The new era of “content creation,” in which creativity and technology come together to populate the contemporary media landscape, is providing new work prospects, particularly in the sector of creative digital marketing.
This increasing trend positions educational institutions such as Asia Pacific College (APC), a member of the SM Group, and its Multimedia Arts program at the forefront of providing an art education that can lead to solid professions.
According to human resource consulting company John Clements Consultants, digital marketing is one of the top five rising careers in the Philippines in 2024, with a focus on providing content in various formats for usage on social media platforms. According to the online job search platform Jobstreet, a digital marketing professional’s current average monthly compensation is Php 30,000.
Arts in the Multimedia Age
APC was founded in 1991 as a cooperation between the SM Foundation and IBM Philippines, and it has been pushing a curriculum designed to develop competitive IT professionals in the country.
SM has long been a strong supporter of quality education for the impoverished, which leads to practical and fulfilling work. APC is a direct product of this endeavor, as it is a non-profit, non-stock organization.
Their multimedia arts program, which presently enrolls 384 students, meets the demand for education that combines technology and art. The curriculum is intended to include the most recent disciplines in the creative area, as well as relevant understanding of the digital creative tools now utilized in the industry.
Students can use a variety of program-specific tools to help them work on projects involving 2D and 3D animation, digital sculpting and painting, multimedia publishing, sound design, video production, and photography.
Aside from the digital resources available to students in their courses, APC’s Multimedia Arts program takes a project-based approach.
“Our program is unique in that it offers very targeted and in-depth training,” explains APC Executive Director Robert Besana. “The many hours students spend in the studio creating creative works are critical to their education. They improve their skills as they spend more time in the studio. Furthermore, the mentor-apprentice relationship between professors and students is critical to developing a more engaging learning environment. Professors serve as facilitators of learning rather than lecturers,” Mr. Besana says.
Teachers as mentors
Many of the instructors in APC’s Multimedia Arts department are industry practitioners themselves, so students get real-world industry insights and valuable on-the-job experience.
Jaime Pacena II teaches video production, post-production techniques, scenography, and photography. Mr. Pacena II, a seasoned visual artist, music video director, and filmmaker, earned the Best Director award at the 2024 Cinemalaya Film Festival for his film Kono-Basho, which was shot entirely in Japan.
“I incorporate a large number of my pupils in most of my personal efforts. I have worked with many of them on music video projects. “Some of them had really worked with me on the film I shot in Japan,” Mr. Pacena explains.
APC’s project-based learning allows students to collaborate with various clients who are APC partners.
“We have a subject called seminars, in which we bring various industry executives to speak with our students directly and intimately in a classroom setting.
APC Multimedia Arts graduates have gone on to work in a variety of disciplines within the rapidly expanding digital creative economy.
“Many have pursued careers in post-production, studio design, music video production, television directing, and corporate videos, among others. Some have opened their own studios, creating opportunities for themselves,” Mr. Pacena explains.
