Alumnus causes a ‘Ruckus’

Photo by Stirling Elmendorf
SCAD alumnus Amin Swessi keeps in touch with the college music scene through his job at Ruckus Network, a music service provider targeted to students.

By: E. Christina Spitz

Published: Friday, February 16, 2007

Amin Swessi is connected to the Savannah College of Art and Design in more ways than just as an alumnus. In addition to earning Bachelor of Fine Arts (2001) and Master of Fine Arts (2004) degrees in graphic design, Swessi has developed book concepts for Design Press, has worked as a SCAD admission representative and has served as a graphic designer at college printing.

These diverse experiences have prepared him for the position he now holds as art director and creative director for Ruckus Network, an online music and media service geared toward college students and supported by advertising.

Ruckus is a free network that enables students to “explore, engage and express themselves through music and media, without the risk of illegal peer-to-peer services,” Swessi said.

The Washington, D.C.-based network boasts more than 2.5 million high-fidelity, virus-free music tracks, which can be downloaded for free. Several hundred thousand students have signed up for Ruckus, and more than 100 universities have partnered with the network.

According to its Web site, www.ruckusnetwork.com, “Ruckus eliminates copyright infringement through its licensing agreements with all of the major international record labels, as well as thousands of independent labels and artists.” The site also offers “social networking features such as user profiles, comment boards and shared play lists.”

Swessi’s responsibilities include providing instructions to designers, working with advertisers on content, making sure that all Ruckus images pass music-label approval, talking to vendors, e-mailing college news­papers, sending Ruckus creative team members to various universities, responding to e-mails containing design suggestions and user feedback, previewing photography portfolios and more.

“It is my job to create a forum where advertising and Ruckus content can harmoniously merge, without being too visually over-stimulating,” he said. “Just as everyone should own a pair of khakis and a nice black shirt as a staple of the wardrobe, I believe that a conservative, consistent base can then be accented with creative details, enhancing rather than distracting the viewer.”

Swessi said his assignments and courses at SCAD prepared him well for the professional realm.

“[My] professors … provided compelling projects that inspired [me] to produce industry-standard work at the collegiate level,” he said. “While working at SCAD, I found my colleagues to be top-class designers, motivated and inspired artists who strove for excellence in their work. … From them, I gained critical feedback in the ‘real world’ environment.”

In addition, Swessi has always turned to SCAD for hiring new talent and receiving moral support. SCAD alumni have contributed animation, photography and design work to Ruckus. For example, Roberto Chamorro (B.F.A., photography, 2001), who shoots for Alternative Press and has photographed such high-profile musicians as 50 Cent, Billy Joel and Simple Plan, has shot a national campaign for Ruckus.

“I must give credit to my friends at SCAD, as they are my first resource when content or advice is needed,” Swessi said. “They understand that I need honest critiques rather than compliments. And sometimes they are the only ones up at night whom I can bounce ideas off.”

On Jan. 22, Ruckus announced that its services, previously available only to students at colleges and universities with contractual agreements with the site, could be accessed for free by any student with a valid .edu e-mail address. In the past, students outside the network had to pay $4.99 a month.

“I like designing for and being involved in the current ‘college scene,’” Swessi said. “Ruckus also allows for the creative process to unfold [and] understands that art is hard and doesn’t always happen between 9 a.m. - 5 p.m. This freedom to openly express my artistic vision, plus working with great people in a fun, lively environment, is something unheard of in many conservative companies in the [Washington, D.C.] area. Simply put, I look forward to going to work every day.”



Spitz is senior publications editor.