SCHOOL OF MEDIA STUDIES
Media Management Capstone
capstone MEDIA MANAGEMENT
2:00 - 5:00 PM EST 6:00 - 9:00 PM EST
Tuesday, May 11, 2021 2:00 - 5:00 PM EST 6:00 - 9:00 PM EST
SPRING 2021
Monday, May 10, 2021
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School of Media Studies
WELCOME Welcome to the Media Management Capstone Graduate Student showcase.
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
This semester, students and faculty faced one of the most unprecedented
is for students to synthesize what they have learned in the program and de-
global challenges of our time. Yet our students were able to successfully
sign a project that will help to move them forward in their careers. Student
complete their final required project for degree completion. Proving their
centered, the individually defined Capstone projects align with specific
capacity to build upon what they have learned in the program, each deliv-
competencies related to the student’s chosen professional interest. Students
ered a comprehensive work product that is poised to propel them in their
demonstrate their core management skills, subject knowledge, critical and
careers. The projects demonstrate the depth of their management skills,
creative thinking with their Capstone projects and presentations.
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
LINDA SAINT MARC
Dean, School of Media Studies
Associate Professor
Dean, School of Media Studies
MICHELLE MATERRE
PETER HARATONIK
The New School
Media Management Graduate Program Director, Associate Professor Capstone Event Producer
Associate Professor
Vladan Nikolic
NEYDA MARTINEZ Associate Professor, Capstone Event Producer DAVID LIEBERMAN Associate Professor
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ALEXANDRA SHINERT Program Manager JAMIYA LEACH Capstone Course Assistant, Graphic Designer SAVANNAH SMITH Media Management Program Assistant
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SPRING 2021 CAPSTONE PROGRAM
5/11: SESSION 3
5/11: SESSION 4
DAYANA ABDALIYEVA
BIANCA AMATO
5/10: SESSION 1
5/10: SESSION 2
Personal Thrifter
Experiential Espionage
YASMEEN ALKOOHEJI
MICHAEL CHIARA
DILARA ABDALIYEVA
RAPHAEL ANASTAS
Rock Bottom Soc.
Marketing Plan for New York City FC
The Collective
Media X Women: Fast 5
NICO AMATULLO
BODIL DROGA
ZARA AHMAD
ISABELLA BRASCETTA GUERRA
Venmo and Micropayments: Innovation on the way we pay
Crisis Communications Plan: Robinhood
Out From The Shadows
Calathea Events
JACLYN GENTILE
KENZA BABAR
ERIS DOBLE
Cinema Spotlight
Streaming Wars: How Prime Video Can Reign Supreme
Katipunan
AKSHI BAVISHI Media x Women & TikTok COURTNEY CALLISTE CAM: Culturally Authentic Marketing, An Innovative Diversity Initiative
SARAH KAADAN Planzit: All Your Event Needs in One Place
Bugless
Revive Tourism: Experiential Marketing Best Practices for the Travel Industry
CATHERINE KELEGHAN
CASEY DO
JOSEPH GONZALES
Decoding TikTok
To The Fireflies
JOSH ECKERT
AARON GRAY
Transient Audio
Peaches and The City
MARCUS HAREWOOD
NATASHA GUTMAN SCHMIDT
Primari Color
TASH Projects
NETRA KUKREJA
MEREDITH JACKSON
A Strategic Communications Plan for Gucci
Freya
PAOLA DI LEO
House of Blues Expansion
Streaming +
ELISA LONDONO
KATRINA DOUGLAS
Fuera D Base: Podcast Into The Future
BlacktinX
NATHANIEL MATHISON
SAMUEL GONZALEZ
SeeSports
ESSE
AMADOR NARCIA CRESPO
KEIARRA GROSS
Legacy Productions
AMPLFY
JOOHEE OH
ANDREA GRUJIC
PrideFull
Bar Hop
ILONA SHCHERBAKOVA
CAROLINE LEVY
MAMT Marketing
Honey Jam Canada
BRUNA SPEROTTO
FRANCIS MILLAN
Indie Lit
Electric Energy
MCKENZIE SULLIVAN
PRAMITA PRAMOD Handicraft Deck CLARISSA RIVERA Design Thinking: Nickelodeon SABRINA SOOKNANAN Media Brand Licensing from the Top: An Overview Best Practices
GABRIELA GARCEZ KRAMER
JEORDIE CHOU
JEE EUN LEE FuzzyBoop FRANCISCO LEE Artist Management LYNN PENCE
NEJLA KATICA Marketing Mirimus ANNE LIU DreamCatcher ALISA MENTOR
Patient Healthcare Advocate
Integrating Diversity within Luxury Beauty
An Unusual Opportunity: Why Disney Should Acquire Cirque du Soleil
HELEN POON
ALEXANDRA RICHARDSON
Neighborly Mobile App
Self-Made
JIJI UGBOMA
XINRAN QI
Clever-ish Magazine
EMMA SPAGNUOLO
Content Strategy for Roku
Restoring Ethics and Public Trust at The New York Times
QUESIANNA WATSON Legends University
JUAN SEBASTIAN VARGAS SAAD La Community
School of Media Studies
SESSION ONE:
Media Management Capstone
YASMEEN ALKOOHEJI
AKSHI BAVISHI
Rock Bottom Soc.
