14 - Putting Blackboard Art on the Map - Michael Tilley

The art world, to many, is seen as stuffy, archaic and inaccessible. 

Michael Tilley would challenge every one of those misconceptions. The self-made blackboard artist is charming, forward-thinking and a pleasure to talk to. Granted, blackboard art might not be a title many have recognised but it’s his niche and day by day, he is ensuring it’s a world that should be understood better.

Last week we had the pleasure of talking to Mike to hear about his story, which is the subject of this week’s creative piece. To understand it fully, it’s best to start at the beginning. However, the spoiler alert is that it ends up at Soho Farmhouse – one of his current clients.

As with many great ideas, it all started at a pub. Over a plate of fish and chips with his mum in Southfields, he noticed that the blackboard on the wall had been drawn really well. Thinking not too much of it, he went off travelling before realising in Australia, similarly well-designed blackboard exists. A bit more reading led him to learn that in fact the art of blackboard writing went back quite a way in Australia. After WWII, sign-writing became a huge industry and played a major rule in advertising on vehicles, buildings and large banners. Coca-Cola were one of the first big companies to use hand-painted signs across the world.

Fast forward a few months, Mike is back in the UK working in a pub and offered to design their blackboard. “It took me ages to do one board, and I had no idea how to do it really” he said to us. But some help from a local art shop got him clued up on the right pencils, pens and technique needed to create a design. 

Within a few months, his local client list started to grow. Still working in a pub near home, it was between shifts that he was doing the boards for more and more venues in the area. Travelling into Camden regularly gave him an opportunity to widen his catchment, albeit gradually he admits. “It was a very slow burner,” he tells us, not shying away from the fact that he had to work hard. “I was just handing business cards out wherever I went.” But not yet did it cross his mind that this might be his career. Alongside this was his T-shirt company, which he decided he wanted to push with a friend. Sign writing remained at the back of his mind as a result he “just didn’t see it as a career”. 

But fashion wasn’t for him and it was only upon dipping his toe into an industry that he realised this. Ironically, it was money from sign writing that sustained him through an unpaid internship he took to learn more about the industry.

Then there was a lightbulb moment. XOYO, the famous London nightclub got in contact, asking for some work done. “Sitting in this nightclub, my phone plugged into the music system…this is quite a nice lifestyle” he says remembering back. At an enterprise level,  creative industry employers are often praised for putting work culture and values above other metrics; it’s no surprise this trickles down the grassroots levels, and that Mike was so attracted to the lifestyle aspect of what signwriting could offer.

This was followed by redundancy from his fashion company. Mike moved home and realised that sign writing could be it. “I had nothing to lose” he tells us, a sense of nostalgia evident in the tone. To many, such a leap of faith would be unimaginable. But coming from a family where both parents were self-employed, starting your own venture was very much the norm. “I just called and called” he says, in addition to the gumtree ads he posted as well – “I actually got quite a few requests from that ad, including XOYO” he says laughing, squashing any doubt that it wasn’t worth it.

The big break came in 2015. Before moving home, Mike was a resident of Ladbroke Grove, and regularly went to the Soho House-owned Electric Diner. Someone behind the bar in the Diner got him an email for the Head of Design for Soho House. “I took one look at the website and never thought they would get back to me” says Mike. But the timing couldn’t have been better – they needed a sign writer for a job the following week for another of their London restaurants.

“I was thrown right in the deep end,” he says, an understated tone in his voice. A week later, it was Soho Farmhouse, doing on-site work 3 days a week as they erected the country club out in Oxfordshire. “Suddenly I had to tell people I wasn’t around until a week later, or even 10 days!” Mike says, recognising that it actually worked in his favour that clients seeing him as busy was a good look.

“There is definitely an element of good luck.” An easy line for someone so humble, but his hard work and talent are clear as well. He recognises that he put the hours in and was making sacrifices in other places in his life. “I never knew what I wanted to do until I found this” – and the drive couldn’t be clearer. “I’ll still do it today. If a new local coffee shop appears, I’ll get in contact.”

But building a client list is really only half the job. “I really wanted to provide a good service,” he tells us, seeing that it could set him apart from the competition. Part of this was being honest about what was beyond him, but also owning up to mistakes. “Bite your tongue, and good karma will come back your way.”

From redundancy and moving home to owning his own company 5 years later, Mike is the living embodiment of how crisis breeds innovation. But perhaps a career in art was something destined. “I was always drawing, I was obsessed with it” he says, but also recognises that the arts world generally was something he loved. Growing up, media studies, music and film were all part of the inspiration to pursue creative passions. “I tried to be a footballer…but it’s always been everyone’s dream” he jokes.

“I’ve just found my passion, but I’ve also found a niche” says Mike. The entrepreneur in him is clear. The branded t-shirts, smarter business cards all contributed to a professionalism he knew could set him apart in an industry he was defining as his own very quickly. And all this was aided by a brand re-name. “What are they going to type into Google? Blackboard Art.” Simplicity was key, and ‘The Blackboard Artist’ just worked. 

