Jonathan Blaustein: I just called you on the phone. We’re not Skyping. And I noticed that your phone number was 444-BOOK.
Paul Schiek: Yeah.
JB: Who did you have to bribe, as a book publisher, to get BOOK as your phone number? How much money did they make you pay?
PS: OK. Awesome first question, because I love these little details that most people don’t notice, or care about. A lot of people don’t have landlines anymore, and to me, a landline represents this classic way of doing business, so people can just call you at 444-BOOK.
It was sort of, I don’t want to say kitschy, but it was…
PS: I’ve had this long goal of being a business in the Oakland community, and that TBW would sponsor a Little League team. In the same way that Joe Schmo the plumber buys a Little League team their uniforms.
JB: (laughing) You’re gonna do that?
PS: That’s been a dream of mine for my publishing company. When I set up a landline, I said, “How much would it cost to have my number be 1-510-TBW-BOOK? But that was taken just numerically, by chance. So I just said well what about 444-BOOK?
They said it was available. So I said, “OK, how much is it going to cost to have that for the rest of my life, as my landline for my business.”
They were like, a one time charge of…$35.
JB: (laughing.) There it is. 35 bucks.
PS: So that’s the office phone number. In certain circumstances, it’s totally appropriate to tell people that’s the number. Sometimes, it’s goofy, and I just say the numbers 444-2665. But I like having it. It’s cool, and it references the workmanlike qualities that I like to instill in this company.
Some people get it, some people don’t.
JB: Listen, that was the fun first question. The next question is more traditional, but something that I’m really curious about. You’re a successful artist, as well as being a publisher. Why did you gravitate towards art to begin with?
PS: The short version is that I was out in the world, shooting a lot of bands that I would go see. I always had a camera with me, but I didn’t have an understanding of photography. I’d moved to California, and was working whatever menial jobs were possible, just to get by.
I was having a great time, away from a seemingly culturally oppressive environment where I grew up, in Wisconsin. At the time, for a 17 year old, it sure felt that way. Anything left or right of center was frowned upon. So I moved to California, and lived that lifestyle for a long time.
I made the decision that I was going to take something seriously. I think I was 26 at the time. I applied to one local art school, which at the time was California College of Arts and Crafts, but now it’s California College of Art.
JB: Right. They dropped the last C.
PS: Yeah, but when I was there it was CCAC. I got in, and it was an immediate life-changing experience. This isn’t my quote, but I became like the jock of art school. I would stay there 24 hours a day. I had no email account. I had never been on a computer, and here was a room filled with 25 computers, and you could do whatever you want on it.
I was blown away at the idea that I was encouraged to challenge things. It didn’t matter what I did at school. They were like, “Oh that’s interesting. Why did you choose to do that?”
That was extremely liberating and fascinating.
JB: Did you get to work with Larry Sultan?
PS: Yes, I worked with Larry my last year, but the whole time I was there I became really close with Jim Goldberg, and worked with him extensively. He’s 100% responsible for introducing me to photobooks and sparking that interest in me.
I worked with Larry, in 2005, but I didn’t become extremely close with him. He was a very influential person on my work there though. He was a extremely smart man, and someone I was very honored to have a opportunity to work under.
JB: In working with Larry Sultan and Jim Goldberg, you were introduced to super-star artists just as you were beginning your career. That must have been foundational for you?
PS: I knew that they were well-respected, and great artists, but I was just excited by what they were willing to offer up in terms of them being interesting people with interesting perspectives on things. I knew that they had books out, and I could go in a library and look at their book.
To me, that was something. That these guys, that I knew, that I could go sit one-on-one with, and talk about photography, I could also go in a library and, amongst these stacks of books, pull out a hardcover, coffee-table book with their images in it.
That amazed me. I’d never known people that had books out. You know? In a lot of ways, that inspired me to say, “I’m going to make a book.”
JB: And now, it’s 10 years later, and everybody’s got a book. That whole idea of it being a super-exclusive career marker, it seems like that mystique has been watered down a bit. Would you agree?
PS: I would agree with that. Yeah. Somewhat frustratingly, I agree with that. It bums me out a little bit, because I loved the exclusivity of it. It was this defining thing.
JB: Well, you can see everything from grumpy cats to gestating grandmas on the Internet, but that doesn’t mean there aren’t great pictures there too, right?