Media x Women & TikTok
Rock Bottom Soc. is a purpose-driven multimedia brand that
This project focuses on launching a TikTok Channel for
serves to promote mental wellbeing through humor and
Media x Women which aims to provide engaging content to
community. With the launch of a podcast and comic series,
amplify, empower and advance women in the media
Rock Bottom Soc. aims to destigmatize mental health topics
industry.
and equip their target audience with the resources and motivation needed to build healthier mindsets and support
Akshi is a Media Management graduate student who is
systems.
a digital native with experience in managing content for brands across different portfolios. Her experience ranges
Yasmeen is a writer with a background in children’s TV
from working at WPP creative advertising agency,
writing, film and TV development, as well as social media
startups and nonprofits. She hopes to use her capstone
management. She has written for various animated shows
project to create, manage and execute multi platform
and believes in the power of good storytelling to not only
strategy for brands.
entertain audiences but to also build brand awareness, change perceptions, and inspire action across the globe.
COURTNEY CALLISTE NICO AMATULLO Venmo and Micropayments: Innovation on the way we pay
CAM: Culturally Authentic Marketing, An Innovative Diversity Initiative CAM is designed to be a specialized unit within ViacomCBS’
This project proposes how Venmo can utilize
integrated marketing agency Velocity, that will craft
micropayments to bring in new revenue, users, and
culturally authentic marketing strategies that optimize the
opportunity for a more significant footprint in the media and entertainment industry.
cultural environment for their advertisers as well as themselves. This management solution is meant to help ViacomCBS take a more innovative approach to our
Nico Amatullo is a media networker, artist, and advocate for
cultural environment solidifying them as industry experts in
the value of creativity and communication to make positive
all things culture and authenticity.
change in the world. He looks forward to creating great impacts in the media and entertainment industry.
Courtney Calliste is a Media Management graduate student at The New School with a professional background that stems in marketing and ad sales. A Brooklyn native, Courtney intends to continue her career in the media industry providing impactful strategies that support the
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innovations of the digital world.
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School of Media Studies
Media Management Capstone
PAOLA DI LEO
SAMUEL GONZALEZ
Streaming +
ESSE
Streaming + is a video aggregator that helps people to
ESSE is a fitness apparel and accessories brand based in
discover new movies and TV series in the fastest and easiest
Venezuela, South America. ESSE is focused in bringing
way, while also providing a social place where people can
inspiration and simplifying people’s life in terms of workout
interact and feel a part of a cinematic community. Instead
apparel. ESSE’s activewear apparel is versatile enough for
of jumping from different streaming services, through an
exercising or to wear as clothing for people that need to be
advanced algorithm, people can find new content all in one
constantly moving, such as photographers and filmmakers.
place. Samuel Gonzalez is the co-founder of ESSE. He has a B.F.A in Paola Di Leo is a Communications Strategist, specialized
Film and Television and has experience in fashion
in Project Leadership and Media Marketing and passionate
marketing. He has traveled the globe working in
about Filmmaking and Video Production; she received a
documentaries, short films, music videos, fashions films and
Bachelor of Arts in Communications and Business
features films.
Administration in her country, Italy, and is about to graduate with a Master’s degree in Media Management in New York. She is also a singer, songwriter and musician, starting as an independent artist in 2018 and releasing her debut EP “Break Free” in 2020 with Honiro Record Label.
KATRINA DOUGLAS BlacktinX
KEIARRA GROSS AMPLFY AMPLFY is a social media services marketplace that connects musicians that need help with building their social content and presence with freelance labor. AMPLFY will
BlacktinX is a lifestyle social media brand that celebrates and
uniquely connect artists with a vetted curated network of
educates on the nuances of Black Multicultural communities,
freelancers based on the type of marketing services that
through the lens of Black Latino’s in America. It will highlight
they need.
culture, historical contributions, as well as socioeconomic parallels that impact both African American and Black Latino
With a passion for music and social media, Keiarra has
communities today through a forum that demystifies
gained experience in digital marketing, social media, and
assumptions and offers insight into the Black Latino
artist management through interning and working with
experience.
music industry companies such as Sony Music, Fresh Empire, Dream Consulting, and Roc Nation. Keiarra is
Katrina Douglas is an experienced legal professional,
currently a Social Media Coordinator for BET Networks.
providing in-house legal services to firms and mass media companies alike. She specializes in assessing creative
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projects/activations, advising on risk and communicating the maintenance of global compliances.
