A couple of months ago I saw a new website turn up online – at first glance, I was mostly drawn to it for the beautifully rendered, and oh-so-recognisable, Timba Smits (of Wooden Toy fame) design. It didn’t take me much reading, however, to realise that the website represented something new, and invigorating, amongst both the Australian and international low-brow/design/urban/street/you know scene.

Just Another Agency is somewhat of a misnomer, because after a only a fragment of research, and, having read through the interview below, it feels like anything but “another agency”. The two whirlwinds of frenetic energy behind the JAA master plan, Toby and Melika, are a pair of creatively impassioned champions of that which they love most – emerging or established, stunningly unique creatives from as many different walks of life as the varieties of mediums they represent. Not only do the pair encourage and provide opportunities for their impressive roster of talent, but they are also, in turn, supported by a collective network of friends, artists and other industry entities, formulating a circle of creative representation that is, in my eyes, one of the wonders of the Australian artistic community.

With their first few months of operation spent translating their vision into reality, it came as no surprise that find out that they were given the reins to produce a massive group show to be held in conjunction with the upcoming Melbourne Semi-Permanent conference and to coalescing that vision into the first (of a seemingly many) showcase of the artists under their supportive wing.

Dedicated to their cause, bold and humble, Toby and Melika are at the start of something very cool indeed, and we’re delighted to be able to share a few of their thoughts with you …

Can you tell us a little bit about your history, and how you found yourselves interested in the creative culture?

We kinda fell into the creative industry. We met studying Visual Arts at Tafe in 2002 …

T: Melika used to do all my drawing projects for me, as I just can’t grasp the concept of depth and proportion and it went from there. We moved over from Perth to Melbs in 2006 and while looking for somewhere to live stumbled across 696. We ended up with an empty shop front and seeing as every 2nd person in Melbourne we met was an artist we decided to open a gallery for and about the artist. We ran 696 for 3 years before we decided to close and start the agency…

M: Haha… yeah that’s true I used to do her homework for her. Looks like things haven’t changed much. But in all seriousness… I love what we do. I’ve always had my hands in something creative for as long as I can remember. Whether it be flower arranging, silver smithing or interior design… I just love to be creative. I guess knowing first hand what it “feels like” to be in their shoes helps when relating to our kids, kind of a been there, done that approach that makes it so rewarding helping them succeed.

JAA Artist Adam Oehlers

Just Another Agency has been up and running for a few months now, but previously to that you were involved with 696 Gallery – can you give us a rundown on the history behind the agency, and what lead you to create it?

T: We found we were really limited at what we were capable of doing at 696. We felt as if we had outgrown the space 6 months in, and had plans for bigger and better things, so when the lease option came up we decided to close, allowing us to take all the better aspects and things we loved about 696 and create the agency.

M: Running 696 was awesome… but A LOT of work as it was only Toby and I doing it. We are really enjoying the flexibility and new found freedom that has come with the Agency.

How have you found the general reception to the agency by the greater community?

T: It’s been amazing! It’s kinda blown our mind really! We knew we had made a lot of contacts with artists, collectors and the general public through 696, but the response and feedback regarding the agency has been out of control! We have been really fortunate to have some amazing support and love. We also get to involve and play with a lot of artists we didn’t have the possibility of beforehand.

M: Yep definitely! It really was the best move … and now there is no looking back. 696 was kinda the “practice round”, and now we know what we want, who we are about, and where we want to go.

JAA Artist Kirpy

You represent a wide range of artists, designers, photographers and multimedia specialists – how did you go about creating these relationships with those you represent, and in what way do you select the artists you wish to work with?

T: We knew we wanted a high level and standard of work and wanted the keep it a really eclectic range. Our represented kids are still emerging artists, artists who we felt needed our help to push and market them. Whereas the collective are a bunch of amazingly talents kids who don’t necessarily need us to promote and market them, but it still allows them to be involved and gain exposure with a group of like minded peers – plus they have the opportunity to show work in all our group shows etc…

M: A lot of these people we worked with before and during 696… so we’ve really earned their respect, and they really trust us with their vision… as they know we share their passion. We’ve kind of watched some of them “grow up” in their artistic sense, find there voices if you will… and what can be better than that!

JAA Artist Jack Douglas

You also have a large range of supporters and other affiliated artists associated with the JAA collective – how do these people fit within the overall philosophy of the agency?

T: Our supporters are usually like minded companies that feel the same way we do about art and design. They live and breath it. It’s really just our way of supporting some amazing people doing some amazing things…

In terms of projects, what is a typical example of an engagement between yourself and a prospective client or customer? How do you believe representing diverse forms of creative talents differs from other forms of agency management, or are their definite correlations?

