Alex Haldi, one of Def Jam‘s In-House Art Directors, is truly an inspiration to all of the artists out there who love hip hop. Being a graphic designer myself, I know how hard it is to work in this industry and get paid for my creativity. Before talking to Alex, I had a mini-breakdown because I felt like I was giving my life to my work only for the chance that someone would believe in me enough to actually pay me what I am worth. After talking to him, I have realized that no matter how much people might think I am crazy or just plain obsessed with hip hop I am going to bring every idea I have to life whether or not I get paid… in the end it will be worth my dedication and efforts. Thank you Alex, for this interview and I only hope that all the artists out there who love hip hop will take your words to heart like I did.

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GWHH:
How did you get started with Def Jam?

AH: Well out of college, I was working for a greeting card company that made photo based cards centered around animals and primarily targeting middle aged Midwestern women. I think that my alienation from that job really motivated me to try and work a job that I felt would fulfill my creative needs. I needed a change. So I would make up fake assignments that pushed my skills in the hip hop industry. If Kanye or Jay-Z were on tour, I would create a poster for the tour. If a new artist dropped and I could find their email. I would do a promo poster for them and send it their way. I did this often and occasionally I would get good feedback, most of the time I would never get a response, but that never stopped me from trying. Ultimately that is what built my book. All fake assignments I had given myself. All the while, I had a friend that worked for Def Jam. I gave her a poster I did in college that she showed it around the office casually as a favor. One day Def Jam was interviewing for a new designer and my early day mentor and design hero Tavon Sampson was supposed to hire his intern, but she randomly had just stopped showing up to work. Tavon didn’t have a back up, but he had known me from that poster from back in the day so he brought me in. The rest is history. Shout out to that intern, if it wasn’t for her I would probably still be art directing shoots of French bulldogs dressed up like Frankenstein. 

GWHH:
What do you like most about working with Def Jam?

AH: Well, I like working with younger artists…they are more open-minded and are more excited about projects (and usually much more punctual). But there is also an undeniable universal respect for the Def Jam brand. So much of the hip hop I grew up listening to was on Def Jam. From Jay to DMX to Method Man the list is endless. This year I got to work on projects for Jay-Z, Wu-Tang Wu-massacre, and Outkast Big Boi. Those are three artists that majorly change my entire view of music, society and art. I am truly blessed, and without working here I never would have those projects in my book.

GWHH: What education or skill sets do you recommend a graphic designer having if they want to specialize in design for the hip hop industry?

 

AH: First and foremost is learning the classic rules of design. You see more bad design work out there then good in the hip hop world. Just by taking a class, reading a book, or learning from a mentor, you can learn the basic elements of design and apply them to any industry. Also designers need to check for other designers and artists. I am always looking at websites and talking to other designers about what they are working on inspiration is everywhere. Try and figure out what it is about another artists work makes them great, or successful even if its only on a few of their pieces. There are times when you have to fall into traditional “Hip Hop” taboo design. Strokes drop shadows, bevels are all part of what we do, but they need to be used the right way, which is usually SPARINGLY.

GWHH: What advice do you give designers who are looking to specialize in the hip hop industry?

 

AH: Network, work hard, and freelance is all I can say. Networking is the key to getting you and your work noticed. Had I never networked, I would not be working for Def Jam right now. Working hard and contacting artists you want to work with, like I did, is always worth your efforts. Any kind of feedback you get will make you a better designer. Freelance, freelance, freelance. For a while I took would take on freelance work for free just to get my name out there and build on my portfolio. It’s a questionable practice but if you’re desperate and the artist legit has no money, then it’s a win/win for all involved. Just be sure to not do this for people who do have the money as it cheapens our craft. This goes for design competitions as well. Do your homework on all that. Once you build a strong network of clients and work, and you’re in the position to charge, you can start to do so. But still to this day I do freelance projects and work with young hungry unsigned artists because it helps to expand my portfolio and keep things fresh.

GWHH:
What was your favorite project to work on?

AH: Hands down, the Wu-Massacre project. They gave me the freedom to do whatever I wanted since the guys were so hard to track down and refused to do a traditional photoshoot. So I used all my knowledge as a Wu-Tang fan to make what I as a fan would want the art to be. Luckily I got Chris Bachalo (famous comic book illustrator) to work on the project and we were able to bring my ideas to life. Fortunately, at the end of the process I learned for a fact that Meth, Ghost, and Rae all loved the art despite them being a bit MIA during the process.

GWHH: What are you working on now?

 

AH: I just finished the Rihanna LOUD cover (featured above). Just wrapped the Kris Kasanova art project, who is dope by the way. You can check him out here. Lastly I am working on a gallery show tentatively set for March 31st in NYC. Named, “The Glorification of Gangster”, the show is an effort to explore the undeniable innate human fascination with the life of organized crime, by collecting work by the Bestest Asbestos studio that showcases that the gangster lifestyle and its accompanying tales. Particularly spotlighting its nature to transcend time, culture, religion, and media. In congruence to that I am working on a mixtape, and am currently taking submissions from producers and MCs, feel free to reach out if you’re talented and interested.

GWHH: Where do you see yourself in 5 years?

 

AH: In 5 years I plan on being a brand that far surpasses hip hop and even music. I have a film in the works, the show, and a production company. I just try to keep aiming for stars so I can hit the moon.

GWHH:
Lastly, where can we find you online?

AH: AlexHaldi.com, Bestestasbestos.tumblr.com, @BestestAsbestos on Twitter, and Facebook.com/AlexHaldi.