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Brand Positioning Updated June 21, 2015

Lady Kiwi

TABLE OF CONTENTS Biography 3

Brand Essence 4 - 6

Demographics 7

Differentiation 8

Advertising & Social Media

9 - 10

Objectives 11

Timeline 12

Benefits 13

ROSES EP 14 - 16

Features & Press Coverage

17

Room for Improvement 18 - 19

#TeamKiwi 20

Conclusion 21

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Born in the DC metropolitan area, Lady Kiwi is a pop singer, songwriter, and

producer hoping to spread her messages of love and self-appreciation. Kiwi prides herself on her “new wave” sound, incorporating a mix of pop, hip hop, and R&B into her music. Kiwi jumpstarted her

performing career at the age of four when she landed a leading role at a performing arts summer camp, and self-recorded her first track when she was ten years old. Now at age 19, she is proud to have found her sound while enrolled in the Clive Davis Institute of

Recorded Music within the Tisch School of the Arts at New York University. With her

first EP, “Roses,” Lady Kiwi has channeled all of her greatest hip hop

and R&B influences to give the world a taste of her sultry,

earthy, and empowering electro sound.

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PASSIONATE

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What make’s Kiwi’s Brand Essence “Passionate?”

Swanky People have let her know. She occasionally receives criticism for how picky she is, and how much of a diva she may turn out to be—namely when it comes to her love life. Nevertheless, she won’t settle and she’ll make sure that you are well aware of that. No soup kitchen for this chick. She knows what that feels like and now that she’s has a taste, she’s only down for the 5-star restaurants.

Fabulous Her preference is flamboyance. While she may wind down and take a break every once in a while, as everyone must at some point, she loves throwing on her high heels, layers of make up, extravagant wigs, painted nails, and even walk around with cohorts. Her obnoxious faux fur coat is the most used item of her closet during the winter months. In the summer she’ll break out the colors; in neon, sun-reflecting, extravagant sunglasses, she’ll make even the people who pass her on the street to stare as they get the closest that they ever will to her radiance. She sticks out with her awe-inspiring fashion and style that keeps everyone’s attention set on her.

It almost goes without saying. She’s got stride in her step and her hand on her hip. Her favorite poem of all time is Maya Angelou’s “Phenomenal Woman,” which is about having confidence even in the faces of people that don’t understand it.

“Kiwi never walks. She struts.” Zuri Marley Symbolic

If you’ve known her for five minutes or five seconds you've probably already seen it or heard it. The expressive “YAAAASSSSSSS” of encouragement. Or the lion that sits on her chest, emphasizing her passion for leadership and even her love for felines. The “BOSS” chain she wears every now and again, signifying her mentality of being “Built On Self Success” and the blunt mentality of “I run this” when she struts into a shoot—or anything for that matter. Her big hair, symbolizes that she’s full of thoughts, three-dimensional, dynamic, and constantly moving. Everything about her is a symbol, and everything about her stands for something that you can more than likely experience for yourself.

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Visionary She’s goal oriented. She runs on fire. She’s the one who contact when you’re ready to get things done. The best option for her is to have a to do list. Whether it’s for the day or in life, she knows what she wants to do, and even if she has to be flexible in her methods of doing it, or even change her original plan or tweak the goal to get what she wants. She’s a fighter who see’s exactly where she wants to be and does what she needs to do to in order to execute success.

Last but not least, she’s contagious. Once she walks into a room and she does her best to know all the people in it. It’s interesting to observe. Everyone else seems to grab a bit of her sunshine and allow it to grow within themselves. There’s a certain power she has in her to turn someone’s bad day into a decent or even amazing one. She resonates with them even after she walks away, and they start to wonder… how do I become like that? or how did she end up like that? In some cases they may even be awestruck that they met such an independently overjoyed courageous person, and they may need to recover their thoughts and wind down themselves for a bit to fully swallow. what they’ve just experienced. But that’s the whole thing.

Lady Kiwi is an experience. And by interacting with others, she uses whatever is already in them to bring them into a world of happiness and love. Therefore, in her

effort to make sure she touches every life that she comes into contact with, she makes sure she leaves a piece of her happiness and sunlight with them so that they can remember where it came from and come back whenever they need it.

She’s contagious. And she’s growing. She’s an epidemic, and the world might not be able to function much longer without her blowing up every screen, and every

radio station… every cell phone and every gadget. As soon as you get a whiff, you’ll be swept in and you won’t be able to contain yourself from your craving.