T: We chose this diverse group of artists to be exactly that, diverse. We didn’t want to niche ourselves into a certain style of work, limiting us and our artists ability to gain a variety of work. There are also a lot of different, incredible illustrative agencies out there. We didn’t feel like we needed to be another one. We love a whole range of different art,  and to stay true to ourselves and what we believe we felt that we needed the eclectic range that we have. It really means, no matter what style of art you are looking for commercially or non-commercially we have someone that will suit your company, brief and or aesthetic.

M: Yeah what she said… Haha. No really it is all true, we like to cover all bases, and have a real broad over view. I guess we don’t want to ever limit ourselves to opportunities by being too niche… plus we like to many different things to ever stick to one!

JAA Photographer Nicole Reed

In terms of the marketing and PR for those events, what are some of the more challenging aspects of the work that you do, and what are some of the highlights?

T: We believe in all the artists involved in the agency, so we find marketing and promoting them the easy aspect of the job, especially as there are so many different social forums and methods of advertising now a days… especially with the Internet being so readily available.

M: Again… it is a lot of work, but running your own business is. In saying this though do you ever really work when you are doing something you love??? We take what we do very seriously, but believe in having fun all at the same time.

JAA Artist Caitlin Rigby

Lets talk exhibition – obviously you are showcasing a range of the artists you represent, but can you tell us a little more about the planning and inception of the show itself?

The show came up really suddenly, we knew the guys from Design is Kinky and had a side event at last years, first Semi Permanent Melbourne, through 696 – Get Trucked. A massive group exhibition where all artwork is created on ‘trucker caps’ and all proceeds go to CanTeen. So this year we approached the guys to see if anything was available, and here we are. This is technically the first show for the Agency, so we figured what better name then, ‘Just Another Group Show’ and we really wanted to showcase the level of artists we have available. So it involves all our represented artists, plus a bunch of the collective artists and then some… We are really excited about the talent we have on board for it.

JAA Artist Kaitlin Beckett

Semi Permanent is widely regarded as a showcase of some of the best talent not only here in Australia, but from around the world – can you tell us about your relationship with the Semi Permanent crew and why you believe events like this are essential for the promotion of the artistic industry?

T: We’re avid supporters of Semi Permanent, and we make sure that Melika (at least) goes every year, and she has for the last 6 years. We find it simply put, inspirational. It allows us to know that other people in the creative industry do go through the same issues as all of us. Sometimes we lose sight of the big picture as there can be so many mini problems, and you end up feeling like it’s only you. It’s refreshing to hear that some of the artists, designers etc have been in the same situation and have struggled the same way we do. Plus it’s always insightful to hear the processes involved with some of the people we love and respect. Over the last couple years we had the absolute privilege of meeting and hanging out with the likes of Ron English and Tara McPherson, both who we are MASSIVE fans of, and it was really refreshing seeing the other side of them, and having the opportunity of getting to know them. We were also lucky enough to be able to introduce some incredible artists to Ron especially and they are now over living in New York, working along side him, which is such a great feeling. We want to do more of that!

M: I seriously wouldn’t be doing what we are now if it wasn’t for this event. Going back to the first Perth event, it really motivated me to not give up on being a multifaceted creative … to not be disillusioned by the industry. It’s like my annual ‘top-up’ as I always come away feeling incredibly inspired and mentally rejuvenated. It’s an awesome event.

JAA Artist Luke Ryan

What are your general views on the state of the arts here in Australia right now, specifically in the areas of your interest?

T: There is some really great talent here in Australia. Melbourne really is one of the world’s art hubs, full of hidden talent and incredible people. There are definitely a few artists that are going to blow up and go really far.

M: Oh there is SO much!!! Which is great… but it really means that you need to being doing something quite unique to stand out in the crowd and be able to market yourself, which is exactly where we come in. We’ve had a lot of our kids achieve success internationally as well, as it is a very different scene… and we think it is important to tap into that. Being known at home is great… being known world wide is better.

JAA Artist Aramas

Finishing up, how about your ongoing plans after the group show? What other projects are you involved with that are coming up in the future?

T: We have some really exciting plans for the future. One is a residency program we are hoping to launch next year.

M: Plus a bunch more shows… a book… more artists… you know, just the usual …

You can find details for the Semi Permanent Melbourne group exhibition “Just Another Group Show” here, or check out the Just Another Agency website for more info on both the show as well as the agency. Also take a look at their fantastic blog – it kinda rocks!