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School of Media Studies
Media Management Capstone
ANDREA GRUJIC
FRANCIS MILLAN
Bar Hop
Electric Energy
‘iza, iza,’ meaning ‘behind, behind’ in Serbian, is a content creating
Electric Energy is a media brand that acts as the
media company tailored to bartenders, cocktail connoisseurs and
intersection between fashion and the music festival
hospitality enthusiasts. The brand will be present on a variety of
community. The goal is to act as a resource for music
online platforms, predominantly YouTube and Instagram, and its
festival goers to find brands for their own use and highlight
content will focus on showcasing relevant brands, product reviews,
small businesses in the community.
entertaining cocktails clips that provide educational context and personal anecdotes featuring respected bar industry individuals as
Francis is a Media Management graduate student at The
guests.
New School, with a background in social media management and content strategy.
As an international student from Serbia and a respected member of New York City’s bar industry scene, Andrea embarked upon her Media Management journey at The New School hoping to graduate into a job that combines her two passions — content creation and hospitality. Little did she know that certain circumstances would align much sooner than she had anticipated, allowing her to produce media within the lane where her knowledge lies best while also giving her the opportunity to take the first major step as an entrepreneur and businesswoman.
PRAMITA PRAMOD Handicraft Deck The various communities of Artisans and weavers from India are struggling due to the ongoing pandemic. Handicraft Deck is a website platform that aims at bringing the Indian handicrafts and handlooms to the United States.
CAROLINE LEVY Honey Jam Canada
It is a step towards helping the Indian artisans and weavers reach the international markets. Pramita Pramod is a Media Management graduate student at the New School. She completed her undergraduate degree
Honey Jam Canada is a television show concept based on the
in Bachelor’s of Mass Media with a specialization in
long-running, non-profit program/showcase for young,
Advertising from Mumbai University. Through various
Canadian female vocal artists known as Honey Jam. Having worked for the organization for four years and counting, she feels
internships done in media organizations, she has developed a keen interest in social media marketing and management.
it has hit a wall and needs a push to take it to the next level and gain further exposure. Caroline Levy, originally from Toronto, Canada, is a music industry professional. She has primarily worked in the A&R and public relations side of the music business in Canada and is
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excited to continue her career in New York City.
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SESSION TWO:
School of Media Studies
Media Management Capstone
CLARISSA RIVERA
MICHAEL CHIARA
Design Thinking: Nickelodeon
Marketing Plan for New York City FC
As a current Nickelodeon Research Analytics Manager, Clarissa has
New York is one of the largest cities in the world, but
identified a management solution that will focus on the UX strategies
attendance at its Major League Soccer franchise, New York
of inclusivity and retainability to increase engagement on Nick.com.
City FC, ranks 9th in the league. This management solutions
The proposed user interface will allow audiences to select their
proposal aims to increase fan interest and improve the club’s
preferred video content based on their mood and feelings in the
brand perception with marketing initiatives designed to
moment.
welcome female and Hispanic fans to the beautiful game.
Clarissa strives to adapt and tell stories that help advance the future
Michael Chiara is a media marketing professional based in
of media and discover trends in TV audiences. She is passionate about
New York with a passion for soccer. After graduating from
putting meaning into brands. A natural problem solver who brings a
Fairfield University’s Dolan School of Business, Michael has
multi-faceted, diverse approach to her job at Nickelodeon everyday.
worked in marketing roles for Shutterstock, Sirius XM, and Sky Blue FC and served as the Site Manager of SB Nation’s Twice A Cosmo, the network’s New York Cosmos blog.
SABRINA SOOKNANAN
BODIL DROGA
Media Brand Licensing from the Top: An Overview of Best Practices
Crisis Communications Plan: Robinhood
This report digs deeper into the brand licensing industry and the need for media companies to look into “untapped potential” or areas for growth. Through quantitative research and performance analysis, this report examines current strategies utilized by leading media brands, attributes that make up a profitable licensing strategy, and the evolving relationship between brand reputation and brand equity. It proposes the best licensing practices to implement at your media company. Born and bred in New York City, Sabrina Sooknanan is a media professional experienced in business development, editorial operations, and project management. Her expertise also includes event planning, social media marketing, and legal drafting. Equipped with a deep understanding of media and entertainment operations and how they will continue to evolve in the digital space, Sabrina is committed to
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utilizing her skills and research in shaping the media landscape.
