Media Management Capstone
MAY 18 & 19, 2020
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School of Media Studies
WELCOME Welcome to the Media Management Capstone Graduate Student showcase. This semester, students and faculty faced one of the most unprecedented global challenges of our time. Yet our students were able to successfully complete their final required project for degree completion. Proving their capacity to build upon what they have learned in the program, each delivered a comprehensive work product that is poised to propel them in their careers. The projects demonstrate the depth of their management skills, knowledge of their subject-area, and the critical and creative thinking they will need to survive and thrive in their chosen professions. Ultimately, this work is testimony to our students’ ingenuity and resourcefulness, and to our faculty’s continuous commitment to teaching and mentoring. Please join The New School in recognizing and celebrating the work of these hard-working and dedicated Media Management professionals. Enjoy.
Vladan Nikolic Dean, School of Media Studies The New School
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Capstone Media Program
CAPSTONE PROJECT The Media Management Graduate Program Capstone is the final course required of all Master of Science candidates for degree completion. The goal is for students to synthesize what they have learned in the program and design a project that will help to move them forward in their careers. Student centered, the individually defined Capstone projects align with specific competencies related to the student’s chosen professional interest. Students demonstrate their core management skills, subject knowledge, critical and creative thinking with their Capstone projects and presentations.
VLADAN NIKOLIC
ALBERTO ECHEVERRI ORTIZ
Dean, School of Media Studies
Capstone Course Assistant
MICHELLE MATERRE Media Management Graduate
ALEXANDRA SHINERT Program Manager
Program Director, Associate Professor
SULAMITA JAVIER
Capstone Event Producer
Graphic Designer
NEYDA MARTINEZ
FATIMA ESPINAL
Associate Professor,
Communications/Events
Capstone Event Producer
Student Assistant
PETER HARATONIK
GABRIELA MACEIRA
Associate Professor
Communications/Events Student Assistant
MANOJ FENELON Associate Professor
RED DOG PRODUCTIONS SMS Student Driven Creative Agency
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2020 CAPSTONE PROGRAM GISSEL ALVAREZ
NICOLAS LOPEZ SANTAMARIA
The Blueprint of Digital
The Right Time
LUCY BISHOP
LULU MEN
Market Yourself Musically 101
Get funded!
INES BOUDIN
GABRIELLA NATOLI
POST Reality Show
Re/Re = RENT. RESELL. MAKE IT CIRCULAR.
MARKOVA CASSEUS
LINDSEY NEIMAN
Illuminate BLAC.K
Neiman Group Architects
IMANI CHANDLER
KEVIN PASTORELLO
Nefari Explorers
“Nowhere do we ever say,
NICKESS CLINTON A Seat at The Table CHELSEA DE JESUS La Nueva Era ALEXANDRA GONZALEZ
your content has to be good” CIVONNE RAY BO$$
BABE
ELIYA RAZA SHAMSI + PONVISHAL CHIDAMBARANATHAN
Spotify Superfan
ARZ
DIANA HERNANDEZ
KHALIL RODGERS
Urbano Street
A&R and Record Label Sustainability
MEGHAN HUFFMAN
NICHOLAS SUAREZ
Daas Group IHUNMEHAI ISAAC Step Out Film: Distribution/Marketing UMA KURDUKAR EARTH JENNIFER LEE Internet Forever YILIN LI Tagger Hub
The Neighborhood Watch Consulting Agency KRISHNA TRIVEDI FashionHack YI-ROU WANG Summer Swag SABRINA G. WILLIAMS Young Gifted and Black ACELYNN ZHAO RED US
Media Management Capstone
GISSEL ALVAREZ The Blueprint of Digital The Blueprint of Digital offers a new framework for television networks catering to urban audiences (aged: 18-37) should structure their digital departments to maximum efficiency and audience impact. Gissel D. Alvarez is an extensively experienced Social Media Strategist adept at designing and executing brand building and audience engaging campaigns. A history of success bringing brands’ mission and vision to a wider audience engendering buy-in and loyalty.
LUCY BISHOP Market Yourself Musically 101 Market Yourself Musically 101 offers a marketing solution for independent hip hop artists and covers key aspects including what to consider when launching a new project into the marketplace supported by case studies and implementation examples. Lucy came to The New School’s Media Management program from her job as an Account Director for a brand and talent management agency in London (even though she is Australian). She has been working as a social media manager/strategist for the last 4 years. Upon graduating from this program, she will concentrate her professional efforts to the music industry and working with independent artists, specifically.
