UTSA alumnus and San Antonio business owner Jose Daniel “Joey” Asturias ’19 began to see his dream career take shape as a multidisciplinary studies student in the University College. While pursuing his degree focused on marketing and communications, Joey was also highly involved in campus life, which helped him develop essential leadership and business skills. These experiences ultimately led him to launch his own creative agency, Project Rare, and contribute his talents to the San Antonio Spurs as the NBA team’s digital content assistant.
As a Roadrunner, Joey participated in a variety of student organizations, including the Latin Dance Society, Hispanic Student Association, Roadrunner Gaming, and intramural sports. He even discovered an interest in business and entrepreneurship as a member of the Collegiate Entrepreneurs Organization (CEO). Concurrently, he developed a passion for leadership and helping others during his three years as a Resident Assistant.
“Being an RA was the highlight of my UTSA experience. We had a diverse and close-knit staff that felt like family, and I was able to learn so much from all of them,” expressed Joey. “I remembered what it was like to feel a little lost when I first moved in on campus and could empathize with the freshman. I loved being able to help them feel more comfortable and at-home as Roadrunners.”
During Joey’s junior year, he created a business plan for an original company as a class project. By his senior year, he put that plan into action, launching the unique clothing line, Rair Threads. The business endeavor developed his skills in photography and videography, which he needed to market the brand. The venture eventually evolved into Project Rare, which helps clients with social media and digital marketing, organizational management, promotional sales, product design, and brand creation.
In addition to running his own agency during his final year of school, Joey worked as a marketing intern for the entertainment company, Live Nation. Following graduation, he gained further marketing experience working for agencies like Wide Awake Creative where he continues to serve as a project manager.
In 2021, Joey's marketing skills caught the attention of the San Antonio Spurs, leading to his role as the NBA team’s digital content assistant. In this position, he strategized social media marketing plans and shot and edited photos, videos, and drone footage for social media during game days and events. His experience with the Spurs further enhanced Joey’s creative skills and provided the confidence to focus on Project Rare full-time.
Today, Joey has grown his company to include diverse creative projects for corporate and individual clients.
"Whenever I've had a hard day, I think about how working to become a positive example will help others, and that is what keeps me going. Growing up, I didn't have anyone to teach me that I could be an entrepreneur or have a career in the creative field, so I never thought I'd have my own business as a professional photographer and videographer." shared Joey. "Attending UTSA was so pivotal and helped me find direction despite feeling very lost before I came to college."
Driven by a passion for creative media and his community, Joey aims to continue building a company that becomes well known for its unique style and hopes to use its work to tell more stories about San Antonio.
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‑Jordan Allen, Senior Communications Coordinator
