“Whenever people ask me ‘What do you guys do?’ I’m a creative director, I creative direct Christian Rich as producers, as artists, as writers, as art directors, as designers.”
We’re coming to the end of a thirty minute conversation with Taiwo Hassan, one half of Christian Rich. You might mistake Taiwo and his twin brother Kehinde as simply the producers behind hits by Drake, J. Cole, Earl Sweatshirt, Childish Gambino and Chris Brown – which by any standards is impressive enough. But they see things a little differently. Christian Rich is a creative services company. Their approach is an almost Jobsian blend of arts and business, ultimately putting together great products for their clients, whether that be an artist needing a launchpad to a higher career goal, Red Bull hiring them as creative directors for their SoundSelect program or the listeners who invest in their records.
With their new album, FW14, they want to make this clear: “The artwork, the video, the merch that’s coming with it. It’s a whole experience,” says Taiwo. “And people say that all the time, but it really is a whole experience. Like when you look at the vinyl you really see we’re taking it seriously. The work it took us to even get it to this point, that’s really what we want people to get from this album, that whole concept.”