Robinhood created the first commission-free stock trading mobile application but has repeatedly damaged its reputation, and business prospects, by failing to quickly and transparently respond to public concerns about its business practices. Its anemic and widely criticised reaction in January to manipulation of GameStop’s stock is the most vivid example of this problem. This management solutions proposal would fix this with a seven-step plan to strengthen Robinhood’s crisis communications strategies. Having completed her undergraduate degree at the University of Melbourne, Bodil moved to New York City to study her MS in Media Management at The New School. With an industry background in journalism, digital content creation and account management, Bodil’s study of business-critical issues during her Masters has seen her develop a new understanding and passion for corporate communications, crisis communications and business strategy.
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School of Media Studies
Media Management Capstone
JACLYN GENTILE
CATHERINE KELEGHAN
Cinema Spotlight
House of Blues Expansion
IPIC, the nation’s leading luxury movie theater-and-restaurant
Eastern Long Island, NY boasts a population of over 1.4 million
brand, faces unusual challenges as it emerges from
residents, and a median household income of $101,000. Yet not
bankruptcy and COVID-related restraints -- and as major
one major music venue calls it home. A House of Blues
motion picture studios reduce support for theatrical releases,
development in a mall in Lake Grove is the perfect solution.
IPIC must inform young adult moviegoers about the latest films,
This management solutions proposal will demonstrate how
and persuade them to watch at its theaters. Cinema Spotlight is
Live Nation can expand its market share and increase revenue
a management solution proposal to address these needs, grow
by offering affordable local entertainment for young adults.
awareness, and keep viewers engaged through a video podcast, blog, and social media about all things film and IPIC.
Catherine is a 22 year old Media Management major with a B.A. in Journalism and a background in promotions in radio and the
Jaclyn is a creative media and entertainment professional with
recording industry. Combining her background experience with
over 5+ years of experience working in live music, entertainment
her passion for live music and touring, Catherine’s capstone
events, and fashion. She currently works at the corporate office of
seeks to expand the live music market on Long Island while
IPIC Theaters with the ultimate career goal to produce and
further stimulating the local economy and encouraging tourism.
manage high-quality media content to attract and retain custom-
Post grad school, Catherine hopes to land a full time marketing
ers while building a solid brand image.
and social media position with Live Nation or in a major music venue.
SARAH KAADAN
ELISA LONDONO
Planzit: All Your Event Needs in One Place
Fuera D Base: Podcast Into The Future Few recognize the great opportunities that Latin American
Planzit is a one-stop, online marketplace that makes event
podcasters have to reach a large number of engaged listeners.
planning economical and efficient. Consumers can book all the
Fuera D Base plans to change that. We offer a weekly series of
services they need by connecting with the professionals who offer
lively conversations of interest to Latinx audiences, filling a gap
them. We are looking for investors who believe in the business
in the podcasting industry that should be especially interesting
and want to become partners in a company that anticipates great
to Spotify.
success. Elisa was born and raised in Medellin, Colombia. She earned her
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Sarah currently lives in New York City, where she is working
BFA from SCAD in Fashion Marketing and Management with a
remotely as a Marketing Coordinator and finishing up her MS in
double minor in Design and Entrepreneurship. She has worked
Media Management at The New School. She has a background in
for companies such as Oscar de la Renta. While pursuing her
psychology, which she hopes to use in her day-to-day work life in
Master’s degree she launched her nightwear brand Amaranta,
her dream job as a project manager at a fashion house.
and her podcast Fuera D Base, which she hopes will become her legacy.
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School of Media Studies
Media Management Capstone
NATHANIEL MATHISON
JOOHEE OH
SeeSports
PrideFull
SeeSports seeks investment backing for what’s sure to
PrideFull curates and screens innovative films that are made by
become an essential service: a comprehensive digital guide
Queer and Trans People of Color (QTPOC) filmmakers and films
to legally offered streamed live sporting events. Users can
that explore relevant issues within the QTPOC community.
link to games on streaming services to which they
Through the screening series, we strive to provide filmmakers
subscribe. In addition, SeeSports enables them to create
with an opportunity to share their stories with a wide, yet
personal profiles for a curated experience that remembers
targeted audience, help the QTPOC community to find more
their favorite sports, teams and players, and gives them
films they can resonate with, and ultimately increase the
recommendations based on previous engagement on the
representation of the QTPOC community in film and media.
app. Joohee (she/her) is a media producer and a project manager of While completing his Masters Degree in Media
film festivals and screenings. She has worked at various film
Management from The New School, Nathaniel works as
festivals including: Film Festival for Women’s Rights and Seoul
an Assistant Account Executive at Optimum Sports media
Independent Film Festival. She currently programs screenings
agency in New York City. Prior to working at Optimum,
and manages social media materials at Creatively Speaking,
Nathaniel has experience working in various areas of media
an independent film series by and about women and people of
such as Sports Broadcast, Reality Television Production,
color.
