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Tue, May 17, 2011

Career Management

Inside the World of Multimedia Production with Jane Street Productions

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It’s easy to see the rapid pace in which video is continuing to change our online experience. The lines that once separated online and offline video have diminished in the last couple of years, therefore increasing the demand for sharing richer web content. Companies, brands, and media personalities like Mario Batali recognized the opportunities the web made available not only for marketing purposes but for consumer engagement as well.

Enter Reyna Mastrosimone. With years of experience in the entertainment industry, Reyna formed a full-service multimedia company called Jane Street Productions to develop branded entertainment programs for major brands. She spoke with Monster.com about her storied past, her current work with Mario Batali, offered insight into the responsibilities the Media Production Coordinator (Mario’s latest addition to his team) should expect, and shared some advice for those just starting out in the media production world. This is just one of many interviews in our Small Business Week Spotlight this week featuring successful entrepreneurs.

Monster: Tell us briefly about Jane Street Productions.

I founded Jane Street Productions in 2005 after having worked for almost 15 years in the entertainment industry. After stints at MTV, music publicity and an entertainment-based Internet start-up, I wanted to take the experience I had gained and start a boutique agency that would be known for its creative approach to various entertainment initiatives tailored to clients such as Mario Batali, ESPN, Discovery, NFL, Radio City Music Hall, Tonic.com and Tom Petty and the Heartbreakers, among others.

Monster: What was it about the media industry that originally lured you in? How did you get your start?

I moved to Manhattan after graduating with a degree in International Relations at Connecticut College. My first job was as an intern for the legendary music impresario Bill Graham. I am fairly certain that those first few months in New York City and working in Bill’s management office piqued my interest in the entertainment industry.

Monster: The convergence of media and the Internet has exponentially multiplied the number of places where consumers get their news. You’ve built Jane Street Productions to be innovative from concept to creation, from online marketing and promotions, to accommodate this shift. That means that the new Media Production Coordinator will have a lot of responsibilities and opportunities ahead. What will this person be contributing to Mario’s team?

This newly created position of Media Production Coordinator is definitely for an individual who is a self-starter. In addition to being well-versed on media, technology and entertainment news on a daily basis, this individual will also be expected to organize and maintain our media archives, keep track of pitches, conduct extensive research on brands and media outlets, assist in social media outreach and generally assist in all areas from development, pre-production, on-set production and post-production.

Monster: With the proliferation of digital media to Internet publishing platforms over broadcast/TV, how has that changed career opportunities?

It is an incredibly exciting time in the entertainment industry as there is a palpable paradigm shift with the proliferation of various platforms for media distribution. Content creation can be anything from a tweet or 90-second vignette, to more traditional long form. Opportunities are boundless for those innovative individuals who are able to think outside the box.

Monster: What does a typical day look like for you and the Media Production Coordinator?

What makes the Media Production Coordinator position exciting is that there is never a typical day! Be prepared for anything. The right person for this position will have to be malleable to ever-changing production needs. With strong organizational skills though, the fast pace should be exhilarating.

Monster: The Media Production world is extremely competitive. What advice would you have for anyone looking to get a start in production?

It’s all about paying your dues. Intern, volunteer and do your best to network and meet individuals who can serve as mentors. There are no short cuts.

Jane Street Productions – Mario Batali

A Day in the Life of…
Interested to know what a day looks like for Reyna Mastrosimone? Take a sneak peek.

  • 8:00 a.m.: Check e-mail and read entertainment/business/tech trades/blogs
  • 9:00 a.m.: Breakfast meeting at Pastis with Business Consultant
  • 10:30 a.m.: Conference call with Event Producer for Company Launch Event to discuss budget and venue options
  • 11:00 a.m.: Conference call with ad agency to discuss marketing plan for Company Launch
  • 12:00 p.m.: Conference call with Media Partner to discuss webisode project
  • 1:00 p.m.: Lunch meeting with Mario Batali at Otto to review status of current projects
  • 2:30-4:30 p.m.: Scout possible venue locations for Company Launch
  • 5:00 p.m.: Conference call with Director of webisode project to discuss creative and talent
  • 5:30 p.m.: Conference call with PR/Event Department at Company to discuss Launch
  • 7:00 p.m.: Conference call with DP/Production company for upcoming shoot for the Mario Batali Foundation
  • 7:45 p.m.: Meet for drinks to discuss new business opportunities


About Beverly Nevalga: Beverly works directly with the Monster team as a social media consultant at Voce Communications, a Porter Novelli Company, Monster’s social media agency of record. Beverly has several years of experience in media production and communications, now focusing on developing social media strategies for leading enterprise and consumer brands. She also currently serves as the SF chapter president for Project by Project, a national volunteer organization of social entrepreneurs focusing on issues relating to the Asian American community.

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