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“Growing content creation is necessitating increased usage of tech tools”


ASUS ProArt Labs is the fusion of Pro and Art, created by creators, for creators. It’s a comprehensive professional platform by ASUS that attempts to revolutionise creativity with the help of technology. ASUS has worked with iconic creators across the globe who mentor aspiring youths to learn from the best in the industry and enhance their creative skills using the right blend of technology. Recently, Asus roped in ace photographer Joseph Radhik for a photography workshop. The primary objective of the session was to guide budding photographers on how to produce superior quality content that connects well with the community. Over 700 people registered for the workshop, who were eager to learn about content production and improve their skills with Joseph. He is an active educator and community builder in the portrait and wedding photography space in Asia with an initiative called PEP. 

Paramjeet Singh Mehta, Marketing Head Consumer PC & Gaming, Systems Group at Asus India, and Joseph Radhik, Photographer, Film Maker, Creator, shared their thought process on and how they aim to host a series of workshops for Aspiring Individuals who may interact, connect, and learn from artists who inspire them through ProArtLabs workshops. 

Tell us more about the collaboration between ASUS and the celebrity photographer Joseph Radhik. What is your objective and who is your audience? 

Paramjeet Singh Mehta: We started ProArtLabs’with an objective to educate budding content creators the tips and tricks of content creation from the finest professionals of the industryby utilizing ASUS Creators Series Notebooks. We aim to host a series of workshops for Aspiring Individuals who may interact, connect, and learn from artists who inspire them through ProArt Labs workshops. Recently, we collaborated with ace photographer Joseph Radhik for a similar workshop. The goal of the session was to guide budding photographers on how to produce superior quality content that connects well with the community. Over 700 people registered for the workshop, who are eager to learn about content production and improve their skills with Joseph.

How do you plan to leverage this association for ASUS and how will it benefit the brand? 

Paramjeet Singh Mehta: As the digital era continues to grow at a rapid pace, we see a lot of content/ information being created every day, necessitating increased usage of technologically advanced hardware and tools, and with that, people require a platform where they can learn and create better content. We’ve worked with creators like @ArtGuyRob (a Famous Indian Creative host & digital Artist) to make your Instagram post more engaging, and we’ve also worked with @DynamoGaming (India’s Best eSports player & streamer) to teach the fundamentals of online gaming and streaming. 

ASUS ProArt Labs is a one-of-a-kind initiative that provides a platform to young people to learn from these celebrated content creators from varied genres. These interactive sessions are significant and provide the apt digital infrastructure, access to the right form of engagement, and direction to talents in fields that are still in their nascent stage. 

With the help of these strategic alliances, we hope to create a strong ecosystem and access points for aspiring content producers. Not just a learning platform, we also have innovative digital creative assets including Studiobook, Zenbook Pro & Vivobook Pro laptops & related Accessories specifically designed for content creators from both hardware & software competencies – The creator series. 

Is this a global program that is being introduced in India? What is the frequency of this initiative and how do you go about identifying the ambassador for this program?

Paramjeet Singh Mehta: No, this is conceptualised in India and planned be adopted globally later. We intend to organize 1-2 sessions every quarter with the purpose of advising artists about content development, but we aim to hold the sessions every month going forward. We work together to choose ambassadors based on their artistic abilities, professional standing, oratory prowess, and overall presence as a teacher. 

How do you plan to garner media mileage for this initiative?

Paramjeet Singh Mehta: ASUS has been continuously making efforts to make ProArt Lab a go-to platform, for assisting the next generation in creating superior quality content and excelling in their careers. The major difference from other learning platform content Vs. ProArt Labs is that here the participants can interact with their Role model & clarify their doubts in a real live interaction. 

Meanwhile, we have been leveraging digital channels for promoting our activities on social media by engaging with the community, and we are sharing the information about the program through key publications including yours. The goal is to raise awareness of the program, encourage, and support the burgeoning Indian content creator ecosystem as much as possible. 

What was your reaction when you were appointed as the mentor for ASUS ProArtLabs. How will you add value and bring that differentiation in your training to your target audiences?  

Joseph Radhik: I was elated to learn that Asus selected me as a mentor for their ProArt Labs initiative. This was on two counts: 1) I am already a loyal user of both Asus and ProArt devices in my creative workflow as a photographer – from laptops to displays to input devices – my entire kit is made of ROG, Zenbook, and of course ProArt products, and 2) sharing my love for photography and everything I know about the craft is something I absolutely enjoy. 

My goal as a ProArt Labs mentor is not just to impart knowledge to other creators but also to motivate them to create more and have fun with these amazing yet “serious” tools we use – our ProArt systems and our photography equipment! Relatability is the one thing I strive for in all my teaching sessions – simplify the craft and let more people make the most of this wonderful hobby of visual storytelling.

What do you plan to cover in your sessions? At the end of the session what will be the net take out and what kind of knowledge will be imparted to the audiences? 

Joseph Radhik: Photography starts at understanding light, and my goal is to demystify this complex subject and let everyone see the world around them, the light around them in a new way. The other big thing that I love about my photography genre – people and portraits – is the ability to connect with someone new, not just to make photos of them but also to create a new bond. These are the two things I wish my audience takes away – a new way of seeing the light around them, and a human approach to portrait photography. Of course, I also want them to have some fun while they are at it, so there are some tips and tricks thrown in! 





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