Chicago based, Sir Real Labs was founded in 1988, by the critically acclaimed multi-media artist Sir Real (aka Gary Kuzminski). "The Lab" is a multi-media outlet and specializes in animation, sound design, illustration, photography, user interface, web design and packaging. Our clients run the spectrum from the boutiques and independents to the Fortune 500. If your project needs to stand out from the competition, contact us via email : SirReal@SirRealLabs and we would be glad to get back to you with a quote.

Background:
I have been involved in the creative sector for well over a decade and am very well versed in a wide variety and aspects of media. My expertise spans the spectrum from conception and visualization, online and street campaigns to implementation and execution for print, product and online media alike.

I began as a freelance artist, in the early 1990's, under the name Sir Real Labs. I was one the pioneers helping to establish the early rave/techno look and went on to create hundreds of flyers, concert posters, magazine and album covers. My work soon attracted the attention of corporate America and crossed over into the Fortune 500. Since then,my work has appeared in the graphic, marketing and advertising campaigns for such companies as McDonalds, Disney, Frito Lay, Anheiser Busch, 7-11, Comdisco, Phillips 66, MasterCard, Nintendo, NBA, and The Jimi Hendrix Foundation to name a few.

To give you some brief examples of my past client projects, I was contracted to develop the "look and feel" for Frito Lay's Doritos.com website which accompanied the brands "ALoud to be Loud" advertising campaign. The site was designed with interactivity in mind and featured an area built to foster community and social interaction by allowing users to contribute music, poetry, writings and other musings. Around the same time, I was also asked to develop the look and feel of the user interface for Budweiser's BudBowl online presence. I was responsible for designing the relaunch of 7-11's Slurpee Brainfreeze. The "Brainfreeze" image appeared on cups, t-shirts, beach
towels, posters and in-store displays.

Beyond my freelance work, I held the position of Senior Creative Director for Praxair's MetFab City, which served as a B2B for the metal fabrication industry. My responsibilities included creating and implementing overall branding, in addition to the websites look and feel. I created flash animated user tutorials, as well as, style guides and procedures for both online and offline print collateral. I developed MetFab's online marketing strategy encompassing, banner advertising, keywording, search engine optimization, and the acquisition of over 300 supplemental industry specific domain for future sources of revenue and online traffic.

In 2000, I launched TheRecordIndustry.com, as an independent artist resource educating and serving the DIY artist and music communities on new media technology, news and IP legislation. Now one of the longest running indie music sites on the web, TheRecordIndustry.com has become a touchstone for many in the creative field, entertainment industry in addition to academic circles. Since it's inception, the site has consistently ranked in the top 10 search results in Google (out of 276,000,000), Yahoo (out of 67,400,000), MSN (out of 12,357,908) and AOL (out of 1,280,001). Over the years, TheRecordIndustry.com has been a resource, featured and/or interviewed in the London Times, Business Week, ABC News among many others.

Most recently, I was responsible for developing the graphic and marketing campaign for independent recording artists, JaGoFF, in support of their debut release. The strategy utilized traditional media, as well as, guerilla and viral marketing tactics on the 2003-2005 Vans Warped Tours, as well as, through the use podcasts, blogs, MySpace and other social networking sites. The campaign resulted in features on many of the world top music sites including RollingStone.com ("#1 Top Editors Pick"), a spotlight feature on the Clear Channel New Music Network, VitaminiC and a month long artist feature on iMesh, exposing the band to the iMesh user base of over 60 million people worldwide. The album has since met with much critical acclaim and received the "Top 5 Picks" in URB Magazine's "Next 100 Issue" as well as garnering
a 4-Star review.

Beyond the creative realm, I speak and guest lecture at colleges and conferences on the subjects of guerilla/viral marketing and culture jamming, as well as, on the subjects of technology, copyright issues and alternative distribution as they pertain to the artist in today's ever changing, creative marketplace.