Emerica is renowned for its skate videos that possess a distinct and recognizable style, a legacy that arguably began with the groundbreaking “This Is Skateboarding” in 2003. Jon Miner, a key figure in shaping Emerica’s video aesthetic until recently, provides a unique behind-the-scenes look at the making of this iconic skate film. Instead of a grand philosophy, Miner’s perspective reveals a more organic process, where filming the Emerica team felt like “a really great day job.”
Jon Miner filming with a camera
Heath Kirchart’s Opening Part
When discussing the placement of parts in the video, Miner explained that Heath Kirchart specifically requested the opening segment. Kirchart viewed the first and last slots as the most desirable. While Miner and Mike Manzoori, the Sole Tech filmer/editor, had initially considered Chris Senn for the opener, Kirchart’s request took precedence. Despite this, Miner sensed that Kirchart might not have been completely satisfied with his part, likely due to it immediately following his previous, critically acclaimed work in “Sight Unseen.” Kirchart’s desire to stretch out his footage, resulting in slow-motion sequences, further reinforces this notion.
Andrew Reynolds: The Undisputed Closer
According to Miner, there was never a doubt that Andrew Reynolds would have the final part. He was the obvious choice, and the decision felt natural. Miner also recounted a memorable slam Kirchart took during filming. Instead of being discouraged, Kirchart was laughing hysterically, viewing the slam as a positive moment, and felt he landed his best trick for his part despite getting a black eye.
The Emerica Visual and Musical Identity
“This Is Skateboarding” established a distinct visual and auditory style for subsequent Emerica videos, most notably the green tint and heavy rock soundtrack. The green hue, initially developed by art director Yogi Proctor, became a signature for the brand over time, connecting viewers to Emerica. While there wasn’t a specific intent to brand Emerica with a certain music genre, the team made an effort to secure all music licenses legally, learning from a previous lawsuit. The initial edit of “Kids in Emerica,” the video following “This Is Skateboarding”, had the opening montage edited to NWA’s “Straight Outta Compton”, however, the team was unable to clear the music rights.
Jon Miner with Tosh Townend
Miner’s Transition from Skater to Filmer
At the time of filming, Jon Miner considered himself a skater first and foremost. His role as a filmer was a welcome day job, rather than a serious career move. Sponsored by Adrenalin skateboards, Miner juggled his personal skating aspirations with filming for Emerica. He felt a shift in his skateboarding experience. He went from filming with friends to working on a major production with professional skaters. This contrast was evident when comparing his experiences filming Chris Senn’s “Jump Off A Building” part to the highly premeditated missions required for “This Is Skateboarding”.
The Story Behind the Title
The straightforward and serious nature of the video’s title, “This Is Skateboarding,” was something Miner initially found pretentious, however, he also recognized it as a simple statement open to interpretation. It could be a statement against the X Games, showcasing the rawness of skateboarding. The title also served a marketing purpose, ensuring the video was easily identifiable on shelves.
This Is Skateboarding DVD
Relationships with the Younger Team Members
Miner developed close relationships with younger team members such as Herman and Spanky. He was struck by their maturity and wit at such young ages, noting they were very unique individuals. He recalled a moment where they invited girls to hang out at the Emerica house, an event that felt very “adorable” to the older members of the team.
Spanky with some girls
The Prevalence of Kickflip Shifties
The abundance of kickflip shifties in the video reflected their popularity amongst skaters at the time. Miner noted that the team was particularly skilled at both kickflips and frontside flips, and seemed to be influenced by Andrew Reynolds and Heath Kirchart, who had very specific styles with their kickflips. At the time, the way you did a kickflip involved flicking it, a departure from how people did them in the past.
Spanky and Herman smoking
Andrew Reynolds’ Editing Involvement
Andrew Reynolds was heavily involved in the editing of his part, drawing on previous experience and a strong vision for how he wanted to be portrayed. Although he was particular, Miner would sneak in to tidy up his edits. This level of involvement highlights how important video parts were to skaters at the time, before the rise of personal brand marketing.
Andrew Reynolds and Justin Regan
The Infamous Camera Glitch
A memorable camera glitch occurred at the beginning of Andrew’s part, cutting out before he completed a line with a large kickflip. Miner immediately felt the mistake. The team had been filming the line for hours, and the lighting had changed dramatically, so when they got the trick, the camera didn’t fully capture it. The mistake was a painful blow and Miner described having to sit by himself for a moment. Despite the initial disappointment, they decided to keep the error in the final cut. This was partly to create something memorable, but also to highlight that skateboarding isn’t a perfect Hollywood production but rather a raw experience.
Jon Miner portrait
A Reminder that “This Is Skateboarding”
Miner says he doesn’t apologize to Andrew about it these days. Interestingly, the same thing happened again when filming another line for Reynolds’ “Stay Gold” part, reinforcing the idea that these kinds of mistakes are part of the raw experience of “This Is Skateboarding”. This rawness, Miner concludes, is integral to the spirit of the video, setting it apart from increasingly high-production skate videos at the time. It’s a reminder that, at its core, it’s about skaters with video cameras, making mistakes, and embracing the reality of the process.
