Azul recently, was the Creative Director of Grand Performances... contracted to re brand the longest running presenter of free global performing arts in Los Angeles. Azul's expertise in creative brand strategy, design direction, marketing,video and creating stories with images strengthened the brand and achieved the organization's creative vision onsite, in print, online, on-air and in digital media. The 2021 Grand Performances’ 35th summer season was the most attended in the organization's history. Over the past 20 years, Azul has established a career as creative director, photographer, DJ, promoter, visual artist, and producer in film and live events working with many of today's current relevant brands and artists. Azul remains an active artist in the Los Angeles community. The past 10 years, Azul has been aligned with several landmark outdoor event productions and activations.

Creative Producer / Curator

Brooksfield Properties - FIGat7th - Los Angeles

Curator of digital programming and live performances at Brookfield’s properties. In the creative spirit of our community, FIGat7th offers a world-class arts and events program, featuring live music on the Plaza, interactive art installations, and popular fashion, fitness, and holiday events. Develop and oversee programming, production, staffing schedules, travel arrangements, etc. Source, hire, and manage vendors, crews, talent, and venues + negotiate contracts. Liaison with clients to ascertain their precise event requirements. Provide clients with a strategy for best uses of their venue with the goals of creating financially sustainable revenue streams to activate the space (events, performances and other daily uses) Plan, design, and manage logistical, creative, AV/Technical requirements. Manage and develop strategic plans of action to ensure that the cost of the event remains under the predetermined budget.

Manage relationships with sponsors and cross promotional partners. 2020 - 2023

Created and managed the Creative Services department with the highest priority on Brand Strategy and Visual Communications: Directed, planned and implemented new brand strategies, overall programming concepts and creative work for all GP branding and communications, including marketing collateral, advertising, signage, web, digital, video, social media and retail. Lead the brand assessment, refresh, and implementation internally and externally. Grand Performances - Los Angeles

Creative Director

The Creative Director position was created in 2019 as part of the Grand Performances re-structure, after two years of construction on a new event space. This position developed and oversaw Programming, Production, and Marketing structure to insure the new creative branding vision. 2019 - 2022

CULTURAL PROGRAMMER / CREATIVE DIRECTOR / PRODUCER 213-***-**** · ad2zam@r.postjobfree.com · www.azul213.com 2036 E 1st street Los Angeles California

AZUL AMARAL

PROFESSIONAL EXPERIENCE

Oversaw the day-to-day activities of programming, production, marketing, and the development department including budgeting, sponsorship and grant narrative planning. Developed new org flow chart to ensure resources were allocated for efficiency of departments during the transformation of venue space to multi Media Production Company.

Program summer seasons on newly established digital platforms (YouTube, IG, FB) and various performance spaces. Act as the primary point of contact for artist communications, managing and delegating programming, production, and marketing support, including the integration of live streaming on these platforms, a new venture for the organization. Digital Design Collaboration: Partnered closely with Creative Services graphic designer to conceptualize and create compelling digital assets. These assets were strategically crafted to elevate brand presence, foster visitor interaction, enhance accessibility to the California Plaza, attract fresh donor involvement, establish innovative revenue channels, and cultivate connections with a broader audience in Los Angeles and beyond, including an international audience. Media Asset Management: Managed and curated GP's extensive digital archive comprising photographs, videos, audio recordings, and other media assets. Ensured that these assets aligned with the brand identity and were readily accessible for utilization in various contexts, including print materials, digital platforms, environmental displays, and media/PR initiatives. Guidance for Visual Imagery: Offered strategic direction for photographic visuals, encompassing advertising campaigns, marketing collateral (both in print and digital formats), digital initiatives, and any other requisites for imagery.

