Building Fan Connections: Lewis Griffin on Crafting Bespoke Vinyl Experiences
In a world where streaming dominates the music industry, the allure of physical media—especially vinyl records—remains undeniable. In this episode of BESPOKEN, host Scott Pollack sits down with Lewis Griffin, the creative force behind Blackout Studios, to explore the art of designing bespoke vinyl packaging for independent artists and labels, including his long-time collaborator, AViVA. Griffin shares his journey, creative process, and the philosophy behind making each record a unique piece of art. For independent artists and designers alike, this episode is a treasure trove of inspiration, offering insights into how to create meaningful, tangible connections between artists and their audiences. Looking for more inspiration? Check out all of the vinyl record packaging examples on our site.
Record Packaging: The Emotional Connection Between Music and Design
Lewis Griffin doesn’t just design—he immerses himself in the music first. He listens to albums repeatedly, absorbing lyrics, mood, and emotion. By doing this, he ensures his designs reflect the artist’s vision. This deep connection makes each record more than just packaging—it becomes an extension of the music itself.
"I can't make something for them if I don't fully try and sink into what they're doing."
The Art of Collaboration and Interpretation
Griffin’s long-term collaborations, like with the artist AViVA, show how trust fuels creativity. Often, clients don’t know exactly what they want. So, he presents bold, varied ideas to spark inspiration. Over time, he learns their tastes, making the design process smoother and more intuitive.
"Every record that we make has to be a statement. It has to have something about it that makes people stop and go, that's not just a record."
Innovative Techniques in Vinyl Design
From glow-in-the-dark labels to holographic finishes, Griffin pushes vinyl design beyond tradition. For AViVA’s Hopeless Romantic, his team hand-applied custom labels for a limited-edition feel. These small, creative touches make records stand out and feel special to fans.
Vinyl Frontier: The Importance of Physical Media in a Digital Age
Even with streaming’s convenience, Griffin believes physical media creates deeper connections. A well-designed record isn’t just music—it’s art. By focusing on quality and creativity, vinyl becomes a lasting keepsake, not just a digital file.
"If you want to make it feel special, you want to really show that putting in the time and the effort to look at these variants, look at these other special effects can be done."
Join us every month for a new episode of BESPOKEN, the podcast where we delve into the world of independent music and physical media culture.
In each episode, your host, Scott Pollack (President of A to Z Media), speaks with industry experts and dedicated creators who bring music to life in every format imaginable. For 30 years, A to Z Media has worked with countless record labels and artists to meet their manufacturing and printing requirements. We hope that these conversations will educate, entertain, and inspire you.