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School of Media Studies
INES BOUDIN POST Reality Show POST Reality Show marks an evolution of the Reality TV format, popularized over the last 10 years. Dynamic principles and fundamentals provide a useful tool for creating a competitive show to thrive in the current transmedia context. Additionally, this format fosters audience engagement and opens other channels of profitability to succeed in a multiplatform media landscape. Ines is an Argentinian TV producer with expertise in the reality show format. In her professional career she has worked on such productions as Survivor, Fear Factor, Wipe Out, etc. Her interest in media theory and paradigmatic changes in the reality TV space as well as traditional media environment, triggered her desire to further her studies and graduate from the Media Management program at The New School.
MARKOVA CASSEUS Illuminate BLAC.K Illuminate BLAC.K (building legacies, aligning communities for the Kingdom of God) is an organization that advances the spiritual, professional and personal development for Black Christian women through mentorship, community and biblically inspired resources and tools. Markova Casseus is on a mission to become the “Oprah� of the faith-based industry. At The New School, she has leveraged being an Impact Entrepreneur fellow and her degree to create content for Christian communities of color.
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Media Management Capstone
IMANI CHANDLER Nefari Explorers Nefari Explorers is a travel group that empowers black women to get out of their comfort zone and explore new cultures and communities through fashion and art. Imani Chandler is a Media Management graduate who focused her studies on social media marketing and digital strategies. Building upon her previous background in fashion design, she is excited to dive into the media industry with fresh eyes for creativity.
NICKESS CLINTON A Seat at The Table A Seat at The Table sheds light on the lack of diversity from a hiring, recruiting and retention perspective, prevalent in the media and tech sectors with a special focus on C-suite and upper level executive management. Real-life case studies illustrate national and international mistakes made by top brands absent authentic diversity and leadership at the table. Solutions driven, the discussion will include innovative management solutions to ensure companies benefit from strong diversity and inclusion strategies moving forward. Nickess Clinton, also known as Nick, is an experienced digital advertising professional who currently works as a Digital Account Manager for the leading Ad Tech platform, Innovid. He’s worked in the media and digital advertising industry for approximately five years, and has worked at several companies in the industry, such as Carat Media (Dentsu Aegis), Sizmek (now Amazon), Hearst Magazines (Hearst Digital Media) and currently, Innovid.
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School of Media Studies
CHELSEA DE JESUS La Nueva Era La Nueva Era is a web and social media-based digital archive which connects fans, researchers, and historians to accessible data, facts, and cultural content focused on the history, rise, and current success of Urban Latin music, i.e. Reggaeton, Latin Trap, Musica Urbana etc. Chelsea De Jesus is a Media Management graduate candidate. While pursuing her education at The New School, she simultaneously began her career within the music industry with a personal focus on urban Latin music.
ALEXANDRA GONZALEZ Spotify Superfan Spotify Superfan provides users with a deeper and more meaningful listening experience. It acts as a social media integration connecting listeners and friends to their favorite artists. Together, they will share and discuss music to explore new and exclusive artist content. The formula will give the platform a competitive edge by delivering a win-win strategy for the artists and fans alike. Alexandra has worked in the healthcare and food service industries as a project manager and supervisor. These roles have allowed her to develop creative solutions, manage teams, and work collaboratively. Now she looks forward to finding opportunities to contribute to the evolving music industry with her data analytical and research skills.
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Media Management Capstone
DIANA HERNANDEZ Urbano Street Urbano Street supports alternative, multicultural, and independent artists to express themselves through music. A not-for-profit organization and audio-visual content station we document artists on the urban streets and amplify their experience online through strategic campaigns. Diana Hernandez is a bilingual producer and entrepreneur dedicated to activating and documenting music and cultural experiences. A digital media strategist, she is passionate about live music, technology, and media.
MEGHAN HUFFMAN Daas Group Daas Group is a collective of like-minded individuals united by a central mission: to create and share aural art and democratize the production process of electronic music. Led by Manager and Marketing Director Meghan Huffman, Daas Group artists both perform and teach their craft to students across the country. Meghan has spent five years working in the electronic music industry, consistently striving to improve both the artist and fan experience. A resident of Brooklyn, NY, Meghan is an artist manager at Red Light Management, serving as the point person for four artists.
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School of Media Studies
IHUNMEHAI ISAAC Steping Out Film: Distribution/Marketing Step Out Film: Distribution and Marketing is a business proposal focusing on the strategic design and roll-out for a film also entitled “Step Out.” Its pathway to success will be informed by research, a review of the industry’s best practices, as well as innovations for consumer targeting and fan engagement. Ihunmehai is a filmmaker and digital content creator. She is a creative thinker that expresses her creativity through various types of digital content like video, graphics and photography. Her long-term goal is to become a household name producer known around the world.