JB: Well, in 2005, which is when I’m guessing you graduated, you decided to publish your own book. It’s a perfect segue. You were fascinated by books. You had professors who knew how to make them. And well, well before everyone was doing it, you said, “I’m going to make my own book.”
Is that how it happened?
PS: That’s exactly how it happened. The more intricate part of it was that part of our requirement to graduate is that we had to mount a show, and make a post card announcing it. We had to print and frame it ourselves.
That was what we had to do to graduate, and prove that we are photographers. To me, it was just absurd. No one knew who I was. I had friends who were on the East Coast, in the Mid West, and Down South. I wanted to share what I was doing in school with these photos, and it just made no sense to spend this money to print these large photographs and frame them.
No one was going to see it. No one was going to care. Then, I was going to have to sit on this product that I didn’t know what to do with, that no one wanted to buy.
It made a lot more sense to me that I would be a publisher, and I would make a book. Then, I could mail it to those people, and use it as a promotional tool. Et cetera, et cetera. I had asked for Jim and Larry’s blessing, to do the book instead of a show, and they said it was fine.
I should also say that at that point, I’d been making ‘zines for years.
PS: So the idea of a book to me was the next level ‘zine.
JB: I’m glad you pointed that out. It didn’t come from nowhere.
PS: No. I was looking at, and participating in these things that were happening alongside the music world. I’d collected and seen fan ‘zines for years. Ever since I was 13 years old in Wisconsin, I’d seen ‘zines. More importantly, I was buying and seeing records.
A lot of times, a record was hand-printed, and on a random, nothing label. It was just like a name. So I just applied all those same concepts to publishing a book. In my classes, people would say, “You can’t just say you’re going to make a book. You need a publisher.” So I’d be like, “Well, I’m the publisher.”
JB: (laughing) That’s awesome.
PS: They’d be like, “What does that mean? Who’s going to print it?” So I said, “I’ll print it.” Then they’d be like, “Well, you need a distributor.” And I’d say, “I’m the distributor.”
JB: (laughing) That’s rad. Oh my god.
PS: This, to me, was not foreign whatsoever.
PS: This was just how you made something that was yours, and you put it out in the world. For me, it wasn’t weird at all, but to some of the people I was studying with, they thought it was a circus sideshow. They said, “This dude says he’s going to have a book in a month for his senior thesis.”
To me it was just, I’ve got to get to work. I’ve got to figure this out. So that’s the way it worked out, and how I published what essentially was my first art book. It’s funny to call it a book. It was 4″x6″, and 40 pages, but I really did the best I could to challenge the materiality of what a ‘zine was, and to make a book out of it. To bring it into the feel of what a book is.
Really, I gave them away. I had a book release party at my friend’s little book/zine shop here. I said, “First 100 people get a free copy of the book.” That was just this technique for me to say, “There’s gonna be 500 people there.” Probably 30 people showed up. But on the flyer, I wrote first 100 people at the door get a free copy of the book.
That was just me trying to be funny, but it was also allowed me to believe in myself, in a strange way. So we screen-printed flyers, and had the party. It was what I’d seen other people do, having record release parties for their band.
You do it in this little space with 7 foot ceilings, and cram a bunch of people in, and hang up a few photos. It was cool, and it was fun, and it felt like mine.
I never played in band…
JB: I was just about to ask you that.
PS: No, I never played in bands, but I was around that, and was living with and knew people in bands. I watched how they operated, and ran little businesses. I never felt a part of that. I was always making photos of it, but was never a part of it.
I tried to apply those same techniques and understandings and operations to this new thing that I was starting, which was making books. I should also mention that at that point, I was becoming obsessive about photography. I was looking at everything I could get my hands on.
Spending as much time as possible either making photos, or printing photos. I was becoming really entrenched in it. While I was in school, I was making so much, but also working jobs, because I needed to pay rent and basic life needs.
So I really wasn’t able to focus, for a bunch of different reasons, on the reading assignments. I wasn’t really getting the History of Photography. After school is when I started to take a moment and go back to read. I really wanted to study the medium. I just wanted to be the kid who knew everything. I didn’t want anyone to be able to say to me, “Do you know those early daguerreotypes by blah blah blah?” and I’d have to say, “No, I don’t know it.”
