Asian Americans in Music

ASIAN AMERICANS
IN MUSIC
Nina Chan

features
INTRODUCTION
PROBLEM STATEMENT
SIGNIFICANCE OF PROJECT
PROJECT SCOPE
NEED ASSESSMENT
RESEARCH METHODOLOGY
DEFINITION OF TERMS
DESIGN DRIVERS
SCHEDULE/TIME COST CHART
RESEARCH
PRODUCT ASSESSMENT MATRIX
INFLUENCE MAP
IDEATION
FUNCTIONAL FLOW DIAGRAM
PRELIMINARY PROTOTYPES
FINAL PROTOTYPE
CONCLUSION
BIBLIOGRAPHY
1
2
3
3
4
7
7
8
10
22
26
34
39
40
46
68
81
NINA CHAN
DAI 505 - LINDER
SPRING 2011
ASIAN AMERICANS IN MUSIC

Nina Chan | Culminating Experience: Research & Development | Asian Americans in Music
1
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 stereo-
types and adding diversity to the current music industry.
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 Studies courses
provided here at San Francisco State University. It was astounding how much history I lacked knowl-
edge 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 American, 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 Americans, 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 entertain-
ment 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 musicians. 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 faces”
(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 de-
sign 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.
INTRODUCTION

SIGNIFICANCE OF PROJECT:
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 mu-
sic, 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”.
PROJECT SCOPE:
Duration of this project: January 24, 2011 – May 18, 2011
Project Manager: Nina Chan
Constraints: Time, technical skills, budget
What is within my project scope?
• Bay Area Asian American music artists and independent music labels
• Varying genres: Pop, Rock, R&B, Hip Hop, Alternative
• High school and college Students
• People ages 15-30
• Asian American youth
• People seeking to find new music artists
• Print material
What is not within my project scope?
• Non-Asian American artists
• People ages 30+
• People not interested in the music industry
Needs Assessment:
• Does my target need this product?
• How does this benefit the user?
• How will the user use this product?
• Where will the product be placed, sold, used?
• Does it use a lot of material to produce?
• What is the product’s lifespan?
3
2

5
4
RESEARCH METHODOLOGY:
Research Methodology/Tools:
I used two methods of research throughout this project for data collection and analysis: in-person
research and literature research.
In-person includes shadowing and interviews with Asian American musicians as well as people within
my target audience focus group. In addition, I have consulted Asian American Studies Department
Chair, Lorraine Dong, and Professor Valerie Soe, using their expertise in this field of study to benefit
my design solution. I first attended a few music sessions with Mind Harmony Production, an Asian
American music label, and their clients as well as attending venues and events where these musicians
perform. This process allowed me to dig deeper and receive an in-depth idea of what goes on during
music sessions and what needs are most prevalent for both parties – for the producer and the music
artist to stand out. Interviews were conducted casually through conversations and email. I docu-
mented these meetings by taking pictures of their music sessions, their conversations, and the general
organization of producing music as independent artists. Music artists I interviewed are listed below:
Artists Interviewed:
Patrick Orara – Electronic artist/Rapper
Bonnie Wong – Singer/Songwriter
Alan Kao – Alternative Rock
William Kwok – Music Producer
The literature research included: music-centric magazines, books about the music industry, websites
about other independent music labels, academic journals, and news articles. What I tried to grasp
from reading books and magazines like Billboard is to be aware of current trends, what’s popular in the
market, and learning other label’s marketing techniques. Billboard Magazine is a weekly circulated pre-
mier trade publication for the music business. They focus primarily on the music business: “publishing
news, analysis trend reporting and other key features, as well as Billboard’s famous standard-setting
charts of U.S. sales, airplay, downloads, and box office grosses.” Based on other label’s websites, I
compared and contrasted what makes them successful, what sets them apart, and their overall design
appeal – from logo, brand identity, color palette, their tone, mood, and feel.
Shadowing Mind Harmony Productions

7
6
Urban Paradise 2011
Host: The Company
Where: San Mateo Performing Arts Center
When: Saturday, March 19 – 7:00-10:00pm
What: Various Asian American dance groups from
the Bay Area all the way down to Los Angeles join to-
gether one night to perform.
Korean Cultural Night
Host: Korean Student Association
Where: San Francisco State University
When: Friday, April 22 – 6:00-8:30pm
What: KCN is where they bring Korean, Korean-American, and
Korean cultured artists under one roof to perform wondrous
acts. A portion of their proceeds will be donated to KAWAWA
(Korean American Women Artists & Writer Association)
API: Movements of Heritage
Host: Asian Student Union
When: Friday May 6 – 6:00-10:00pm
What: The event focuses on showcasing and
supporting Asian American artists. In addi-
tion, the proceeds (monetary donations)
from this event will be going to Center
for the Pacific Asian Family, also known
Events Attended:
DEFINITION OF TERMS:
Asian American: An American who is of Asian descent
Model Minority: Model minority refers to a minority ethnic, racial, or religious group whose members
achieve a higher degree of success than the population average
Stereotypes: A stereotype is a commonly held public belief about specific social groups, or types of
individuals
Music Industry: The music industry or music business sells compositions, recordings and perfor-
mances of music.
DESIGN DRIVERS:
Forms and Features:
• Visibility
• Application
• Distinctive
• Simplicity
• Universality
• Retention
• Color
• International/National Standards
• Print and Virtual
Functional Requirement
Communicate information effectively
Demographic::
Resonate with Asian American target audience

