Interview with

BACK TO CONTENTS interview with Jamee Ranta

From masterminding Halsey’s theatrical promo film If I Can’t Have Love I Want Power (2021) to being a 2022 Grammy nominee for co-producing Bieber’s music video Peaches, Jamee Ranta is an executive producer of some of the most iconic music videos today.

Through her own boutique creative, multi-media production company Artifact, Ranta has produced content in television as well as documentaries, web series, short films, and feature length films. She has worked with Jennifer Lopez, Kendrick Lamar, Cardi B, Megan Thee Stallion, Demi Lovato and Selena Gomez. Her commercial credits include clients such as Marvel, Vogue, Pepsi, L'Oréal, and McDonalds.

Recently, Ranta joined educational hub Filmmakers Academy where she presents a bespoke course on the art of producing.

MAKERS Where were you born?

JAMEE RANTA Dayton, Ohio into a low-income family. We had limited resources but I was first in my family to graduate high school, first to go to college and I used that discipline and resilience to fuel my experiences. The actual experience of being on set, learning from peers was my biggest education.

When did you develop an interest in creative arts?

I wanted to be an astronaut but… my father is a musician, my uncle a director, my grandfather was a fashion photographer, my grandmother an actress so the arts is something I had always known and was a means to explore and learn and grow.

What was your first job in the industry?

At a camera rental house, checking Alexa and Red cameras. From there I started to work as assistant camera and DIT.

Why did you gravitate to production?

On set one day somebody came up and asked ‘Are you the producer?’. Until then, I’d been feeling a loss of creativity and control. But if they were even thinking that I could be confused with a producer, then maybe I did have some sort of quality. It gave me the confidence to change up.

What’s the secret to successful client management?

Have patience, listen first and explore responses – because at the end of the day everyone has an ego and we all want to be heard. Even if it’s not right, listen, without just shutting people down. You have to balance that with time-money management and logistics. Maybe coming up with alternative ideas or ways to explore what they are thinking with the reality of what would be cool or what would look good or what time will allow for us to shoot or what will be safe on set.

Who is your Filmmakers Academy course intended for?

For those looking to work on problem solving skills. Those willing to take risks but aren’t quite sure how to do it. Those looking to be in a team facilitating creative expression, while managing expectations and the nitty gritty of what that looks like. Being a leader is a position of service to your team, not a right. It is not a post of control to be used for force. It’s an honour.

Are there many people, in your experience, who abuse power?

Some people want to be leaders because they want control but that’s a very important misconception. This course discusses the responsibilities that comes with the position.

How do you tell a client that their idea might not be the best?

Planting seeds is the best way to invoke change. I hope that if people take away just one idea from my teaching that inspires collective team work then I feel I am doing something right.

Who are your heroes behind the camera?

Quentin Tarantino because of his very quirky personality. In terms of style and artistic craft, Baz Luhrmann. He really inspired me to do music videos because of his unique camera angles, colour palette and heightened eccentric performances.

What’s the future of the music promo?

Filmmaking is one of the highest art forms combining photography, painting, construction, set design, sound and audio engineering. The whole purpose is to emotionally drive the consciousness of the viewer and that is what we are all focussed on. Some people forget that.

How is music performance evolving?

Immersive experiences are definitely stimulating and can be beautiful if done right. The type of art I like is not a fantasy or escape. The whole purpose of the art I make is for the viewer to experience something through their senses as a subconscious trigger for change in their lives.

Does the metaverse intrigue you?

The metaverse is in its beta and as an artist looking for feeling and emotion I’m having a hard time connecting with it at this stage. I’m excited about exploring what it could be but it feels like the wild west at the moment.

Which artist, past or present, would you most like to work with?

I would have loved to work with Tupac. He’s such an explorative writer, exceptional at expressing emotion. I’m so curious about the ideas he could come up with as an artist using today’s technology and how I could make that happen. That’s something I think about quite often actually.

The person I’ve most wanted to work with my entire career is John Legend. He comes from Dayton too and I also grew up with gospel influence and listening to his music. That would be special.