Tife Jimoh on creativity, purpose, and staying true.

For me, I would say what makes great cover art is the story behind it. It might not make sense to the everyday consumer, but it needs to hold something real that’s true to the artist, the designer, or the fans. - Tife Jimoh, Visual Creative

Hi Tife! Before we dive in, how’s your creative energy been lately?

Lately I’ve been seeing things from a lens of purpose. Been working more on projects that I feel deeply passionate about.

For those discovering your work for the first time, how would you describe yourself and what you do?

I’m a visual creative with interest in art, filmmaking, music and visual effects. I’m passionate about music and conveying the emotions of music into art. I love what I do and I hope I can keep doing this for the rest of my life.

What first drew you to visual storytelling? Was there a moment when you knew this was the path you wanted to pursue?

I’ve always told stories since I was young in different mediums. I believe art is fluid, it just depends on what medium you choose to use.

I used to paint a lot as a kid, then I got into graphic design, motion graphics, animation and music. But when I started shooting videos, it felt like I could be more cohesive with this medium of art.

We’ve seen a lot of your work. What does your creative process typically look like, from the initial idea to final output?

Before working on a project, could be a cover art, animation or music video. I try to listen to the music and channel the how I felt into writing or a treatment, I work closely with my business partner and creative director, Thiagho, then we reach out to our small team, everyone plays a role in bringing the project to life.

Has an everyday moment ever sparked an idea that eventually became a finished piece?

This happens everytime. I’m someone that feels things deeply and I draw a lot from my environment creatively. A good number of my work out there was drawn from everyday experiences.

What makes a great cover art in your opinion? Is it the visuals, the story, the emotion it evokes, or something else entirely?

For me, I would say what makes great cover art is the story behind it. It might not make sense to the everyday consumer, but it needs to hold something real that’s true to the artist, the designer, or the fans.

How do you balance creating something visually striking while still serving the artist’s vision and the music itself?

Honestly it depends on the nature of the project, but I’m not one to force my opinion on an artist. I believe in creating the visual world for the artist to exist in. The artist can be their true authentic self, I’m just curating the experience through art.

Is there a project you’ve worked on that changed the way you think about creativity or design? If so, what did it teach you?

Each project I work on has a lesson in it. I’m a student of the game and I love learning new stuff everyday, so each projects prepares me for the next one.

What’s one project that challenged you the most, and how did you overcome it?

One project that really challenged me isn’t out yet lol. But it made me realize some things are just out of our control as humans.

Are there any designers, artists, photographers, or creatives whose work has had a lasting influence on your own?

A few creatives have inspired me along the way, people like Rick Rubin, Kanye, Cole Bennet, Ademola Falomo just to name a few.

Are there any songs or albums you’ve pressed play on just because you loved the cover art?

I have a looooong list lol. But one that was really striking was “In my face” by DVYN.

What’s one album cover you wish you had created, and what about it stands out to you?

There’s this Sunny Ade album called “Aura”. I think the cover is just perfect. The fact that the album is called Aura alone is insane but the album cover really conveys the essence of Aura.

When someone discovers your work for the first time, what’s the one thing you hope they take away from it?

I hope they feel how I felt making it, even if it’s just a little bit. I try to make art that’s true to me, and I hope people can sense that in my work.

What’s one dream collaboration you haven’t done yet but you’d love to?

I’d love to direct a Lyrical Lemonade project.

What excites you most about the future of visual storytelling?

It’s a really great time to be a creative in Nigeria, the sounds coming out of the country is really unique and authentic, I’m just happy to be here and it gets better for the sonics and also for the creatives coming up.

What’s next for you? Are there any upcoming projects or collaborations you’d like to share?

There are a couple of projects coming up by TNT. A few with LLONA and Reekado Banks. Exciting times, for real.

Looking back at your early work, what’s one thing you’d tell your younger creative self?

Create more cool shit! Post more and be proud of what you’ve created.

Lastly, what advice would you give to creatives who are just starting out and hoping to build a lasting career in the industry?

One advice I would give is something that isn’t much of an advice but a fact. If you do it long enough you’d eventually get good at it, just keep practicing and going at it. You’d wake up one day and realize you’re where you’ve always wanted to be.