9
8
SCHEDULE & TIME COST CHART:
Name Begin Date End Date
Planning 1/24/11 5/11/11
Critique Meetings 1/24/11 5/11/11
Initial Scheduling 1/24/11 1/26/11
Project Introduction 1/26/11 1/31/11
Impact Statement 1/31/11 2/2/11
Project Scope 2/2/11 2/7/11
Assessment Matrix 2/7/11 2/14/11
Research 2/9/11 3/30/11
General Info Gathering 2/9/11 2/16/11
Surveys 2/28/11 3/1/11
Interviews 3/1/11 4/27/11
Photographic Documentation 4/20/11 5/12/11
Initial Concept 2/21/11 3/22/11
Concept Planning 2/21/11 3/22/11
Ideations 3/22/11 3/30/11
Roughs 4/4/11 4/11/11
Comprehensives 4/11/11 4/27/11
Revision 5/2/11 5/12/11
Final Design 5/12/11 5/14/11
Printing 5/12/11 5/13/11
Presentation 5/16/11 5/16/11
Week Hours
Week 1: 1/24-1/30 9
Week 2: 1/31-2/6 14
Week 3: 2/7-2/13 15
Week 4: 2/14-2/20 19
Week 5: 2/21-2/27 23
Week 6: 2/28-3/6 24
Week 7: 3/7-3/13 21
Week 8: 3/14-3/20 14
Week 9: 3/21-3/27 9
Week 10: 3/28-4/3 15
Week 11: 4/4-4/10 19
Week 12: 4/11-4/17 18
Week 13: 4/18-4/24 18
Weel 14: 4/25-5/1 33
Week 15: 5/2-5/8 25
Week 16: 5/9-5/15 39
Total Hours: 315
Rate: $50.00
Total Amount: $15,700

11
10
RESEARCH: PHASE ONE
RESEARCH
Phase One:
I began this research by analyzing several successful prominent music labels as well as local independent music
labels. This study will furthered my understanding of their presence in the music market and how they each dif-
ferentiate their brand from their competitors. Based on the 2005 report by Nielsen SoundScan, the top three
music labels in the United States are: Universal Music Group (37%), Sony BMG Entertainment (25%), and Warner
Music Group (15%). They comprise nearly two-thirds of the U.S. music market shares. Within each of these ma-
jor record companies, they each have their own subcategories of individual labels that represent certain styles of
music and are specific in their roster of artists and image. For example, under the parent tree of Universal Music
Group are labels such as Interscope (pop), The Island Def Jam Music Group (Hip Hop), and The Verve Music
Group (jazz).
According to Billboard Magazine, the top trends in the music industry at the moment include: digital music ser-
vices, applications, the iPad, and social networking. Billboard Magazine mentions that record labels currently
looking for new methods of distribution and marketing are finding the “multiplatform app environment a perfect
solution for reach fans across the digital landscape.” Most applications can be found in smartphones or other
devices such as the iPhone and iPad. This mobile device has much potential, making labels, artists, and de-
velopers excited about what the outcome can bring in terms of music discovery, engagement, experience and
creation. Social media has been a huge buzz word around the internet in the past year and it probably won’t go
away soon, especially with the impact it is making on product marketing and spreading awareness.
As for independent music labels, they comprise about 18% of the music market share. Though this is a small
amount compared to the major labels, there is still a large amount of independent labels to compete against. To
narrow down the research, we will look at a few separate independent music labels that are relevant to the inter-
est and direction of Mind Harmony Production. The following independent labels are also based in California or
the Bay Area: 454 Entertainment, MYX Music Label, Cherrytree Records. All of these labels have an extremely
niche focus, which allows them to successfully target and market to their fans. In addition to examining these
labels, I also looked into other organizations or media companies (4C The Power and WongFu Productions), with
similar focus and mission, and analyzed their marketing and design strategies.
EMI
Warner Music Group
Sony Music
Independent Labels
Universal Music Group
32%
18%
26%
15%
9%
U.S. Music Market Shares:

13
12
SURVEY FINDINGS:
Survey Questions
1. Age
2. Ethnicity
3. Religion
4. Place you grew up
5. Do you think Asian Americans are underrepresented in mainstream music?
6. Are you able to name 3 Asian American artists in the music industry?
7. If your answer was “yes” to the previous question, what are their names and what genre?
8. Why do you think Asian Americans may not be represented in music?
9. Do you think there’s a need for more Asian American artists to be represented in mainstream music?
10. Do you tink society will be more open to artists of all different background in the future?
Data Collected From:
59
Total Surveyed:
Age Range:
Southern California
Out of State
Bay Area
84%
7%
8%
Location:

15
14
Caucasian
Southeast Asians
Mixed
Filipino
Chinese
45%
25%
12%
10%
8%
Ethnicity:
0 5 10 15 20 25 30 35 40
Mix of the two
External reasons by the industry itself
Internal reasons within the Asian American community
10.5%
28.1%
70.2%
Why do you think that Asian Americans are not
represented in music?
1/2 of the people surveyed were unable
to name 3 Asian American music artist.
What are some other reasons?
Comments from respondents:
“There is a small Asian-American community, population-wise. Companies are reluctant to hire
someone who may seem culturally non-mainstream. Also, because many areas have few or no
Asians, many industry people do not have a chance to overcome ignorant feelings of racism. They
may also be less able to relate to Asian-Americans because they are not exposed to their culture. “
“Even if Asian Americans are represented, often times, people see them as “Asian” and they aren’t
accepted in the same way as mainstream artists. They are *confined* as an “Asian musician” instead
of as just a “musician.”
“I would say that it’s more along the lines of what people have come to expect from hip-hop/
pop music. It started as a predominantly African American subculture that went mainstream. As it
became more acceptable in popular culture, all ethnicities hopped on board. It seems that Asian
Americans are beginning to be recognized, but it’s clearly in its infancy.”
“It always seem to be an east versus west problem, there’s no middle category that we Asian
Americans can fit in.”
“Culture, maturity, lack of industry support”Left-Right: Far*East Movement, Jin, Bruno Mars

17
16
Phase Two:
As I continued researching the music industry, shadowing the music artists and producers, and speaking to vari-
ous individuals, I noticed a common theme and conversation that always came up: the difficulty of entering the
music industry as an Asian American. Through extensive research, articles, and journals by professors and the
musicians themselves, I have developed a deeper understanding of the intricacies of the music industry as well
as the factors that create such barriers for Asian Americans to rise.
Based on my survey findings of 59 respondents, about two-thirds are between the ages 21-35 and one-third
are ages 16-20. I chose to survey people high school to college-aged because young people have the hugest
influence in the music industry. The people interviewed are from the Bay Area (84%), Southern California (8%),
and out-of-state (7%). Half of the group were unable to name at least 3 Asian American music artists. What is
even more overwhelming is the lack of Asian American woman in the music industry. Most people listed Far East
Movement and Bruno Mars since they were able to break through and succeed by creating chart topping hits,
catchy lyrics, and shattering stereotypes. When presented the question, “Why do you think that Asian Americans
are not represented in music?”, about 10% believed it to be internal reasons within the Asian American com-
munity, 28% believed it has to do with external reasons by the industry itself, and 70% said that it is a mix of the
two reasons.
If we take a look back at the history of American music in the past century, we rarely see any Asian Americans in
the industry. Michael Endelman, senior editor at Rolling Stone, explains, “American pop music has for decades
been white and black pop stars. Generally, Asian Americans haven’t been in the music industry in a significant
way. You go back to the great pop and rock in the first wave of the great labels of the ‘50s, ‘60s, and ‘80s –
there’s just no history to it.” Music serves as a form of expression for people to voice their experiences and
feelings. In the past, we have seen African Americans pioneer musical movements such as blues, jazz, and rap.
These genres were created through the African American experience and are uniquely grounded in the African
American history. Christine Balance, Asian American studies professor at University of California, Irvine, notes
that “Latin and black music have longstanding currency in the industry, but there’s nothing comparable for Asian
Americans. How do you market an Asian American star? African Americans are foundational to U.S. popular
culture, and for Latinos there’s the adjective “Latin” music that’s used to describe a variety of musical forms. But
Asians are still seen as foreign or alien to mainstream America.” Jon Caramanica of Vibe Magazine explains, “By
and large the music industry hasn’t done a great job cultivating Asian-American talent, because there’s no signifi-
cant tradition in the mainstream, it becomes that much harder to become that breakthrough artist.”
American pop music has for decades been white
and black pop stars. Generally, Asian Americans
haven’t been in the music industry in a signifi-
cant way. You go back to the great pop and rock
in the first wave of the great labels of the ‘50s,
‘60s, and ‘80s – there’s just no history to it.

- Michael Endelman, senior editor at Rolling
Stone
Left-Right: Louis Armstrong, Madonna, Led Zepplin