Social Media and Marketing.
AMADOR NARCIA CRESPO
ILONA SHCHERBAKOVA
Legacy Productions
MAMT Marketing
Legacy Productions (LP) is a video production company that
The Stanislavsky Theater, one of the main opera and ballet
creates documentaries about events and news that interest
houses in Moscow, has a problem: its digital outreach efforts
the LatinX community in the U.S. LP offers Univision the
are insufficient to attract young theatergoers. The MAMT
opportunity to fill a gap in its programming, and help us
Marketing management solutions research proposal would
grow, by co-producing stories that feature the voices of
solve that issue. It offers a social media marketing strategy
people who for years have been silent but have much to say.
that will improve the theater’s visibility and enhance its reputation as a center for innovative and progressive
Amador Narcia Crespo is a Mexican journalist trained in
storytelling.
migration and political topics. For almost ten years, he
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worked at Televisa, the largest media company in the
Ilona was a ballet dancer for 10 years before entering The New
Spanish-speaking world, as a news anchor, field reporter,
School. A journalist at heart, she wants to become an
producer & news strategist. He believes that a well-told
entrepreneur who uses media to make ballet more relevant,
story makes a difference.
welcoming, and appealing to young audiences.
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School of Media Studies
Media Management Capstone
BRUNA SPEROTTO
JIJI UGBOMA
Indie Lit
Clever-ish Magazine
Indie Lit seeks an equity investment to help it become the UK’s
Clever-ish Magazine is the leading digital destination for
best marketing and PR firm for independent book publishers. Small
millennials and Gen Z readers to explore issues involving
publishers often struggle to make their releases stand out in a
the quarter-life crisis and self-development. Having
market that has become dominated by large corporations. Indie Lit
established a foothold in our market, we seek an equity
will provide a targeted marketing and PR strategy for independent
investor who can support our effort to develop an
publishers in the UK, taking into consideration the specific issues
innovative, interactive and customizable user interface that
that indie publishers face, and helping them stand out with each
will accelerate our growth.
new release. Jiji Ugboma is the founder of Clever-ish Magazine. She is a Bruna has earned a BA in English Literature and is now completing
writer and digital marketing professional with over 5 years
the MS in Media Management at The New School. She is
of experience and an MBA. She is passionate about evolving
passionate about books and has worked in marketing, promotion
and elevating the way we consume editorial content online
and social media strategy for independent authors and publishers.
and aims to lead the next phase of web publishing.
She hopes to continue in this field after her studies and help boost the independent book publishing industry.
MCKENZIE SULLIVAN An Unusual Opportunity: Why Disney Should Acquire Cirque du Soleil The Walt Disney Co.’s theme parks faced problems even before the COVID-19 pandemic forced the venues to close. Their growth had plateaued as global rivals led by Universal Studios invested in competing attractions. This management solutions research proposal recommends that Disney reinvigorate its parks by taking advantage of an unusual opportunity to pay a bargain price for one of the world’s best known and respected providers of family friendly live entertainment: Cirque du Soleil. Mckenzie has worked at the intersection of technology and media,
QUESIANNA WATSON Legends University The project is a marketing solution for Primary Wave to capitalize on new reggae artists hitting the market. Quesianna Watson, a creative force, completed her undergraduate degree at The University of The West Indies with a Bachelor of Arts in Entertainment and Cultural Enterprise Management in 2019. Since then, she has garnered digital media and artist relations experiences at Street Cred Intl, Primary Wave Music and Culture Fusion Agency. She plans to stay in New York to explore and continue to hone her skills within the music industry.
helping to build and launch an OTT media service called GazeboTV. She recently completed an internship at NBCUniversal and plans to continue working in corporate media after the completion of
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her Master’s degree. She is passionate about creating accessible, human-centric, digital products.
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School of Media Studies
SESSION THREE:
Media Management Capstone
DAYANA ABDALIYEVA
ZARA AHMADN
Personal Thrifter
Out From The Shadows
“Personal Thrifter” brings an innovative management
Ahmad’s book “Out From The Shadows” and related
solution to the second-hand/consignment industry, in
proposal tells the riveting story of one couple’s
particular to the company “Vestiare Collective.” The
immigration from Pakistan to the United States, and the
project focuses on bringing more interactivity and
ensuing 27-year-long battle to become permanent
uniqueness to the website by adding a “personal
residents-- a vital portrait revealing the challenges that
shopper” feature with a twist.
millions of people face in this country every day.
