I’m Franky Chan, Founder of IHEARTCOMIX, and This Is How I Work

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If you’re trying to combine creative work with “paying the bills”, look at IHEARTCOMIX, a creative agency that combines its client work (recent projects include marketing for Black Panther and Mary Poppins Returns ) with projects of its own, such as music. IHC 1NFINITY label, which unites all its music videos into a common universe. We spoke with IHC founder Frankie Chan about taking a brand that started out as a series of parties and turning it into a full-fledged business while remaining fun and creative.

Frankie spoke in detail about the IHC team, explaining how each member contributes creatively and practically. If you enjoy learning more than the person at the top of the organization, then this How I Work is for you.

Location: Los Angeles, California Current place of work: IHEARTCOMIX, founder and creative director Current mobile device: iPhone XS Current computer: MacBook Pro (latest model) One word that best describes how you work: continuity. It’s very important to me that IHC always tells the story and that the whole thing makes sense. This applies not only to our public image, but especially on the inside when we make business decisions.

First of all, tell us a little about your past and how you got where you are now.

My professional life began with playing in bands and organizing concerts. Illustration, nerd culture and music have always been a huge part of my life, just as creating a sense of community, curating a show was the first natural expression of these passions coming together.

At the end of 2003, I moved to Los Angeles. Soon after I founded IHEARTCOMIX to party with my then DJ partner Steve Aoki (he had a thing called Dim Mak ). Over time, these parties developed into a separate brand and I started a record label and blog to support it.

Around 2014, the initial impulses of the IHC began to wane for me. I wanted more. We have played a big role in the music scene for ten years and through this we have developed many contacts in the world of entertainment and brands. I thought there must be a better way to stay true to who we are, but allow ourselves to grow and use that relationship in new ways. At the time, we thought the best way to do this was to film the pilot of our own TV show (long story). From that point on, we started working with Sundance and Adult Swim, organizing and marketing events for them. So we started the transition to what IHEARTCOMIX is now.

Today IHC exists primarily as a creative agency specializing in the combination of music and computer culture. More often than not, people come to us for first-to-market ideas, strange thinking or solutions to problems that have not yet been solved, usually helping to develop a project that exists among themselves or combines several environments. We work with Tentpole film studios and independent films from popular musicians and global brands. The type of work varies greatly from project to project, but can range from content creation to experimental production and full-fledged marketing campaigns.

True to our form, we never stopped creating ourselves. We launched the first record label with a shared music video universe, created our own cartoon world, share weekly playlists, and develop several television and film projects. We believe this is a key ingredient that sets us apart from other agencies and keeps us connected with the surrounding culture (and also helps to get rid of the creative itch).

Tell us about a recent work day.

The last working day at the end of 2018 included:

  • Wake up, shower, coffee / breakfast and a little morning workout.
  • Phone call to Walt Disney Studios regarding the return of Mary Poppins. We were recently hired to create a creative marketing project for a film. We discussed the next steps. After the call, we assembled a team and delegated responsibilities.
  • Met with Adult Swim at their Burbank office to discuss next steps. We had a busy 2018 with them working on several events and marketing projects. This meeting was a preparation for 2019.
  • Completion of the assets for the release of the new IHC 1NFINITY music video, a Halloween-themed short film with music by Lil Gnar directed by my creative partner at IHC Jesús Antonio Rivera. The video was released on 02.11.18.
  • In anticipation of the video’s release, we organized a screening of all IHC 1NFINITY music videos, including the debut of the new one. This preview came about as the start of my monthly DJ party called HITS! at Gold Diggers in Los Angeles.
  • IHC 1NFINITY A&R is reaching out to the music artists we want to sign.
  • Casting for a new joint photo shoot of the mega-talented Parker Day. She creates photographs of human versions of our characters from Astonishment Lost . This is part of our preparations for our 15th anniversary in 2019.
  • Check out the current Pabst Road Show, an experimental showcase for distributors in 13 cities that we designed and produced for Pabst. It took several months to create and build the project, and it took two separate production teams to complete it on time. At the moment we have only 3-4 concerts left.
  • Completing our Tenacious D Post-Apocalypto Zone in LA Comic Con activation with a recap deck.
  • Organization of the MATANGI / MAYA / MIA documentary screening in Los Angeles at the Regent Theater.
  • Strategic planning for 2019 that includes our 15th anniversary, new hires and new goals.
  • Learning Assistant. I recently hired my first one.
  • CrossFit lessons after work.
  • Attended a work-related event.
  • Evening illustration.