19
18
Phase Two (cont.):
So, what is preventing Asian Americans from entering the mainstream and why is there a lack of exposure? Music
industry executives do not have a ready explanation for this, but Asian American artists and scholars pin point to
racial stereotypes as a major factor. Asian Americans have faced a long history of racial discrimination and were
stereotyped under the model minority myth. Asians are stereotyped to be: passive, submissive, studious geeks,
mathematicians, scientists, practice martial arts, etc. It is the perception that somebody who looks Asian must
be a foreigner. The term “model minority” was coined by sociologist William Peterson. The model minority myth
states that “people of this particular minority group achieve a higher degree of success than the population aver-
age.” This implies that these people are successful academic overachievers who are well off financially. Therefore,
this allows society to assume that Asian Americans do not need any extra help. They are typically seen pursuing
careers in math, science, and engineering rather than a career in the performing arts.
At a young age, children are easily influence by the people they see on their television screens and who they
hear on the radio. There are not too many films with a strong Asian American lead role. Aside from martial arts
films, featuring stars like Jackie Chan and Jet Li, there is an obvious absence of Asian-Americans in American
pop culture. There are television shows such as American Idol, featuring a diverse group of talented singers who
compete for national stardom to be the number one singer. Although there were a few Asian Americans featured,
the only name people can remember or think of is William Hung, who sang an off-key rendition of Ricky Martin’s
“She Bangs”. He was embarrassing to watch and there was a collective cringe from the Asian American commu-
nity whenever Hung’s name was mentioned. Another popular Asian American woman who found fame through
MTV is Tila “Tequila” Nguyen, who starred in a reality television series as a provocative, overly sexual, and raunchy
woman in search of love. She eventually used the fame garnered from her series and turned toward a career in
music, which unfortunately flopped. Both Hung and Nguyen were not images that Asian Americans wanted to
represent them, because they only resonated the racial stereotypes placed upon the community.
According to Steve Wei, a Taiwanese-American graduate of Temple University, “Hollywood and pop culture
shape your identity as a young child. Increasing the number of Asian-Americans in positions of role-models fre-
quently found in the entertainment industry has the potential to give Asian-American children a chance to identity
with someone like themselves that’s famous.” Wei is part of a rap group, along with Scott Jung and Chris Wang,
called Mountain Brothers. They are signed to Ruffhouse, a sub-label of Columbia Records, which is one of the
nation’s most reputable record labels. This makes them the first all-Asian-American rap group to sign to a major
record label.
Another duo taking positive strides and helping Asian-American musicians are Andy Kawanami and Nelson
Wong. They are the creators fo AArising Records, which is a record label dedicated to showcasing the talent
of Asian-Americans. Their goal is to “diversify the Asian Pacific American images out there. The more images
you have out there the less chance that someone will be able to stereotype Asian Pacific Americans as being a
certain way”.
Since it is difficult for Asian Americans to step foot into the industry, they have decided to use different platforms
and mediums to produce, market, and show off their talent. The growing popularity of the internet has enabled and
opened the door for a new generation of Asian Americans to be producers of their own culture. Many have taken
to Youtube, which has become a mini-industry in itself, to reach out and build their fan base. Some notable Asian
Americans who have found success through Youtube include:
David Choi (790,000+ subscribers, 10.9 million views)
Traphik (766,000+ subscribers, 46.7 million views)
JR Aquino (295,000+ subscribers, 2.4 million views)
Cathy Nguyen (212,000+ subscribers, 4.8 million views)
Erika David (187,000+ subscribers, 4.7 million views)
JosephVincent (180,000+ subscribers, 2.9 million views)
Lil Crazed (145,000+ subscribers, 3.2 million views)
Jennifer Chung (134,000+ subscribers, 3.3 million views)
Clara Chung (108,000+ subscribers, 1.3 million views)
DAVID CHOI
CATHY NGUYEN
TRAPHIK
JR AQUINO
MICHELLE MARTINEZ
ERIKA DAVID

21
20
Quotes from Asian American music artists:
“I was told over and over again
by countless label executives that
if it weren’t for me being Asian,
I would’ve been signed yester-
day.”
- Paul Kim, Korean-American American Idol Contestant
“Would it be easier if you were
black or white? Of course it
would be a lot easier because
there is a track record for black
or white artists, for an Asian art-
ist, especially in America, you
don’t have a track record. Like
any business, a lot of labels say
how can we invest in something
that we don’t know any history
in?” - James Roh, Far East Movement
“Rightnow,we’reatatimewhen
we’re just bubbling. When all
Asian artists come together and
start to realize each other’s work
ethics, it’s going to be great.”
- SonnyThongoulay, Laotian American rapper
“The first thing people think
of when it comes to Asian
emcees is that it’s almost like
an oxymoron. Hip-hop was
created out of poverty, and
this whole idea that Asian
Americans are the model mi-
norities, leads to the belief
that they can’t possibly have
struggles to talk about.”
- GordonTsai, Chinese American rapper