Video Department & Post Production Management: Spearheaded the strategic planning and execution of diverse video content, encompassing live streams, video ads, virtual press conferences, interviews, sizzle reels, and podcasts. Expertly directed technical aspects and orchestrated remote, studio, and location shoots. Provided comprehensive oversight throughout all stages of project development, including scripting, coordination, production, and post-production. Website: Interfaced with Marketing, Development and IT, offering strategic input to the Membership, Sponsorship, and Guest Relations teams for redesigning the online presence. Additionally, provided creative direction and design expertise for both the website and social media. Established programming partnerships with agencies and tech brands, crafted a compelling vision and narrative to secure grants for Grand Performances, and innovated a fresh social media approach

(Facebook, Instagram, Spotify, Mixcloud) to broaden engagement with a multi-generational community.

Developed policies and procedures for the effective management of the Creative Services Department and Grand Performances. Ensured ongoing compliance with government, Plaza laws, regulations, and Covid-19 policies, safeguarding adherence at all times. Reviewed and approved all expenses related to the Creative Services Department, production and marketing, ensuring prudent financial management. Developed comprehensive budgets for the summer season, encompassing Programming and Production, to facilitate efficient resource allocation. Oversaw submission of all payroll records for both freelance and staff employees. Created Plaza rental department for non-Grand Performances users, serving both PCI and GP. Coordinated with relevant contacts on venue matters, including production requirements, landscape maintenance, and special interactions with Plaza management. Devised front-of-house strategies encompassing security, housekeeping, seating arrangements, event servicing sponsorships, and city permitting, collaborating with entities such as ABC, LAPD Vice, and LAFD to ensure seamless operations.

Reviewed and approved all expenses associated with the Creative Services Department and production and marketing. Coordinated all aspects, as needed, of the use of the Plaza by non-Grand Performances users on behalf of both PCI and Grand Performances. Procured skilled crews aligned with activity requirements, overseeing recruitment, training, and scheduling to fulfill GP's programming and production commitments. Managed staff performance, established development goals, set objectives, and conducted annual performance assessments. Formulated and executed marketing strategies to expand brand awareness. Amplified in-kind and direct revenue through partnerships and sponsorship. Enhanced audience demographics through community outreach, publicity, social networking, and diverse media platforms.

Developed and implemented media strategy and media purchases. Orchestrated the production of content for all event programs. Collaborated with the creative team to create fundraising collateral, devised strategies for grant- specific programs and seasonal events, and crafted artist-specific event press releases. Generated engaging social media content.

Provided direction to producers, voiceover artists, and audio mixers during audio edit sessions. Supervised and approved all audio/video mixes completed by freelance audio staff. Played a key role in rundowns and graphic pre-build sessions, including color correction. Acted as the primary point of contact for technical concerns and administrative duties within Post- Production operations, liaising directly with editors and external tech support to resolve post and production issues.

Hired and managed a “freelance” pool of contractors for handling post-production overflow, digitizing procedures, media management, output processes, and server management. Conducted research and booking for shoot locations. Directed video staff, voiceover artists and audio mixers during audio edit sessions. Coordinated the scripts for subtitle or caption creation and forced text. Added Responsibilities and accomplishments:

Marketing Department

Video- Post Production / Technical Director

Grand Performances, Los Angeles 2019 - 2019

Director of Production

Primary Responsibilities: All duties related to the technical aspects of the performances presented by Grand Performances. Duties include personnel management, production scheduling, equipment maintenance and acquisition, and budget preparation as well of construction advisory for new performance space.

Designed all staging and audio plots for seamless AV connectivity in completion of new performance space.

Formulated production schedules and labor budget estimates in alignment with the seasonal schedule.

Collaborated with artists and their representatives to finalize rider requirements. Orchestrated the scheduling of technical crews for performances and chaired production meetings. Maintained vigilant oversight during performances to ensure strict adherence to production standards.

Kept abreast of production equipment, techniques, and trends, facilitating equipment purchases through purchase orders and approving department expenses. Managed crew payroll reconciliation and distributed performance work orders. Obtained and executed city permits while filing safety, incident, and injury reports as needed. Upheld personnel management standards, ensuring a safe working environment and compliance with OSHA regulations.

