AIM Magazine


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Problem Statement:

Asian American music artists lack media exposure and have difficulty standing out in the mainstream music industry.

Purpose Statement:

This study was done to design a product showcasing Asian American music artists in a positive and empowering light – breaking preconceived stereotypes and adding diversity to the current music industry.

Target Audience:

People ages 15-30
Asian American youth
People with interest in the music industry
People seeking to find new music artists

Impact Statement:

This project will impact Asian American music artists, the Asian American community, and the music industry in terms of creativity, innovation, and diversity.

Creative/Innovation Impact – This project will have a creative impact in the music industry by offering a unique blend of music that is rarely seen in mainstream music
Economic Impact – By adding diversity into the music market and providing people with new music, this will generate more sales. In addition, this will be targeting Asian Americans, who hold strong and often untapped economic power.
Cultural Impact – Since this project will be focused on showcasing talented Asian American music artists, the public will be exposed to a more diverse group of musicians. We seldom see Asian American artists in mainstream media, so this exposure can break stereotypes and empower people to follow their dreams.
Societal Impact – The more the general public is exposed to Asian Americans as part of our society and mainstream music, the more people will be accepting of them and not view them as “foreign”.

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AIM Magazine

  2. 2. Ever since I started college, I have been consistently active in the Asian American community. I was first exposed to Asian American issues through the Asian American Studies and Ethnic Stud- ies courses provided here at San Francisco State University. It was astounding how much history I lacked knowledge of throughout grade school. I wondered, why was I never exposed to any of these issues or problems affecting these community of people? Being a second generation Asian Ameri- can, growing up and dealing with society’s perceptions of myself and my culture can create a sense of inner conflict and duality. There are constant stereotypes and assumptions placed on Asian Ameri- cans, and a large reason for this is their lack of media exposure. For this project, I wanted to address the importance of Asian Americans in the media – in the enter- tainment industry, television, film, music, as well as in sports. However, I will zone in on a specific aspect of the entertainment industry and focus on the lack of exposure for Asian American musi- cians. The reason I’m choosing musicians is because their talent is heard through the ears and not the eyes. Though people under the limelight in the music industry must adhere to a set of standards in terms of appearance and stage presence, that raw musical talent must be there also. It is tough to enter the music industry in general, but it is even tougher to enter as an Asian American. They are often deemed as undesirable and much harder to market, because they are still seen as “foreign” and an “outsider”. How do we break these preconceived stereotypes? I recall at a young age flipping through magazines and wondering, why don’t I see any “familiar fac- es” (i.e. other Asian Americans)? All of the people who graced the covers of magazines, billboards, and television were primarily Caucasian or African American. I feel that for young Asian Americans, they need to see some positive role models in their lives, especially depicted in the media. Therefore, my design solution to this project is to create a magazine dedicated to Asian Americans in music and the arts – to showcase their talent as well as providing an outlet for young Asian Americans to find role models. 5/6 San Francisco State University Asian Student Union API: Movements of Heritage 5/17 San Francisco Asian American Film Festival Japantown Peace Plaza 5/25 San Jose (re)present 2011 Theatre on San Pedro Square 7th Annual Asian Heritage Street Celebration Artist Preview Show When: April 30th 6pm - 9pm Where: Minna 111 Gallery San Francisco, CA 94105 Krunk Fu Battle Battle When: May 12 - June 26 Where: East West Players 120 Judge John Aiso St. Los Angeles, CA 90012 Nikkei Matsuri San Jose Japantown When: May 1, 2011 Where: 5th and Jackson Streets, San Jose, CA 95112 the local sceneletter from editor Nina Chan, Editor Welcome! 54
