American-based graphic illustrator El Jefe Design wasrecently commissioned by Lou Reed to create a visually compelling poster forhis July 2011UK and European tour. Exclusively numbered in alimited edition print-run of 500 copies, the rare screen-printed posters areavailable for a limited time only from Lou's official website - www.loureed.com/posters. "Reed's music was the inspiration," says El JefeDesign's founder, Jeffrey Everett. "It had to do more with the wholestory, his legacy, and the vibe about him. He has a truly dangerous aura aroundhim, but he crafts this absolutely stunning and beautiful music. That was themixture I wanted - beauty, love, desire with the feeling it will all go wrongin an instant."
WHAT IS YOUR NAME?
My name is Jeffrey Everett of El Jefe Design.
CAN YOU TELL US ABOUT THE BRIEF FROM SISTER RAY?
There really wasn't one. Lou Reed and his management enjoy my work. They originally saw my poster for The Gaslight Anthem and thought the themes and styles, also worked well for Lou. I think they appreciated what I could do and how I could interpret the music, so they let me run with it - see what I could do. I submitted several sketches that got singled down to the three that they loved. I suggested doing one to completion, and if needed, doing another. I can't work half way. I start a sketch and then it is done. Too much of the work is done on the fly, reacting to the piece and you have to make room for trusting that it will look good in the end.
WHAT IS THE STORY BEHIND THE IMAGERY?
Reed's music was the inspiration. There wasn't one specific lyric or song. It had to do more with the whole story, his legacy, and the vibe about him. He has a truly dangerous aura around him but he crafts this absolutely stunning and beautiful music. That was the mixture I wanted - beauty, love, desire with the feeling it will all go wrong in an instant.
HOW LONG HAVE YOU BEEN MAKING ART?
The grandiose answer is since I was a kid drawing on the walls. The professional answer is I have been a designer for 15 years and really focused on concert art and illustration about 6 years ago after getting my MFA from The School of Visual Arts.
CAN YOU EXPLAIN THE POSTER MAKING PROCESS?
Initially, the ideas behind the posters start out as sketches in my book. They are truly roughs, a few lines to get the direction and composition so the client knows what is coming. I can then talk through the concept. From there I do a more detailed sketch and that is where the piece takes shape. Next, I scan the sketch into the computer and work on it; adding textures, the colors, including type. This is where it takes shape as a poster. Working on the computer is essential now as I can make quick edits and revisions instead of starting from scratch. From there I work with Team 8 Press to screen print the final piece. The Lou Reed poster was a three color screen print on off white (French Paper Cement Green) and measures 19 x 25 inches.
HOW MANY POSTERS WERE PRINTED?
A limited edition run of 500 posters were printed and numbered. The first 50 posters ordered will be personally signed by Lou Reed.
WHERE CAN LOU REED FANS ORDER THE POSTER ONLINE?
The Lou Reed Limited Edition 2011 European Tour Poster is available to order online at Lou Reeds official website: www.loureed.com/posters
--
