The Dayton native is making her mark in the music industry

April 2—Film and music video producer Jamee Ranta, a graduate of Stebbins High School in 2004, has worked with some of Hollywood’s hottest names.

With over 15 years of film experience, she’s nominated for her first Grammy as the producer of Justin Bieber’s “Peaches” music video, one of the best feel-good grooves of 2021. The 64th Annual Grammy Awards airs tonight from Las Vegas on CBS.

“It’s such an incredible honor,” Ranta, 35, said. “The Recording Academy is full of amazing people who really and truly honor the art. But at the same time, there are so many colleagues who have been nominated and who haven’t been nominated who make art really special too. L Art is subjective but I’m truly honored.

When Ranta got the call from Bieber’s management team, she immediately got to work coming up with a concept and budget. But she also appreciated ways to maximize creativity in terms of image, brand and cultural impact. The collaboration with Bieber and star artists Daniel Caesar and Giveon was paramount.

“It’s always my goal to find the message of the song and to visually interpret the artist’s brand and message to the best of my ability,” she said. “For ‘Peaches’, Justin had the overall feeling of creating an old-school, traditional R&B vibe, but adding a twist to it. We wanted to create something authentic but also honor the early 90s era. My favorite look in the video is Justin wearing an orange bell bottom suit – it was a vibe.

“Daniel Caesar and Giveon also had their own aesthetic. My favorite part of the video is how you can see their three different vibes, even though it’s a cohesive image,” Ranta said. “They all bring something special to the video. Justin has grown into a humble, grounded man and I’m really proud of his story and who he’s become.”

Ranta’s star clients include Halsey, Kendrick Lamar, Bon Jovi, Cardi B, Selena Gomez, J. Balvin, Demi Lovato and Jennifer Lopez. Accolades stemming from his work include the 2015 MTV VMA Best Hip-Hop Video for Nicki Minaj’s “Anaconda”, the 2020 MTV VMA Best Latin Video for J. Balvin and Maluma’s “Que Pena” and the 2021 BET Video for the award. of the Year for Cardi B’s “WAP” with Megan Thee Stallion.

“I love Cardi B,” Ranta said. “She’s smart, kind and has intention in everything she does. I really respect her a lot – she’s a powerhouse.”

She’s also thrilled to handle her first client, rising LatinX star Nathalie Paris.

“Nathalie’s music is inspired by disco and the early 80s,” she said. “But she modernizes it by culturally infusing English and Spanish. She mixes old sounds with new sounds, Latin culture with American culture, and it’s really special and unique. I can’t wait to share our project starting this summer.

Formulation of his profession as a filmmaker

A lover of science, space, and art, Ranta, who dreamed of becoming an astronaut in her youth and eventually a career in the Air Force, decided to pursue film at Wright State University. . She eventually moved to Orlando, Florida, and transferred to Full Sail University in nearby Winter Park, where she earned her Bachelor of Science in Film. There, she did an internship on the film “IMAX: Hubble 3D”, released in 2010 and narrated by Leonardo DiCaprio.

“The IMAX movie was a really wonderful start and I plan to collaborate with others to continue making space movies in the future,” she said. “Let’s be honest. You don’t have to major in filmmaking to be a filmmaker. There are a lot of people with different backgrounds that I work with who have completely different experiences. What’s really beautiful about storytelling and the cinema is that you are able to involve all kinds of perspectives, personalities, ages, religions and ethnicities.”

Recently, Ranta executive produced Halsey’s feature ‘If I Can’t Have Love, I Want Power’, which was shot on location last year in freezing conditions inside an 11th century castle in Prague during the ongoing COVID-19 pandemic. The genre film, marked by Halsey’s latest album of the same name and directed by Colin Tilley, premiered in IMAX theaters, selling out its limited world premiere before becoming available on HBO Max and other major streaming platforms. streaming.

“The movie was tough and brought a new level of strength that I didn’t know I had,” she said. “No project is exactly the same. You can categorize certain things into styles or mediums, but at the end of the day, everything is unique. And with each project, I learn something new.”

“I am responsible for the content I create”

In addition to his music video projects, Ranta’s work in advertising includes commercials for Coca-Cola, Pepsi, Marvel, Allure, L’Oréal and McDonald’s. Considering filmmaking “one of the highest art forms”, she acknowledges the difficulties that arise when balancing multiple components as a producer.

“Filmmaking combines acting, music, photography, choreography, sound design and so many other layers that you really have to be grounded and patient in the middle of the chaos,” she said. declared. “There’s a lot of psychology and risk involved. A lot of people don’t realize how complicated production is. If you can produce a music video with three days of prep, you can probably do anything in life.”

Recently, Ranta launched his own multimedia production company Artifact Content, specializing in editorial photo shoots, music videos and premium social media content. The company was born out of her desire to be more mindful of her creativity and to become more selective in the various stories she chooses to tell.

“I am responsible for the content I create,” she said. “Some of the pieces I’ve done may not be familiar to everyone, but some have defined the 2010s. Realizing that billions of people have seen my work, whether they know it was me or no, is a very powerful position to be in. At Artifact Content, we have a responsibility to create digital artifacts for this generation. Hundreds of years from now people won’t remember my name, but they will remember my job. I want to make sure my legacy isn’t about me – it’s about the job. It’s about the lessons learned about love, connection and humility, all of which can be found in the process of storytelling pain and growth. Those are the kind of artifacts I want to leave behind. Everything I do I try to do with all my heart and with purpose.”

“If you don’t grow, you don’t live”

Growing up in income-based housing in Dayton, Ranta recalls an upbringing that wasn’t easy, but she’s grateful to the teachers who encouraged her to succeed. She looks forward to returning home on April 20 to receive a Stebbins Outstanding Alumnus award.

“It’s very humbling and very important to return to Stebbins,” she said. “I was a low-income college student and got free lunch tickets. In those lunches, there was a graham cracker with peanut butter and jelly inside. Every time I go back to Stebbins, I have one of these graham crackers to remind me of where I come from and how much I’ve grown. I’ve overcome so many trials and tribulations. I’m truly honored to be an inspiration and to shine a light on what I do, but I don’t want to Hollywoodize I want them to know it wasn’t an easy road I want to present myself in an authentic way and let them know the struggles I’ve been through, but also the successes.

Looking ahead, complacency is not an option for Ranta. She hopes to continue to evolve as a storyteller, perhaps creating new technologies and leaving an indelible mark on the music industry that will propel her craft to new heights.

“I missed my way to the top,” she said. “You learn through failure. When you make mistakes, you try to correct and learn and grow. You can’t just expect to be perfect or not try because you’re afraid. feel like if you don’t grow, you don’t live. It’s been a really interesting journey, a really interesting ride. And, for me, that’s just the beginning.

HOW TO WATCH

What: The 64th Annual Grammy Awards

When: 8 p.m. on Sunday, April 3

Where: MGM Grand Garden Arena in Las Vegas, televised on CBS

Host: Trevor Noah

Scheduled performers: Jon Baptiste; HIS; Nas; Chris Stapleton; Stephen Sondheim in memoriam segment with Cynthia Erivo, Leslie Odom Jr., Ben Platt and Rachel Zegler; Osborne Brothers; BTS; Brandi Carlisle; Billie Eilish; Lil Nas X; Olivia Rodrigo; Jack Harlow

Other local candidates

Three-time Grammy winner Dave Chappelle is nominated for Best Spoken Word Album this year for “8:46.”

Wright State University graduate Law Dunford is collectively nominated in the Best Musical Theater Album category for “Girl from the North Country.”

Comments are closed.