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By Eric Heinz
Richie LaRuffa, a music videographer from San Clemente and co-founder of R&R, is working with a team to provide opportunities for artists to equitably promote themselves in music videos and short film.
“I’ve been working throughout the industry for a while and one of the people I met when I was working on a music video, Ryan Mathis,” LaRuffa said.
Mathis, a music producer, and LaRuffa joined forces about a year ago to start up the company. Although most of their work is done in Los Angeles and other parts of Orange County, LaRuffa said he would like to set up a permanent location in San Clemente as their home base.
Also part of the team are Brian Blackburn, producer, marketer and promoter; Alex Lazzerentti, areal cinematographer; Gaston Carrizo, jib and crane cinematographer as well as an Emmy Award winner; and Mike Kudza, director of photography.
LaRuffa said they have shot pilots for television for HBO and other notable production companies.
“We’re all about talking to anyone who wants to make a music video because our biggest budget is like $15,000 and our smallest is $500,” LaRuffa said. “What we do is we like to take artists and see what they want to do. Every artist wants publicity and promotion. We find out what they want to do and sometimes we’ll do crowdfunding campaigns and we do everything that a record label does and we have people under us.”
One of the company’s main music videos is of the band Sapphire Road, which can be seen on the R&R website. Their mission statement, and punchline is “We cultivate music inspiration into products.”