I wanted to be able to say, “Yes, I know exactly what you’re talking about, and we can have a conversation about it right now.” I really wanted to be able to back up the decisions I was making. I was aware people would want to pigeon hole me and while in no way am I an intellectual, I wanted to at least be able to know the history of the medium to a T.
JB: Yeah, I had a buddy in school like that, back at UNM in the late 90’s. My friend Scott B. Davis looked like he worked in a record store, and he knew everything. He had the background.
I came to it at 23, so I didn’t have the background. Everyone would just look at him, and the eye-rolling was ridiculous. It was like, “How the fuck do you know that? I don’t know that. I wouldn’t even know how to learn that.”
So you were that guy.
PS: Here’s the thing I want to be clear about. I wanted to be that guy as a defense mechanism. I was insecure in the art world because I was really just a dirt bag from Wisconsin. I felt like this new world that I’d discovered, which was the art world, I was seen as the kid who could go to a house party, or a show, and make pictures of kids throwing up, or whatever. And I did make those photos!
But I was making tons of photos. I was shooting everything and later relying on the editing process to extract meaning and try to create new narratives. I was trying to use images as signposts. This was the time when VICE was doing their annual photo issue.
This style of photography was hyper-on-the-radar. You shoot with a point-and-shoot…flash at night. From my perspective it was a really exciting time for photography.
JB: Listen, I was living in Brooklyn when Ryan McGinley had that show at the Whitney. The whole Beautiful Losers thing.
PS: So you know exactly what I’m talking about. I wanted to be a part of the academia side of things also. I wanted to prove that I was deeply invested in this. That this wasn’t by chance, that I was working really hard at something.
It’s funny, but I haven’t thought about this work in a long time. I was shooting with a point-and-shoot, 35mm, but I would crop my photos like a 6×7, to give it a more formal quality. Larry was shooting with a 6×7, so I would take these 35mm photos, but then I cropped them so they had a snap-and-shoot aesthetic, but they were presented more formally.
JB: When you say crop it like a 6×7, you mean use that aspect ratio, so people would think it was made with a bigger camera?
PS: Exactly. Maybe it was grainy, or had a bright flash. Or it was in a situation where you wouldn’t use a big camera. But then the prints would look like something Larry would do. It would be more serious, not the snap-shot thing. Perhaps it was staged, that whole conversation of fact and fiction in photography.
I was trying to do both things; to be in two places with the work. I’m digressing…
JB: There’s no such thing in one of these interviews, man. You’re supposed to. That’s part of the deal, and why these are different from everyone else’s interviews.
We don’t stick to a script. We want to give the readers a chance to learn from your experience. People have their own big ideas, and don’t know where to go with it. Or they don’t feel like they have permission to just do it themselves.
I’ve done it in my career, and it’s always been helpful.
JB: Sometimes, you just have to self-declare. Like you said earlier, “I am a publisher,” and then you are one. We manifest these aspects of our personalities, and our careers, through hubris.
PS: That’s exactly right. That’s a main tenet of what I was privy to growing up. You say you’re a guitar player in a band, not because you either have a guitar, or you know how to play it, but because you do it. That can obviously translate into any facet in life. You determine it.
This is sounding corny, so I want to stop talking. Next question. I feel like I’m on a soap box now.
JB: You can stop right there, but I actually know what you’re talking about. Back in graduate school, I had a friend who asked me, “How do you get a show?” I said, “The easiest way to get a show is to make a show?” So he said, “How do you make a show?”
I said, if there are pictures on the wall, and people in the room to look at them, and they have wine in plastic cups in their hand, then you have a show.
PS: That’s right.
JB: He said, “Oh, it’s that easy?” So I said, “Watch. I’ll show you.” We had a beautiful apartment in Greenpoint, with white walls and hardwood floors, so I just did it. I invited my grad school buddies, and hung pictures, and there were some people there. Then, in the second show, there were more people there, and then in the third show, it was a wall-heaving jammer, and I thought that was great, until I had to clean up the next day.
PS: (laughing) Yeah.
JB: I had to mop up all the dried, stinky beer from my kitchen floor, and I thought, “OK, I think I’ve made my point.”
But a lot of people don’t necessarily give themselves permission to take risks, and let it hang out. I try to use these interviews as a way of giving people some confidence to do what they want to do, even if it’s not necessarily related to what you and I are talking about.