Dayana Abdaliyeva is a Media Management grad
Zara Ahmad is a photographer and content strategist
student from Almaty, Kazakhstan. She has a passion for
completing her Masters in Media Management. She received
social justice, sustainable fashion and storytelling,
her bachelor’s degree in Journalism from the University at
which she uses to inspire her work and future projects.
Albany, SUNY.
DILARA ABDALIYEVA
KENZA BABAR
The Collective
Streaming Wars: How Prime Video Can Reign Supreme
The Collective project is a proposal for Ustawi, an up-and-coming skincare brand. It is dedicated to
Streaming Wars: How Prime Video Can Reign Supreme
creating a bi-annual interactive experiences/events for
re-imagines the current image of value that Prime Video is
its members and clients. The goal of The Collective is
tied to so that the brand has a chance to come out at the
to create an added value to the image and values of the
top of the streaming wars. To achieve this, opportunities
brand as well as a close-knit Community with shared
were identified for Amazon to engage with cultural and
interests in beauty, art, music and philanthropy.
technological trends, while innovating around new solutions to expand their efforts in this area.
Dilara is a Media Management graduate with previous experience in fashion, wholesale and marketing.
Kenza Babar is a multi-media content creator with a
Currently, she is a Project Manager at Ustawi, a new
passion for entertainment, sports, and fashion. She strives
skincare brand dedicated to melanin-rich skin.
to use her diverse South Asian meets NYer background to help brands interact with audiences on a global scale.
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School of Media Studies
Media Management Capstone
JEORDIE CHOU
JOSH ECKERT
Bugless
Transient Audio
Bugless is a managerial solution research that serves
Transient Audio is a music licensing company operating as a
as a source of information regarding indie game
cooperatively owned business for independent musicians and
creations that would benefit indie game developers and
artists, exploring innovative ways for artists to capitalise on
gamers.
their works. We offer high quality audio and sound solutions for small to medium sized media companies seeking high quality
Jeordie is a Taiwanese novelist and a writer of short
music and sound for their own content creations, whether that
stories and video games.
be for podcasts, short films, video games, or even social media content production. As a longtime performer and sound engineer, Josh has worked
CASEY DO Decoding TikTok
many facets of the music industry. From performing with the Brazilian rock outfit, Last Joker, to sound engineering for UK based artists such as the industrial frontrunner, Godflesh, and the fusion group Ladies of Midnight Blue, Josh is now pivoting into providing music for the world of digital media.
This research aims to focus on TikTok: how it works, why it worked, the reasons behind its success and its business model with a management solutions proposal. Casey Do is an experienced content strategist and social media specialist with a solid understanding of how the media industry works in general and organizations work in particular. Strengths include photography, editorial design, social media strategy and strong expertise in social media management and strategic planning.
MARCUS HAREWOOD Primari Color Primari Color is a website and media company focused on utilizing the leading distribution models & practices for the 2020s. Marcus Harewood is an art editor, writer, and creative producer with a current focus on digital branding and analytics.
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School of Media Studies
Media Management Capstone
NETRA KUKREJA
FRANCISCO LEE
A Strategic Communications Plan for Gucci
Artist Management
While Gucci’s marketing & PR has made global impact through its efforts around sustainability, it has also made avoidable mistakes through insensitive design decisions that have hurt the brand. This strategic marketing plan for Gucci re-strengthens the brand through a thoughtful, global, and multicultural approach that allows it to grow further while maintaining the balance between innovation and tradition. Netra is in the final semester of M.S in Media Management with a previous background in Retail Design & Communications in Luxury Fashion & Lifestyle Industry.
JEE EUN LEE FuzzyBoop FuzzyBoop Youtube channel is a place for dog lovers and for dog adopters. Our goal is to connect South Korean sheltered dogs to their future adopters. We want to entertain, encourage, and educate people with our content. Jee Eun Lee’s passion for creative strategy comes from her background in fine arts and graphic design. Currently, she
This project focuses on the management of the artistic portfolio and promotion of the first EP release. The music from the EP will be primarily marketed on Instagram with supplementary content in order to establish a clear brand image, vision, and support the growing portfolio of the artist. Francisco Lee is a musician and graduate student enrolled in the Media Management program within the New School. As a lifelong musician who graduated from the Berklee College of Music he is utilizing the skills he has learned in order to promote and develop the business strategy of his own music productions.
LYNN PENCE Patient Healthcare Advocate Patient Healthcare Advocate is a medical vital information website for each state that is updated periodically. Lynn Pence currently works for the Department of Defense as a Marketing Officer at NAVFAC in San Diego, CA. She has experience in digital marketing ranging from corporate and government entities.
is working as a content creator for her own brand and for smaller businesses.