23
22
PRODUCT ASSESSMENT MATRIX:
Company Name: 454 Entertainment MYX Music Label Cherry Tree Records
Logo Design
Company Record Label Record Label Record Label
Company Launch 2008 2007 2005
Description Bay Area born and bred,
but internationally known,
454 Life Entertainment is a
record label that represents
a breakthrough voice from
the streets. There has
never been an urban music
label like this before. 454
Life Entertainment is a
movement that aims to
smash stereotypes and
speaks for all the people in
the struggle all over the
world. The label has
already begun to amass
the freshest in International
talent, from artists to
songwriters to producers.
MYX® was developed by ABS-
CBN International, a US-based
subsidiary ABS-CBN
Broadcasting which is the
largest media company in the
Philippines and among the
largest in Asia. MYX® is the only
music entertainment and lifestyle
channel dedicated to the Asian
American community, utilizing
music, culture and
entertainment. MYX® can be
seen on Channel 368 on
Comcast’s Digital Preferred Tier
in the San Francisco Bay Area,
Comcast ON DEMAND, Cox
Digital Basic Cable, DIRECTV
2067 and RCN.
Cherry Tree is an American
record label and is an imprint of
Interscope Records. Cherrytree
Records was founded in 2005
by Martin Kierszenbaum. The
label focuses on new artists
with growth potential.
Mission/Goal Break stereotypes Showcase Asian
American talent
Focus on new artists with
growth potential
Website www.454.vn www.myxmusiclabel.com www.cherrytreerecords.com
Twitter √ √ √
Genre(s) Urban music, rap, hip
hop
Urban music, rock, hip
hop, rap
Pop, Alternative, Dance
Marketing Tools Youtube, Facebook,
Twitter
Youtube, Facebook,
Twitter, Events
Youtube, Facebook,
Twitter
Impact Cultural, Societal,
Economic
Cultural, Societal,
Economic
Cultural, Societal,
Economic
Cherry Tree Records 4C The Power WongFu Productions
Record Label Non-Profit Organization Video Production
2005 n/a 2004
Cherry Tree is an American
record label and is an imprint of
Interscope Records. Cherrytree
Records was founded in 2005
by Martin Kierszenbaum. The
label focuses on new artists
with growth potential.
A non-profit program under the
umbrella of iMovement
Foundation. The mission of 4C
the Power is to connect youth
with their schools and
communities through the arts to
create stronger and more self-
sustaining communities. The 4
"C"s are Culture. Creativity.
Community and Career
WongFu Productions is an Asian
American filmmaking group. We
are a growing independent
production company working
fulltime on various parts of our
business. They create short films,
music videos, vlogs; writing,
directing, editing, everything on
their own. As emerging artists
and filmmakers, we hope to
continue to improve our craft,
grow as a company, and reach
people with our work.
Focus on new artists with
growth potential
Connect youth with their
schools and communities
through the arts to create
stronger and more self
sustaining communities
To have a positive
influence in the industry
www.cherrytreerecords.com www.4cthepower.com www.wongfuproductions.com
√ √ √
Pop, Alternative, Dance Education, entertainment,
music
Varied
Youtube, Facebook,
Twitter
Youtube, Facebook,
Twitter, promotional
events, tours
Youtube, Facebook,
Twitter, campus tours,
music events, concerts
Cultural, Societal,
Economic
Educational Cultural, Societal,
Economic, Educational

25
24
Company Name: Audrey Magazine Hyphen Giant Robot KoreAm Thirteen Minutes
Magazine Design
Publication Print/Online Print/Online Print/Online Print/Online Print/Online
Company Launch 2003 2002 1994 1990 2006
Description Audrey Magazine is an
award-winning national
publication created by
Asian American women, for
Asian American women.
Now in its eighth year of
publication, Audrey
Magazine has become the
go-to publication for the
modern Asian American
women intent on
establishing and reinforcing
her roots and getting in
touch with the Asian
American culture. Whether
it’s current social issues,
profiles on the must-know
Asian Americans of the
day, or the latest in cutting-
edge fashion and beauty,
Audrey Magazine has
readers coming back for
more with every issue.
Asian American magazine that
covers arts, culture and politics
with substance, style and sass.
We are run entirely by
volunteers.
Giant Robot is a bi-monthly
magazine of Asian and Asian
American popular culture
founded by Eric Nakamura and
Martin Wong in 1994. It was
initially created as a small,
punk-minded magazine that
featured Asian pop culture and
Asian American alternative
culture, including such varied
subject matter as history, art,
music, film, books, toys,
technology, food and
skateboarding.
KoreAm Journal is an award-
winning monthly magazine that
covers and analyzes the news,
culture, entertainment, sports,
politics and people of Korean
America.
Thirteen Minutes Magazine is a
magazine published by IMatrix
Inc. in the United States which
covers high fashion, Asian
women’s beauty, movies/tv, food,
and popular culture. (13 Minutes)
is a new magazine about
bicultural Asians and those
interested in Asian culture.
Website audreymagazine.com Hyphenmagazine.com Giantrobot.com IamKoream.com 13minutesmag.com
Twitter √ √ √ √ √
Educational,
Economic
Cultural, Societal,
Economic
Cultural, Societal,
Economic
Educational, Cultural Cultural, Societal,
Company Name: Audrey Magazine Hyphen Giant Robot KoreAm Thirteen Minutes
Magazine Design
Publication Print/Online Print/Online Print/Online Print/Online Print/Online
Company Launch 2003 2002 1994 1990 2006
Description Audrey Magazine is an
award-winning national
publication created by
Asian American women, for
Asian American women.
Now in its eighth year of
publication, Audrey
Magazine has become the
go-to publication for the
modern Asian American
women intent on
establishing and reinforcing
her roots and getting in
touch with the Asian
American culture. Whether
it’s current social issues,
profiles on the must-know
Asian Americans of the
day, or the latest in cutting-
edge fashion and beauty,
Audrey Magazine has
readers coming back for
more with every issue.
Asian American magazine that
covers arts, culture and politics
with substance, style and sass.
We are run entirely by
volunteers.
Giant Robot is a bi-monthly
magazine of Asian and Asian
American popular culture
founded by Eric Nakamura and
Martin Wong in 1994. It was
initially created as a small,
punk-minded magazine that
featured Asian pop culture and
Asian American alternative
culture, including such varied
subject matter as history, art,
music, film, books, toys,
technology, food and
skateboarding.
KoreAm Journal is an award-
winning monthly magazine that
covers and analyzes the news,
culture, entertainment, sports,
politics and people of Korean
America.
Thirteen Minutes Magazine is a
magazine published by IMatrix
Inc. in the United States which
covers high fashion, Asian
women’s beauty, movies/tv, food,
and popular culture. (13 Minutes)
is a new magazine about
bicultural Asians and those
interested in Asian culture.
Website audreymagazine.com Hyphenmagazine.com Giantrobot.com IamKoream.com 13minutesmag.com
Twitter √ √ √ √ √
Educational,
Economic
Cultural, Societal,
Economic
Cultural, Societal,
Economic
Educational, Cultural Cultural, Societal,