I’ll put myself on the soapbox, so you don’t have to be. How’s that?
JB: But back to the publishing. You made one book for yourself, and then a couple more, but then at some point, you decided that you were going to publish other artists. You must have woken up and said, “Well, I do have a company. And I might not have a Little League team under sponsorship yet, but this is no longer just for shits and giggles. This is a real thing.”
JB: And then you managed to cultivate relationships with some really successful artists. Can you walk me through the genesis of that, from doing your own work to publishing other artists, and selling books, and really trying to push the envelope?
PS: That is another example of form following function. I’d gotten out of school, I’d made that book “Good by Angels” as my senior thesis, and I wanted to do another book. By that point, I was making different photographs, and I wanted to show them again. But I still hadn’t cultivated a following, beyond my immediate friends, and I didn’t know how to reach a larger audience.
It was really just a practicality thing. I’d been studying with Jim, and he and I had become close, so I asked him, “Hey, I want to make another book. Would you also do a book with me?” He agreed to it, and I always think of it as him extending an olive branch to me, you know?
This is something I don’t normally talk about, but I feel comfortable talking with you about the business side of things.
JB: Sure. Thanks.
PS: I didn’t have any money. Big surprise. I had no money to print anything. So I developed this system where I said, “I’m going to make these four books. One’s going to be by Jim, and I got two other artists, and one will be mine. People are going to buy these books because Jim’s involved in it. And I’m going to force people to look at my own book.”
They’re going to have to buy my book, because they want to get Jim’s book. They’re only sold as a set. That’s going to be a way to expose my work to a larger audience, and also, more importantly, it’s going to secure some funds for me to pay for this thing.
Once Jim agreed to do it, I promoted it, and got some orders coming in, and I took that money and I developed a program where the books would come out individually over the course of the coming year. The reason that I did that was because it was an opportunity for me to make the money to produce them as they came out, to pay for production of the other books.
I took the money from the initial orders and go to the printer, pay them, and then go and pay the bindery. Then I’d have the first book, but people already paid for all four books. So I’d ship the first book to the customers, and then I’d start praying.
I’d be like, “Fuck. I need more orders.”
PS: Then I’d do more promotions, and more emails, and I’d ask some friends and tell them about it, and a couple of more orders would come in. You can see what I’m saying here.
JB: Yeah. It was a great hustle.
PS: Eventually, I got enough cash together, and I’d print book number two. And then I’d start praying again. And then repeat.
Finally, it got to my book, and I was shipping it out to my subscribers. I was like, “Wow. Here’s a subscriber in England, man. England! I’m shipping a book to England!”
JB: (laughing) Right.
PS: Anyway, I realized that I was doing something of value, and that I should continue pursuing it. That opened up opportunity, because I was cultivating a client list, and was able to print better books, because I could start relying on these people to order.
I was really trying to build an old school business, no different than a plumber. “Hey, you’re going to hire me, and I’m going to come in and provide excellent service, and give you and excellent product, and next time you need that again, you’re going to call me.”
That’s really what I believe in. It’s how I grew up.
JB: I was just going to say, this has to be a Mid-Western thing.
PS: Yeah, I’m from Wisconsin. 100%. And it’s really funny, because when I was there, I was miserable. I don’t know if you’ve experienced this. Did you grow up in New Mexico?
JB: I grew up in Jersey, man, so I can relate.
PS: Jersey. So you understand what I’m talking about.
PS: Because you have this dichotomy in your ethos and approach to things. The cultural differences, right?
PS: I don’t know if you’ve experienced this, but when I was in Wisconsin, I really couldn’t appreciate it. This year’s really important for me, because it’s my 18th year in Oakland. So this year marks the same amount of time in Oakland as I was in Wisconsin.
It’s a strange feeling. Maybe that’s beside the point.
Now that I’m in California, steeped in the art world, I find there’s a lot things I don’t appreciate. Things I’m not in line with. When I break it down and look at it, it’s because of the way I was raised.
JB: Jersey gets a bad rap, and I couldn’t wait to get away, frankly. But one person’s “Bridge and Tunnel” is another person’s grounded, down-to-Earth, everyday American.
JB: I could see the Twin Towers from my town, but it was so different from New York City.
