Music video directed by alumnus rakes in online viewers

The Reason the latest music video by hip hop artist Upwords, received more than 18,000 YouTube views within the first 16 hours it was available online. Less than five days later the video, directed by Joseph Lombardi (CCAD 2010) was at more than 117,000 views.

Lombardi, who majored in Media Studies, is the CEO of Aztech Productions, based in Los Angeles. Clients include Matisyahu, The Crystal Method, and the Black Eyed Peas. While serving as Director of Photography for a documentary about the closing of famous record store Fat Beats, Lombardi interviewed popular hip-hop musicians like Xzibit.

“I also work with Shane Dawson, who is the number three most subscribed person on YouTube,” said Lombardi. “Dawson has over two million people subscribed to him (every video reaching five to seven million views). [I also work with] a large number of other big YouTube personalities as well.”

This is the first single off Upwords’s new album, I Am Music. Click here to watch the music video. For more information about Aztech Productions, check out their Vimeo page.