Recruited temporary part-time technical personnel, conducted orientation meetings, and maintained crew files.

Provided technical training for new and ongoing equipment maintenance check systems. Implemented an equipment maintenance schedule and supervised equipment maintenance. Facilitated equipment rentals and purchases, vendor selection, and maintained control over the security and inventory of technical equipment.

Supervised construction management and truss reconstruction of the California Plaza. Engineered connectivity enhancements and the redesign of audio and video processes for the California Plaza.

Added responsibilities:

Grand Park - The Music Center 2016 - 2019

Programs Manager

Grand Park is a 12- acre (4.9 ha) park located in the civic center of Los Angeles, California.The Park is a dynamic, inclusive environment for community events, cultural experiences, festivals, holiday celebrations and many other activities that engage and attract visitors from all communities in Los Angeles County. Park visitors enjoy original programming, Music Center programming, outdoor activities, interactive events, entertainment and many other activities that benefit from the park’s multi- use lawns, stages and spaces.

Developed and managed program content, including concept, event design, graphic direction, curation, artist booking, and community partnership development. Acted as program content liaison and collaborator for Grand Park and The Music Center teams, seeking, managing, and supporting opportunities for engagement and collaboration across programs and departments.

Directed content creation for Grand Park programs for use in marketing materials, promotional videos, and broadcasts.

Developed concepts and branding strategies using digital content, with community partners for the purposes of cross promotion & audience development. Developed new programs meeting and exceeding the engagement goals of The Music Center and past attendance records for Grand Park.

Worked collaboratively with the Grand Park rental department to engage with clients production needs (Filming productions, outside events)

Managed program content budgets tailoring expense as needed in collaboration with business manager, to deliver events on budget.

Conducted ongoing research of best practices of new audio- visual technologies and purchased to improve event productions.

Supervised Grand Park production managers including supervising select part- time production assistants as needed.

Oversaw execution for, concerts, and specialty shows in terms of operation, production, staffing, facilities presentation, parking, emergency services, food & beverage, engineering, broadcasting, media, and security.

Interface with city entities (LASD,LAPD, LAFD, DOT, City Hall, County Board of Supervisors, etc) on all permit requirements and operations during events. Acted as park spokesperson (Host) as needed for media and events, including writing talking points for the Director of Grand park and president of the Music Center FANIA Records - Calentura Código

Creative Producer

2014 - 2016

Fania Records is a New York–based record label founded by Dominican-born composer and bandleader Johnny Pacheco and his American lawyer Jerry Masucci in 1964. The label took its name from a popular luncheonette frequented by musicians in Havana, Cuba that Masucci frequented when he worked for a public relations firm there during the pre-Castro era. Fania is known for its promotion of salsa music. In an effort to create additional content, Código Records, a subsidiary of the Emusica label, allowed DJs and producers to remix original material. Develop and implement strategies to successfully manage and sustain international concert series

“Calentura”

Create strategy plan with VP of AR to drive implementation to include: creation and distribution of promotional pieces for print and online; social media content and response; press releases and publicity; website content; create/manage in-house graphic design and direct outside designers; schedule photographers and videographers for events. Community Engagement- Design and manage audience experience surrounding concerts, including box office and front-of-house; Create educational resources, materials, and experiences relevant to concert programming.

Invite program-specific, artist-invested guests to engage during events: writers, academics, gallerists, journalists, professors, etc

Oversee events logistics to include booking event space, catering, audiovisual, travel arrangements, décor and event signage.

Manage and coordinate the on-site production and wrap up for events Serve as a liaison with vendors on event related matters and facilitate negotiation of event contracts.

Prepare and independently manage events budgets, track event expenditures (including monitoring of check requests, deposits,

invoicing and reporting), and provide on-going financial progress reports for each event. Work closely with marketing department to create and update event WebPages, social media, e- blasts, and other materials.