UMA KURDUKAR EARTH EARTH is a full service digital agency providing content creation services for social media with social media management expertise to a clientele in the social and environmental impact space. Uma is a content strategist and social media manager. With experience in content creation and social media marketing, she wants to marry the two to help increase awareness and bring people to take action about social and environmental issues.
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Media Management Capstone
JENNIFER LEE Internet Forever Internet Forever is an educational program focused on providing essential skills and promoting best practices to Middle School girls, encouraging them to effectively navigate the Internet, social media platforms, and understand how to create meaningful content while using smartphones or computers. Jennifer Lee is a highly experienced and passionate digital media & marketing professional based in Virginia Beach, Virginia with more than seven years of professional experience working in digital marketing, social media brand marketing, and brand management. She is known for her flawless commitment and determination in presenting the voice and identity of a brand on digital platforms using creative vision and strategic planning.
YILIN LI Tagger Hub Tagger Hub focuses on building an influencer marketing platform to assist brands with their influencer marketing campaigns. The platform will provide influencer discovery tools for brands and agencies, including massive searchable databases of potential influencers, using clever algorithms. Yilin Li is a marketing associate at One Motif Agency and is a budding online media professional. She has plenty of experience in working at start-ups and helping those businesses grow through robust media strategies.
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School of Media Studies
NICOLAS LOPEZ The Right Time In The Right Time, Iife gets a birthday phone call from her friend K, who reminds her of a promise they made back in high school. It’s a story of love, loneliness, and forging one’s own destiny. A business plan will carefully detail how the film will forge a unique pathway for completion and ultimately, success. Nicolas Lopez is an award-winning filmmaker and executive producer, with experience in film, photography, and branded content—notable credits include “InSight” (Director/Cinematographer, DOC NYC) and “This Boy’s Vida” (Cinematographer, HBO’s Latino Film Festival).
LULU MEN Get funded! Get funded! understands that funding is one of the greatest struggles that hinder the launch and success of most creative projects. Thus, Lulu Men proposes a variety of funding strategies and resources to guide artists in their creative endeavors through the development of a guide book called Get funded! Lulu Men is a visual storyteller.
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Media Management Capstone
GABRIELLA NATOLI Re/Re = RENT. RESELL. MAKE IT CIRCULAR. Re/Re is a peer-to-peer social app that guides users on how to make the most of their wardrobe, encouraging consumers to contribute to fashion’s circular economy. Re/Re believes in reselling and renting to make fashion a more inclusive and less wasteful industry. Gabriella received her bachelor’s degree in Fashion Business from Istituto Marangoni in London. After graduation, she worked in buying and product development for Gucci and Mary Katrantzou to then discover her passion for marketing and digital communication that led her to enroll in the Media Management program at The New School.
LINDSEY NEIMAN Neiman Group Architects Neiman Group Architects proposes a fully integrated brand strategy and marketing plan for an Architecture Firm in need of new ideas and a complete shift in how they bring in new clients. The biggest plan of action is to create an online presence that is much needed for any business in today’s market. Lindsey’s professional experience includes planning marketing solutions for small businesses. Her most recent experience involves media management for her company’s marketing team.
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School of Media Studies
KEVIN PASTORELLO “Nowhere do we ever say, your content has to be good” “Nowhere do we ever say, your content has to be good” introduces analysis and emerging business opportunities to sell ideas and writing for short form episodic video. Kevin comes from a broad business background, serving as a longtime project manager in the Air Force before transitioning into media, working in content acquisition for DISH, and pivoting again, now as the CFO of a NYC-based startup. He holds an MBA from Michigan and a B.S. from San Diego State.
CIVONNE RAY BO$$
BABE
BO$$ BABE a community and platform for self-empowerment, strings together the chords of music and life to introduce and launch a female focused playlist to highlight women in the music industry. Civonne is a media management professional, music journalist and entrepreneur. She enjoys curating creative content to engage audiences through storytelling and digital branding.
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Media Management Capstone
ELIYA RAZA SHAMSI AND PONVISHAL CHIDAMBARANATHAN ARZ Arz is a digital production house which aims to highlight representative visual narratives from rural communities in India and Pakistan in the form of visual content including web series, short films. This content will be from and for rural communities from India and Pakistan, and a major fraction of the revenues generated will be reinvested in the communities featured. “Arz” means “to say” or “to tell” and this is exactly what two individuals, Ponvishal from India and Eliya from Pakistan, have teamed up together to do. Eliya is a Producer, Production Manager and Copywriter from Karachi, Pakistan. She has worked on multiple short films, music videos, theatrical and event-based productions in both Karachi and New York. While pursuing her MS in Media Management degree at The New School, she has interned at SiriusXM and Signature Theatre Company in New York. She is currently working at TED Conferences with the Community and Learning team on projects that foster global community engagement. Ponvishal is a fervent immersive storyteller and digital producer with a strong inclination towards innovative, philosophically charged content in film and interactive media. As a motivate movie-buff, he aims to inspire a change in society. In the past years, he has actively produced content and has frequently collaborated with New York City’s renowned creative technologists and filmmakers. He has held various leadership roles in media production from stages of curation to execution and has marketed content across varied digital platforms.