  3. 3. Genre: Rock, Alternative, Pop Members: Nikki Aclaro Phil Pristia Paul Thomas Alan Kao Cary LaScala Derrick Hostetter Hometown: San Francisco, Oakland, Guam Record Label: Unsigned About: Seeking Empire is a San Francisco rock project featuring bay area musi- cians Nikki Aclaro and Alan Kao (mud) Phil Pristia (Paper Sons/Phantom Kicks) Paul Thomas (Good Charlotte) Cary LaScala (Magic Wands/former live drummer for The Lovemakers/The Limousines) Derrick Hostetter (Cast of Thousands). Currently working on debut album produced by Paul Thomas. featured artists artistprofile 76
  4. 4. If you think that R&B needs a fresh face and a new sound, look no further than Bay Area-bred songstress, Michelle Martinez. Since the age of 2, this classically trained vocalist has poised herself as the next big thing, and won’t stop until she is a household name. Her funky, feel-good vibe is inspired by contemporary artists like Alicia Keys, Keri Hilson and Rihanna, who continue to push the envelope in Pop music, while classic R&B art- ists such as Brian McKnight and Mariah Carey give her a fundamental appreciation for romantic balladeers. “I have a fun and sassy personality and I play that up in my songs,” she explains. “But I also can tap into my inner feelings and try to bring out the emotion on slower tempo songs.” After winning numerous singing competitions in the Bay Area, Midwest and Canada, she landed a spot on the WB Network’s “Live in Hollywood” and won during Amateur Night. Surely the years of singing experience couldn’t hurt, as the young singer used the momentum of the win to start working on her demo with established produc- ers such as Traxamillion, Charles Williams, and Smash Hitta. When she finally turned 21, she started performing at various musical venues around the Bay Area, and later opened for Colby O’Donis and Donnie of MTV’s “Making michellemartinezThe Band”. But it wasn’t until she started record- ing herself on YouTube that she started gaining international recognition, with over 55,000 subscrib- ers and over 3 million views and counting. It was because of her viral videos that Avex Music Group in Japan sent an invitation to live and train there for 3 months, which she happily accepted. With the release of her highly anticipated album “Adrenaline” and working with artists like Clyde Carson and the music video set to also release by the end of summer, she is ready to establish herself after years of dreaming about superstardom. Though her success so far has come at a young age, she’s ready to grow and incorporate her ap- preciation for music into her blossoming career. “I’d love people to know that my music is a good sense of who I am,” she shares. “I’m a complex person and have a multi-faceted personality and that’s why my music comes from so many different angles.” featured artists 98
  5. 5. Patrick “Murasaki” Orara was born on September 19th 1981 to a mother who was an avid pop music listener, and to a father who was an aspiring rock songwriter. At the age of 3 Murasaki memorized, Stevie Wonder’s “I just called to say I love you”. The particular tempo and vocal syncopation served as the foundation of what was to come as Murasaki’s personal style. During his youth, Patrick was introduced to the golden era Hip-Hop and Rock. As a youth, one of his particular hob- bies was to master reciting his favorite raps from Wu Tang Clan, Hieroglyphics, Bone Thugs and Harmony. In his teenage years, Murasaki found himself im- mersed in the world of rap battling. He challenged himself to battle in the halls of his high school, on air over the weekly radio rap contests, and any- where else an opportunity to showcase his talents presented itself. In 2003, Murasaki released his first mix tape, dubbed “Welcome to the Boonies Vol. One”. A year later, more mix tapes would follow including “Vol. 2” and “The Mix tape from nowhere”, where he shifted his lyrical direction from rap into songwriting. In 2006, Murasaki moved to San Francisco, the new atmosphere inspired Murasaki; wherein the likes of Lupe Fiasco, MGMT, and even foreign genre such as J-pop, and K-pop served as a major influence. During this time, Murasaki started to write for other rappers, singers, and rock bands. In fall 2009, just as the mixtape “The Purple Tape” finished, Murasaki and William “Loky” WJ met in a music marketing class at SFSU and became close friends and business associates. And from there Loky and Murasaki understood that they shared the same life-long dreams of making music-- and thus the innovative and talented songwriting part- nership of Mind Harmony Productions was begun. Soon after meeting up, Bonnie Wong, a Interna- tional Business student and aspiring singer at San Francisco State University. joined their group and there they formed 3:One. Since then they have been collaborating on creating innovative electronic and pop songs. patrickmurasaki bonniewong featured artists 1110