The final ingredient was customer service, and wanting to offer the best. “I’d arrive at a job, and people would complain how previous sign writers just didn’t turn up. I just didn’t get it.” Part of this was having to recognise when he made mistakes, which can take a lot of patience. Clearly, it’s served him well.

Since then, book features, private client jobs and more work with Soho House are all water off a duck’s back. Whether being approached by the V&A or heading to another new client, Mike’s willingness to welcome new challenges has served him well. 

We then move on to what the future holds for him. “Every year I try and do something new,” he tells us. Initially it was growing a following and client list. Next up, it was growing the brand – which workshops in Portugal have aided. Understandably, covid presented worries. True to form however, Mike used the time to plan his next step. The result? A new workshop space, a new van and a move towards bespoke board service.

“I want it to become a workshop environment – we go in, music on, all working together,” Mike says – a place where creativity really thrives in-house at a space that is theirs. He is also tempted by the design route. Not at all wanting to walk away from the skill his company is based on, but he recognises how it will allow him to work internationally as well. And he’s already started, doing logo work for clients in LA and Miami.

Expanding the online shop is part of the plan as well, giving people the opportunity to buy the brand via other products – tote bags and caps are mentioned. “I’ve always wanted to be something that people find out about, rather than it being blasted everywhere.” Upgrading packaging is also on the list – identifying that the premium service can be pushed further right to the unboxing experience of a board.

“But really, I’m not sure how it’s going to change” he finishes with – accepting that flexibility is key, using 2020 as a case in point.

What is abundantly clear is his want to share his passion with others, showing people how interesting it is. Podcasts are mentioned, as is a short film to tell his story, and hopefully demonstrate to others that this is a world they can tap into.  

For many people in Mike’s position where growth takes place exponentially, there is often a “pinch yourself” moment. For him, it was Soho House and realising he needs to become a business. “It was nerve-wracking,” he admits to us. And it’s understandable why – going from local pubs to a world-leading member’s club is no easy feat. But key to riding this out was Mike’s humility and being honest about what he can or can’t do. He recounts a story of making a mistake on an early big job, and how owning up to it early led to more work with the same client. 

One thing Mike loves is the fact he is always learning. He talks us through a job he had with Borough Market, who asked for 40 boards to be done in 2 weeks for a large corporate event. After the project management, organisation, board making and resource sourcing, he realised he just didn’t have time to do the painting. After the job was complete, he used the time to reflect on lessons learned, and how to improve for next time – including allowing more time for the artistic process (arguably the most important element).

But he admits his artistic process has changed over time. “You start to get a grasp of what the look is for certain things,” he says. Of course, it will depend on the venue and location, “but I like change,” he says with a smile. It has also allowed him to understand trends in other areas, particularly the food and drinks industry such as a coffee shop in St Katherine’s Docks – has grown into a full fresh grocery store as a result of covid, he tells us. And you can go even more granular. “You even get a sense of what flavours are becoming popular.” The business insight he is party to – across all industries – is clear.

Sometimes you get to see the success stories. He recounts the story of a local caf he did a sign for – “You’d just assume nah they don’t make any money.” In fact, they’ve got every type of clientele coming in across a working day; builders, OAPs and school kids come in morning, noon and eve to get their regular fixes. At the other end of the spectrum is when things are just out of a venue’s control, like a venue not being on the right side of the street. “If only you were two doors down,” he says in anguish, recounting one ill-placed coffee shop. 

“I love being a fly on the wall though,” he jokes. Mike never wears headphones when he’s working on site, instead enjoying the conversations he is witness to from being around for hours at a time. “You just see so much of the UK, and a real broad perspective. I love that.” Be it a caf down in St. Katherine’s Docks or XOYO, most businesses within the hospitality industry all strive towards one common goal. “And of course all the free drinks and food are great.” 

When he is in the studio, background noise is different. “It depends on the mood really.” Sometimes it’s a podcast - his top recommendation is ‘How I built this’, which tells the stories of entrepreneurs and their venues. Other days it’s music, ranging from Radiohead and The Rolling Stones right through to Kanye and Kendric Lamar. “But I’ve noticed if I put on drum and bass, I move quickly!”

So what’s in store for 2021? Currently enrolled on a public speaking course, Mike wants to tell his story to bigger audiences. “A lot of designers and artist students think you have to be digital – I really disagree.” His passion for ensuring young creatives know this is clear – you can still make a living using your own hands. A wider online shop is also in the pipeline, as is an illustration workshop. And this is before the film he wants to make about London-based sign writing. But perhaps the biggest thing to keep an eye out for is a logo he designed due to be used in an upcoming Adam Morse film. No more details at this stage, but it is a reflection of his humility that it is only mentioned right at the end.

“I want a blackboard artist to be a recognised job – that’s my goal,” he finishes with. Mike’s story is nothing short of special, and one Soulstice is honoured to have given a platform. It was a pleasure to talk with him, and we’re sure you will see him again soon.