Jermaine Bergnaum-Bins

Why this persona fits the audience

He plays pubs and small festivals in Ireland and Scotland while releasing folk songs under his own project name. His online presence is a mix of a simple website, social profiles, and a manually maintained email list gathered from gigs and mailing cards.

• Age: 43
• Location: Dublin, Ireland
• Occupation: Part-time musician and bar staff
• Income: €33k/year
• Education: High school
• Company size: N/A
• Years in role: 15+ years

“There's a truth in a well-worn guitar and a story sung from the heart, that's what folks connect with, I reckon.”

Jermaine Bergnaum-Bins has been weaving his own brand of folk music into the fabric of Dublin's live scene for over fifteen years. Growing up in a working-class family, music was always present, but formal training was a luxury he couldn't afford. He picked up his first guitar at sixteen and taught himself to play through sheer persistence and a deep love for the storytelling tradition of folk music. His education ended with high school, a decision driven by the need to start earning a living. He found steady work in pubs, a natural fit for someone who enjoyed the camaraderie and the opportunity to play impromptu sets. This dual life – barman by day, musician by night – has shaped his pragmatic approach to life and his art. His income, hovering around €33k annually from his bar work and sporadic music earnings, necessitates careful budgeting. He lives alone in a small, rented flat, where his most prized possessions are his collection of guitars and a well-loved record player. He’s not chasing fame or fortune, but rather a steady, fulfilling existence where his music can reach people and resonate. Recently, he's been contemplating how to better connect with the fans who sign up to his email list at gigs, finding the current manual process time-consuming. He’s also been experimenting with recording some of his newer songs at home, using a basic setup he pieced together from second-hand equipment, a testament to his resourcefulness and commitment to his craft despite his limited financial resources and technical expertise.

Background & daily life

A day in their life

Jermaine's weekday typically begins around 8 AM. After a simple breakfast, he dedicates two to three hours to his music – perhaps working on a new song, practicing scales, or updating his website with recent gig photos. He might check his social media feeds briefly. Around noon, he heads to the pub for his afternoon shift, which usually lasts until 6 PM. He interacts with customers, serves drinks, and often hears about local music events. After his shift, he might grab a quick, inexpensive dinner, and if he has energy, he'll spend another hour or two with his guitar, refining a melody or writing lyrics before winding down for the night.

Lifestyle

Jermaine’s life revolves around a steady rhythm of work and music. He lives frugally in a modest flat, prioritizing experiences and his craft over material possessions. His evenings are often spent either behind the bar of a local pub or with his guitar, crafting new melodies. Weekends might involve a gig in a small venue or a trip to a nearby town for a festival. He enjoys quiet nights in with a book or catching up with a few close friends, valuing genuine connection over large social gatherings. His approach to finances is careful, always mindful of his income from both his music and bar work.

Work life

His days are a balancing act. Mornings often start with a few hours dedicated to his music – writing lyrics, practicing guitar, or managing his online presence, which mostly involves updating his basic website and responding to emails. Afternoons are typically spent at the pub, where he works shifts as bar staff. This provides a stable income and a constant connection to the local music scene, often leading to impromptu jam sessions or gig opportunities. He’s learned to be efficient, juggling his creative pursuits with the demands of his service job, often feeling the pressure of limited time and energy.

Relationships

Jermaine is close with his sister and her family, often visiting for Sunday dinners. His core group of friends consists of fellow musicians and regulars from the pubs he plays and works in. These relationships are built on shared passion for music and a mutual understanding of the artist's life. He values their honest feedback and support, and they often influence his decisions regarding gigs and collaborations.

How they decide

He tends to be cautious and research-oriented when it comes to anything that requires a financial outlay or significant time commitment. He prefers to gather information from trusted peers or through practical experience before making a decision. For tools or services, he'll often try free versions or look for recommendations from people he knows and respects within the music community.

How they sound

Speaks with a gentle, Dublin lilt. His cadence is unhurried, often pausing to find the right word. He uses common Irish colloquialisms naturally, like 'grand' or 'craic'. He avoids overly technical jargon or effusive praise, preferring straightforward, honest communication. His tone is generally warm and approachable, but can become more focused when discussing his music.