Story Frame- Coming-of-age story of a young and talented black male who is pursuing his college education while simultaneously working to realize his dream of becoming a successful music artist and businessman. Character Traits- Talented. Loyal/Dedicated. Persistent. Professional. Leader. Confident (Slick/Cocky) Manny’s narrative should include memorable points that differentiate his story from his industry counterparts and that will amplify the core elements of his brand's DNA. Those points, as reflected in the bio, include: • Manny has been performing on small & large stages since he was 9 years-old.

Now at 18, he’s already well acclaimed because he’s spent the majority of his life entertaining, instantly establishing the fact that he’s dedicated to his craft and is well-experienced. He is also a talented songwriter, which through my research in the R&B category, a lot of young artists don’t write their own lyrics so this further sets him apart • He has other interests outside of music, which reflects his relatability and opens him up for additional conversation. Playing sports also displays a sense of competitiveness and confidence as well as the ability to be a team player and be disciplined. These are great talking points that relate to his career as an artist that he can incorporate into his interviews.

He can talk about how not making the basketball team at first helped him to prepare for his music career for rejection that comes along with chasing a dream and it reinforces his will to be the best. He can add how it also taught him about sticking with something (perseverance) until he achieved his goal of making the team; he learned to not give up but to get better; go harder • Manny appeared on national TV in a music competition. His appearance and subsequent win on Ms. T’s Music Factory is a unique positioning point. He was not only talented enough to be selected for the show but he also won, however he further differentiated himself because he didn’t give up on his dream in spite of the disappointment of his victory not being made public/not being broadcasted, which would’ve given him further exposure. While he didn’t get what he deserved and was disappointed, he stood solid on his goal • Manny is a college student who comes from a middle-class family and is a product of Memphis, TN. There is a contrast in him hailing from a city known for its rich musical and cultural heritage as well as its inner city violence.

Memphis has birthed stars as well as been robbed of them. This further adds to his distinction and how he can create a niche in the market of young people who also have a similar story- you know of the hood but you’re not from it and don’t claim to be. All of his efforts should be made towards that demographic, it’s an underserved market. It goes back to Manny being a leader and game changer. Also, he’s faced rejection/ struggle; factors that make his brand story relatable despite having resources. He intimately knows about overcoming obstacles. Manny is also intellectual who is into taking care of his body; lean into these key aspects that you can incorporate into marketing initiatives Notes - It would be advantageous for Manny to double down on his distinguishing factors and add strategy behind his marketing efforts as well as his music to cater to that audience. Think about Nipsey and his brand story. He initially made music for a segmented population - people from LA and gang culture.

After establishing himself on the west coast and in the industry with that narrative, he continued to use the same narrative but he flipped it to make his story inclusive, which is when the “marathon” mentality materialized. Manny will continue to grow and evolve as well, however I think it’s important that he focuses on building an authentic core audience that resonates with his story. Even the hustlers in the hood will rally around their young neighborhood hero who they know is special. Manny is a true product of Memphis who can be that shining star that everybody wants to see win. With him also being known as the Prince of Peace, there’s opportunity to implement strategy to build campaigns with that. It fits his brand story. Additionally, positioning Manny as an independent artist with a highly individualized identity is key in attracting his audience and building a presence.

This approach can be accomplished through messaging (reiterating his story everywhere in different forms, the parts that make people feel like they’re buying into Manny) across all digital platforms and adding IRL experiences (opening shows, meet & greets, pop-ups with branded merch) where Manny is able to naturally interact with fans. I also want to acknowledge as part of his brand story that he continues to reveal himself through his music/in the songs, being that he is coming-of-age and that’s the angle. Fans should be able to feel like they are Manny or know him (share his values) and are on this unfolding journey of self-discovery with him. Lastly, Manny should be delivering his brand story at every touchpoint, as outlined.