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SESSION FOUR:
School of Media Studies
Media Management Capstone
HELEN POON
BIANCA AMATO
Neighborly Mobile App
Experiential Espionage
Neighborly is a mobile app that allows anyone to rent out
Bianca Amato’s capstone project sheds light on New York’s
household items that are gathering dust in their homes
spy museum, SPYSCAPE, and its struggle to fully engage their
to neighbors, while those who are fiscally conservative,
target audiences through the museum’s visual narrative and
especially in times of economic hardship, can obtain items
interactive experiences. “Experiential Espionage” proposes a
cheaper by renting rather than purchasing.
comprehensive marketing plan with solutions to help reshape the museum’s digital engagement strategies; enable the
Helen Poon is a UX designer, skilled in a wide array of
museum’s future growth and its connection to audiences with
practices in the art and design world, with experience in
an eye towards how to expand its international vision and
graphic, print, and packaging design and photography. She
reach.
is currently a masters student at The New School pursuing a degree in Media Management, where she is developing both
Bianca Amato, an upcoming graduate with a Master’s of
creative design skills and business management knowledge.
Science in Media Management at The New School, specializes
She’s an advocate of big-picture thinking and
in the fields of media entrepreneurship and experiential
understanding how design brings value to users by taking
marketing, thriving to create powerful and innovative
content and product strategy into consideration.
experiences. Bianca looks forward to contributing her creative footprint within the arts, media and entertainment industry.
XINRAN QI Content Strategy for Roku With intensified “streaming wars” in the rapidly changing
RAPHAEL ANASTAS Media X Women: Fast 5
OTT landscape, how should Roku position itself in 2021
Fast 5 is a knowledge sharing platform that brings tips and
and beyond? This Capstone provides a playbook to Roku’s
intel directly from industry leaders and experts to you in the
fast-growing content business through analysis on ways to
form of short videos for personal and professional
leverage The Roku Channel to build scale, increase
development. A space where you can learn new ideas, and find
engagement, and accelerate monetization.
inspiration on career, wellness, and a host of other topics, Fast 5 promotes introspection and offers creative perspectives on
With a background in film distribution and international
the complexities of the media industry.
business development at AMC Networks and CMC Pictures, Xinran is passionate about leveraging her strategic thinking,
Raphael Anastas is a multi-disciplinary performing artist,
data analytics, and communication skills to solve problems
creative producer, and media manager with experience in event
for media businesses. Xinran holds a BA in Film and Asian
management, marketing, and theater administration.
Studies from Vassar College.
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School of Media Studies
Media Management Capstone
ISABELLA BRASCETTA GUERRA
GABRIELA GARCEZ KRAMER
Calathea Events
Revive Tourism: Experiential Marketing Best Practices for the Travel Industry
Calathea Events, a wedding planner agency and online
The Travel and Tourism industry is one of the sectors that has
platform, helps busy and budget-conscious couples
suffered the most with the COVID-19 pandemic. As the world
conceptualize and create the most memorable experience
begins to recover, companies are pressured to come up with new
for themselves and for their guests on their special day. To
ways to attract their lacking audience. This management
meet customers where they are, Calathea Events offers a
solution looks into understanding the best practices for
mix of online tools and in-person consultations with
experiential marketing for the travel industry, and how
professional wedding advisors to support couples in the
companies can leverage the changes in the market to their
realization of their very own dream wedding.
advantage.
Isabella Brascetta Guerra is an international student from
Gabriela is a Hospitality Management professional, with a
Venezuela. She has a B.A. in Communications with minors in
background in the events agency world, and a passion for
Marketing, Italian, and Spanish Literature, and is
creating memorable experiences. With a “happy to be here and
currently pursuing a masters in Media Management at
ready to work” attitude, she brings unparalleled customer
the New School with a minor in Impact Entrepreneurship.
service, and keen attention to detail, to every project she works
Isabella is passionate about media and events, and has 5+
on.
years of experience within both industries.
JOSEPH GONZALES To The Fireflies
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ERIS DOBLE
Joseph Gonzales’ capstone project delivers a comprehensive
Katipunan
in-production, entitled To The Fireflies. Employing an in-depth
Katipunan is a pop-up museum dedicated to the rich Filipino
production companies who use media to raise awareness around
culture in America. Based in New York City, Katipunan will
social issues, the comprehensive plan will also include a
encapsulate the Philippines’ traditional history, language
production schedule and concept breakdown; budget;
and popular culture through modern yet authentic designs.
distribution plan; and, a post-theatrical/streaming plan.
Eris Doble is a Filipino born immigrant currently living in
Joseph was born and raised in Los Angeles, CA and currently
Queens, NY. Currently, she aims to write and direct original
lives in New York, NY, where he is a student studying Media
films with unique visuals and storylines while amplifying
Management at The New School. He currently works as a
Filipino voices in her work.
