Capsules Book meets Rhiannon Jones, Creative Director, Warner Music Artist Services
Rhiannon Jones is the Creative Director at Warner Music Artist Services and a long-time friend of Capsules Book. She took time out from her busy schedule to talk to us about the evolution of her career, what she looks for when hiring freelance creatives and takes us on a behind the scenes look into working with some of the biggest bands in the world.
“Projects can vary hugely, over the years I’ve worked on exhibition gift shops, pop up shops, filmed merchandise promo videos, lookbooks as well as tour ranges, online exclusives and brand collaborations. ”
Hi Rhiannon, Thanks for taking the time to talk with us today. To kick things off, could you tell us a bit about yourself and what you do at Warner Music?
Absolutely, I’m a Creative Director, I live with my fiance Tom and cat Mitsy in South East London. I adore tea and have an unhealthy obsession for To-Do lists and stationery!
Day to day I look after the creative for Artists & Band Merchandise specifically for Retail, eCommerce & Touring at Warner Music Artist Services. Projects can vary hugely, over the years I’ve worked on exhibition gift shops, pop up shops, filmed merchandise promo videos, lookbooks as well as tour ranges, online exclusives and brand collaborations. I work closely with Product Managers who look after a roster of artists to develop designs and products whether it’s bespoke, off the shelf or in collaboration with other brands. Whilst we’ve been in lockdown the focus has been heavily towards Retail and eCommerce but thankfully the workload has not slowed down!
Marina and the Diamonds LOVE + FEAR acoustic EP cover designed by Rhiannon
How did you first become interested in graphic design? Was creativity always a big part of your life from an early age?
From a young age I remember making things, I’m a problem solver so it was usually an ‘Art Attack’ inspired project and I’d run to my Dad to help me create some wild masterpiece. In my teens I wanted to be an Interior Designer, I created a chandelier made out of paper hands for my Art GCSE but when I started Art College I was properly introduced to Graphic Design and Typography and fell in love!
“I’ve been super lucky to have had the most amazing boss to support me through my progression at Warners, it’s been hard work but there is also a huge amount of respect within our team for each other and that gives me drive.”
You've been working for Warner Music for almost 10 years now, can you tell us about your career evolution?
I was particularly unlucky to graduate in a recession, jobs were sparse and the competition was ridiculous! It was all about interning, gaining experience and networking. I spent a year after graduation building up my experience at magazines and design agencies until my brother Gareth told me about an internship at Warner Music he’d seen on Facebook. I sent my portfolio and CV over not thinking I’d hear anything back and was blown away when after an interview I got a three-month placement. It was the BEST three months!!! Incredible experience to work on live projects with Brand Partnerships, Merchandise & eCommerce and because of the wonderful team I worked with, they helped me pitch for a full-time role.
The last 10 years have gone by so fast! I feel my role has organically grown over the years focusing more on merchandise especially touring. In 2018 I completed a Creative Direction course at UAL: Central Saint Martins which heavily confirmed my next steps towards being a Creative Director (as I was already doing part of the role). There were a couple of specific projects (like the Divide World Tour) that I worked on in the last two years that elevated my creative thinking, challenged me and pushed me to grow as a Creative Director.
I’ve been super lucky to have had the most amazing boss to support me through my progression at Warners, it’s been hard work but there is also a huge amount of respect within our team for each other and that gives me drive.
A selection of projects Rhiannon has worked on for Ed Sheeran
“I briefed 17 designers and illustrators to create poster designs for each night of the tour, everyone was given the same brief and it was awesome to see how different each design was and the band loved it!”
You've worked with some big names in music throughout your career including Ed Sheeran, Biffy Clyro and Muse to name a few. Can you tell us about a favourite project you've worked on?
One of my most favourite projects has got to be the gig specific screen prints we did for Biffy Clyro on the MTV Unplugged Tour. I briefed 17 designers and illustrators to create poster designs for each night of the tour, everyone was given the same brief and it was awesome to see how different each design was and the band loved it! Some were our lovely designer pals but a lot were new faces, which was so great to have the opportunity to work with such amazing talent! We were able to get the band to post each design on their Instagram the night of the gig and the fans reactions were brilliant, selling out every night and some fans even getting the designs as tattoos!
Biffy Clyro posters & tattoo by @KieranSullivanTattoos & posted by @SamuelBThorne on Instagram
“Some of the most important lessons I have learnt is to not take things personally, be open to change, keep learning and be nice! ”
Do you have any advice for designers aspiring to work in the music industry?
It’s hard work and you have to work hard! Some of the most important lessons I have learnt is to not take things personally, be open to change, keep learning and be nice! Gareth told me before I started at Warners ‘be the first one in and the last out’ making a good impression is everything!
Amazon Music and Coldplay ‘Everyday Life’ pop up shop, London, UK
“Attention to detail is my number one, I like to see that someone has spent time on their portfolio, that it really shows the very best of their personality and work. ”
When looking for new freelance artists to collaborate with, are there any particular qualities you look for in their portfolio and personality?
Attention to detail is my number one, I like to see that someone has spent time on their portfolio, that it really shows the very best of their personality and work. Time is frequently not on my side, so if I’m searching for your talented self and I need to see the best of you in an efficient way - how would you get my attention? Clear communication is always a winner, what are you trying to say? What was that project about? How do I contact you? etc.
God’s Own Junkyard (originally posted on their website)
What would be your three must-see places for any designer visiting London?
The Design Museum is a staple, exploring Brick Lane and Shoreditch seems an obvious choice but it changes every time I go so it’s always worth a little wander! God’s Own Junk Yard - Typography heaven!
What do you think are the key aspects that make for a successful collaboration between a freelance designer/illustrator and creative director?
A well-written brief, good communication and not to be afraid to ask questions!
“...ultimately, inspiration is everywhere, you’ve just got to be observant!”
Pictoria Volume.1 at home in Rhiannon’s office
Do you have any resources, websites and/or books that are your go-to for inspiration?
Capsules is a given! I use Pinterest and Instagram a lot at the minute but ultimately, inspiration is everywhere, you’ve just got to be observant!
What's the biggest challenge you've faced in your career and how did you overcome it?
Anxiety has probably been my biggest challenge recently and to be honest it’s still something I’m working on. I’ve read some super interesting books and podcasts about anxiety and techniques to help but sometimes when I’m in the middle of it I can’t help over analyse and try to ‘fix’ how I feel. It usually flares up when I have too much going on in my head - hence the love of lists! Whilst I haven’t cracked it yet, I find yoga helps a lot and talking after I’m over the worst of it.
Use Hear Protection exhibition, collaboration with Factory Records & Peter Saville at Chelsea Space, London, UK
Can you tell us a bit about the project you'll be working on over the next 12 months?
Who knows what the next 12 months will bring after the last few we’ve had!
Rhiannon designed the backdrop for a Led Zeppelin event featuring Jimmy Page
Thanks so much for your time today Rhiannon, it was great to talk with you, and I’m looking forward to sharing your answers with our community!
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