27
26
INFLUENCE MAPPING:
While looking around and gathering images and things that will inspire my project, I started to catego-
rize all of my findings. The categories I created were: Anti-Stereotypes, Layouts, Live Events, Musical
Instruments, Posters, and Texture/Style.
Anti-Stereotypes
Since my project is about Asian Americans in the music industry I started researching for reasons
behind their lack of visibility in the media. A major problem is the fact that they have been marginal-
ized and racially stereotyped for a long time. It has been a longstanding barrier for Asians competing
for their place in the entertainment industry. I began to branch out and thought about other types of
stereotypes out there and examined how they are being turned around. Recently, a movie came out
called The Social Network, which chronicles the success of Facebook founder Mark Zuckerburg.
Although this movie is mainly about the development of Facebook, it also helps glorify computer sci-
ence and the “nerdy” image. For the longest time, computer science people were seen as anti-social
geeks, loners, and undesirable. This movie broke most of those stereotypes and made the computer
programmer appear “trendy”. Another image I found is of the computer engineer Barbie. The doll has
been stereotyped as a dumb blonde and superficial. According to Mattel, they hope that this Barbie
“inspires a new generation of girls to explore this important high-tech industry, which continues to grow
and need future leaders.”
Layouts
Most of these editorial layouts were found from an UC Irvine organization where they promote and
showcase Asian Americans making a difference in their campus. The designs and photography used
in these layouts are wonderfully displayed and really has a positive feel to them. I like the energy and
mood it exudes. I’ve also included two Hyphen Magazine covers for inspirations.
Live Events
Since musicians will eventually spend a lot of their time performing in venues and in front of crowds,
I felt like it would be interesting to examine these places and gain some inspiration from the world of
performance. The photos I chose are powerful, shows talent, and connection between people.
Musical Instruments
Next, I shadowed some musicians during their studio sessions and got some inspiration from the equip-
ment and instruments they use to produce their music. The design and texture of the soundboards, micro-
phones, and speakers were very interesting. I felt they could be possible graphics to use for my information
coding.
Posters
I looked around for music festival posters that really spoke out to me and my project. I want to promote
diversity and showcase talented Asian American artists. The first one with the music note and various flags
from different countries is very powerful and aesthetically pleasing to look at. I tried to find inspiration in
the posters for Asian American Film Festival. They are beautifully designed, but doesn’t use too much of
the “stereotypical” Asian motifs or designs. Rather, it is subtle but still sticks to their roots without being
overbearing.
Texture/Style
Lastly, I browsed for colors, style, and texture that I can use for my final product design. I found inspiration
through some album covers, Asian American dancers, and traditional Asian culture styles. I want to utilize
many different colors to convey a sense of diversity and talent.

29
28

31
30
influence map
stereotypes

33
32

35
34
• Design an event to showcase Asian American musi-
cians
• Promotional materials for event:
• Posters
• Slogans/Taglines
• Flyers
• Pamphlets/Brochures
• Pins
• Wristband design to promote diversity in music (sim-
ilar to Livestrong)
• Website
• Mobile Application – Features new and upcoming
musicians
• Annual Booklet – Features influential Asian American
musicans in the community
• Youtube Channel – Collaboration of various young
Asian American artists
• Conference event
• Online Magazine
• Magazine (similar to Billboard that features Asian
American artists)
• Social Media Campaign:
• Twitter
• Facebook
• Youtube
• Blog
• Photo/Poster campaign
• Mind Harmony Production (focus on specific label)
• Website
• Logo
• Press/Media Kit
• Billboard advertisements
• Guerilla advertisements:
• Bus stop ads
• Bus ads
• Escalator ads
• Subway billboards
• Bumper stickers
• Use the idea of the typical “Asian Stereotype”
and turn it around:
• Asian Male Singers – from “un-masculine” to “tal-
ented and sexy”
• Redefine what “American music” is – How does
it integrate itself into other cultures? How do you
make the idea of Asians not “foreign”
• Limited edition CDs that can become collect-
ables
• Design a community outreach program for music
and the arts
• Headphone design – it promotes new artists,
while showing you how that kind of music gets
to you
• Calendar designs
• Asian American music radio station
• iPhone/iPod skins that feature various artists
• Laptop skins
• Slogan campaign: “Fit in. Stand Out.” – can be
used and placed on various products and posters
• TV Campaign – commercials
• TV Show – similar to BET about Asian American
artists, featuring big names to smaller and local
artists
• =/= (____ does not equal_____) – a campaign
that refutes stereotypes and preconceived as-
sumptions.
• Equality in all music campaign
• “Many songs. One Voice”
• All artists from different sounds and walks of life
• The many songs of everyone
• Voices of innovation/change campaign
• Collaboration CD Box Set featuring Asian Ameri-
can artists of different genres – pamphlet, book-
let, biographies, posters
IDEATIONS:
Ideation mindmap

