Fans of the alternative music scene are likely already familiar with the incredible work by HE Creative. The Essex based creative studio has worked with everyone from MTV to Columbia Records and Kanye West.
The work focuses on the evolution of the punk scene and goes hand in hand with the music itself. We spoke to HE Creative around how the studio has secured this incredible position, straddling the music and art spheres.
Located in Burnham on Crouch, HE Creative is also elevating the voices of the alternative communities by actively riding the tech wave of the future, having entered the NFT scene by teaming up with brands such as the Avenged Sevenfold’s Deathbats NFT collection and Goth Girlfriends.
We find the collaboration with Goth Girlfriends particularly interesting – a new inclusive NFT space, hosted on blockchain platform Solana, the NFT collection is aimed at those who can be marginalised in the traditional art sphere. With this project, No Face, anonymous founder of Goth Girlfriends and self-described goth has teamed up with HE Creative and together they are striving to create a safe space for alternative cultures to thrive.
(Goth Girlfriends)
TELL US, HOW DID HE CREATIVE COME ABOUT?
HE Creative was formed in 2014, we had posted some illustrated Kanye West memes on tumblr which went viral and led to us being contacted by media outlets to work on editorial content and by Columbia records to work on similar artwork for Pharrell Williams. The work just didn’t stop coming in so we became a full time studio.
WHAT DOES YOUR ART MEAN TO YOU?
Art means everything to us from visual art to movies, music, comic books, skateboards, toys. Art and design are fundamentally in ever decision we make.
(MTV X VMAS)
WHAT DO YOU THINK DISTINGUISHES YOU THE MOST FROM OTHER ALTERNATIVE ILLUSTRATORS?
I think the number one thing is professionalism and work ethic. We do our very best to deliver above and beyond our clients expectations and we always put our client first.
I HAVE NOTICED YOU HAVE BEEN ACTIVELY RIDING THE TECH WAVE OF THE FUTURE, THROUGH PARTNERSHIPS WITH NFT BUSINESSES. HOW DID YOU GET INTO THIS?
Last year we got a phone call from Avenged Sevenfold front man M.Shaddows, he explained everything to us and we treated it like any other illustration job, and then we saw just what can be achieved with them.
(Deathbats front cover – Associated Press)
WHAT DO YOU THINK ABOUT THIS NEW WAY OF COLLECTING ART?
It’s got highs and lows like everything else. It’s nice to see an environment where artists are put first and people pay you for content and want to own your digital art. It’s not a perfect situation yet, but the positives for artists our way the negatives.
DO YOU THINK IT IS IN LINE WITH THE ALTERNATIVE MENTALITY THAT CHARACTERISES YOUR ARTWORK?
I hope so, the NFT environment currently offers financial freedom for creatives in a way we haven’t seen since the late 90s street art boom. It’s also a space with no rules so it does seem pretty punk.
(Goth Girlfriends)
HOW DO YOU SEE THE FUTURE OF DIGITAL ART, WITH THE ADVENT OF NFTS?
Hopefully people will see the value in it and see your originals with the same prestige as traditional art.
ONE OF THE COLLABORATIONS WITH NFT BRANDS YOU HAVE DONE IS WITH GOTH GIRLFRIENDS, WHICH SEEMS TO BE A VERY AUTHENTIC PORTRAYAL OF YOUR CREATIVITY TECHNIQUES. DID YOU ENJOY THIS PARTNERSHIP?
Of course anytime I client comes to you can says “you do you” and there’s no changes and they are a real fan it’s going to be a lot of fun. But that’s what the NFT space breeds, cause there are no rules.
WHAT ARE YOUR THOUGHTS ON THIS SPECIFIC NFT COLLECTION?
We love Goth Girlfriends – the idea that for just 40 quid you can buy a piece of art that acts as a token to give you free gig and festival tickets is madness. It truly feels like a revolution.
WHAT ARE SOME OF YOUR FAVOURITE DESIGNS AND COLLABORATIONS THAT YOU’VE DONE?
The alt press cover with Deathbats feels like a life goal being achieved, but my favourite moment of our career is designing the poster for Phoebe Bridgers 2 night sold old show at the Greek theatre.
Read more and explore the full back catalogue of HE Creative work here: www.hecreative.com
Also on Instagram here: www.instagram.com/hecreative
(Phoebe Bridgers tour poster)