Andrew IBEA

VP of Creative Content | INTERSCOPE RECORDS

 San Francisco Native. Experienced Creative Producer with a demonstrated history of working in original content development in the Music Industry, Consumer Electronics, Brand Creative Direction, and Artist Imaging. 


1.)        What was your very first job?
I was casted for voice over work as a kid for a learning to read audio program called, The Homerun Reading Team for the San Francisco Unified School District.


2.)        Please describe, in your own words, what your job is and what work it entails.
VP Creative Content for Interscope Records.  I manage the internal creative team and the day to day production needs for single/album art + packaging, press photo shoots, music video production, live show/BTS content filming, and more recently conceptualizing on-stage creative elements for tour and broadcast performances. We support the artist’s vision for the project by providing creative resources and helping develop their ideas if needed.  We succeed when they can genuinely showcase their personalities and continue to elevate them through their career to impact popular culture.


3.)        How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you to where you are today?
My parents actively took me to local art shows, science museums, movies, etc.  I am an only child so I had a lot of time to analyze everything…afternoon cartoons, books, sports, local food and culture, etc.. I soaked it all in like a sponge.


4.)        In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
From my time at Interscope, I learned from the leadership here, the art of the unlikely pairing… pushing different POVs to explore ideas and spark conversation to see what comes out of it.  With social media, it’s so much easier to engage a diverse talent pool in all creative disciplines across the globe.  We are able to connect our artists with creatives and have in depth conversations about the vision of the project so quickly.  We encourage this cross pollination of ideas to hopefully create visual assets that make our artists stand out.


5.)        If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
I have a few videos for Eminem and OneRepublic that have over 1+ Billion views.  That was validating knowing that I could help support the artist song + vision, but still create something that a global audience could enjoy and consume repeatedly.  I also worked on an 360 projection mapped activation at Coachella last year called The HP Antarctic Dome. I engaged with the band, Rufus Du Sol and helped figure out the vision of the creative with their creative director, director James Frost, and his team at Tool.  It was a genuinely great learning experience to work on something that was both visual and experiential.


6.)        Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most be interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, etc
It’s a crap shoot – if the artists have ideas, we’re here to help bring them to life no matter what discipline it is.  I’m exciting to see everything as maybe it can help spark fresh ideas to make some noise in the music industry.


7.)        What was the biggest risk you’ve ever taken
Nothing too crazy – When I moved to LA, I lived on a couch for about a year while finish college and hoped for the best.  I was so worried about being able to pay rent and tuition and feed myself haha.   I’m still here so I guess I’m doing ok!


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