37
36
TOP IDEA CHOICES:
Collaborative CD Box Set:
• Feature Asian American music artists
• Different genres
• Includes biographies, poster, and booklet
Campaigns:
• ____does not equal____ (≠)
Asian American music ≠ Foreign music
Campaign refutes stereotypes and preconceived assumptions
• “Fit in. Stand out.” Campaign
Music Event:
• Design an event that showcases Asian American talent
• Promotional materials: posters, slogan, flyers, brochures, pins
Magazine Design:
• Design a magazine that caters to Asian American youth
• Feature the most current, culturally relevant, and engaging AA artists
• Feature local and national music events
• Include bios, short articles, music reviews, pictures
DESIGN DIRECTION/IDEAS:
Design a print magazine featuring the most current, culturally relevant, and
engaging Asian American artists today.
Where will I be circulating these magazines?
College campuses
Asian American student organizations
Asian American Studies classes
Center for Asian American Media (CAAM)
Bookstores
Borders
Barnes & Noble
Public Libraries
The “Asian American landscape”
Social change
Identity perceived
Envision the kind of magazine we always wanted to read
Interviews with Asian American artists
Discovering your roots
Articles
Issues within the Asian American community
Spotlight on events and Asian Americans making a difference
Goals
Shatter/dispose of myths and stereotypes that exists
Medium for discussion, ideas, and concerns
Highlight and showcase talents and successes
Celebration of unique experiences, empower our identity and style

KEY STAKEHOLDERS
The User
Store that sells the magazine
The music artists
AIM Magazine
College
Campuses
PROMOTION
STRATEGY
Online
Bookstores &
Libraries
THE USER
College Student
Notices magazine
on the rack
AIM catches
their attention
Inspired
Influenced
Empowered
Press/Media
Write-up
MUSIC ARTISTS
Exposure to many new
artists and events
Merchandise
CD Sales
Further research
these new artists
Raise followers
and awareness
Word-of-Mouth
Promotion
Asian American
Music Magazine
Furthur support
the campaign
and cause
FUNCTIONAL FLOW DIAGRAM:ELEMENTS OF A MAGAZINE DESIGN:
Different sections of a magazine:
Cover stories
Letter from the editor
Advertisements
Highlights
Cover design:
Title, logo
Photographs/Art/Illustrations
Taglines/Blurbs/Teasers
QR Code
Barcode
Date
A good cover needs to accomplish 4 things:
Identity the personality of the magazine
Attract the target audience
Lure the reader into the magazine
Establish a visual identity
Vocabulary:
Masthead (title)
Typesetting/Typography
Layout
Nameplate/logo
Bleed
39
38

PROTOTYPES
Magazine cover prototype with Patrick Murasaki
Magazine cover prototype with Seeking Empire
41
40

First ideations of magazine layout
43
42

Comments and Feedback:
• The design looks too “clean and orderly”
• The magazine has more of a “symphony-like” feel rather than a magazine about pop and rock music
that resonates witha younger audience
• Evenly divided pages are not working really well
• Should look more “dynamic”
• As for “advertisements”, I should come up with one that’s more original
• The AIM logo on the top felt out of place on the right hand side
• The rectangular bounding box around the text is distracting and overwhelming
• Make it look more breakthrough, energetic, and loud
• Justify my colors, style, and have rationale for my design decisions
• Think about my target audience
• There are too many typefaces throughout the different pages -- need consistency
Prototypes and spread designs in process
45
44

features
LETTER FROM THE EDITOR
THE LOCAL SCENE
FEATURED ARTISTS
SPOTLIGHT ON EVENTS
4
5
6
16
6
14
STATE-OF-THE-ART SOUND

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 sceneetter from editor
Nina Chan, Editor
Welcome!
54

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

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

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.
ONE3
patrickmurasaki
bonniewong
featured artists
1110

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

Don’t follow
your dreams,
lead them.
LilCrazed
1514

Event Information
Host: SFSU Korean Student Association
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