PS: That’s exactly right. Do you feel that now that you’re in New Mexico, which couldn’t be more different from where you’re from?
JB: It’s like what you were saying with your 18 and 18. My folks first brought me out here when I was 14, and they moved here permanently when I was still in college.
PS: Moved here, meaning New Mexico?
JB: Yeah. Taos. They still live here. So I’ve been around this place, on and off, for 27 years. This is home, and Jersey is the place that made me, that I still go visit occasionally.
In my own psyche, I don’t relate as an East Coaster so much.
PS: All my family is still in Wisconsin, and I go back to visit, so I’m still connected to it. I think about it a lot. And then I come back from these trips, and within four hours, I’m back in this liberal, hippie bubble that we live in in the Bay Area.
JB: The sun is shining, and the palm trees are swaying.
PS: Totally. And I find it comforting, and I love it. At the same time, so much of it is not in line with how I want my life. In a lot of ways, I create this environment for myself, like the phone number, that harks back and references this nostalgic America. I don’t know…
In a lot of ways, I’m antiquated, and still not in touch with the way things really are. But, whatever. It’s this weird world that I’ve created for myself. I assume it’s idealized in a lot of ways.
JB: Let’s go into that world a little bit. I’m looking at the “Subscription Series Number 1″ on your website, which I assume is the project we were just talking about, without naming it.
That’s the first time I see Mike Brodie’s name pop up on the website, and it was put out in 2006.
JB: I’m going to go ahead and assume that people will know who Mike is, without having to do a lot of backstory. I’ve reviewed his first book, by Twin Palms, and he’s had a ridiculous amount of success in the last few years.
How did you guys meet? How did you come to become friends and collaborators?
PS: I was introduced to Mike through a friend of ours: Monica. Mike would travel through Oakland, and Monica lived in a punk house that we’d go to and hang out at, they would have parties and shows there. He’d stayed there a couple of times, and she told me, “This kid comes through town, and he’s great. His name is Brodie, and he’s got all these Polaroids with him.”
At the time, I shot a lot of Polaroid stuff. It was natural, and that simple. There was a party at the house, I think it was actually Monica’s birthday. My good friend DV and I were there. We all just hung out, I remember I made a photo of Brodie that night with his dog Pucci. My wife recently put it in this special cabinet at home. Brodie looks like he’s 12 years old in the photo now!
I told him to bring some Polaroids next time he was in town, and he did, so we sat there and talked about them. He was showing me these Polaroids he was getting while he was traveling, and I was already becoming versed in the Fine Art world. I was hearing terms like “archiving,” because of school. You know?
PS: I was like, “Archiving. OK. Acid free.” I said to him, “OK, why don’t you send me these Polaroids, and I’ll archive them and for you, and catalogue them. Because I think these things are pretty incredible.”
He and I started hanging out. He was younger than me, and I had a little more knowledge than he did at the time, so I was kind of…
JB: Big brother?
PS: Maybe A little bit. Maybe like I could help this kid, in some way, because I was pretty sure he was going to get steam-rolled pretty soon. Based on how good these things are. That’s all.
He and I became pretty fast friends, so when he came through town, he’d stay with me. I enjoyed his stories.
There were other things happening. I got in a gallery around the same time, so I was really getting into the art world. I was seeing prices, and how important art became on the secondary market. Understanding and learning the habits of collectors.
When I was thinking about the stuff that Brodie was making, I thought there was probably an opportunity for us to collaborate a little more than just hanging out as friends, and looking at photos. He had no interest in the art world whatsoever, and I did, so I thought maybe he and I could work out some sort of system.
I could help oversee things, and help ensure that they were done properly. Not butchered.
JB: It’s come across in the interview that you have a good business mind, to go along with your work ethic. But if I understand things right, the creative collaboration worked both ways.
I’m pretty sure I remember from when I first reviewed your excellent book “Dead Men Don’t Look Like Me,” that Mike Brodie is the one who first found the pictures that became your art project. Is that right?
PS: That’s exactly right. At one point, he was traveling in Georgia, and was spending time in an abandoned prison. When you’re 23, it sounds really fun to go to an abandoned prison.
He found all these mug shots, and sent them back to me, and said, “You got to look at these. They’re incredible.” And I looked at them, and I thought they WERE incredible.
