these key variables is very valuable for me as I es-
us to dive into online strategies in or-
e-commerce, as we compared many
tablish my leadership in future busi-
der to maximize the functionality of the different companies web-sites to anaInternet, in addition to increasing the lyze styles and functionalities. I rank of sites online. Matched-eMotions.com was my
learned that many variables must be considered while developing an online
business plan portfolio for my Masters
presence. Variables such as operating
of Science degree program. The company offers a safe, secure, and
systems, website browsers, links, affiliates, and content all impact the effi-
private outlet for individuals to regain certain qualities of
ciency of a website. This course gave me a better per-
life, by offering an online network for the STD community. This course helped me establish a
ness.
spective about e-commerce and
Matched-eMotions.com is an online dating network for the STD community
solid plan towards approaching online partnerships, affiliate programs, online advertising, multi-media content, and website functionality overall. It was important for me to understand and utilize all current and future online tactics in order to maximize my
web-search optimization. My business plan focuses on a large unique online market, and IMO instilled confidence in my ability to approach the Internet
in business in order to capitalize on its potential in the future.
Optimization: Search engines like Google have protocol in regard to overall ranking and overall search results.
!
MatchedeMotions.com
www.
online business strategies. Internet
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MMC April 2008
Mobile Marketing & Commerce: “The Mobile Marketing and Commerce Course gives students an in-depth look at the growing mobile technology market and its current and future impact on entertainment business. Students explore a variety of topics in this course, including mobile technology, mobile marketing, mcommerce, m-commerce applications, and specific case studies for this emerging field. Students also discuss the challenges of this technology and learn strategies for incorporating it into an entertainment business.� (Full Sail, 2008)
MOBILE DEVICES; THE FUTURE OF MARKETING
The technical advancements in mobile devices, allow for new ways for marketing and commerce. Mobile technology continues to grow while new implementations are introduced to the markets in order to
group of potential customers in order to market to them effectively. This course was extremely valu-
get a better understanding of what works, and what doesn’t work in re-
able for me. I feel strongly the advancements of technology will effect
gard to mobile marketing and commerce. During the MMC course, we
the way we consume media on a daily basis. Discussions held during this
analyzed countries like Japan and
course were very informative and in-
China. Both countries are very advanced in regard to mobile devices and technologies, while the rest of the world plays catch up. Throughout the Mobile Marketing & Commerce course, I was able to look into current
novative. Companies continue to implement mobile pages
Cell phones, Laptops, and PDAs assist the growth in mobile markets.
applications being tested in-
which function much like internet sites. Users are able to access key information in regard to any one company, as long as they have a premium mobile internet
provider.
ternationally, like the advanced functionality of todays mobile devices.
Advancements in technology will continue to change the way we utilize
Cell phones, laptops, and PDAs assist the mobile market as they be-
mobile devices in our daily lives, and the topics discussed in Mobile Mar-
come more and more advanced, offer-
keting & Commerce are very valuable
ing new features every year. Throughout this course, I learned how mobile
for the future of my business career overall. It is important for me to stay
technology has become much more common among many developing cul-
current on all mobile technical advances in order to implement any new
tures globally. The large growing
strategies that could increase my po-
amount of cell phone users, allow for advertisers to capitalize on a large
tential in business.
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Functionally: New advancements allow for users to receive advertisements, and make purchases directly on a cell phone.
BPD May 2008
Business Plan Development: “The Business Plan Development Course requires students to incorporate the leadership portfolio developed over their course of study into research for their own business plan. In this course, students draw on their business, management, and technical knowledge to create and develop a formal presentation of a business plan. Students then receive feedback from their instructors and peers concerning the viability of their business plan in the entertainment industry.� (Full Sail, 2008)
Full Sail Universities Entertainment Business Building, revealed in 2006.
MATCHED-EMOTIONS.COM Chad Shea, President and Founder of Matched-eMotions.com, reveals the company mission, culture, and goals. Business plan development guides while compiling such data. It has students in compiling all research and helped me understand all the multiple
needed to compile a business plan will be very useful in my future, as I intend
data collected to produce a final busi-
aspects of business plan development
to pursue many business endeavors.
ness plan. Throughout the year, I had the
in more detail, in order to present a full balanced plan to present to potential
chance to collect and produce many key variables to incorporate in my
investors. I was able to utilize my local re-
business plan. Topics from previous
sources and network in order to put
courses are revisited to integrate all strategies and technics learned within
together Matched-eMotions.com in a way that could clearly explain the
the plan. Sections covering topics company’s mission, culture, and goals. such as marketing, financing, positionBPD helped me understand the ing, company culture, branding, and
intense amount of research involved
operations are fully compiled and presented in-front of a panel of industry
in preparing a business plan, as well as the amount of variables and ele-
professionals, in order to expose the overall potential of the business.
ments to consider. Compiling a business plan is an extensive and over-
Business Plan Development
whelming process and this course was
helped me understand key variables
a great learning experience. The skills
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Business Presentation: Full Sail grad students complete a detailed business plan, to present to a panel of industry professionals for their review.