Each work day includes some or all of these things:

  • Biz customer service and registration
  • HR, solving any employee issues
  • Accounting, checking current budgets and P&L with my business manager or project managers
  • Prepare for the weekly staff meeting where I set my agenda for this week.
  • Personal projects / checks, daily course adjustments or prioritization adjustments based on what has changed in terms of importance. We spend a lot of time internally to make sure everyone works on the same page and to minimize redundancy.
  • Press / Marketing strategy for IHC-related projects
  • Social media strategy and posting

What apps, gadgets or tools can’t you live without?

How is your workplace arranged?

The IHC office is located in the arts district in downtown Los Angeles. We have a large open space with 12 tables, a seating / meeting area, work areas, a photo wall, a DJ booth, multiple video games, a tyrannosaurus, and a giant papier-mâché rainbow unicorn. The walls are mostly decorated with art from our past projects or frescoes. We also have several handmade costumes and an endless cascade of strange things. We love it when it’s fun and creative.

My personal desk is at the back of the room. I am surrounded by white boards because I like to have ideas readily available at all times. If I were Batman, I would have his wall of screens, but it’s still on my wishlist (being Batman). Also, my desk is pretty basic. I have a clean workplace and spend most of the day at my laptop, phone, or sketching / jotting down random ideas. I keep all my toys and all sorts of all sorts of things in the office and don’t let anyone stay at home.

What’s your best shortcut or life hack?

I know a LOT of people from a wide variety of industries and disciplines. A couple of years ago, I decided to create a complex Google spreadsheet that categorizes all my contacts in great detail. Where they are spoken to, their specific roles, etc. It is mostly split between music, entertainment and brands, and then between creative people and industry.

It took a lot of work to set up, but I saved a ton of time from day to day because the information is readily available and I never had to spend time figuring out which director I met once.

HOWEVER I wish there was an even more efficient way, but I haven’t found one yet. Traditional address books just don’t work. HMU if you have a secret!

IHC 1NFINITY is renowned for its music videos of a fictional universe. How does this shared universe affect the music video making process?

Ton!

First, we basically make mini-films every time. Videos are based on storytelling (and not just look cool), so there is a whole extra layer of scripting, lighting, special effects and post-processing that we have to consider.

Second, and probably most important, every video should be collaborative with an artist. They will volunteer to play in our universe, but the video still needs their promotion and work as a separate piece. This is always the most difficult aspect to make the right decision and is usually the most difficult when finalizing a product. The balance is tricky. It lengthens the process a bit, but it is also a lot of fun when the artists really get into it.

Third, we are building the universe. The continuity between videos is very important and we always expand on the mythology of the story we are trying to tell. With each video and in between, we write a story, create props, or design.

Fourth, funding. Since we treat them like movies, the price is slightly higher than a regular music video. So, I spend a lot of time promoting brands and get additional support from partners to bring the idea to life.

Finally, marketing. With each release, we go beyond traditional song and video releases by adding a campaign layer dedicated to the universe. This translates into experimental and social campaigns involving storytelling, movie posters, merchandise, and fan screenings.

Tell us about an interesting, unusual, or challenging process you have at work.

Decks. While decks are standard across most industries, our decks have a special place in our workflow. We’ve overdone it in terms of design and the story we’re trying to tell. We are proud of their uniqueness. We have decks not only for projects, but for almost every aspect of IHC. They are created as a joint internal effort, and no project officially begins until it is implemented in this format.

Who are the people who help you achieve results, and how do you rely on them?

Jesus Rivera | Creativity and Video: Jesus has been at IHC for the longest time and has had a major impact on the look and culture of IHC. He’s the most reliable freak in this room. We are creative partners for our characters, TV show projects and the IHC 1NFINITY storyline. Most of the video content from IHC came through it.

Ashley Aguirre | Sales and Marketing: Ashley is a wizard, especially when it comes to decks. Most of our design and business materials go through it. She does a great job with clients, is creative and generally inspires the team. She is the glue that holds us together.