Cashmere Agency

Creative Content Producer

2010 - 2014

Cashmere is an award-winning culture marketing company comprised of a diverse collection of minds from the worlds of entertainment, advertising, and new media. Cashmere specializes in identifying trends to create and execute campaigns that resonate in and drive culture. Cashmere utilizes social media, creative strategy, digital trends, experiential, influencer, and public relations strategies to provide full-service support for campaigns and brands.Cashmere’s diverse client roster includes top brands and entertainment companies, including SnoopDogg, BMW of North America, Jack in the Box, DoorDash, Facebook, Amazon, Quibi, AppleTV, Adidas, Netflix, Universal Pictures, and more. Communicate production plans, schedule and responsible for the production team and management.

Develop marketing strategies and campaign for the production. Engage and supervise department creative heads.

Organize the various stages and scheduling sequence involved in the production. Plan the production flow, logistics and manpower requirements and budget for productions. Support the hiring of key personnel for the production. Manage a team of art directors, copywriters, digital designers, and HTML developers. Manage day-to-day completion activities including project planning and QA testing. Strengthen client brands through publishing content on Youtube, Facebook, and embedding content onto clients' website.

Collaborate with design & photography staff to ensure consistent quality photography. Aid in the development of departmental processes to improve efficiency & communication with independent photography vendors.

Produce, edit, and publish professional advertisement content for the digital cinema industry as pre-show entertainment and web marketing

Expand franchises and original IP to build new brands that deliver quick success and exposure. AZUL 213 LLC - Freelance Producer + other work Experiences Esperanza Community Housing Corporation - 2023 “La Vida Es Un Festival!“ An Afro-Latinx Festival at the Mercado La Paloma celebrating the rich and diverse Afro-Latinx culture in Los Angeles that promotes black and brown solidarity, and fosters wellness, education, and entertainment from the local and international diaspora. This festival aims to create an annual platform for Afro-Latinx communities and allies to come together, recognize and celebrate shared heritage and culture from the Caribbean to Central America and wherever the Afro-Latinx diaspora is found in the world.

The Grand Park Foundation - All Skate For Alzheimer's – 2019 In recognition of World Alzheimer's Day on September 21st, The Grand Park Foundation is launched it's inaugural signature event, All Skate For Alzheimer's, a FREE 3-day African American Alzheimer's education & awareness event. The All Skate for Alzheimer's roller skating rink will be located on Grand Park's Block 3, and will be anchored by the 'Brain & Wellness Marketplace' and 'Brain Game Play Area" for families and attendees to enjoy together.

The Do Over, Adidas - 2011- present International seasonal outdoor event series/brand activation for Adidas. Over the years, these parties have become a Sunday afternoon institution in L.A., and the format has been such a success that the Do-Over went international in 2011, with parties going down in cities as far-flung as Tokyo, Berlin and Auckland. LA vs War, Los Angeles, CA 2008 - 2011 Art for peaceful and nonviolent solutions. LA vs War was a massive group art exhibition, which included visual and musical Artists from LA and beyond and welcomed over 6,000 attendees each year. In 2008, the venue was the 7th Street Firehouse where we did a complete build out. In 2011, we transformed The Vortex Art Complex, which was an empty warehouse. Activation elements included a large art exhibition, with live art by Crew west Gallery & Mobile Mural Lab, Laser Graffiti by Buff Laser 2000, live t-shirt printing and daily teach-ins by the Hit & Run crew.

