PowellAustin_BrandAnalysisRevised.docx for portfolio

Brand Analysis
Marketing Team Member Name: Austin Powell
Artist Name: SiRPENT
Target Audience Analysis
TARGET AUDIENCE - Demographics
Age Range: 18-24
Primary Gender: Men
Ethnic Background: White
Education: Some College
Income Range: $25,000-$49,000
Relationship Status: Single
Children/Family: Unknown
TARGET AUDIENCE - Psychographics
Hobbies/Lifestyle Choices
(e.g. Fitness enthusiasts, cars,
outdoors, cat pictures, dancing)
1. Dance
2. Music Production
3. DJing
Clothing/Accessory Brands
(e.g. Where do they shop
& what do they buy?)
1. H&M
2. Shien
3. Zara
Food Restaurant Favorites
(e.g. Vegan, Paleo,
fine dining, fast food)
1. Chick-fil-A
2. Raising Cane’s
3. Chipotle
Other Artists They Like
(related & unrelated)
1. LSDREAM
2. CloZee
3. Tipper
Movies & TV Shows
They Like
1. One Piece
2. Euphoria
3. Loki
TARGET AUDIENCE – Geographic Markets

MARKET
(City & State)
VENUE
(Name & URL)
REASONS FOR SELECTING
1. Chicago, IL
Soundbar https://sound-bar.com/ This local nightclub puts on promising
DJs and producers. It is a smaller venue
with a capacity of 1,200 people, which
is perfect for SiRPENT.
2. Ft. Lauderdale, FL
Kemistry Nightclub
https://kemistrynightclub.com/
This venue was selected because
SiRPENT has played here multiple
times and should continue building on
the fans she has reached. Capacity of
700 people.
3. Denver, CO
Club Vinyl
https://vinylnightclub.com/
This venue was selected because it is
one of the most popular in America for
dubstep producers to perform and is
another nightclub with an appropriate
capacity of 2,473 people and a built-in
audience that matches SiRPENT’s
target audience.
4. Ft. Collins, CO
The Aggie
https://www.z2ent.com/aggie-
theatre
located at Colorado State University,
has a built-in audience of 650 people
that matches SiRPENT’s target
audience, and features similar artists in
the genre.
5. Stage College, PA
Stage West
https://stagewestlive.com/
This venue was selected for its
connections with SiRPENT, its location
on a college campus, and its focus on
smaller artists in the dubstep genre.
Capacity of 600 people.
6. Tempe, AZ
Darkstar Theatre
https://www.darkstartempe.com/
one of the most popular EDM venues
in the country for up-and-coming
dubstep artists and is located on a
college campus with a built-in
audience and a capacity of 5,000.
7. Austin, TX
The Concourse Project
https://concourseproject.com/
located at the University of Texas and
features prominent EDM acts, with
plenty of opportunities for promising
artists to open for larger acts. Capacity
of 2,000 people.

Digital Footprint Analysis
Artist Website URL: linktr.ee/sheissirpent
Social Media
Platform Page/Profile Link Followers/Likes
Instagram https://www.instagram.com/sheissirpent/ 5,178
Twitter/X https://x.com/sheissirpent 754
Threads https://www.threads.com/@sheissirpent 0
TikTok https://www.tiktok.com/@sheissirpent 168
Topics and Dates of the 5 Most Recent Posts
Post
Social Media
Platform
(Facebook, Instagram, Twitter,
TikTok, etc.)
Type
(Promotional, Photo-behind the scenes,
Photo-live, Video-behind the scenes,
Video-live, Fan Question, Statement,
Press-write up, Press-interview)
Topic
1 Instagram Promotional
Upcoming festival performance
announcement
2 TikTok Content Trend
Meme-style video about people’s
misunderstanding of DJs as artists
3 TikTok Content Trend
“Get Ready with Me” behind-the-
scenes style video before
performance
Post about a new song released on
SoundCloud
Up close and personal POV from
recent performance
Released Music
YOUTUBE Channel: https://www.youtube.com/@sheisSiRPENT
# of
Subscribe
rs
# of
Song
s
# of
Video
s
Most Views Title Most Viewed/Listened Link
4 1 1
SiRPENT - Cycle
(Official Music
Video)
https://www.youtube.com/watch?
v=gion7MncGYE