I don’t know if you’ve pulled this together, but I have a real interest in vernacular photography. I think a lot of people do at this point. I’m interested in found photography, and re-contextualizing images that were never intended to be seen in certain ways.
How history can re-shape the meaning of photographs. I love all that stuff. So this was really up my alley, and he knew that, so he sent them to me in a big, beat up box. My nature is to organize and archive, so I began immediately to put them into groups and categories, to make sense of it. Because there are hundreds and hundreds of them.
I made categories: Black guys, white guys, old guys, young guys. I wanted to make some sense of what he sent me. Eventually, I edited the images to become a book with the conceptual approach that I was choosing images with likeness to myself. That in an almost Becher-esque way, you could see all the images and get a generic idea of the Author. In this case, me.
JB: It’s funny, because you keep using the word archive, and the word we haven’t used yet is appropriation. I’m constantly surprised that the idea of appropriation is still as dangerous and edgy to some people as it seems to be. You know?
Richard Prince is held up as a god and a devil, depending on which side of the fence you sit. Is that something that you were thinking about at the time, with this work? You mentioned archiving and vernacular, so that makes me think maybe it wasn’t a conscious decision on your part to say, “I’m appropriating this. I’m taking it, and making it mine.”
PS: It’s interesting. Appropriation, in my mind, has a negative connotation to it. So I think earlier, I said re-contextualizing, which is another way of saying appropriating. I archived and organized, at first. Then afterwards, when I was making the book, it certainly can be argued that yeah, I appropriated those photos for my own artistic enjoyment.
I certainly did that.
JB: Yeah, I think you’re probably right that it’s seen as a pejorative term, but the process is so well-established within the tradition of art that I almost wonder whether we’re selling the word short.
Frankly, I had a different read when I saw the pictures as over-sized prints on the wall at Pier 24 than I did with the book. I much preferred the hand-held experience.
PS: Yeah. Books and prints have very little in common. They are very distinct and separate experiences to me.
JB: That’s why I wanted to talk to you about this. Aside from the word itself, do you think that it ought to still be controversial, in 2015, when people have been doing it successfully and intelligently for decades?
PS: I personally don’t see any problems with it. It’s a response to the appropriation that happens every day on the Internet. My personal belief is that we live in a time, for better or worse, where images are made, consumed, and used by everyone at all times.
We live in a borderless, fenceless, Wild, Wild West when it comes to images online. It sounds arrogant and pompous, because it is, but my job as an artist, as a person who thinks about and consumes photography at every level, as a person who attempts to contextualize images in our culture, my job is to use images any way that I feel is responsible and appropriate
There might be repercussions from that, but that’s a world we live in now. (pause.) Now I’m thinking about what I just said. Certainly, if there’s copyright on things, that’s a legal binder to an artist and complicates this whole conversation above my pay grade and expertise.
(pause.) Hey look, can we chalk it up and say I don’t know the answer. I’m just reacting. I’m doing what I do, and I don’t necessarily know the answer to your question.
JB: I wanted your opinion, and you gave it. It’s a great opportunity to talk with someone who’s working with that practice, and doing it well. How could I not want to touch on that in the interview?
But there are other things I’d like to talk about. Let’s jump back into photobook publishing, before our brains burn out.
The most recent thing that I saw, and reviewed, by TBW is the “Assignment Number 2″ project, with the Sugimoto and Misrach photos. The book made with a prisoner who had been held in solitary confinement in San Quentin prison. I’d be remiss if we didn’t talk about this.
JB: Both Rob and I thought this thing was really, really dynamite. Creative, smart, political, positive. You’ve been publishing for ten years, and now it seems like you’re in a place where you’re almost re-inventing what a photobook could be. Do you think that’s a fair statement?
PS: Well, yes. But also no, in the fact that I wish you had a copy of my first book, and it wasn’t much more than a bunch of glued together postcards. So I really have always had that idea that a photobook is not what we’re told a photobook is. How it’s experienced. The materiality of it.
A large portion of what I do with TBW are these limited editions. They’re objects in a way that’s interactive, and sculptural. I have parts that are machined by motorcycle builders. I’d like to hope that the work I’m doing with TBW is always questioning the format of books.
This particular project, “Assignment Number 2,” was just a great opportunity to explore and think about what this thing should be. It went through many different incarnations, in the design phase. That project was 3-something years in the making, and it was always talked about that it was going to be a book.