Annual Sunset Junction Street Fair - 22nd, 23rd, 24th The Sunset Junction Street Fair was an event held annually in the Sunset Junction neighborhood of the Silver Lake community. Occurring annually in late August, the two-day neighborhood festival was first held in 1980, as a way to quell tensions between the neighborhood's long- time Latino residents and the newer gay residents.Over the years, many noted musicians and musical acts performed, including Beck, Elliott Smith, Sleater- Kinney, X, Camper Van Beethoven, Redd Kross, Black Rebel Motorcycle Club, Eels, Chaka Khan, the Ladies of The Supremes, and Nick Name and the Normals, Jody Watley among others. Extended production list + CV resume upon request. www.azul213.com Calentura “Private Tastemaker” event, Producer Fania Records/Hardware studio Ring The Alarm artist Showcase, Producer: RTA /Hardware Studio Boiler Room 5yr Anniversary Broadcast, Producer: Boiler room Boiler room “White Boiz” Broadcast, Producer: StonesThrow Records 1994 Magazine release party Producer: 1994/Hardware Studio Water the plants artist showcase, Producer: Hardware Studio Big Citizen Hub Fundraiser event, Producer: Big Hub NPO. Boiler Room “Gifted and blessed” Broadcast: Boiler room Las Foto Project “In focus talks”, Producer: Eric V. Ibarra Las Foto Project “community movie night”, Producer: Eric V. Ibarra Las Foto Project “Project X “ Producer: Hardware studio Tory Lanz Press Photoshoot -- Photographer B+,Producer: Mochilla Las Fotos Project "Esta Soy Yo"- Youth Photography Exhibit - Producer: Eric V. Ibarra Una Cita con La Vida – Día de los Muertos Exhibition, Producer: Hardware Studio Red bull Ciclavia Hardware studio Pit stop, Producer: Hardware Studio Red Bull Latagrafica “GERMS” Mural wall #6 Activation, Producer: Hardware Studio El Jimador Tequila “National tequila day” Activation, Producer: Hardware Studio Boyle Heights Yoga Health Day – BHNC Activation, Producer: Hardware Studio Staged Play Reading "Holy Seductive Dance" -- Director: Staci Mitchell

“Transformative Justice” -- Strategy Session & Workshop

“Mookee Yuskee” -- Summer lookbook -- Photographer: Amanda Lopez Dilated Peoples "Directors of Photography" Album Cover, Press Photoshoot --

“Understanding The Affordable Health Care Workshop for Artists, Authors, Musicians & Freelancers” – in partnership with Health Net & LatinoLA, Moses Sumney, "Replaceable" Music Video -- Director: B+ Silent Partner Productions "Promo Video" -- Director: Carlos Bonilla Thundercat "Tron Song" Music Video -- Director: Eric Andre Website Building Workshops -- Instructor: Megan Sette Día de los Muertos event "Baile de los muertos" –w Jose Marquez -- Producer: Hardware Las Fotos Project "Esta Soy Yo"- Youth Photography Exhibit - Producer: Eric V. Ibarra An evening with Gb & Afta 1- Sound Bath/Meditation event - Producer: Sufia Toorawa The 4th Annual IMIX Bookstore Holiday Hustle Sale -- Producer: Sol imix Garcia Shuggie Otis, Sony Records -- Publicity Photo Shoot -- Photographer: B + Boogaloo Assassins -- Publicity and Album Packaging -- Photographer: Azul 213 Sneakas "Animal Pharm" Music Video -- Director: Emily Ried Boiler Room TV, LA - Live Video Broadcast (shows 014,013,012,011)- Producer: Hardware Studio MOCHILLA / Production Manager - Creative Producer 2006- 2015 20th Century Fox / Media Services producer 2010 – 2012 The American Institute of Architects / Special event producer 2006 Mighty Media Productions - I Design/Fine Living Channel / Post Segment Producer 2004 – 2006 The Post Group/Fox Sports Net, On-- Air / Post Audio Department Supervisor 1999- 2003 Other work Experiences

Hardware Studio / Executive Producer 2012 - 2019

A unique and private media production studio, used for Brand Activations, live broadcasts, film productions, photoshoots and community events. Prominent clients include: Target, Adidas, Red Bull, Jack Daniels, El Jimidor, Brown Forman, Fania records, Def Jam, Warner Japan, Oakley, VTech, EA Sports, Stampede Management, FOX, Sony Pictures and Facebook.

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