She’s addictive. And once you get a piece of her, you’ll come back looking for more.

She won’t just be an icon for herself. She’ll be an icon for everyone. Because everyone will start to see a piece of themselves, within her. And once they can all

relate on some level, she’ll be a force, not only within the music industry.. but within the world.

“I know I’m not everyone’s cup of tea. But that’s okay. That’s

why they made coffee.” Lady Kiwi

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TARGET AUDIENCES: Tweens (11-13) Teens (14-18)

Young Adults (19-25) Urban Audiences

44.9% Male 55.1% Female

(Percentages taken from google analytics on website traffic) ALSO LISTENS TO:

Tori Kelly, Shakira, Beyonce, Lana Del Rey, Drake, BANKS

TOP MARKETS (from YouTube Analytics): U.S., U.K., France

WITHIN UNITED STATES: New York Virginia

New Jersey Washington, D.C.

Florida California Maryland

Demographics

What makes Kiwi different from every other artist in her lane?

• Her ethnic background (Honduran and Nigerian)

• Ethereal image paired with fashion oriented photography and influence

• Self-motivating and multi-faceted artist • producer, songwriter, singer, poet, dancer, choreographer, entrepreneur (founded LOUD Kingdom), aspiring mogul

• Bright upbeat personality and image contrasted with somber themed music

• Creates a three-dimensional image of her overall essence

• Flexible/Exciting live performance • Performs with just a TV track OR full band and dancers

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POINTS OF DIFFERENTIATION

As of June 21, 2015

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ADVERTISING & SOCIAL MEDIA

facebook.com/OfficialLadyKiwi Facebook Likes: 2,185 Highest Post Reach: 8K Kiwi centers her Facebook interaction around news, events, and special announcements.

twitter.com/ladyxkiwi Twitter Followers: 700

Kiwi’s Twitter is designated for her quotes, lyrics, connecting with other industry-involved accounts,

and sharing interesting articles.

instagram.com/ladyxkiwi Instagram Followers: 2,027 Instagram posts are related to Kiwi’s personal life and her notable experiences. Also where she posts the majority of her infamous selfies.

youtube.com/LadyKiwiOfficial 71 YouTube Subscribers

11,169 Total Views Dark Horse Cover Video: 3,638 Views

This One Music Video: 2,307 Views

ladykiwi.tumblr.com 515 Followers Her tumblr garners the attention of social activists and niche communities (such as feminists, people of color, and the LGBTQ community). She expresses her interests and unique points of view through visual aesthetic and text pictures as opposed to writing about them.

Luke Miller, past collaborator, was the force behind the Facebook page. “It’s all about the lesbians,

feminists, and cat lovers,” he stated. “I take the posts that garner the most peoples’ attention and then add funding to make them blow up even more depending

on which demographic the post best caters to.”

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FACEBOOK ADS

In addition to boosting Lady Kiwi’s Facebook posts, Miller also sent out Facebook Advertisements containing Lady Kiwi’s Lyrics, and a click through link to her page.

As a self-proclaimed worldwide artist, Lady Kiwi loves to expand her horizons when it comes to her demographic. She leverages her Latin roots to reach out to younger afro-latina girls who may look to her as a role model.

To launch and leverage an artist brand for the face of other Lady Kiwi enterprises and entrepreneurial ventures; LOUD Kingdom will be the non-profit and initial company headed by Lady Kiwi. After garnering experience with branding and consulting, she will expand the scope of the business to helping other artists with building connections and refining their image.

Building the connections necessary to help others will also translate into her efforts to propel her own music and fan-base numbers.

In fall of 2015 she will start releasing more pop and club-oriented tracks in order to garner attention and start seeking a publishing deal. Ideally, the advance from a publishing deal would be used to fund the business venture as well as support Kiwi as she expands her network by working with other songwriters, producers, and artists.

Ultimately, Kiwi’s goal is to have a large network of industry-minded artists and executives who are willing to propel the LOUD Kingdom vision: sharing music, as a powerful passion point, with the world.

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OBJECTIVES

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TIMELINE

DEVELOPMENT PERIOD

MAY 2015 - AUGUST 2015

Plan business, develop portfolio, start creating a robust, accessible network

ACTION AND OUTREACH

SEPTEMBER 2015 - DECEMBER 2015

Begin shopping for a publishing deal and seeking other forms of growth and business opportunities.

