INFAMOUSIZAK - Creative Direction
Management & creative direction2019 - 2023
The problem
An unsigned South London rapper with real talent and no current presence in a crowded scene.
The fix
As manager and creative director for four years, I built one world around him: the X-ray Fracture artwork with Tarik Halil, a logo and merch range, videos and campaign imagery.
- Stormzy
- co-sign
- NME 100
- essential new artists 2020
- 2M+
- streams
- Sold out
- debut London headline at The Social
Artwork
The Fracture EP, 2020 to 2021, designed with Tarik Halil, was built as one X-ray world around his hands and rings: each single numbered and given its own colour, one to four, building to the EP cover, the full X-ray wrapped in butterflies. Before it, my covers for Homeowner, a lone figure at a child's Wendy house in the woods and Badda, a face taped over in orange beneath walls of handwritten lyrics.
Fracture EP
1. Used To It
2. Run Me Down
3. Personal Use
4. Good Ones
Homeowner, single artwork
Badda, single artwork
Music videos
Public Enemy, which I directed, Used To It, an underwater dream lit deep blue and Badda featuring Shakka.
Identity
The identity, designed with Tarik Halil: a broken-heart mark with a lightning crack, hand-drawn INFAMOUSIZAK type and a chrome version that turns in 3D.
ACZ merch
Artisan To Czar: a merch range I designed with Tarik Halil around the ACZ mark, from blurred orange type and a shattered globe to the chrome ring logo, the heart and the Fracture X-ray hand, printed on tees, a hoodie and beanies.
Press & editorial
Four years of press and editorial, shot by me and Harry McCulloch: the 2021 press on film, the night-time flash portraits for Fracture and the summer portrait in mustard yellow.
Live
The sold-out headline show at The Social in London, with the poster I designed and the edit from the night, then shows shot on VHS, Rolling Loud Portugal in 2022, Cloud X festival and the night at The Social on film.
Press coverage
GUAP Meets, June 2022: a profile and video interview, photographed by Silvia Draz. The shoot, then the piece as it ran, beside his entry in the NME 100, the essential new artists for 2020.
Credits
- Management & creative direction
- Will Beach @willbeach__
- Artwork & design
- Will Beach @willbeach__
- Design (Fracture, merch, logo)
- Tarik Halil @tarik___halil
- Public Enemy direction
- Will Beach @willbeach__
- Used To It direction
- Ella Violetta
- Used To It styling
- Jermaine Robinson
- Badda direction
- Troy Roscoe