Producer of Lower Merion party video unfazed by critics

The founder of I'm Shmacked, the firm that posted video of local teens drinking and partying online, says he wants to "hash it out" on live TV with Lower Merion School District officials who objected to the post.

Arya Toufanian, 19, of Potomac, Md., defended his business today, saying he "was not at all upset about Lower Merion complaining."

Asked to comment on the situation, Lower Merion schools spokesman Doug Young declined to be drawn into a debate with Toufanian.

"Our focus is on the safety and well-being of our students, and that's the bottom line," Young said.

Toufanian said in a phone interview that underage drinking has been going on here, as everywhere, "for centuries" with the tacit support of adults.

It is only when a film of the behavior surfaces, he said he believes, that school administrators feel they must act.

He called that hypocritical: "If I'm bringing it to their attention for the first time, that's embarrassing. It's been going on for years, but it's swept under the rug. What do you think homecoming is based around? The after parties," Toufanian said.

He said school officials "know students are drinking and using drugs, just don't film it. We're not advocating for these things, but documenting them as they are."

Schools spokesman Young said he would not debate the merits of the video as a reflection of society.

No actual illegal substances were used in the filming, Toufanian said; 'props" were used instead.

Toufanian said he created I'm Shmacked with partner Jeffrie Ray, to be a business which focuses on the lifestyles of young people, especially on college campuses.

"We are doing college tours, creating a documentary and book/platform that is interested in tackling all things young adult," he said by email.

Toufanian said the business evolved from a school project begun on winter break.

He said he met co-founder Ray, a 2011 graduate of Lower Merion High School, at a train station in New York when Toufanian was in New York to negotiate a book deal. Toufanian was 17 at the time, he said. He did not attend Lower Merion.

Asked about his business plan, in an email response, Toufanian said:

"It becomes profitable due to the sponsorships, the people we are involved with, the advertising / marketing power we have, alongside the major companies that are paying for our expenses or paying us directly. Be it major T.V networks, producers, investors, energy drinks, etc.

"I have an agent," he said. "We have been making capital. And yes, we are currently in talks with major networks about the rights. Also, major publishers."

On Wednesday, school officials became concerned when they learned a video depicting current and former Lower Merion students had been posted online.

Students were shown apparently drinking alcohol, smoking marijuana, holding open liquor containers near cars, smashing a window, and in one scene, staggering down a flight of stairs.

In response, administrators sent a letter to parents saying there would be consequences for the students appearing in the film. The families were to be notified about that by late today.

The district's action spurred comments online about whether or not schools have the right to legislate students' off-campus behavior.

Doug Muth, the webmaster of the local website, Save Ardmore Coalition, said no.

"Somebody please explain to me WHAT business Lower Merion School Distract has getting involved?" he posted on the website. "Going after students for something they didn't do in school? I really don't like the sound of that. It sounds downright creepy and Orwellian."

A poster with the handle Kokomo Joe took issue with Muth's post:

"High school athletes all sign a 'citizenship' paper, or they don't participate," he posted on the Save Ardmore Coalition website. "Anything they do, on or off campus, can affect their status on the team.

"I think LMSD did the right thing by notifying parents. Everyone likes to pretend their kid 'doesn't do those things.' The video is proof that someone's kids do. If they are yours, address it."

According to an explanation online, shmacked means getting so drunk or stoned that a person can no longer function.

"People are going to drink," Toufanian said.

"What they should be doing," he said of parents and school officials, "is finding effective tools to make it safer - like 'after you drink in my house, give up the keys, no one's driving,'" he said.

Contact staff writer Bonnie L. Cook at bcook@phillynews.com.