Meet the RCA Exec Bringing Doja Cat's Music Videos to Life

Director of visual content production, RCA Records

A decade ago, Sam Houston was let go from Music World Entertainment, the Texas-based music management company started by Beyoncé’s father, Matthew Knowles. At the time, he thought his career in the music industry was over. So he moved to Los Angeles and got a job working at an Apple store, where he had a different encounter with destiny: He sold an iPad to, his current boss and executive vp creative content at RCA Records. “It came up that she was in the music industry,” Houston recalls.

Today, Houston helps bring artists’ visions to life in his role commissioning music videos for RCA artists across the roster, including longtime collaborator Doja Cat. The singer-rapper’s PUSH best new artist award at the 2020 MTV Video Music Awards was the “icing on the cake” for someone who grew up watching the awards show in awe. “I got to really get in there at the early stages with her, and we both grew together,” says Houston, 33. “It’s been so fun to be on the bus and watch it go.

Doja Cat’s videos for “Say So” and “Streets” both nod to the TikTok dance challenges and memes that helped them blow up. Why was that important? It's something that definitely came from Doja’s side. When “Say So” came around, Doja thought it would be really cool to celebrate Haley [Sharpe, the TikTok user who] actually created the dance. Then with “Streets,” we were all getting ready for [Doja’s upcoming album], but “Streets” was just too big to deny. So we all looked at each other and was like, “Let's do it. Let’s take this Silhouette Challenge and make the hottest one that we could ever imagine.

This is dope. He definitely understands the assignment, always!!

DojaCat Wish he would’ve had her do one for Addiction.😕

DojaCat Putting the day in focus NatalieGelman 🎸 with 🎶Photograph🎶 🤗

DojaCat Wahala Iya yin niye

DojaCat stream

DojaCat The world will find this masterpiece later but we are real fans here!

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