2022 Grammy Awards: Jamee Ranta Talks Justin Bieber’s ‘Peaches’ Music Video
As the CEO of Artifact Content, Jamee Ranta has produced music videos for Jennifer Lopez, Kendrick Lamar, Cardi B, and Selena Gomez. She also served as the executive producer of Halsey’s 2021 film If I Can’t Have Love, I Want Power, marking Ranta’s first theatrical project.
Her work as the executive producer on Justin Bieber’s “Peaches” music video earned her a nomination for Best Music Video at the upcoming 2022 Grammy Awards.
Over a recent video call with Showbiz Cheat Sheet, Ranta discussed her work as a producer and her Grammy Award nomination.
What does Jamee Ranta do?
After growing up in Ohio, Ranta moved to Los Angeles to break into the entertainment industry. She launched her production company Artifact Content in 2017.
“I named it Artifact Content because I am a lover of history and all things art and architecture and science — and just the human experience and emotions,” Ranta tells Showbiz. “And so I believe filmmaking is the highest form of art, and artifact is like leaving something behind.”
When one looks at Ranta’s extensive portfolio, the overarching theme of her work is “the human experience.”
“I’m definitely drawn to things that are a little bit more controversial,” Ranta says over Zoom. “I’m always going to be in favor of the underdog regardless of race, religion, creed, gender, culture, political views. I like the human experience of connection, and empathy, and trust, and loyalty, and all those wonderful things that you want in a protagonist.”
How the ‘Peaches’ music video was made
Bieber’s song “Peaches” features Daniel Caesar and Giveon. The single debuted at No. 1 on the Billboard Hot 100. And it earned nominations for Record of the Year, Song of the Year, Best R&B Performance, and Best Music Video at the 2022 Grammy Awards.
Colin Tilley directed the music video for “Peaches,” and Ranta credits two others for making the music video a success.
“I can’t talk about ‘Peaches’ without mentioning Jack Winter, who was our line producer on the job. Jack really was able to help wrangle and pull it together in terms of some logistics — and also our production designer Wes [Dogan],” Ranta shares.
Ranta then pauses before diving deeper into the making of the “Peaches” music video.
“I will say — and you can put this in here if you want — Wes can be a little disorganized, and it’s not the easiest to work with. However, he is a true artist, and he’s super creative. He definitely was painting things while we were putting the talent in the frame,” Ranta says with a laugh. “Super last minute.”
Still, Ranta does not think the “Peaches” music video would have turned out the way it did without Winter and Dogan.
“I think that in terms of like creative and textures, I really owe it to the guys, those two really, for making it happen,” she says.
How Jamee Ranta reacted to being nominated for a Grammy Award
Ranta’s nomination for Best Music Video at the 64th Annual Grammy Awards is her first Grammy nomination. While Ranta is honored, she does not use the nomination to measure her success.
“Awards are amazing, and it is such an honor. Like, don’t get me wrong. I just think that my joy comes from the experiences of being on set, whether it’s acclaimed or recognized,” she tells Showbiz.
When it comes to her work, Ranta thinks human connection is the most important value.
“If one person understood it and felt passionate about it, then I’m like, ‘OK, that’s more rewarding than a Grammy nomination,'” Ranta says.
The 2022 Grammy Awards will take place on April 3 at the MGM Grand Garden Arena in Las Vegas.
