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    Local Artist Spotlight: Will Ruocco

    Will Ruocco may not be a household name within the Columbus arts community, but he is a shining example of success when it comes to creating a career around art and design. Much of his work is done for clients located outside the city, and Will has even been recognized with a Juno Award for his work with Canadian band The Tragically Hip.

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    We recently spoke to Will to find out more about his start in screen-printing, his passion for classic rock covers, and why he’s now ready to become more involved in the local arts community.

    Q: Tell us a little bit about your background, both personal and professional.

    A: I grew up an hour north of New York City, and living there had a huge influence on my life. Whenever I had the chance, I hopped on the train to go record shopping in Greenwich Village. I didn’t realize it at the time, but all of those trips into the city were helping to build my visual vocabulary. You’re surrounded by art and design in New York – it can’t be avoided.

    I studied art at the State University of New York at Fredonia and graduated with a degree in graphic design. That was before computers were used in graphic design classes—we did everything by hand—so I graduated with no computer skills or relevant work experience. Lucky for me, there was a local screen-printer who was willing to give me experience and took me on as an intern, later hiring me fulltime. He taught me every aspect of screen-printing and I taught myself how to use a computer as a design tool. That’s where I created my first t-shirt design.

    That experience led to working for a large screen-printing company in Buffalo, NY, where I created scores of graphics for licensed pro-sports apparel. And then eventually to a similar design job here in Central Ohio.

    By now, I’ve designed well over a thousand t-shirts and still find that I enjoy it. It’s something I struggled with for awhile — I was afraid of becoming pigeon-holed as only a t-shirt designer — but I’m really happy doing it. Ultimately, it was my knowledge of screen-printing and love of music that drove me into creating concert posters, which is what most people know me for.

    Q: What first got you interested in the type of graphic design and illustration work that you’re currently doing?

    A: In the late ‘90s, I was getting bored with my day job and thought I should learn a new skill, so I decided to attempt teaching myself web design. I needed a theme to work around, so I decided to make a fan site for my favorite band, The Tragically Hip. I quickly determined that a website needed some, you know, content, so I created my own gallery of concert posters to promote their shows.

    I got a lot of inspiration from a mail-order catalog out at the time called ArtRock, which sold limited edition silkscreened concert posters by artists such as Frank Kozik, Coop and Mark Arminski. I looked at all the great, crazy and colorful artwork and thought, “That’s what I want to do.” It seemed like the artists had complete creative control to do whatever they wanted.

    I’ll always think of rock poster artists as the garage bands of the design world. They are incredibly skilled do-it-yourselfers with raw talent and don’t aim to please the masses and water things down to be safe like a lot of corporate design does. It’s not always pretty or perfect, just like good music.

    After I finished the The Tragically Hip site, I contacted the band and invited them to take a look at my work. They really liked what they saw and asked me to come up with a bunch of new designs for official tour merchandise. I was incredibly excited and a bit intimidated at the news. I mean, who gets to work for their favorite band? It was crazy.

    Landing that design job was a huge deal as it led to doing work for some of the biggest names in rock history; Neil Young, Sting and The Rolling Stones. In 2006, I won a Juno Award (Canadian version of the Grammy) for my work on a boxed set for The Tragically Hip.

    Q:  How would you describe your style?

    A: It’s a mixture. I never want to paint myself into a corner creatively, so I let the project dictate my approach. I am currently in the habit of roughing things up and distressing images so they aren’t too pristine. Maybe that’s my signature style at the moment.

    Q: What medium do you primarily use and how would you describe your work flow?

    A: I sometimes start with a concept scribbled down on scrap paper. That’s a case where I usually have a solid idea of how I want the end product to look, and I go from there. Other times, I stare at a blank computer screen waiting for something to happen and, when it doesn’t, I go digging around through photographs or old images from printing blocks to find something that speaks to me. Eventually, everything (hand-drawn or not) is scanned and manipulated on screen, where I can quickly scale and alter the images as I go. Nothing stays in its original form.

    Most of my time is spent finding the right typeface for a design. I think typography is the most important aspect of graphic design. The fun thing about concert poster art is that you can get away with breaking many of the rules for handling type.

    Q: Where do you draw inspiration from?

    A: All of the great album cover art of the ‘60s and ‘70s sparked my interest in combining art and music. I was one of those kids who sat staring at the album art while listening to a record. I would go over every inch and detail. I was very aware, even then, of how visual art could capture a mood. That’s the key to designing stuff for the music industry — you’re hinting at the sound of music and preparing people to hear it. Storm Thorgerson, who did so many recognizable album covers (Led Zeppelin & Pink Floyd), probably was best at this and had the most influence on me.

    I also have a lot of respect and admiration for the work of other poster artists, such as Jay Ryan and Jeff Kleinsmith. Gigposter artists are a friendly and imaginative bunch of people to hang out and share ideas with.

    Q: Jeff Regensburger was the person who first mentioned you to me, and he said that you’re somewhat established nationally/internationally but haven’t gotten a lot of local attention. Why do you think that might be?

    A: Most of my work comes from outside Columbus. My work with The Tragically Hip, who are wildly popular in Canada, has generated a lot of interest from north of the border. I recently worked with a Canadian filmmaker to design posters and other visuals for the documentary film El Payo. That being said, getting attention as an artist anywhere takes a lot of time and effort. You have to be fairly prolific and get out there and be seen and connect with people. Being a stay-at-home dad for eight years has made it hard to find time to be involved with everything. So much of my free time is spent doing design work that I rarely make it to local events. Now that my kids are older, I look forward to being more involved in the local art community.

    Q: Generally, how do you feel about the local arts community in Columbus? Is it open minded or challenging enough? Inclusive/Exclusive? Do people in Columbus buy art as much as they should?

    A: The Columbus art scene has changed since I moved here 15 years ago. I originally felt it was exclusive and limited to a few venues and a very selective crowd. In recent years, local artists have really become organized and given plenty of opportunities and support to each other. The Ohio Art League, Couchfire Collective and Wonderland are all examples of a thriving and inclusive scene that brings people together.

    I think people in Columbus are very supportive of the arts. They want the opportunity to buy something unique and recognize the importance to putting money in the pockets of local artists. They want us to succeed.

    Q: Any upcoming shows or places where people can find your work?

    A: I plan on doing a bunch of shows and festivals this summer. I usually make it out to Chicago and Seattle for the Flatstock concert poster exhibits that coincide with Pitchfork Music Festival and the Bumbershoot Festival annually. I also try to make it to Renegade Arts & Crafts Festival where I sell my own signature t-shirts, buttons and limited edition prints.

    Q: Anything else you’d like to add?

    A: I’m looking forward to collaborating with Allison Chapman of Igloo Letterpress on some authentic letterpress prints later this year. I’m also doing more of my own stuff — unrelated to bands, but still with a rock ‘n’ roll vibe — that I’m really excited about. Hopefully, it will all be ready to go this summer.

    More information can be found online at www.willruocco.com.

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    Walker Evans
    Walker Evanshttps://columbusunderground.com
    Walker Evans is the co-founder of Columbus Underground, along with his wife and business partner Anne Evans. Walker has turned local media into a full time career over the past decade and serves on multiple boards and committees throughout the community.
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