SOUNDCLOUD Profile: https://soundcloud.com/sheissirpent
# of
Followers
# of
Song
s
# of
Video
s
Most Listens Title Most Viewed/Listened Link
2,043 72 0
VIRGO FULL MOON
GUEST MIX FEAT:
ZINGARA
https://soundcloud.com/sheissirpent/
virgo-full-moon-mix-featuring-zingara
SPOTIFY Profile: https://open.spotify.com/artist/4CIk7b3eas3Nl1hA3vAhD6
# of
Monthl
y
Listener
s
# of
Song
s
# of
Video
s
Most
Popula
r Song
Most Popular Song Link
0 2 0 Cycle https://open.spotify.com/track/5a5Q7Pe2jIr6vlL8DoUtI4
APPLE MUSIC Profile: https://music.apple.com/us/artist/sirpent/1764600137
# of
Followers
# of
Song
s
# of
Video
s
Most Popular
Song
Most Popular Song Link
N/A 3 0
Spellwork (feat.
SiRPENT & mona
grey)
https://music.apple.com/us/song/
spellwork-feat-sirpent-mona-grey/
1792708144
GOOGLE Search
Search Term: SiRPENT
Top 3
Search
Results
1. SoundCloud - SiRPENT
2. sheisSiRPENT - Instagram
3. S1rpent - YouTube
Top 3
Image
Results
1. Fancy Snake Artwork
2. Sir Pent the Snake Tapestry
3. Pokémon Sirpent
Top 3
Video
Results
1. Let's Play Alwa’s Legacy – Sir Pent
2. Sir Pent’s Library ALL 5 STARS
3. Moving Out 2 – Sir Pent’s Library 5 Stars
Branding Problems & Solutions
1. Problem: Rebranding Confusion

Solution: SiRPENT recently rebranded from “SiR” and is still using it as a
separate account for her events DJing brand. It is recommended to change the
latter account's name to avoid confusion for her audience and anyone who
discovers it.
2. Problem: Inconsistent posting across all platforms
Solution: It is recommended that SiRPENT identify which platforms she feels
most comfortable posting on, most likely her TikTok and Instagram accounts,
which she uses the most currently, and continue to focus on being successful on
those platforms. She should also focus on building her YouTube channel, since
many listeners in her genre discover music there.
3. Problem: Not releasing music consistently
Solution: SiRPENT needs to focus on releasing original music on the Spotify
platform at least once per month to stay relevant in the platform's algorithm and
keep listeners engaged more frequently.
4. Problem: Posting political opinions and unrelated information on stories
Solution: SiRPENT frequently posts about social issues, which can negatively
affect how her followers view her music project. Posts will also be made about
friends looking for jobs, missing people in her community, and outrage posts. All
this needs to be cleaned up to maintain focus on her music project.
5. Problem: Need more collaboration with other promising/established artists
Solution: SiRPENT has done a great job networking with other artists and
building a relationship with them. She needs to leverage these connections to
secure more collaborations and reach new audiences so her project can begin to
grow.
Press/Media Outlets:
a. Spotify Playlists:
1. Playlist #1 Name: 140 / DEEP DUBSTEP 2025
URL: https://open.spotify.com/playlist/09ghCFljoQNVNnoR2XzG7n?
si=86cbe41d70064667
Reason for choosing: I chose this playlist because it is one of the most
popular deep dubstep playlists, with consistent updates and links for submitting
music. This playlist perfectly matches the genre SiRPENT produces.
2. Playlist #2 Name: DEEP / DARK / DUBSTEP
URL: https://open.spotify.com/playlist/2fUrHZsE0MiDMkbiAQQEGB?
si=a1d2809d55f54002
Reason for choosing: This is another popular playlist in the deep dubstep
community, with a great audience of engaged listeners, and would be an excellent
fit for SiRPENT's signature sound. Links to submissions are posted in the

