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READER’S LIVES
Erotic Trade Only May 2009
Justin Ribeiro dos Santos
of JoyBear Pictures
JoyBear’s main man came into the industry
through a pretty unconventional route, but
then he’s a pretty unconventional chap...
I’ve got to ask about your glamorous whom JoyBear hits the spot.
and very long name - is it your porn
identity or did you come into the If someone has never seen one of
world with it? JoyBear’s films before, how would you
I am delighted to say that it is my sum them up in three words?
real name. Less is more.
What was your childhood ambition? What has been the initial reaction to
To be a film director, making ‘normal’ London Sex Project from the trade?
films. Mostly very positive. People
appreciate it when you try something
What ambitions do you still have? different. There is a small number of
I would still like to direct (more) non- doubters out there, possibly the same
porn films, although not for some few that thought black and white
time as I love my little company. covers would never sell. Luckily for
There is a part of me that wants to me, enough companies gave me a
jack it all in when I’m grown up and chance and several thousand DVDs
go and do some ‘proper’ work in a later, I think we’re all happy.
third world country. I also love
cooking and would consider becoming And how is the DVD selling compared
a chef if all else failed. to the streaming option?
The R18 DVD has only been out for a
What was your first job? few weeks so we can’t make
I worked in a cheese shop in the comparisons yet. The scenes have
heart of Chelsea, a large gay been selling well online although the
community in Manhattan, NYC (where online market is such a rapidly
my mum lives). changing market place. You can’t sit
back for a second.
How did you come to join the adult
industry? Can you ever see a time when your
I won a reality TV programme, created films will be online/broadcast only, or JoyBear the way he runs his shops - been given?
by Playboy back in 2003. Playboy do you think DVD will be with us as a with integrity. A set of Global knives.
was looking to create a new breed of viable platform for many more years?
director, whilst also jumping on the I definitely think DVD will be around Which three industry people would What’s your idea of a great night out?
reality TV bandwagon. We were given for many years to come. It’s a brilliant you choose to be marooned on a The best nights are the unplanned
three weeks and eight grand to make format and still suitable for so many. desert island with? ones.
a porn film from scratch. Meanwhile Don’t underestimate Mr (or Mrs) The Bowles duo and Mike Wallace (if
a camera crew followed our every Jones who don’t want a paper trail. I’m with him long enough he may What’s the best thing that has
move, Big Brother-style. At the end of eventually buy from me...at a decent happened to you in the last 12
the programme I was announced as If you couldn’t have your job any price). months?
the winner. As I walked up to receive longer, whose from the adult world Liselle Bailey, my new rookie (no you
my prize a girl in the audience said: would you like - and what would you What makes you laugh? can’t have a pay rise).
“Your film really turned me on.” It do with it? Just looking at Jerry Barnett
was at that point I realised I was onto I think Hef can probably look back on Tell us something about yourself that
something. life and tick a few boxes so I’ll go What makes you cross? would surprise us?
with him. I would either volunteer for When people are inconsiderate. I used to be a rollerblading instructor.
Your films are different to many an organisation like Food Chain or When I’d had enough of cheese,
others in the adult genre. Did you give some money to it. If you were a character in The I worked in a skate shop, again in
start with a vision of how you wanted Simpsons, who would you be? New York. I’d been rollerblading for
to make them or did they evolve this If you could change one thing about Lisa seems pretty switched on. years. I realised that people’s biggest
way? this industry, what would it be? fear of buying some skates was that
I was always set on making films that Really strive hard to offer impeccable What subject do you know more they couldn’t stop. I started offering
I thought were more sophisticated customer service. Just because we about than anyone else? my services as a teacher and soon
than most porn I’d seen. I guess I sell sex, doesn’t mean we shouldn’t Cheese. There’s nothing quite like a had a nice little business going. I was
wanted to blend ‘proper’ filmmaking make our customers feel special. ripe St Albray, scooped up with a 14.
with pornography. It turned out pretty crunchy stick of celery. Then again,
early on that this fitted quite well Which person or company from the I’d never say no to a tranche of What advice would you give someone
with what a lot of women liked. adult industry do you most admire? Tomme de Savois. Perhaps that’s why looking to come into this industry?
Things have moved on, even in six Anthony Al-Ghabban is a good guy I’m so cheesy... This is a great industry with great
years, but there is still a large and someone I have always got on opportunity and lovely people. Good
proportion of men and women for well with. I’d like to think I run What’s the best present you’ve ever luck!
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