Use established business and artist brand to leverage connections, develop a fan base, connect with other artists, etc.

JANUARY 2016

THE BENEFITS OF WORKING WITH KIWI:

• LONGTERM VISION • DRIVEN, FULL OF PASSION AND DESIRE TO SUCCEED • ALWAYS BRINGING POSITIVITY TO THE TABLE • PROBLEM SOLVER, FAMILIAR WITH VARIOUS

METHODS OF CONFLICT RESOLUTION • THINKS OUTSIDE OF THE UNIVERSE AND DREAMS BIG

• ARTISTIC WITH ORGANIZATIONAL SKILLS • PATIENT, OPEN TO LONGTERM DEVELOPMENT AND

CRITICISM • THEMEATIC AND ANAMOLISTIC IN ARTISTIC

CHOICES

• HOURS OF REHEARSAL AND PRACTICE • PROVEN CREATIVE LIVE SHOW • UNIQUE ASPECTS OF INTEGRATED LIVE

PERFORMANCE AT AN INDIE LEVEL (I.E. DANCERS, NON-TRADITIONAL PERCUSSIONISTS, ETC.)

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IN A PROFESSIONAL SETTING

IN ART

IN PERFORMANCE

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Roses

THE PROJECT

“Roses,” the debut EP by Lady Kiwi, is a personal journey through a tumultuous relationship beginning in heart break and ending in redemption. The tracks shine light on a range of emotions while setting a distinct tone both sonically and lyrically. While melodic drum grooves and bright strings keep the listener engaged, a somber theme permeates through the project's every measure. Drawing from pop music influences, the EP also flexes its creative individuality with unlikely instrumental combinations and its compelling overarching concept.

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TRACKS:

available for free download at ladykiwiworldwide.com and streaming at soundcloud.com/officialladykiwi

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FEATURES + PRESS COVERAGE

Joy Toilet Interview “She’s a young self-starter, musician and fashionista living in a place where her attitude blends and maneuvers among other like-minded people. I’m no fortune-teller, but if I had to guess where she’s headed I’d say up, way up.”

Lady Kiwi’s single, “This One” was used in an episode of a web series titled “Pants Role.”

Kiwi was invited to entertain kindergarten through second grade elementary school students alongside Children's’ book author, Dee Ardelean, at P.S. 91 school.

NOTES FOR POSSIBLE MANAGEMENT

LADY KIWI CURRENTLY NEEDS: More Press • Outreach to blogs • Somehow get people to do vlog reviews

and talk about the EP in general • More song features and syncs • How do we get people talking about

“ROSES?”

More Shows • Before booking a show, research the

venue • Doing more shows at places where urban

artists tend to perform • Discover which artists to open for • Analyze how to reach out to demographic • Reach out to colleges; participate in college

tours and shows

More Merchandise Currently, the Lady Kiwi boutique consists of V-neck “Lady Kiwi” T-shirts. We wish to expand on merchandise with wide variety of shirts, “Roses” posters, and Lady Kiwi Stickers. We’ll sell and raffle away merchandise at Lady Kiwi's shows and

special events.

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ROOM FOR IMPROVEMENTS

The Music Kiwi will work on getting physical CDs made so that they can be for sale during live shows. Also part of the merchandise category.

What’s needed: Some sort of heavy lifting in terms of taking the load off of Kiwi at shows. If she wants to sell merchandise, CDs, and hand out business cards, who’s there to talk her up while she’s performing onstage and gassing up the audience members who seem interested and engaged in her act?

Kiwi’s Words

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The most I want from a manager right now is someone who is driven and motivated about catapulting both of our careers. While working with someone, I’d like to see some significant development in ways to move forward with the Kiwi brand

while on a handshake basis. If I'm impressed with a manager’s active networking skills, outreach, and general mindset to work

on ALL of the items listed above, then I’ll sign a contract. I completed my own website, EPK, Kickstarter, and reworked the EP all on my own, and I need to work with someone who

can match my pace. You’ll get out of it what you put in!

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OFFICIAL MEMBERS OF #TEAMKIWI

BRITT PHAM Artist Liaison

AUSTIN S. HARRIS Film Producer & Director

KAHALA BONSIGNORE Company Scout

VICTOR GARBOV Financial Advisor

TIANT HORNE Stylist

CAZ CODY MILES Administrative Aid

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“I pour my heart and soul into every inch of my brand, and my hope is that I will inspire someone else to

do the same with theirs.”