This is a project on behalf of my personal portfolio course, in music business.

1. PERSONAL BRAND EXPLORATION
22
PROJECT & PORTFOLIO 1 WEEK 3
ALEX TIGGS
22 JULY 20

2. IDENTITY
Alex is the oldest of three siblings, he was born
in Birmingham, Al. Immediately after
graduating high school, he enrolled at Shoals
Community College to pursue his dreams of
becoming a Psychologist. He gave school a
shot for two years until realizing that it wasn’t
his destiny at the moment.
Alex enrolled in the United States Air Force, and
became a medic. During this time he found his
love for music and became a DJ. After
retirement he went in a completely different
career path where he became a personal trainer.
He quickly rose in the ranks in the fitness
industry, being promoted to Fitness Manager
after just six months on the job. His former
leadership has always expressed that he has
“the gift of gab,” and can always explain things
in a way of why you “need” it.
Alex has since left the fitness industry and
enrolled at Full Sail University as a Music
Business major, it’s now time for the music
business to see what his gift of gab is much
needed.

3. PROFESSION
Potential Job Title
• Program Director
• Program Coordinator
• Program Manager
Maverick Archetype: Disrupt the
status quo with raw, honest, content
by pushing the envelope. Developing
think pieces that to discuss the
“unpopular things” in society. Taking
the listeners on an emotional
rollercoaster of emotions, as well as
breaking up the monotony of industry
trends of the same records being
played in a continuous cycle daily.
RADIO PROGRAM DIRECTOR

4. TARGET AUDIENCE
RECRUITING & HIRING MANAGERS AT IHEART MEDIA
• DEMOGRAPHICS: Nice mixture of both male
and female, ages 25-50 years old,
Predominantly White, Married, College
Educated, Located mainly East Coast &
middle-America.
• PSYCHOGRAPHICS: Enjoys big city living,
love going to live events, adheres to a fast
pace lifestyle, loves family quality time when
time permits.
• IDEAL AUDIENCE MEMBERS:
1. Brian J Solomon, Director, HR Business
Partner at IHeartMedia
2. Vanessa Loper, Executive Recruiter
3. Federico Garza, Executive Vice President,
Local Research and Insight

5. GOALS
1. Short Term (Enroll in Full Sail Master’s
program after graduation Dec 2021)
• Land moonlighting internship with IHeartradio
• Build relationship with 50 IHeartradio employees
on LinkedIn
2. Mid Term (2025)
• Create unsigned artist showcase for IHeartradio
at SXSW
• Expand the event year in year out with 20%
attendance increase and adding artist panel
3. Long Term (2045)
• Retire with over 150K in savings and investments
• Start non profit organization to teach minorities
the music/radio business

6. SKILLS ANALYSIS
NOTABLE SKILLS & PROFICIENCIES
HARD SOFT
MERCHANDISING TIME MANAGEMENT
SMALL BUSINESS MANAGEMENT PUBLIC SPEAKING
80% 80%
HARD SOFT.
TOURING SOCIAL MEDIA
WORD PRESS PUBLIC SPEAKING
40% 80%

7. PROMISE
I help radio programmers create compelling
raw, candid, and honest content by pushing
the envelope and stand head and shoulders
above the competition. We speak on the
things others don’t want you to know about
the music industry.

8. CREDENTIALS
• Work Experience
• 20 years service United States Air Force
• 5 years in fitness industry as Asst General Manger and Fitness Manager of Gold’s Gym
• 20 years experience as successful DJ
• Awards
• US Air Force Achievement and Accommodations medals
• Master Level Fitness trainer
• Education
• Community College of the Air Force Associates Degree Health Service Management
• International Sports Science Association Associates Degree Exercise Science & Kinesiology
• Music Business, B.S, Full Sail University (Dec 2021)

9. COMPETITION
Over O Johnny Crespo Alex Tiggs
Industry Experience
Student Tour Guide
Industry Experience
10+ years working behind
scenes helping set up music
concerts
Education Education
Current Student Enrolled in Music Business, B.S,
Full Sail University
Community College of the Air Force, Associates Degree
Health Service Management
International Sports Science Association, Associates
Degree, Exercise Science & Kinesiology
Current Student Enrolled in Music Business, B.S, Full Sail
University
Leadership
Student Tour Guide
Leadership
20 year USAF veteran, 5 years in fitness industry,
Fitness Manager & Asst Gen Manager, Coaches
Youth Football ages 6-7
Skills & Proficiencies
Public Speaking, Live Events, Microsoft Office
Skills & Proficiencies
Public Speaking, Marketing & Media, Live Events Coordinator
Overall Online Presence
Over 200 connections, has banner, amateur head shot
no articles published, custom url,
Overall score 50
Overall Online Presence
Less than 200 connections, no banner, professional
head shot
no articles published, custom url,
Overall score 20