LOOKING BACK...
Chad Shea, MBE
Throughout my time at Full Sail University, I have had the pleasure to
business world. I am prepared for the challenges I
meet and work with some of the most
will face in the future, and
talented and creative minds in the industry. The ability to network with
feel well rounded for all aspects of the entertainment
these future leaders in the entertainindustry. ment business has been a great honor, and I am very appreciative of my expe-
Extra-curriculum:
rience. The creativity among Full Sail students is unparalleled to traditional
giate career at Full Sail, I
institutes, due to the nature of the school, and it was very influential.
have had the pleasure to get more involved on campus in many dif-
Curriculum:
ferent ways. From work study opportunities, internships, and scholarships,
While completing the required
Throughout my colle-
students I have met, will help accelerate my career in many ways. Full Sail has helped motivate me
courses during my career at Full Sail University, I was able to retain key in-
to student body organizations, such as to push myself to new levels, in order to face new challenges head on. My MEISA, AES, and Grammy U. These
formation, strategies, and tactics to implement in many aspects of the in-
opportunities proved to be priceless in
dustry. From recording arts, to overall business capabilities, my education here at Full Sail has been extensive and thorough. I am very pleased by the overall curriculum within the degree programs offered at Full Sail University, and am very proud to be-
regard to my overall experience. These extra-curriculum activities allowed me to utilize my networking skills and natural abilities, in order to position myself as an asset to any future organization within the entertainment industry. The education I have earned, in
come a Full Sail
addition to the industry profes-
alumni entering the
sionals and co-
collegiate experience has helped me gain confidence in myself by providing a rewarding sense of accomplishment. I feel more prepared for the real world, as I set out to seek my next chapter in life. My dedication and motivation will carry over into all aspects of business, as I set forth on my path to success. I will always remember my time at Full Sail University, and will hold it as one of the highest achievements I have ever accomplished.
ROOTS&WINGS By: Chad Shea, MBE. Email: chad_shea@yahoo.com Phone: 480-430-7206
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REFERENCES This leadership portfolio was compiled for educational purposes only. This document was made in good faith, and is not to be distributed, copied, or sold under any circumstances. All photographs cited below were obtained from the world wide web, and are referenced as accurately as possible. All other photographs included within this leadership portfolio are original photographs compiled throughout my experience at Full Sail. All “course descriptions” included within the text of this leadership portfolio were all obtained from course syllabuses distributed by Full Sail University throughout the Masters of Science Degree program, and are cited accordingly.
TEXT AND PICTURE SOURCES... Pg. 3: Cited Text - Full Sail University, (2008). Masters of Science in Entertainment Business degree program description. www.fullsail.edu Photos - Multi-media building & Full Sail logo are property of “Full Sail University, (2008).” www.fullsail.edu
Pg. 4: Cited Text - Full Sail University, (2008). MSEB Executive Leadership course syllabus. www.fullsail.edu Photos - MIESA logo is property of “The Music and Entertainment Student Association.” (2008) www.meisa.org
Pg 6: Photos - AES logo is property of “The Audio Engineering Society,” (2008). www.aes.org / Grammy U logo is property of “Grammy University.” (2008) www.grammy.com / Recording Academy logo is property of “The Recording Academy.” www.grammy.com/recording_academy.com
Pg 7: Cited Text - Full Sail University, (2008) MSEB Project and Team Management course syllabus. www.fullsail.edu Photos - Crealde logo is property of “Crealde school of Art,” (2008). www.crealde.org / Winter Park Seal is property of “The City of WInter Park,” (2008). www.ci.winter-park.fl.us / Media Center photograph is property of “Crealde school of Art,” (2008). www.crealde.org
Pg 8: Photos - Teamwork photo retrieved from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
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References Continued... Pg 9: Photos - Photography students, Art Gallery, and Heritage Center Logo is property of “Crealde School of Art,” (2008). www.crealde.org