Graduate Student Admissions Assistant at the New School
business proposal for the independent narrative film currently analysis of the current film market and building upon the work of
during the day and is also a Producer for an independent film in development called To The Fireflies.
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School of Media Studies
Media Management Capstone
AARON GRAY
MEREDITH JACKSON
Peaches and The City
Freya
Aaron Gray’s capstone project delivers a business proposal
An online community helping women connect with their inner
for his adult-animated series, Peaches and The City. Aaron
goddess through self-love, self-care, and spiritual healing.
offers an in-depth analysis of the current market, key demographics, and an overview of the relationship between
Meredith is a Syracuse University Alumni with her BS in Retail
Black women and media.
Management and Marketing. She is in her final semester of the MS Media Management program at The New School and is
An award-winning screenwriter, designer, and brand
working to pursue a career in the world of media after
strategist, Aaron Gray operates at the intersection of fashion,
graduation.
art, film, and communication. Understanding the importance of representation, he remains driven by creating literary equity for communities of color, embraces and celebrates the beauty of diversity, and holds a deep desire to be a catalyst for change.
NEJLA KATICAO Marketing Mirimus
NATASHA GUTMAN SCHMIDT TASH Projects TASH Projects is a Creative Agency with a holistic and strategic approach to emerging lifestyle and luxury brands. Our deep understanding of the design process, digital media, marketing strategy and experiential activation guides all of our consulting services. Focusing on small and medium-sized companies, we use our entrepreneurial outlook to help clients grow their businesses and bring their ideas to life. Having earned her B.A. from Parsons, Natasha also holds a certificate from the Pratt Institute. She is graduating with a
The capstone project will focus on providing tangible marketing solutions to Mirimus Inc, a biotech startup, to foster existing and support expanding business development initiatives within the current pandemic climate. With the goal of reopening schools and the US economy through affordable COVID testing, the solution ultimately aims to position Mirimus as a pioneer of innovative testing technologies that educate clients on safely bringing back their communities to normalcy. Originally from Bosnia and Herzegovina, Nejla Katica is an experienced digital marketer passionate about getting startup ideas off the ground. With previous experience in arts management and events, due to the current landscape, she works as a sales account manager and marketing coordinator at a biotech startup.
MS in Media Management from The New School, May 2021. Her hallmark approach to design, whether it is product or services, is human-centric, combining forward styling with
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modern functionality.
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School of Media Studies
Media Management Capstone
ANNE LIU
ALEXANDRA RICHARDSON
DreamCatcher
Self-Made
DreamCatcher is a Youtube channel offering international
“Self-Made” is a social media analysis, proposal, and content
students from East Asia with tailored content and seasoned
plan for the independent artist/content creator “Lexlooother
advice on topics such as education, career pathways, and
Cosplays”. The project will focus on three platforms: TikTok,
resume review, as well as academic and professional
Instagram, and Youtube.
guidance to support and ensure their successful transition to the U.S.
Alexandra Richardson is a social media manager and content creator based out of New York City. She specializes in
Anne is an experienced digital marketer and event planner.
managing independent artists from niche communities and
She came to the U.S. to pursue her new career path: film
creating engaging, short-form content for social platforms.
production and video editing.
ALISA MENTOR Integrating Diversity within Luxury Beauty
EMMA SPAGNUOLO Restoring Ethics and Public Trust at The New York Times Following a tumultuous year in American politics, Emma
The luxury beauty industry has failed to diversify
Spagnuolo delivers a plan to restore critical principles of
internally and externally. By addressing these issues,
journalistic ethics and public trust at The New York Times.
brands can improve their products, reach larger audiences,
Based on extensive analysis of recent editorial issues, research
and rectify performative activism.
and interviews, a five-step strategic management solution is offered to prevent these issues from occurring at The New York
Alisa Mentor aims to uplift and unify underrepresented
Times again.
voices through meaningful storytelling and content creation. Using her skills in communication, media research,
Emma is a producer at WDHA-FM, a rock radio station in New
and strategic thinking, she offers guidance in addressing
Jersey. She lives in Randolph, NJ with her dog, Cappuccino.
intersectionality within media.
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School of Media Studies
JUAN SEBASTIAN VARGAS SAAD La Community La Community is a talent and marketing agency based in New York City. The agency’s purpose is to collaborate and highlight the work of young and talented Latinx Queer people. Juan Sebastian Vargas Saad is a content creator and marketer from Colombia. He has worked with renowned Latin American digital talent and for brands like Coca-Cola, Uber, and Eucerin.
GUCCI
New Age Comm.
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