About PR!MO
Alex “PR!MO” Luster is a documentary filmmaker, Emmy award winning television producer/editor, and the creator/director for a number of projects in digital media. Hailing from Houston, Alex’s creative projects touch on everything from sub-culture movements to musical groups, and artists.
Alex grew up, like many of his generation, in front of the television. As a teenager, He interviewed six times with the local Telemundo station. His determination paid off when he finally received an internship. Juggling his high school classes while working thirty to fifty hours a week around the newsroom, fortune smiled on Luster when station personnel approached him about taking the Chief Editor vacancy. Little did they know that he was only fourteen years old. Shortly after that, he was shooting stories for the nightly ten o’clock news. Luster went on to work for KTRK ABC 13 and at his current position of Creative Services Editor at KRIV FOX 26 & KTXH my20.
In 2001, Luster won the prestigious international Promax Silver Muse Award for his work on the “Simpsons A.E.W.” promotion that aired on FOX 26. In addition, while working at FOX he has also won two Lone Star Emmy Awards and been nominated for an additional four awards for his work on various promotional campaigns.
Luster has worked under the pseudonyms of PR!MO and Alejandro Morales on a number of independent projects. In 1998, PR!MO, in collaboration with Vladimir Castellanos, created Volumen, a cool and quirky variety entertainment show targeted at first and second generation Latinos. Airing on KAZH Azteca America 57, The show focused on successful Latin artists, musicians and business owners as well as places & things to do around Texas. Luster’s work as creator, director, and executive producer for Volumen earned him two significant awards: Lone Star Emmy in 2004 for best “Entertainment / Variety Program Segment” and the 2005 World Fest Houston Bronze Remi for “Best Local Entertainment/Variety Program” as well as a nomination in 2005, for the prestigious national Imagen Award for “Best Variety Special”.
In 2006, PR!MO and Vladimir went on to create SuperNaco. The program featured an eclectic mix of music and interviews of local, national, and international musicians as well as other types of artists. The Supernaco Acústico and the Supernaco Fest in 2007 were events that Luster helped organized and that were aired as part of the show.
Apart from his work on television, Luster helped produce a variety of short films and music videos. His first short film, Secret Mexican (May 2006) won a variety of awards at the 48 Hour Film Festival: including best sound design, costumes and original music. Luster also edited Quietus (August 2006), which won best sound design and best story at the Houston Halloween Film Festival (October 2006). Luster has also made a number of music videos, two of which won awards at the World Fest Houston. “You Are” won the 2005 Silver Remi for “Best Music Video under $10K” for LecheQuemada, and “Left Eye” received the 2006 Gold Remi for “Best Music Video under $10K.”
Drawing on his experience in news production, television variety programs, and music video creation, Luster is currently working on two separate projects. The first, “Stick ‘Em Up!” is a documentary that takes an in depth look into the world of wheat pasting in Houston, Texas. The second, Ice: The Documentary introduces you to the key players of the North American ice industry.
photo by: Marco From Houston
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