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I discovered the Grateful Dead in the 11th grade. The guy at the next locker sold me a ticket to a New Haven show for $10. I skipped out on my after school job - I’ll never work in Woolworth again! - and got on the train to catch the show. It was Good Lovin’ that got me, and I’ve been on the bus ever since.
Years later, one of my closest friends asked if I’d like to be involved with Relix Magazine. Relix, the jamband trade magazine, needed a refresh, and I came on as a partner and Creative Director.
Not only did I now have All Access laminates to go backstage, I was the one designing those All Access laminates.
I was asked by the Grateful Dead’s charitable arm, the Rex Foundation, to design a series of concert posters featuring different collaborations of jamband greats. Members of the Dead would play with the Zen Tricksters or Dark Star Orchestra - for truly unique performances. I had a surreal moment when I was asked to create concert posters for Hot Tuna!
Each poster has a story. For the Jorma Tribute show, I stood on the traffic island, one foot in a bush, on Broadway and 76th St., to get the “right” shot of the Beacon Theater. Took a while, but I was happy with the results.
Two events from that time stand out. First, the 2006 Jammy Awards held at the Theater at Madison Square Garden. I created the concert poster, tickets, lams, program, marketing materials, even the ads for the Village Voice.
Much to consider for the poster design. Of course the concert was at MSG! How incredible was that? So, the Garden had to be a presence. There were so many musicians scheduled, and I knew that each artist’s name needed room to shine, so I fanned them out exploding up from MSG.
I ran around like a nut all night backstage, having a few posters signed by the likes of Peter Frampton, the guys from Phish, Bill Kreutzman and Mickey Hart, and even Dweezil Zappa.
The highlight of the evening was at the very beginning. I entered the Garden from the service entrance - funny, I didn’t even have to show credentials. Just walked through the stage door on 32nd & 8th. I walked through the backstage area where the crew was setting up, stepping over ropes and cables and sitting in front of me, jamming on his sound check, was Richie Havens. I stood there maybe 10’ behind him, mesmerized, watching him strum Freedom.
Afterward, he threw his arm over my shoulder and signed the poster. Pretty cool.
The second significant event was the 2011 Concert for Japan tsunami relief benefit, sponsored in part by the Japan Society. It was an honor to be asked to design the poster and materials, but of course, timing was tight.
Held at the Four Seasons Hotel in Hong Kong, the Concert for Japan featured local musicians, a fashion show, and silent auction with 100% of the proceeds going to relief efforts.
But, what to do? The branding needed to be simple, universal, easy to understand. I was pondering on the subway and noticed a I (Heart) NY shirt. A bell went off. The Japanese flag!
The Rex Foundation Black Tie-Dye Ball Featuring the Zen Tricksters