Mass Communication Students Collaborate with Luncai Emas on Music Video Production

March 6, 2023

Forty-two students from INTI International College Subang’s Diploma in Mass Communication received certificates in a ceremony held on 6 January 2023 for their successful collaboration on an employer project with local music publisher Luncai Emas Sdn. Bhd,

The project, which ran from April to July 2022, exposed the students to the local music industry by allowing them to produce eight music videos for artists under the Luncai Emas record label.

In his opening remarks during the certificate presentation ceremony held on campus, Head of Programme Mr. Mohd Khairul Irwan Mansor congratulated the students from the Screen Production Techniques class for their hard work and commitment in completing the three-month project with Luncai Emas.

“I am proud of all my students for their dedication throughout this entire project timeframe. They showed real commitment and energy to get things going with minor supervision.

“I am also thankful for this opportunity to work together with Luncai Emas Sdn Bhd, a big player in Malaysia’s music production scene, which allowed the students to apply their technical knowledge to real-life situations and problems,” he said.

He further explained that the privilege to work with Luncai Emas Sdn. Bhd was another milestone for the School of Business and Communication to equip students with technical knowledge to tackle real-life problems in the music industry.

Also acknowledging the good work of the students was Datuk M. Nasir, who is Luncai Emas Managing Director. Datuk M. Nasir, who founded Luncai Emas Sdn. Bhd in 1990, expressed how important it was for students to acquire practical knowledge and hands-on experience from the industry.

“Luncai Emas is incredibly grateful to have collaborated with students from INTI. Working together with various institutional bodies is one of the ways we stay relevant in the creative arts scene.

“Students must be exposed to tasks or projects that are in demand by industry players so they can understand the challenges as well as quality and value of an art. I hope this opportunity continues for every young generation to come,” said the legendary singer, composer, and actor.

Meanwhile, Mass Communication student Lewis William Ming Knight said he enjoyed being a part of producing the music videos from start to finish.

“I learned something at each stage of the project – brainstorming, planning, directing, and finally completing the video. The project also taught me what it is like to be an editor and a cameraman. These experts in the field have inspired me to continue to make changes in the creative arts industry,” said Lewis who hopes to direct his own film one day.

Out of the eight music videos successfully produced from scratch, the top three were showcased during the certificate presentation ceremony which was attended by representatives from Luncai Emas as well as INTI lecturers and students. The top three videos were “Jakarta,” “Frust Menonggeng,” and “Aku, Dia dan Dia.”

INTI champions the responsibility to align graduate outcomes with employer expectations. By providing a curriculum based on market needs and demands, with the added benefit of employer projects, leadership talks and internships, students are empowered to think and learn beyond the classroom.

Legendary singer, composer, and actor, Datuk M. Nasir, who is also founder of Luncai Emas Sdn Bhd, said students must be exposed to tasks or projects that are in demand by industry players so they can understand the challenges as well as quality and value of an art.

(Front row, from left to right) Representing Luncai Emas Sdn Bhd, Ms. Siti Hajar Rahmad, Assistant Copyright, Ms. Jennifah Johari, Copyright Manager, Datuk M Nasir, Managing Director, Mr. Mohamed Ilham Mohd Nasir, Artist & Repertoire Manager, Mr. Mohamed Hidayat Mohd Nasir, Music Production Executive, Mr. Hafidzurrahman Saharddin, Promotion & Marketing Artiste, Mr. Awang Masrin Mohd Nor, Luncai Emas Artiste cum senior lecturer at INTI International College Subang, posing with INTI Mass Communication students.