#went right from medium murda to

[murdavalley]

Okay, so we have a problem.

[theparaminds]

  It is almost unimaginable how many musicians have been given a listen due to their album artwork. Being the first impression itself, the artwork obviously holds the same weight as the music in many cases. Back in the days of record stores, there was no 10-second preview; the artwork was all there was between the consumer and the artist. Though, it is now a digital age in which attention is the most valuable commodity, in which standing out is just as difficult as ever. Some believe that the artistry of an album has been lost and in a sense it is arguable that the lack of physicality within the medium has hindered the appreciation of the art form. But many on the other side of the scale believe that is completely wrong in every sense, many being the graphic designers themselves; one of which is pushing to retain the art form he built his base on. 

  Max Cohen is a Waterloo, Ontario born and raised creative director and designer who has established himself a major player in the hip hop scene; creating artwork for some of the hottest acts currently, which include: Killy, Pierre Bourne, Murda Beatz, Smokepurpp and of course many more. Max understands the importance of branding as well as the visuals themselves, hoping to share it with those unaware of its essentialness. Parmaind sat down and spoke to Max about his work and visions, the rap industry as well as his views on the future of music marketing. 

 Paramind: First question as always, how’s your day going?

Max: Good man, it was ok; school was school. I’m living bro, living good.

PM: So, why don’t you tell everyone who Max is?

 M: Oh god, my name is Max Cohen; I am a student, I am an artist, I make album covers and work on branding for a bunch of different artists and labels, just an overall creative.

PM: So of all those projects you’ve done, what are the three you’re most proud of?

 M: Oh, Killamonjaro for Killy, Bloody Hands…this is tough… oh the Fiji and Yachty one for sure. 

PM: It is seen in those projects that you work tightly in the hip hop community, but do you think that’s where you’re happy staying? Or would you want to expand and if so, where?

M: I mean I love all genres of music so I’ll do anyone I listen to and primarily listen to the people I work with. It’s nice to have that personal connection with the artists. But in general with rap its probably where I’ll stay, it’s what’s popular and what I enjoy the most; it’s the black renaissance coming into play and that will be prevalent as time goes on. Also I work more on an industry level than a Soundcloud one now as well. I’ve worked with Universal, Interscope, real label shit. It’s my niche and I’m enjoying it and once I continue to expand my range of talents it’ll just get better and I plan to stay prevalent and influential in the industry.

PM: So do you plan to move towards shooting concerts, live visuals, etc. as arguably album artwork is static as an art form?

M: Yeah it can be sometimes, but photography is so saturated right now that it’s hard to stand out at all because thousands of them exist, so there’s no real point. People have asked me to shoot or do video work and my friend who goes by the name Sogross basically just taught me to diversify my skillset and so if an artist wants me to go on tour for a couple months and do all the visuals and creatives I can do that.

PM: But you’re still doing album art, it is still your main focus; and there is now the question of why it’s relevant. Akon recently tweeted making fun of even caring about album artwork anymore...

M: Akon’s on bullshit man

PM: [Laughs] so then why is it relevant then in your mind?

M: It’s the most important thing towards marketing and building your brand and fan base. Off the top, cover art is an art form so it needs to be maintained. But that whole idea of branding is important, it’s like saying ‘why do we need advertisements for companies?’ It makes no sense. That is literally the equivalant. Its part of the marketing, and of course, its part of the vision.

PM: But what about album covers with no art? Like Yeezus?

M: Still art. Still branding. That’s totally art and expression and what the artist wanted to display. It was curated by Joe Perez , dude is so smart. But it’s a message against the music industry.

PM: Kanye called it the coffin or death of album covers, does he have a point?

 M: Kanye is a visionary but he’s also dramatic and sometimes stupid so take everything he says with a grain of salt.

PM: While on the topic of album covers, can you tell me some that have influenced you in some way?

M: Anything Bryan Rivera does, he does Post Malone’s stuff, I don’t have specific influence from one piece or it else my art wouldn’t be my own. So maybe not specific covers but more portfolios.

