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Here’s a new idea: 21st century youth aren’t as lazy or carefree as those from older generations might like to believe.

“They are eclectic, forward-thinking, increasingly self-taught. They essentially have access to any information they need within a matter of seconds, and are progressing at rapid rates. I feel like most of them don’t need schooling anymore. They can download a cracked Photoshop torrent, watch tutorials all night, research on Wikipedia, and make something of themselves at a very young age.”

These are the words of Hassan Rahim, L.A.-based art-director at large, who off the top, seems like any other 21st century youth – he’s obsessed with old school BMW’s, smoothies, and for the time being, is against formal education.

“I tested out of high school a year and a half early” he says “and have been self-taught ever since.”  Though school is lurking in the back of his brain somewhere, he looks at his friends who went to art schools, and it reaffirms that a formal art education ‘isn’t necessary.’  “I suppose it’s grown into part of my style, I avoid lots of these little ‘design rules’ that school shoves in kids brains.”

Besides, there were other teachers, like, skateboarding and music. “I feel like skateboarding made me appreciate every type of music and style. Watching skate videos consists of three things to me: skateboarding, style, and music. My iPod was full of songs from my favorite skate videos, from Andre Nickatina to Hole, Funkadelic to Black Flag. At an early age it taught me that understanding and appreciating things within all genres and styles is important. It’s made me versatile.”

He’s taken this approach and applied it to his design work and his life. He’s proven that the youth of the 21st century can make smarter decisions for themselves, for the simple fact that they are more informed. They are able to look at something, and see that it could be something more.

“I wanted to make more out of ‘graphic design’, says Hassan. “Every time someone approached me with a design job, I would have so many more ideas to contribute; I’d get approached to do an album cover or look book and walk away creating an identity, a website, what have you. “I’m always reaching outside of my comfort zone. Attempting ideas that I’ve never done before, things like directing a video, designing a product or an object, always trying to expand my knowledge in all fields. Also, experimentation. Starting a project, take measurements, and even if I’m certain on how it’s turning out, making some sort of intervention/detour. Could be a big detour, like stopping everything I’m doing, sleep for 5 hours, and wake up at 11PM because I want to work on a specific project strictly after midnight. Even little things, like putting an image sideways. Then, taking measurements again. Seeing what changed, understanding how it can be perceived.”

Hassan’s clients include: Thvm Rag, Cast of Vices, Classixx, and Warriors of Radness, to name a few.

Did we mention Hassan is 23 years-old?

Check out a little Q+A with a far-from-lazy 21st century youth.

Explain to us what you do, and your favourite part of doing it.
My favorite thing to do is art direct a project. To approach something with a solid vision, and work with other creatives to unify the vision into a final product.

Where are you from?
I’m from Santa Ana, but moved to Los Angeles, CA when I was 18.

How does where you live affect how you work?
It’s refreshing to be in a city with a rapidly growing cultural movement. So many creative upstarts, new companies, restaurants, city developments, everything in LA is growing so fast. It’s great to be part of a blossoming community. I feel like lots of people move to New York because it’s a bigger city with more opportunities. But why not stay in Los Angeles and create your own opportunities?

Favourite directors/photographers/designers/magazines/artist/etc
John Baldessari, Harri Pecinotti, Stanley Kubrick, Hipgnosis, Man Ray, Nick Knight, John Lautner, Giovanni Michelotti, Eliot Lee Hazel, Brian Kim and Olga Nazarova.

What’s on your playlist?
Ages, Dakota, Odd Future, Broadcast, James Blake, Actress, Theophilus London, John Roberts, Forest Swords, matthewdavid, Teen Inc. & Lil’ B.

How did you get introduced into art direction?
Through wanting to make more out of “graphic design”. Every time someone approached me with a design job, I would have so many more ideas to contribute; I’d get approached to do an album cover or look book and walk away creating an identity, a website, etc. The most important part is the opportunity to collaborate with others.

Are you often collaborating?
As often as possible. It’s important to be able to work with others, but I think equally important to focus on your own craft. I’d say I try collaborating on 35% of things I do.

Can you take us through your creative process?
Coffee, tea or a smoothie. iTunes on shuffle, heavy thoughts. Lots of thinking, and doing nothing. I’ll go on some blogs I like, browse through my bookshelf, and usually the lightbulb turns on and I have a solid idea of how I’d like to accomplish something. Sometimes I’m at the desk, sometimes I’m in my thinking chair (a nice orange 1960′s lounge chair).

Can you tell us about some of your clients and what you do for them?
Thvm Rag is such a fun project to do, everyone involved carries so many different talents. Our immediate family consists of photographers, designers of all disciplines, costumers, musicians, performers, visual artists, writers… It’s amazing to have a platform to collaborate with all these people. My job there consists of designing and overseeing all design, contributing ideas and stories, and of course lots of production work. Also, Superhumanoids are a great band and fun to work with. I’m working on artwork for their next EP, Parasite Paradise.

Best experience/project you’ve worked on?
Thvm Rag.

Worst experience/project you’ve worked on?
I plead the FIF!

Was art always your passion or did you kind of just end up here?
Yes, it was. I realized this when I was 16. Santa Ana was a boring place, but there was this one store not too far in Fullerton called 06+. They carried amazing stuff from great designers, books, art. At the time it was the best store I had ever seen, and I couldn’t figure out why everything intrigued me so much, but I kept skating to that store every day, knowing I couldn’t afford shit and knowing there was nothing different than yesterday. I just wanted to keep putting all this awesome stuff I was seeing into my brain. The girl that worked there, Nancy, was beautiful and very sweet, so I kept coming back to hang out because I had a crush on her. She would let me borrow Bjork albums and Michel Gondry DVDs. Eventually I got deeper and deeper into this culture. Most of it was originally rooted in skateboarding towards my younger days, but has obviously expanded beyond that.

If you weren’t doing art direction, what might you be doing instead?
I would maybe be making music. When I was 17 I bought a microKORG and borrowed some drum machines from friends. Started tinkering around with it, but directed my focus on what I’m doing now. But, I did recently get a copy of Ableton, so we’ll see what comes of that. Also, this company makes nice things:  Monome, as does this one: Retractable So it’s still in my head!

Whats next for you?
Design installations for spaces, design objects, design interiors. Directing music videos. Own and operate a cafe in Downtown Los Angeles. Finish restoring my 1972 BMW 2002. Buy a blender, make smoothies.

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