Somewhere back in the mid-eighties, the idea of doing some music-based prints had been kicked around. There seemed a gaping chasm between commercial posters and limited edition artists' prints. The idea festered and resurfaced one day in 2001. This time, it would be a mixture of English graphic designers and American street artists–some of whom were poised for fame.
There were a number of fatal flaws with the project: 1) we did too many artists, it should have been no more than a dozen, but the list kept growing until it reached thirty. 2) we chose not to get them signed–this was a catastrophic error, since many of the artists' work was to command big money and 3) we didn't stoke demand ahead of time and while there was some interest in it, we failed to explore or create a market beyond the immediate people who knew us. So, commercially, it wasn't the smartest thing we did, but it was one of the nicest.
The opening night was a riot. We were able to take over the abandoned shop next door, who's delipidated state provided the perfect backdrop. Everyone and his wife showed up and the whole street was jammed with people. Eine (Ben)–and this was before he was mates with David Cameron–chose to write on the nextdoor neighbour's windows and we had to politely explain to him that althought the show was encouraging graffitti, it wasn't that encouraging.
The prints sold OK after the show, especially in Selfridges. In the end, a couple of the artists–Kaws, and Ryan McGuinness–sold out. Most of the rest are still available and I'll be making them available here soon.
Anyway, here's the prints and some pictures from the opening night.