playlist's bio, increasing the chances that my artist will be selected for placement.
b. Radio:
1. Station #1 Name: LUCID by Insomniac
URL: https://www.insomniacradio.com/channel/rad2e1f8e20e4f
Reason for choosing: Insomniac is one of the major players in the
discovery of new talent across all genres of dance music. SiRPENT should
prioritize contacting this radio station to secure a spot on one of their broadcasts.
2. Station #2 Name: EDM Sessions
URL: https://edmsessions.com/radio/
Reason for choosing: This radio station was chosen because they work
with a talented roster of EDM acts across all genres and has a page for submitting
music. Many promising, undiscovered acts are featured on this radio station,
making SiRPENT an excellent fit for its audience.
c. Blogs/Vlogs/Podcasts:
1. Blog/Vlog/Podcast #1 Name: Lizzy Jane Podcast
URL: https://www.instagram.com/lizzyjanepodcast/?hl=en
Reason for choosing: The podcast is broadcast by Insomniac, making this
an excellent opportunity to get noticed by the company and its built-in
audience.
2. Blog/Vlog/Podcast #2 Name: EDM Identity
URL: https://edmidentity.com/
Reason for choosing: This is an in-depth media company that provides
great coverage of acts across EDM and excellent write-ups on new and
emerging talent.

References:
Audiense. (2022, January 24). Who sets the beat in the electronic music industry?
Audiense.com. https://resources.audiense.com/en/blog/who-sets-the-beat-in-the-
electronic-music-industry-edm-influencers
FestivalPro. (2025). Festival pro Blog. Festival Pro.com.
https://www.festivalpro.com/festival-management/3952/news/2025/8/26/Ageing-
Ravers-Impact-on-EDM-Music-Festivals.html
Finley, P. (2014, August 13). Rave University: 8 Colleges with Incredible EDM Scenes.
EDM | Electronic Music | EDM Music | EDM Festivals | EDM Events.
https://thatdrop.com/8-colleges-with-incredible-edm-scenes/
Harshman, H. (2014, August 7). Nielsen releases report on EDM fan demographics.
Dance Music NW. https://www.dancemusicnw.com/nielsen-releases-report-edm-
fan-demographics/#google_vignette
Islam, M. (2025, July 12). Exploring the best EDM venues across the United States. Rave
Repeat. https://rave-repeat.com/blogs/news/exploring-the-best-edm-venues-
across-the-united-states
Opeepl. (2025). Gen Z's favorite clothing brands: Unveiling trends and paradoxes.
Opeepl.com. https://www.opeepl.com/blog/unveiling-gen-z-favourite-clothing-
brands

Parrot Analytics. (2025). Gen Z’s TV favorites: Which shows are winning over young
viewers? Parrot Analytics.com. https://www.parrotanalytics.com/insights/gen-z-
tv-favorite-shows-which-shows-are-winning-over-young-viewers/
Sarahrudge. (2025, May 6). Survey Reveals Gen Z’s Favorite Fast-Food Choice.
FoodChain Magazine. https://foodchainmagazine.com/survey-reveals-gen-zs-
favorite-fast-food-choice/
Sunkel, C. (2025, October 17). Insomniac launches new streaming app with exclusive
live sets and DJ radio shows. EDM. https://edm.com/news/insomniac-launches-
new-streaming-app-exclusive-live-sets-dj-radio-shows/
Van Dyck, E., Ponnet, K., Van Havere, T., Hauspie, B., Dirkx, N., Schrooten, J.,
Waldron, J., Grabski, M., Freeman, T. P., Curran, H. V., & De Neve, J. (2023).
Substance Use and Attendance Motives of Electronic Dance Music (EDM) event
Attendees: A survey study. International Journal of Environmental Research and
Public Health, 20(3), 1821. https://doi.org/10.3390/ijerph20031821

PowellAustin_BrandAnalysisRevised.docx for portfolio

More Related Content

Similar to PowellAustin_BrandAnalysisRevised.docx for portfolio

Recently uploaded

PowellAustin_BrandAnalysisRevised.docx for portfolio