by Amy, AllHabs.net

PHILADELPHIA, PA — If you’ve ever stayed up late at night watching TV (of course you have, you’re a hockey fan – must catch those West Coast games) you’ve no doubt had your fill of infomercials.  Thankfully though, some of them can be quite entertaining, like the now-famous “ShamWow” and “Slap Chop” segments.  But perhaps you’ve seen another version of “Slap Chop” on the internet – a viral video sensation called “Rap Chop” which has been viewed more than 13 million times online since being produced in 2009.

The mastermind behind that creation?  Steve Porter – the same “mixologist” now responsible for producing Hockey Night In Canada’s top shelf mash-up videos.

“To be involved with the CBC and Hockey Night In Canada is an absolute honor.  I mean, for me I feel like it’s the pinnacle of what I’m doing.”  — Steve Porter

Steve is the founder of PorterHouse Media – a multi-media production company based in Holyoke, Massachusetts whose mission is to “deliver high quality entertainment through unique audio and visual compositions”.  What does that translate into?  Perhaps it’s better to show you rather than tell you. You may recall this entertaining video depicting the Canadiens – Maple Leafs rivalry: 

Watching Steve’s productions, you might feel like it’s a visual version of a DJ mixing songs and sampling sounds, and you’d be right.  This Massachusetts native started his entertainment career while in high school when he was drawn to music and “tinkering” with tape recorders and electronic music.

“I was always just knee-deep in all the computer software that was out, and with my dial-up modem in the late 90’s I was managing to download some pretty cool software that I learned how to make music on.”

Steve’s passion for mixing music took him around the world, DJ’ing at premiere nightclubs, festivals and events around the globe.  He performed at Coachella and Lollapalooza and landed the No. 2 spot on the 2009 “America’s Best DJ” list from DJ Times.  It was around that same time that he started exploring YouTube and produced the “Rap Chop” video that would make him an overnight sensation.

After having spent more than a decade behind the mixing tables, Steve says he was ready for a new challenge.  Having grown up with a mother who taught marketing and consumer studies at the University of Massachusetts – Amherst, Steve was well acquainted with the idea of finding new and memorable ways to make an impression on your target market.  So he took the two things he knew most, music and marketing, and created a whole new concept.  “It just sort of became peanut butter and jelly at that point.”

And although Steve points out that remixing has been around for decades, just one look at his work shows how he has taken it to a whole new level.  “In some cases when you rearrange the message or remix the message, it actually can reach more viewers and you have more impressions that way.”  Soon, major corporations were lining up to have Steve and his team create a one-of-a-kind remix video for their advertising campaign.  PorterHouse Media has produced segments for ABC, NBC, VH1, Wheaties, and FedEx – just to name a few.

“I love sandbox-type projects because those are the ones that keep me stimulated…the stuff that comes to you in the grocery store aisle, that’s the stuff I love.”  He continues by saying, “…that’s the kind of stuff that keeps my creative heart beating.”

He’s also been the driving force behind productions for the 2010 NBA Playoffs, E! Network’s red carpet coverage for award ceremonies and ESPN’s “NFL Countdown”.  And now, for the second season in a row, Steve and his team are working with Hockey Night In Canada to produce NHL mash-up videos like the Winnipeg Jets segment featured earlier in this article.

According to Steve (who carefully admitted he’s a Bruins fan – but we won’t hold that against him!), creating videos based off of a beloved sport definitely changed his perspective as a fan.  “I guess you could say there’s more of an emotional investment in it now, in the entire game itself.  Because once you get involved with such an awesome thing as Hockey Night In Canada…you’re sitting at the family table, but you’re instantly that much more engaged than you ever have been with the sport.”

So where do the ideas for his project come from?  How does he keep them fresh and engaging?  “I might derive some inspiration from some of the video content that I have on hand and then start writing music around that video content and then in other cases I might want to just vent out an idea.”  Quotes from press conferences can also become the centerpiece for a production.  “It could come at any given time – you never know who is going to have a meltdown.”

Admittedly, Steve says “creativity-on-demand” isn’t always easy and likens the creative process to sometimes being like “throwing paint at the wall, as it comes out of my head” until the picture becomes clear.  From fun to serious to downright funny, Steve’s remix videos have struck a chord with hockey fans, and this weekend, viewers of HNIC’s “Game Day” will get to meet the man behind the music videos.  Steve will be appearing on “Game Day” at 5:00pm on Saturday, November 5th to talk about his hockey projects and to unveil a new mash-up video tailor-made for the show.

Social media has changed the face of technology and communication in a very short amount of time, but Steve and his company are living proof that new media can open doors which wouldn’t have even been approachable before.  “It’s also going to give extremely talented people that didn’t have, maybe, the sort of ‘blockbuster’ resources before – now they’re going to have the ability to (with one click) upload their talent, get noticed, and let all the cream rise to the top.”

Be sure to catch Steve’s work on Hockey Night In Canada, or click on any of the links below to check out past productions.  You can also listen to audio version of my full interview with him in the audio player below.  We wish Steve the best of luck and look forward to catching his next hit video!

Check out these links:
PorterHouse Media
PorterHouse Media – YouTube Channel

This Steve Porter video appeared on HNIC before the Winnipeg – Montreal game celebrating the return of the Jets to the NHL:
http://www.cbc.ca/sports/hockeynightincanada/djsteveporter/video/#id=2150611930