Jasmine Peraza | Social media and editorials: Jasmine runs our public face. Most of our social media, web posts, newsletters and playlists come through it. She started out as an intern and rose through the ranks.

Esther Robinsan-Abrams | Executive Assistant: Esther is a new member of our team and she quickly established herself as an endless resource. She directly assists me in my day-to-day management.

Karina Gutierrez | Social Media & Assistant Editor: Karina is a great creative person and is well versed in everything we throw at her. She has become the source of everything from events to video productions. She spends her day in the office helping with social media and editing articles.

John Travis | Business: John joined IHC in late 2017. He runs a company called Hollywood Plumbing that helps creative businesses financially. He now handles most of our business affairs and is our secret weapon.

Ophir Admoni | Label Manager: Ophir just left IHC to join the Secretly Canadian team, but I didn’t think it would be fair to leave her aside. Ophir was instrumental in bringing IHC 1NFINITY in shape and in the mood for an exciting 2019. We’ve just taken a position and are looking forward to the next chapter.

Benny Ashburn | Accounts: Beni works with us as a freelancer on agency projects. However, now she is so involved that it is difficult to deny the incredible impact she has had. Her experience has allowed us to reach a new level of professionalism.

Dina Murietta | Event Management : Dina is one of our two main event organizers. She can take on a project of any size and is an excellent team player. We’re lucky to have her on our side.

Robin Baskins | Event Production: Robin is our second lead producer. She mainly lives in New York, so she is involved in projects outside of Los Angeles.

Edward Do | Event Management: Edward has worked with IHC for many years as a full-time employee and more recently as a freelance employee. Eddie, mainly focused on organizing events and working with PA, is our favorite person, as his reliability and attitude towards them is like a champion.

Shannon Cornett | Event Organization: Shannon excels at staging concerts. She is my helper when we have musical or comedy events. We come from a similar home education and speak a language not usually understood in the agency world.

Inge Kolsen | PR: Inge has been involved in IHC PR for many years! Regardless of whether we are working in the early days of events, our label or more recently our agency, Inge is part of the family and always will be. She went with us through all the difficulties.

How do you keep track of what you need to do?

Many, many notes. Depending on the importance, I have different note systems that might appear in a notebook, on the Internet (Apple Notes or Google Doc), or on random scraps of paper if there are important things I need to focus on right now.

Lately I’ve been trying to make the list publicly available so team members can contribute where they can.

How to recharge or relax?

I watch a lot of TV and movies, or read comics to disconnect. Drawing, writing or making playlists if I’m feeling creative. Exercise or travel does the trick too. Basically, I just need to be alone and in my own space away from the madness.

What’s your favorite side project?

I wrote my first full-length screenplay around the last year. I am very excited about this idea and it was great to have a creative outlet outside of my daily life.

What are you reading now or what do you recommend?

I recently completed biographies of Leonardo da Vinci and Benjamin Franklin Walter Isaacson and just started work on Steve Jobs . I had a desire to learn more about successful people who have juggled several disciplines and created something new out of them. All three also achieved their greatest achievements at a later age, which is also interesting to me.

In no way do I compare myself to their success, but it helped me to be inspired by the outlook on their life. Anyway, it kindles a fire and I would recommend them to any creative / business person looking for life lessons.

Who else would you like to see to answer these questions?

Chris Swanson of Secretly Canadian, or Lights .

What’s the best advice you’ve ever received?

If you don’t ask, you don’t get it.

What problem are you still trying to solve?

The biggest challenge for IHC right now is a shared understanding of who we are today: perception. This question can be divided into two parts:

  1. Business. 2019 will be our 15th year. For the first 11-12 years, we were a completely different business. When we decided to swap places, it took several years to disassemble the old and rebuild the new to make it work correctly. I would say that we had two strong years when we were a business that we want to do, and 2018 was the best year for us ever. BUT many in the world still think of the IHC as who we were. Our new clients do not, but the rest do. This is what we are turning to more and more often.
  2. Fan culture. Since we create our own content and have big ambitions for where we want to deliver it in the future, it is important that we redefine our fan culture in order to create a new base of people following us for what we provide now. In 2019, most of our internal efforts will focus on a refreshed look, social media strategy, and more original content to grow our mainstream fan culture as we continue to evolve into our newest era.

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