  6. 6. April Chase is an alternative rock band from San Jose, California. While blending pop & rock influ- ences (Paramore, Phoenix, My American Heart) with honest melodramatic lyrics, April Chase has set out to perfect their craft in pursuing a seri- ous path within the music industry. Playing along such acts as The Higher (Epitaph Records), Story Of The Year (Epitaph Records), and over 60 shows in the last year, these are just humble beginnings for what is to come for this up and coming band. While band members are at an average age of 20 years old, they have managed to release their first self-produced EP “In The Midst Of Sirens” on January 9th, 2010 in Cupertino, CA. Support- ing My American Heart (Warcon Records) in their last bay area show & AJ Rafael (Youtube Sensa- tion), the concert completely sold out through pre-sale tickets and door admissions. Since their first EP has been released, April Chase has gone on to shooting their first music video with Marco Bercasio (Mary J. Blige, Rihanna, E-40 & more) for the first song off of their new CD named “Turn It Down”. With Carina Valdes on vocals, Tim Fergu- son and Mark Sahagun on guitar, Brian Walker on bass, and Lachlan Franckx on drums, April Chase strives to set themselves apart both as musicians and as people. If this band continues to progress at this pace strictly under self motivation, it will be phenomenal to see what the future holds for these dedicated musicians.“April Chases introspective indie-rock melodies crescendo into dramatic cli- maxes. Were thrilled that this up and coming band is rocking at LCL. If April Chase is an indication of the up and coming sound rising in San Jose, were in for headphone-shaking years to come.” -Annie Hermes,Left Coast Live April Chase featured artists 1312
  7. 7. Don’t follow your dreams, lead them. LilCrazed 1514
  8. 8. Event Information Host: SFSU Korean Student Association Where: San Francisco State University 1600 Holloway Avenue, Jack Adams Hall When: April 22, 2011 6pm - 9pm Performances By Jamaesori (Korean Drumming) | David So (comedian) | Sarah Kim and Co (singers) | CAL Berkeley Martial Arts (TKD) | Mark Agustin (rapper) | Lauren and Monique (sing- ers) | KariSmA (dance crew) The Korean Student Association at San Francisco State University hosted their second annual sold out Korean Cultural Night event showcasing various Korean-American talent from all along the Bay Area. They featured cultural performances from traditional Korean drumming and Taekwondo to a more modern take on KPop-inspired danc- ing, as well as funny guy and Youtube sensation, David So, and we can’t forget -- the amazing music. The show started off in the thoughts of an individual and carried out as a play, which ended with a romance story between two individuals. Jamaesori, a type of Korean drumming plays an impor- tant part in traditional Korean music, ranging from folk music to royal court music. There are a wide variety of shapes and sizes, for use both in accompanying other instruments and in special drumming performances. In the traditional Korean classification of instruments, drums are grouped with the hyeokbu, or instruments made with leather. Talented and local Bay Area singers, Sarah Kim, Lauren, and Monique graced us with their renditions of Korean pop songs and original music. They were full of energy and captivated the audience with their amazing vocals and song choices, drawing the crowd in even more. If interest- ed, please check out their Youtube pages to watch more of their performances. KSA’s very own members started a dance group in 2010 and have come back around for another year to perform in KCN. They put a creative spin on popular K-Pop dancers and leave us with something mesmerizing to watch. event spotlight 1716 Korean Cultural Night
  9. 9. event spotlight David So has been a local Stand up Comedian in the city of Sacramento since 2008. He has performed in various comedy clubs throughout California and has made a name for himself through his comedic imper- sonation and stories. He had gained instant popularity after creating a video response to Alexandra Wallace’s “Asians in the Library” video rant. Wallace made many remarks about the Asian community at UCLA that offended many Asian Americans. This video instantly went viral and even reached an international audience. David So used this as a chance to voice his opinion about this matter, but at the same time, add some comedic relief to a touchy subject. As with music, many Asian Americans find it hard to step foot into that field as well. They aren’t normally seen as “funny guys” because of the stereotype of being serious and educationally driven all the time. Events such as these allow people to be exposed to the various and unlim- ited talent that they seldom see. meet david so 1918