PM: Can you give any secrets or hints at album covers or work you have coming soon?

M: Geez, lot of Toronto work. I don’t like talking on my moves before I make them. No reason to flex a piece before it’s done. I can speak on the fact I’ll keep working with Murda Beatz if all goes good.

 PM: Nice, on top of working with musicians you’ve also worked with some other graphic designers like your friend Jeff and I know you’ve been shouted out in Justin Wilson’s interview with Untitled, so can you speak on your connections or your future in terms of collaboration?

M: The community is very tight knit. You have very industry based designers who only fuck with people in their circle and no one else. But that’s some drama LA shit. But in terms of the community, I’m in a lower tier but it’s so tight knit. I’m in group chats of about 40 different designers and creatives in the industry and everyone’s friends. The piece I recently did with Jeff for bloody hands was me just not being able to do the edits because I went out one night so I sent it to him and he got it done no problem.

 PM: So what would be the dream for you then? What is the end goal or place you’d be happy ending up at?

 M: I mean, I’m not going to university for graphic design; I’m going for creative industries, which is more the business behind everything I’m into. But if I could make graphic design my career I’d be the dream. Vision wise, I will realistically work with Ovo in the next 6-8 months and they’re the biggest Canadian entity and I already have work that’s been viewed millions of times by millions of people, which is unreal. I’m so happy where I am and I just enjoy being in the scene and reaping the benefits of working in music. I want to have a presence and make great work...

In the end, it comes down to the art not the clout.

PM: True, you’ve worked with some big artists such as Pierre Bourne and Killy as well as SmokePurpp. But you have to wonder who those out of reach people are for you that you desperately want to work with.

M: Migos. No doubt. Coach K and Quality Control are tight knit on what they do. But if I can work with them It’d be crazy. And anyone large and I respect. Even like on a lower scale, like Yellow days. That’d be lit. But I try not to be driven by who I’m working with and rather be driven by the quality of the art and how much money I’m making. [laughs]

PM: [laughs] Do you lose your artistic integrity in the pursuit of money or social media numbers?

M: When you work in a service industry, like I do, its not necessary sacrificing artistic integrity and instead doing what the customer wants and doing it the best I can. I will sometimes make a piece I don’t love but that my client will love because that’s what they wanted. So yeah that could be seen as losing integrity. It’s a hobby and I love it but it’s also a job, this is my part time job. Sometimes if someone does something I can’t support I’ll have to turn it down but that’s it

PM: So in those cases is it about them as a person or just not enjoying their music or vision?

M: That’s hard because so many rappers are fucking scumbags. There are so many bad people popular in rap right now, its difficult to find that line lately… actually lets stop that topic [laughs]

PM: [laughs] Yeah best to move on for now… going back to album art and design, how do you feel you’re making yourself stand out and why do you matter?

M: My shit’s hot man, my art’s sick and I can make anything anyone wants. Perfect example is Killamanjaro... Wait hold on let me pull out these texts…

[Max pulls out his phone and finds a conversation with Killy]

M: He gave me the vision of “crazy dystopian dark world art cover, needs to be crazy and memorable” and It was my job to make something sick and something worthwhile. And that’s what I want to keep having is the ability to see something in my head and then execute it to the highest degree, because that’s what makes me worthwhile and unique.

PM: For sure, thanks so much for your time man, anyone you want to shout out?

M: Shout out Liam, shout out Luke, shout out Tuti; Tuti’s my Brazilian homie who I’ve known for like 3 years and has been on this design shit forever. Also; Jeff, Dj, Trap, Zero, Jermane cause he’s putting me on right now, my parents, my sister, oh and my dog.

Paramind would like to thank Max for his time, as well as speaking his mind and giving us insight into his art and future.

Follow Max online:

Twitter: @Mxxchn

Instagram: @Mxxchn

Words and photos by Guy Mizrahi