RJ Cui grew up in an Asian family household where career choices like film and media were often frowned upon. Traditional careers like medicine, dentistry, and law were more in line with expectations from a generation of parents where status and higher education took priority over passion. None the less, RJ found a way to harness his creativity and channel his passion for music and film production into a successful media production company.

On this episode of This Professional Life, we chat with RJ Cui, CEO of PlanIt Sound, a media production company in Edmonton, AB, Canada, about his journey to success and his insights into the future of media production. PlanIt Sound has created amazing marketing campaigns for an impressive list of clients. Most recently, he was part of the production team working with ESPN on a documentary about a basketball team bringing together the world’s best Indian-origin players to compete in ESPN's TBT basketball tournament.

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