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

CONCLUSION
Design Execution, Process, and Solution Assessment:
Reaching the end of my research project, it has been interesting to see the amount of research, evolution, and
transformation that have occurred throughout the past few months. Starting off with my problem and purpose
statement,
“Asian American music artists lack media exposure and have difficulty standing out in the mainstream
music industry. 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.”
My final design solution to this problem was to create a magazine that caters to the Asian American community,
especially to the youth.
The project started out focusing on independent music labels and their lack of exposure, but upon speaking and
analyzing to the people within the production I was working with, I started to see a new problem emerging. In
between music production and breaks, the music artists would relax and talk about whatever is on their mind. I
noticed that for the most part, the conversations would revolve around how difficult it is as an Asian American to
break into the music scene. They have to work twice as hard for half the recognition and exposure.
Since I’ve been extremely active in the Asian American community throughout my time in college, I can under-
stand where they were coming from and a general understanding of the situation. I consulted with Chair of the
Asian American Studies Department at SF State, Lorraine Dong, and Asian American Studies Professor, Valerie
Soe, to gain a more in depth idea about the issues affecting Asian Americans trying to break through in the enter-
tainment industry. I researched a vast amount of academic journals, writings, and news articles analyzing current
and historical trends in the music industry. Through extensive research, surveys, and interviews with music art-
ists and college students alike, I was able to conclude the misrepresentation and under representation of Asian
Americans in the media, especially in the music scene.
My magazine serves as a platform and outlet for Asian American youth to find role models as well as spotlighting
new talented music artists. This project allowed me to work on various projects to create one whole piece. I did
photoshoots and interviews with aspiring musicians, attended music events, as well as did the write up for the article
pieces. Understanding the anatomy of a magazine was the fundamental thing to grasp. The layout, grid structure,
placement of images, and typography utilizes all of the skills I have learned throughout my time in DAI. It was reward-
ing because it enabled me to work on a solution to a problem I have a passion for.
This magazine embraces a dynamic, rock, pop, hip-hop, and empowering mood and feel. The color choices reso-
nate more with the type of music and events featured throughout the magazine. Since it is for primarily teenagers
and young adults, I chose colors that are fun and eclectic. There is a heavy usage of black, which goes with the idea
of night time events where these artists are playing at. The typefaces used throughtout are Gill Sans and Helvetica,
which are simple, modern, and clean.
To gauge the effectiveness of my magazine, I tested it out on many people as well as placed it in an environment
where it would be sold. The magazine was well-received and based on the pictures displayed above, we are able
to see it in a natural setting, blending in as well as sticking out from the crowd -- which was part of the goal for this
project.
69
68

DESIGN IMPLEMENTATION:
College students perusing and critiquing the magazine
Example of AIM magazine on the magazine shelf in Borders Bookstore
71
70

73
72

Behind the Scenes Pictures:
James Lontayao, member of Lexationships
Kenta Naoi, Spoken Word Artist
76
74
April Chase, Indie-Rock Band
Carina Valdes, band member of April Chase

Sorah Yang, Singer
Jeff Bernat, R&B singer
77
76
Garyan Wong, Chinese Harp musician
APT, Dance Group

Lil Crazed, Rapper
Manny Garcia, Singer and songwriter
79
78
Bonnie Wong, Singer

Patrick “Murasaki” Orara & William WJ,
Mind Harmony Productions
81
80
Racist and stereotypical portrayals of Asian Americans

Works Cited:
“Far East Movement Goes Platinum.” Earth Walkers. Web. <http://www.earthwalkersmag.com/
music-/431-congrats-fareast-movement-goes-platinum-first-asian-american-group-to-break-
into-the-itunes-and-billboard-top-10-chart>.
“Stil Waiting for Asian Americans in Music.” Fusion Magazine, 30 Oct. 2010.
<http://www.fusionmagazine.org/2009/10/30/still-waiting-asian-americans-in-music/>
Chang, Theodora. “Moving Education Beyond the Model Minority Myth.” Center for American
Progress. Center for American Progress, 12 May 2011. Web. 14 May 2011. <http://www.
americanprogress.org/issues/2011/05/apia_student_needs.html>
Cong, Steven. “Northwest Asian Weekly | Hip Hop Dreams: Asian Americans Artists on the
Difficulties They Face Breaking out into Mainstream Rap | .” Northwest Asian Weekly. Asian
Weekly, 13 May 2010. Web. <http://www.nwasianweekly.com/2010/05/hip-hop-dreams-asian-
americans-artists-on-the-difficulties-they-face-breaking-out-into-mainstream-rap/>.
Kun, Josh. “Unexpected Harmony.” The New York Times - Music. 18 June 2010. Web. <http://
reportingtexas.com/gates-opening-for-asian-american-entertainers/>.
Navarro, Mireya. “Missing: Asian-American Pop Stars - The New York Times.” The New York
Times - Breaking News, World News & Multimedia. The New York Times, 4 Mar. 2007. Web. 14
Feb. 2011. <http://www.nytimes.com/2007/03/04/world/americas/04iht-singer.4787848.html>.
Sun, Jasmin. “Doors Open for Asian American Entertainer.” Reporting Texas. 26 Jan. 2011.
Web. <http://reportingtexas.com/gates-opening-for-asian-american-entertainers/>.
Takaki, Ronald T. Strangers from a Different Shore: a History of Asian Americans. Boston: Little,
Brown, 1989. Print.
Photo Credits:
Seeking Empire photos courtesy of: Eric Tagan Hooten and AJPopFilms
Michelle Martinez photos courtesy of: Michelle Martinez

Asian Americans in Music

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Ähnlich wie Asian Americans in Music

Ähnlich wie Asian Americans in Music (20)

Mehr von Nina Chan

Mehr von Nina Chan (6)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Asian Americans in Music