Pg 10: Cited Text - Full Sail University, (2008). MSEB Business Storytelling and Brand Development course syllabus. www.fullsail.edu Photos - Dandelion Communitea logo and Ribbon photo are property of “Dandelion Community Cafe,” (2008). www.dandelioncommunitea.com
Pg 11: Photos - All pictures are original photographs property of “Dandelion Communitea Cafe,” (2008). www.dandelioncommunitea.com
Pg 12: Cited Text - Full Sail University, (2008). MSEB Entertainment Business Finance course syllabus. www.fullsail.edu Photos - Money jar and Building photo were retrieved by “Google Images,” (2008); and are property of Bank of America. www.bankofamerica.com
Pg 13: Photos - All financial photographs were obtained from unknown direct sources, retrieved by “Google Images,” (2008). www.google.com
Pg 14: Photos - Pen photograph was obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
Pg 15: Photos - All financial photographs were obtained from unknown direct sources, retrieved by “Google Images,” (2008). www.google.com
Pg 16: Cited Text - Full Sail University, (2008). MSEB Global Entertainment Business Strategies course syllabus. www.fullsail.edu Photos - Euros and Globe obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
Pg 17: Cited Text - Full Sail University, (2008). MSEB Negotiation and Deal Making course syllabus. www.fullsail.edu Photos - Handshake was obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com / Andy Hersey banner is property of “Andy Hersey,” (2008). www.andyhersey.com
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References Continued... Pg 18 & 19: Cited Text - Full Sail University, (2008). MSEB Product and Artist Management course syllabus. www.fullsail.edu Photos - All band shots are original photographs, property of “Atoms Eve,” (2008). www.atomseve.com
Pg 20: Cited Text - Full Sail University, (2008). MSEB Advanced Entertainment Law course syllabus. www.fullsail.edu Photos - Entertainment law photos were obtained from and unknown direct source, retrieved by “Google Images,” (2008). www.google.com / Yvette Blackwell photograph is property of Yvette Blackwell Esq., (2008).
Pg 21: Cited Text - Full Sail University, (2008). MSEB Media Publishing and Distribution course syllabus. www.fullsail.edu Photos - Venue photograph property of “The City Arts Factory,” (2008). www.cityartsfactory.com / Addy logo property of “The American Advertising Federation,” (2008). www.aaf.org
Pg 22: Photos - Interactive media photographs are property of “Monster Media,” (2008). www.monstermedia.net
Pg 23: Cited Text - Full Sail University, (2008). MSEB Internet Marketing & Web Search Optimization course syllabus. www.fullsail.edu Photos - Magnifying glass photo was obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
Pg 24: Cited Text - Full Sail University, (2008). MSEB Mobile Marketing and Commerce course syllabus. www.fullsail.edu Photos - E-commerce photos obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
Pg 25: Cited Text - Full Sail University, (2008). MSEB Business Plan Development course syllabus. www.fullsail.edu Photos - Entertainment Business Building property of “Full Sail University,” (2008). www.fullsail.edu / Document photo was obtained from an unknown direct source, retrieved by “Google Images,” (2008). www.google.com
Pg 26: Photos - ACE Awards logo and Full Sail logo are both properties of “Full Sail University,” (2008). www.fullsail.edu
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THANK YOU... I would like to thank all the instructors and staff at Full Sail University for an amazing learning experience. I would like to also thank all my co-students, co-workers, friends and associates throughout my time at Full Sail. You all have impacted my life immensely. Special Thanks to... Yogi Mueller, Cassi Willard, Ron Cook, Bill Thompson, Jerry Juska, Pat Bishop, Kai Thietji, and Suzann Bain for all your help along the way.
My Family...
Donna Shea-Tendick, Ken and Candice Shea, Rex Tendick, Heather and Aaron Scott, Shawn Shea, Travis Tendick, Kahlan Will, Jonathan Scott, Steven and Christine D’Andrea, Chelsea and Peyton D’Andrea, Armand and Phyllis D’Andrea (R.I.P.), and all my dear friends and family across the country and back home in Arizona. Personal Thanks to Andre Hurtado De Mendoza, Joshua Jones, Jilaine Beu, Atoms Eve, Matt
DelChicco, Shaun Snow, Graham Goetz, Richiie Brown, Justin Carlson, and Vanessa Hollis ...business partners, and friends of mine for life.
forty8state productions 2008
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