10. COMPETITION
Over O Lamont Harris Alex Tiggs
Industry Experience
Singer Song Writer
Industry Experience
10+ years working behind
scenes helping set up music
concerts
Education Education
Current Student Enrolled in Music Production, B.S,
Full Sail University
Community College of the Air Force, Associates Degree
Health Service Management
International Sports Science Association, Associates
Degree, Exercise Science & Kinesiology
Current Student Enrolled in Music Business, B.S, Full Sail
University
Leadership
None
Leadership
20 year USAF veteran, 5 years in fitness industry,
Fitness Manager & Asst Gen Manager, Coaches
Youth Football ages 6-7
Skills & Proficiencies
Music 5, Music Industry 4, Music Production 3
Skills & Proficiencies
Public Speaking, Marketing & Media, Live Events Coordinator
Overall Online Presence
Over 500 connections, has banner, amateur head shot
2 articles published, no custom url, website published
Overall score 70
Overall Online Presence
Less than 200 connections, no banner, professional
head shot
no articles published, custom url,
Overall score 20

11. BRAND POSITION
ALEX “DJ TEE RECKZ” TIGGS
FEROCIOUS WITH THE GIFT OF GAB, AIMING TO FLY,
FIGHT AND WIN IN ANY POSITIONING.

12. Industry Events & Organizations
• SXSW Music Festival, Austin TX, Mar 17-20
• NOME XI (URL Battle Rap) , Houston TX, June 19-20
• Essence Festival, New Orleans, LA, July 2- July 5th
Digital Marketing
• Primary Content: Increase the content going out on my
Broken Needles Podcast, establish connections to get
more live interviews.
• Primary Tools: FB, Instagram, YouTube, Twitter, &
LinkedIn. Invest add dollars in current platforms to
increase traffic. Utilize LinkedIn profile with weekly blogs
and vlogs.
• Website: Utilize Full Sail digital portfolio, get active with
blog, embed weekly Broken Needles Podcast episodes.
Networking & Marketing

13. Professional Development
FORMAL TRAINING
• Community College of Air Force, Associates Degree, Health
Service Management
• International Sports Science Association, Associates Degree,
Exercise Science & Kinesiology
• Complete Music Business Degree, expected graduation date 2021
TECHNICAL TRAINING
• Complete 5 certificates on lynda.com per month X 6
Soft Skills
• Merchandising
• Music Industry
• Small Business Management

14. Alex Tiggs
aka DJ Tee Reckz
“You know how radio is pretty
redundant these days. Well what I
do is produce compelling content to
give independent artist a chance to
get their music heard. As well as,
teaching artist the music business
to keep them from signing bad
record deals.
After serving 20 years in the Air
Force it gave me the ability to
communicate with different
backgrounds and all walks of life.
Customers and coworkers from the
fitness industry have all said I have
the uncanny ability to be able to sell
water to a whale.“

15. REFERENCES
Chapman, C. C. (2010). Color Theory for Designers. Https://Www.Smashingmagazine.Com/2010/01/Color-Theory-for-Designers-
Part-1-the-Meaning-of-Color/. https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-
meaning-of-color/
Lamont Harris. (2020). Https://Www.Linkedin.Com/in/Lamont-Harris-04873378/. https://www.linkedin.com/in/lamont-
harris-04873378/
LinkedIn. (2020). Https://Www.Linkedin.Com/in/Johnny-Crespo-Mb/. https://www.linkedin.com/in/johnny-crespo-mb/
Maverick Brand Archetype - Kaye Putnam | Psychology Brand Strategy. (2019, August 19). Kaye Putnam | Psychology Driven Brand
Strategist. https://www.kayeputnam.com/brandality-archetype-maverick/
Onetoonline. (2020). Https://Www.Onetonline.Org/Link/Summary/27-2012.03. https://www.onetonline.org/link/summary/27-2012.03