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School of Media Studies
KHALIL RODGERS A&R and Record Label Sustainability. What is the role of the A&R executive today in the music business? Given the dramatic shifts the industry is facing, this project questions the need for the role of the executive. Based on his research and findings, Khalil presents a set of practical solutions to ensure that a new A&R function is reimagined to remain vital and of service to both the artist and the business interests of the label. Khalil Rodgers is a Media Management graduate student at The New School, who looks to pursue a professional career within the music industry.
JULIANNA SITRIT-LEIBOVICH Events. Simplified. Events. Simplified proposes to develop a personalized event planning platform that uses artificial intelligence and algorithms to help its users choose the perfect venue and vendors that fit within their style, size and budget. Julianna lives in Montreal, Canada. Julianna holds a bachelor’s degree in psychology and a graduate diploma in advertising. She has prior work experience concentrated in advertising and media management, digital marketing, public relations, market research, social media, and brand development.
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Media Management Capstone
NICHOLAS SUAREZ The Neighborhood Watch Consulting Agency The Neighborhood Watch Consulting Agency protects people and culture by working with companies and brands to prevent the dissemination of offensive products, content, services, or campaigns before they reach U.S. consumers. Hailing from Brooklyn, Nicholas Suarez is a professional known for deftly fusing creativity and business. An asset to any company, Suarez’s ability to bring light to a room complements his extensive experience in competitive artistic and marketing environments.
KRISHNA TRIVEDI FashionHack FashionHack makes shopping quick and easy for those who want to replicate outfits from their favorite celebrities, friends and street style icons but don’t know where to start. Featuring a proprietary style guide, the app will change the way fashion hunters search for clothes. Special features allow users to see the designs in the photo while delivering an array of options within various price points to empower the fashionista to look and feel her best while staying within her budget, too. Krishna is a student enrolled in the Media Management Graduate program in the School of Public Engagement and completed her bachelor’s in law. Her leadership experience and global knowledge has taught her values of hard work and dedication. Always curious to learn new things, she is working as a Market Researcher in the StartApp company.
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School of Media Studies
SABRINA G. WILLIAMS Young Gifted and Black Young Gifted and Black is a podcast and destination for African American women and millennial women of color who want to learn, grow and share. In format and tone, this program will provide a safe-space for candid girlfriend talk. Disarmingly honest, Young Gifted and Black is poised to revolutionize the conversation and how the media connects with and to this thriving and influential target audience. Sabrina’s background includes fashion marketing, coordinator, director, and hosting such as interviews, podcasts, and her own show. With a master’s in Fashion Marketing, Sabrina helps film, e-commerce, and coordinate backstage events for New York Fashion Week and N.A.W.A Weekend. Sabrina also styled, managed and coordinated public relations for Prophecy Film Company. My biggest goal is to create a productive environment for African American Women to have frank girlfriend-to-girlfriend conversations with one another. “I will be the next Issa Rae, Tyler Perry, Amanda Seals, and Ava DuVernay!”
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Media Management Capstone
YI-ROU WANG Summer Swag Summer Swag will usher in a new Hualien Summer Music Festival in Taiwan annually in mid-July. Central to this effort is to contribute to the local economy and boost Hualien Tourism. Given the consumer behavior in Taiwan, a dynamic social media campaign will market and promote festivals in order to connect deeply with audiences. Yi-Rou Wang was born and raised in Taipei, Taiwan, and prior to arriving at California, she earned a BA degree at UCI with a focus on Film & Media Studies. After graduating from UCI, she moved to NYC to get a deeper knowledge of the media field. Yi-Rou is excited to apply her New School education as a contributor to the media industry.
ACELYNN ZHAO RED US RED US introduces a new marketing plan focused on user growth in the U.S. for RED, a social e-commerce, lifestyle sharing and consumption decision-making platform. Acelynn Zhao is a digital marketer and designer with a passion for solving user-centered problems. She has experience working across different industries including fashion, finance, tech, and media.
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The Blueprint of Digital
Re/Re