On set in Newport

BALBOA PENINSULA — It’s only 11 a.m. and the club isn’t even open yet, but there’s a woman in tight jeans and red high-heeled boots wriggling seductively and lip-synching on the stairs at Kantina.

To Corona del Mar High School graduate Jesse Felsot, it isn’t just a music video shoot; it’s the future of entertainment.

Felsot, 29, who grew up in Newport Beach and now lives in L.A., came to town Tuesday for the first of a two-day shoot at the nightclub overlooking the water.

That’s why Newport beat out L.A. or New York, at least for this shoot — “You don’t find too many clubs on the water,” Felsot said.

As the wriggling singer, up-and-coming New York R&B; artist Tina Brown, did her thing, about a dozen people who weren’t helping film her stood around watching or yakked into cellphones.

Felsot’s production company is shooting two videos here in two days. One stars Brown and L.A. Laker Smush Parker; the other is for a band called Beyond Blonde.

Besides Parker, Felsot has drawn other stars into his orbit: A few other Lakers are involved in the video, and singer Justin Timberlake was expected to stop by later Tuesday.

After cutting his teeth making hip-hop videos with friends during college, Felsot started at the bottom of the entertainment world, working as a production assistant and helping the producers of “Training Day” and “Pulp Fiction.”

He eventually started his own production company and last year co-produced the movie “Harsh Times,” which will be released in theaters next year.

But the videos he’s shooting this week are a sign of the way the entertainment business is moving, he said.

They’ll be short videos, about 45 seconds, that will be shown in AMC movie theaters the way movie trailers and other commercials are.

“It’s a way of marketing a CD to all these patrons at the theater,” he said. “It’s the new way of advertising through mobile phones. It’s the new way of advertising through the Internet. It’s the new way of advertising through iPods.”

The line between entertainment content and advertising is getting more blurry, and Felsot said that trend will continue with media like his videos.

Ultimately he’d like his production company to be multi-faceted, creating documentaries, and touching on the spheres of fashion and sports.

While overseeing production of a video that may be seen by hundreds of thousands or even millions of people, Felsot said he’s doing what he always wanted to do. The best part is, he can do it in shorts and a hoodie.

“I can wear shorts that go over my knees and high-tops and still shake hands,” he said.