We just finally got to a point where it just was telling us it didn’t want to be a book. You’re photographing that yellow-hand-written paper against a black backdrop, so you can lay it out on a page. Then, against a white backdrop. Then, it’s against concrete, which will reference the idea of a prison cell.
Nothing’s working. It’s not feeling right. At some point you just say, “What we need to do is reprint it at scale, page for page. That’s the way it wants to be.” It needs the tactile, interactive experience, so that the person can get the sense of what this thing is.
So you come to that conclusion. It’s an organic, natural process when designing a project, where you say “OK, so if we have this yellow paper, we have 10 of them, and it looks exactly like his original paper, then how do we bind it into the hardcover book?”
It’s not enough pages. It’s not in signatures, so we can’t stitch it. We don’t want to staple the side of it.
JB: It’s a process.
PS: It’s a process and you have to trust the process. The real story is, I was going to FedEx, and I go to these really great ladies near my house, to drop off my packages. They’re these old school ladies that have this packing and shipping store. You know those stationary store type places?
PS: I went in and asked, “Anne, do you have any old clips?” Because everything in there is from the 70’s. Dead stock. I asked for clips for a binder folder, and she pulled out three different options.
So I had one of each, and one of them happened to have those old two-hole punches. So we mocked it up, and I said, “What if we just punched it two times, and put in a folder like this? Actually, that feels really good. That feels right. Let’s do that.”
Then, we’ve got into developing and aging this folder. That’s the process. I’m as excited these days about the design of these things. Coming up with those solutions.
For a lot of people, the dream is to be a photographer. You travel the world, you make photographs. And that’s it. You know this.
JB: I know this.
PS: 99% of what you do as a photographer is not photographing. The actual photographing, or working with photos, is very limited. Most of it is going to Fed Ex and trying to find the exact two hole punch.
So in the process of designing this, we wanted it to have this exterior feeling. Really grubby, dingy, worn out. And then the inside you open it up, and you have these perfect reproductions of Hiroshi Sugimoto and Richard Misrach photos.
How do you achieve that? We sampled out all these papers, and we found a manufacturer who did double-sided paper. One side uncoated, and the other with a gloss UV varnish.
That whole process: How does a viewer see this? How do they touch it? How do they open it? What’s the feeling they get when they slide it out of the package? If they open this flap first, what are they presented with?
There’s a whole process to looking at books. You know this as a reviewer. You look at them in a certain way, in a certain environment. Are you standing up, or are you sitting down? Are you drinking a beer, or are you not?
I take all these things into consideration. Who is my audience? How are they going to experience this? I love, love, love thinking about all those things.
JB: It comes across. I kind-of wanted to hear you say that stuff, because, in my experience, these things are never arbitrary. They can’t be.
PS: That’s right.
JB: When something works that well, I wanted to hear you talk about all the thought that goes into it. You must have learned quite a bit about process these last ten years, or am I assuming incorrectly?
PS: My process has never changed. Now, I’m balancing this thing where I have to run a business now. I know through your writing that you have kids too. I have a kid now.
Things change when there are real life issues that need to be dealt with, so I’ve had to make certain adjustments that I wouldn’t have made before.
It used to be, “Hey, I’m going to hand stamp all these covers, and if it takes me three weeks, all night long, I’m happy to do that.
And I thrived on that. But now, I can’t do that, because I have these other things that I have to pay attention to. I’ve had to make certain decisions, in production, and how to stream-line day-to-day business, to make it more efficient.
But I still am doing insane things that make no sense. Like hand-stamping that cover with the date, and the red tornado that you talked about.
PS: I’m not kidding when I say I tested that hand stamper 100 times, so that I learned when I stamped it, to twist it at the same time, so that it smudged. Lester, who runs the office, said, “Why are you stamping it twice?” I said, “I think, from a design perspective, it looks more interesting if the date is there, and then also there’s this weird red smudged date. As if the person who stamped it made a mistake.”
And he just looked at me like, “If you want to stamp it twice, go ahead.”
PS: So I was stamping it twice. Here’s the thing: the reason that I started hand stamping things is because on that first book I did, “Good by Angels” I didn’t have a budget to print a cover.
