Brvinfreeze on his artistic journey, collabing with Eyedress and more
Brvinfreeze’s art is as thought-provoking as his moniker. The elusive artist has no shortage of conceptual depth, but his work reflects a deliberate refusal of both pretension and hype. A quick glance at his website reveals the broad range of his craft, from clothing design and graphics to music and guerrilla marketing.
He’s worked with Eyedress on videos for “Spit On Your Grave” and “Jealous,” the latter of which turned into a viral sensation. Brvinfreeze also naturally gravitates toward still images, providing designs for Poppy and Pleasures as well as creating his own conceptually rich shots. But he just as easily moves from video and illustration to streetwear and audio and has developed his own multifaceted platform AIR along the way.
Read more: Pleasures founder Alex James shares brand mission & musical influences
[Image by Brvinfreeze][/caption]While he refuses neat boxes and constantly evolves with his own taste, Brvinfreeze consistently explores a visually striking lo-fi aesthetic. He enlists his simple approach for multiple ends, from socially critical projects to designs simply meant to catch the eye.
Where did the name Brvinfreeze come from?
Brvinfreeze came from the first magazine I ever made in 2010-11. I used the name as an IG handle, and it just stuck, even though I want to retire the name every single year. [Laughs.]
Do you remember the moment you realized, “Hey, I think this is actually working. I’m actually doing it. I am an artist”?
I would say the realization came once I heard “I can tell it’s your work without reading the captions or credits.” I’m like, “Damn, people are really paying attention to my craft.”
[Image by Brvinfreeze][/caption]
Where did you grow up?
Having divorced parents at such a young age, I bounced around between San Gabriel Valley and Inland Empire. We moved around every three years or so. I was always outside regardless of where I ended up. My parents were not too fond of me taking the metro to [Downtown L.A.] all the time.
Did you grow up artistically inclined? What was your room like as a teenager? What was on the walls, and what was influencing you?
I wouldn’t really say artistically inclined but more creatively inclined. I have always been an expressive person, and that seeped into everything I did. I was also fortunate enough to be surrounded by various subcultures in the ’90s. My uncles were tagbangers, breakdancers, gangsters and party crew affiliates, so I absorbed a lot of that. My room as a teenager was cluttered with cool shit; everything from Baker [and] Piss Drunx posters/magazine cutouts to band posters. I skated every day from ages 10-14, 2000-2004, then became a little crust punk in my freshman year. The rest is history.
Do you listen to music while you work? If so, what do you listen to? What are your favorite bands, rappers, singers, etc.?
Of course! Music is essential to almost everything I do on a daily basis. What kind of kook works with no music? My music taste is extremely broad and always switches up, but as of lately: Yves Tumor, SURF GANG, Dead City, 10kdunkin, Zelly Ocho, Haruomi Hosono, Rudimentary Peni and Modest Mouse.
Who are some people that inspire you?
I am constantly inspired by my friends and their growth. All my friends are my favorite artists.
[Image by Brvinfreeze][/caption]
Are there any movies, TV shows or random pop culture outlets that influence or inspire you?
Currently no, but I do watch a lot of Shark Tank and Nat Geo.
A lot of your art is transportive. It feels like it was legit made in the ’90s. Are you conscious of that? Would you agree? Do you think there’s a reason for it?
Being born in 1990, I feel like my generation was the last of all things true [and] authentic. I witnessed this technological storm come and change the game forever. I wasn’t raised on an iPad; I went out and got my hands dirty with all my friends. I don’t blame this new generation for having a short attention span or caring about instant gratification. I am just a very passionate person and take pride in my artistic integrity. It took for my OGs to tell me, “Stop trying to pay your dues. That’s dead” to finally let my wall down. Nowadays, I realize the importance of the internet and use that to my benefit. I will never stop making lo-fi work, but I can’t grow if I’m comfortable.
You directed Eyedress’ “Jealous” video, which now has over 14 million views. What can you tell us about that video? Did you have any feeling or idea that it would pop off like it did?
To be honest, I don’t think any of us knew how impactful that song/video would become. Eyedress, as a whole, is a different breed. There is not a day where he’s not working, and being around him really pumps me up to keep going. Everything we talked about in 2017-2018 is coming to fruition. I still have to pinch myself some days because it doesn’t feel real.
What was the first live show you remember seeing?
It was a yearly concert at Santa Anita racetrack that my stepdad took us to as kids. I think the lineup was Save Ferris, Offspring, Living End and a few others. We would go every year after that because I was really into it.
Has there ever been a project you poured a bunch of time, energy and resources into, thinking, “Hell yeah, this is gonna be huge,” and it didn’t hit? On the other side of that, can you think of a project that you also put time, energy and resources into and it did actually go off? I know it might seem like an odd question. But there’s the fact that sometimes, you swing for the fences, and it doesn’t go as planned. Other times, it naturally works out great.
I feel like most of the jobs I get approached for have allowed for 100% artistic freedom. Something about having that much trust can either drive me insane or pump me up. I’ve had great luck with most of what I take on. There was a situation that happened recently during the pandemic [in] 2020 that I thought for sure was a hit, then completely got ghosted after I pitched the ideas. It was more of a lesson than an L, but I learned from that, and it was a blessing in disguise.
What’s the dream? What’s the end goal? What’s your dream project?
I am a simple man. I don’t really want or ask for much. I would love to venture into the food and travel industry because I strongly feel that food is the universal language, and travel is so essential.
[Image by Brvinfreeze][/caption]
Anything you’re working on right now that you want to shout out? What should we keep an eye out for?
Currently working on my mental health and trying to normalize good intentions. We have to do better as a species. The world is going to shit because of the human race. Also, keep an eye out for new AIR radio and AIR products. I have been silently plotting.
Any advice you’d pass on from your life experience?
We all share the same 24 hours; life is too precious to be negative and resentful. Also, if you can’t stop thinking about it, do not stop working toward it.
This interview originally appeared in AltPress issue 397, available for purchase here.