Valley Fever's Dana Armstrong Explains Why Show Flyers Are So Important
You book the bands for these shows, right? What's your process like? Are you already establishing a vision for what the outcome for the poster will be when you set up the shows?
I think in the beginning it took me a long time and it was really time-consuming and tedious. I'd be trying to make it so perfect and then over time it just . . .
It's not going to be perfect?
Yeah--it'll get the point across. And that's probably when I did get into my minimal phase, because its so much faster and it was more effective too. Did you see last year's Quarantine show poster? That was my favorite poster that I've ever done. We put it on T-shirts and Moondog is right in the center of it.
Valley Fever hosts Quarantine every year?
Dana: Every year, we do an all-day and all-night show, so there's like 12 to 15 bands, and it starts at noon at Yucca. We do a honky-tonk Halloween, too, every year.
Do you also do art for other events?
I do a lot of the stuff for the Western. I use the Hatch aesthetic for them. I've also done a lot of album covers for bands. Sometimes I'll do posters for other people.
What albums have you made art for?
I've done Snow Songs, Junction 10, Chip Hanna, Ryan Taverna, Barefoot and Pregnant, and Jimmy Pines & Washboard Jere.
Right now, Tony Martinez is staying out with this lady in Nashville, Tennessee, and I found this picture like two years ago and I posted it because its awesome. Weird thing is, that is the lady Tony is staying with, but you know, this is her 30 years ago.
Dana Armstrong Candy Arnold
That is really weird.
Her name is Candy Arnold. I posted this even before we even knew her. And then we went and stayed with her and she brought out that picture and said, look at this picture, and I was like, I posted that picture on the Valley Fever Facebook.
How did you find that it?
Sometimes I'll just search for old images. Old magazines, vintage ads, websites, or just random Google searches for whatever I'm looking for inspiration-wise -- or to post random pictures cause they're funny.
I'm kinda shifting into '80s country now. I've become a little more accepting of musicians from that era, such as Randy Travis and John Anderson. Some people love '60s country and hate the '70s, they hate the '80s. The country music world is so picky, so funny. People are feuding all the time, now, about what's real country, what's not.
And you have your neo-traditional country in the '80s, which I'm kinda getting more into. And this is besides the point, but it is reflective of what I'm trying to do. Kind of just what I feel, what world I want to be in at the time. 'Cause that's really what I'm doing, is just trying to create a world to live in.
You have a certain palette that you like to work with.
Yeah, I think I go in phases with that, too. Like with the fonts. I just get tired of one, and then if I feel like doing something else, I go into that phase. Or whatever fits the poster.
I feel bad cause I feel like I haven't been paying enough attention to the posters lately. Except for the Western posters. Those are all like that Hatch print style.