Their marketing/recording studio is tucked away in an industrial park, not the most likely place to find such a business, but that certainly hasn't prevented two local residents from producing a product that is earning them a human rights award.
R.J. Cui and Rowena Manansala founded St. Albert's PlanIt Sound and have become recognized by sticking to their vision of becoming more than just a marketing company. It's a vision that has them splitting their time between big-money candidates like the United Way and unknown kids struggling to survive.
"One day I'm meeting with a high-profile corporate client," says Cui. "The next, I'm recording an 18-year-old in the booth."
And their focus in both cases is the same, he adds — youth.
PlanIt Sound is getting a human rights award from the Edmonton-based John Humphrey Centre for Peace and Human Rights next Friday for its work with at-risk youth. The award is one of five given out by the centre each year.
Business is a huge part of life in Edmonton, says centre spokesperson Carrie Malloy, and companies like PlanIt Sound show how you can make money and help people at the same time. "They're using music as a platform for social justice."
Dynamic duo
Cui and Manansala have a hyperkinetic enthusiasm for music and social justice, one that burbles over in their rapid-fire style of conversation.
The two of them met in university ("I stalked her for about five years," Cui jokes) while working as crisis intervention specialists in Edmonton. Both were working with at-risk individuals, Manansala says — youths coming out of jail who needed support to rejoin society.
Hip-hop has its roots in poverty and struggle, says Cui, former frontman for the group Dark Son Tribe, which these youths had in spades.
"Some of these youth we were working with were super at-risk, but had these roots that brought about a crazy musical talent."
Cui and Manansala started a program called Soundz of Youth about 10 years ago to tap that talent. Using Cui's studio, they helped the youths write and produce their own songs, press them to CD and play them on the radio.
"To see them light up and talk about their experience in a positive light," Cui says, "… it was just an amazing experience for everybody involved."
About three years ago, the two of them decided to start their own business. "We almost started a shoe company, actually," Cui notes — the result of a shopping spree in Shanghai — but that was too complicated. Cui worked in music, while Manansala worked with kids through the Chimo Youth Retreat Centre, so they decided to combine their interests into one company.
Music is a universal language, Manansala says, and they want to use it to help youths get heard. "They're not bad kids. They just might not have the best upbringing."
The company has since produced music videos and campaigns for groups like the NBA, CFL and West Edmonton Mall, Cui says. They've also rallied about 1,000 students to sing a theme song for the Greater St. Albert Catholic School District's anti-drug campaign and had local youths perform in a music video for the United Way that is now used as part of that group's national campaign.
"The youth of your community are important, period," Cui says, and they always try to get local talent involved in their productions.
One example is Michael Knox, a 17-year-old who lives in a group home in Edmonton. Knox hooked up with PlanIt Sound recently through the Young Touchables project, an album of young at-risk singers set for release next year. "It was an amazing opportunity," he says. "They understand where everyone was coming from."
Music gives youth a chance to express their feelings and let off stress, Knox says. "Most of the R&B people I listen to, it's like, wow, this is exactly like my life."
Cui and Manansala say they are honoured to receive this award. "This is our Oscar," Manansala says. "This is what we strive for. This is where the blood, sweat and tears come from: the community."
The awards ceremony is at 7 p.m. Dec. 9. Call 780-453-2638 for details.