So I found a printer, and they were like, “Here’s what we’ll print for you. And if you want a 4 color cover printed, it’s this much more. If you want black and white, it’s this much more. I said, shit, I don’t have any money. So what I’m going to do is buy a rubber stamp with my title on it, and I’ll hand stamp them to save money.”
I had this book at the time, called “The Self-Publish Bible,” or something like that, and there was literally 10 commandments. One of them was, “Make sure that your title can be read from 10 feet away. Use a bright color, and bold font, so that when it’s on the shelf in the book store, people flock to it like a moth to a flame.”
I thought, this is insane. This book is not going to be in a book store, so that doesn’t apply to me whatsoever. So in an antagonistic approach, I did my cover black on black in a Old English font. You could just see it slightly reflecting in the sunlight, but I hand-stamped them all, and that became this thing that I’ve done ever since.
Each one is subtly different. Now I have the resources to print 4 color covers, and we did. On “Assignment Number 2,” all that weathered edging is printed 4 color. So all I had to do was make a stamp logo with the date, and print that on there too, and it would have eliminated me hand-stamping thousands of covers.
JB: You’re risking carpal tunnel syndrome for your creativity.
PS: (laughing) Exactly. But I was really driven to be able to provide something that was subtly unique to each person. I think it’s awesome that on the review copy you got, it looked like a tornado. Somebody else buys it, reads your review, and thinks, “Why doesn’t mine look like a tornado.” And then they say, “Oh shit, mine doesn’t look like a tornado because they’re different. Are these hand-stamped? Who on Earth would hand-stamp these? Why? What does it matter?”
Well, when you think of an institution like San Quentin prison, and you think of the office there, there’s some lady there who got the thing, and received it on July 18th and…stamped it. That’s why. You know what I’m saying? That’s why. Because that makes sense with what we’re trying to get across in that project.
I love all that stuff. I want to tell you one other thing, because I want you to understand why these things are in my head. I told you earlier that I would order records direct from record labels when I was younger.
PS: I ordered a record a long time ago, and it had a white booklet with the lyrics of the song. Some photographs. And really delicately placed on the sleeve, and some of the pages, were these perfect, black fingerprints. And, I thought, “Oh my god, this is the best design ever. Somebody subtly took fingerprints, scanned them, adjusted the levels, and printed these fingerprints to reference a ghost. Or a person of the past, flipping through.
It fell in line with the aesthetic of the band. It made sense. I thought, “This is brilliant design. I love it. Super-smart. Super-subtle. Super-beautiful and poetic.”
Well, flash forward 8 years, and I was having a hard time. I was pissed off at the world, needed some cash, and sold all my records. I quickly realized that was a mistake, and went on the hunt to buy back the records that were important.
I ordered that record again, and I open it up: no fingerprints. I was totally crushed, because I realized that there wasn’t a smart designer that designed this with these fingerprints. But I was also amazed that someone had flipped through the booklet, and it got slipped back into the pile and packaged, and my record was unique in that way.
PS: I thought I’d bring it up. Those nuances are so powerful, and I try to put that into the books that I make now. Whether or not anybody gets it, or cares, I don’t know.
But for me, it’s that important.
JB: Don’t they stay that about Apple? That their engineers always want the innards that nobody will ever see to be as elegant and efficient as the design is outside?
PS: I heard the story that Steve Jobs said, “This motherboard is cluttered, and has to be redone,” and someone said, “No one’s ever going to see it,” so he fired them.
JB: Urban legend.
PS: There’s a madness to it. An arrogance to it. But maybe a reason for it? I don’t know.
JB: I don’t believe these things are accidental. When people are willing to do the kinds of things that you’re talking about: take risks, stay true to themselves, meld the different parts of their personality into a holistic object, people can tell.
They might not be able to break it down in the specific way that you build it up, but it’s communicated properly, and they understand they’re looking at something powerful. Something that’s really well built.
When you break it down for the readers, you’re giving them an opportunity to think a bit about these ideas might impact their work, and their careers.
You talk about paying attention to the smallest details, and no one would know this, but our interview was briefly interrupted when my phone line went down. And I didn’t need to go back to check my email to find your phone number.
510-444-BOOK. It was embedded in my brain. Like it or not.
PS: Man, I like that!
JB: True story. And thanks so much for your time. We really appreciate it.