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As part of an interdisciplinary collaboration, students in the UniversityӰԭs music and communications programs produced a music video for Ayminor, an artist signed to the UniversityӰԭs independent student-run record label.
January 29, 2024
Katie Asiel Ӱԭ26 checks her camera to make sure itӰԭs capturing the perfect shot. SheӰԭs sitting beside a bed covered with rose petals in the UniversityӰԭs TV studio, and sheӰԭs on the set of a music video shoot. SheӰԭs also the director.
Asiel and her fellow Chargers were collaborating with each other and with Janay Sylvester, known professionally as Ayminor. A pop and R&B singer/songwriter based in the Greater New York area, she is among the artists signed to , the UniversityӰԭs independent student-run label.
For Asiel, who describes her directing style as Ӱԭuntraditional,Ӱԭ this was her first time directly collaborating with a team rather than working solo. She says directing with the support of her fellow Chargers was an incredible opportunity to build her skills while doing something she loves.
ӰԭThe directing process is fun, and I like that you get to be creative and to be in charge,Ӱԭ said Asiel, a communication major. ӰԭIӰԭve loved music since I was little, and I am so happy to be working with a team and with the art of music. Plus, Ayminor is amazing and very easy to work with.Ӱԭ
Ayminor has been working closely with Chargers for some time. As part of their roles with Rein Records and their ӰԭRecord LabelӰԭ class, students have been gaining real-world industry experience promoting artists such as Ayminor. They plan music releases, social media promotions, and even create merchandise.
ӰԭAs an independent artist, I have found that the support of Rein Records has been life-changing in elevating the content I get out into the world,Ӱԭ said Ayminor. ӰԭItӰԭs great to work with other creatives, people who are passionate about the industry.Ӱԭ
The shoot was for AyminorӰԭs new single ӰԭBack Where We Belong,Ӱԭ which was released late last year. The video was intended to fit the song, and scenes included the bed with rose petals and a conversation at a table. The shoot was held in the UniversityӰԭs television studio in the Bergami Center for Science, Technology, and Innovation.
ӰԭTo be in such a state-of-the-art facility and set with such a high level of production value is not something an independent artist typically has access to,Ӱԭ said Ayminor. ӰԭHaving this available to put together the video, and having them treat me with such care, itӰԭs a top-five life experience.Ӱԭ
As AyminorӰԭs artist manager, Kiara Greene Ӱԭ24 has played an active role in working with the artist to promote her music. On the day of the shoot, Greene played a critical role behind the scenes, making sure Ayminor knew how to get to the UniversityӰԭs television studio, helping her get to and from the set, and taking photos for Instagram. She also took the lead at the planning meetings leading up to the shoot.
ӰԭItӰԭs great to be a leader and to speak for the team to ensure that all voices are heard,Ӱԭ said Greene, a music major. ӰԭThis has been a cool experience, and IӰԭm glad we got to do it. This emphasizes networking, collaboration, and bringing different classes at the University together.Ӱԭ
The shoot included students from the UniversityӰԭs music and communication programs. Prof. Natalie ӰԭNickiӰԭ Chavoya oversaw the shoot, and Prof. Mark Tavern, who oversees the label and teaches the Record Label class, supported the music students. It was an exciting and immersive way for two departments to collaborate and to bring their respective fields together.
Jazmin Morris Ӱԭ24, the videoӰԭs producer, had already taken film courses at the University before the shoot. She says she felt prepared for her role, and that she was very excited to be on the set.
ӰԭKatie had an idea in mind for the video, and we all agreed with it,Ӱԭ said Morris, a communication major. ӰԭAfter she presented her plan in class, we all came up with ideas and suggestions. We added to the idea without taking away from it. It was a great way to see what worked and what we wanted to change.Ӱԭ
For Asiel, the director, the opportunity to see her vision realized and to gain experience directing a music video before she graduates from college was invaluable. She says it was a wonderful learning opportunity that sheӰԭs confident will help prepare her for more such roles.
ӰԭLearning more about technology, how the cameras work, and the responsibilities of a director will help me find where I belong,Ӱԭ she said. ӰԭMy professors have been amazing. IӰԭm right where I need to be.Ӱԭ
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