Sara Moseley Captures Chaos

Memphis-based Goner Records is a reliable beacon for people who still entrust their musical discoveries to the folks behind the record store counter. But Goner’s curatorial chops span beyond the crates in their store—they also release new music via their label, host an annual DIY festival that draws collectors and appreciators from across the world (including Australia), and serve as a community hub for music and BBQ lovers in Memphis.

If you’re not familiar, then dig into their website, grab a record from one of the artists on their imprint (you can’t go wrong with anything they’ve put out), and/or get a ticket for the upcoming Goner Fest 22 on September 25-28. At the very least, sign up for their email list and find something new to listen to each week. 

As is true for all great DIY enterprises, there is a team of folks behind the scenes ensuring that the Goner train (sorta) stays on the tracks. One of those heavy-lifters is Sara Moseley. Moseley is the Art Director for Goner, and she is responsible for many of its memorable and chaotic posters, festival installations, and other creative endeavors in recent years.

Eric Clausen’s poster for Goner Fest 21 (art direction by Moseley).

Capturing the spirit of a legendary punk shop/label/festival through a visual medium is tricky but essential work. When done well, it can establish the overall tone and environment for a great show, and it can be the enduring artifact that fans display on their walls long after the event. Thankfully, Moseley’s playful, imaginative, and medium-spanning approach to design and artmaking captures the Goner chaos perfectly.

We invited Moseley to share some of her thoughts and favorite pieces, including posters, signage, and more. As you’ll read and see, she has poured herself into her work (sometimes constructing massive signs in her own backyard) and it shows. So, take everything in, and, the next time you see a massive glittery installation on display at a Goner Fest, you’ll know a little more about the mastermind behind the piece.

Sara Moseley, Art Director for Memphis’ Goner Records

AM: How would you describe your design style, particularly for the work you’ve done for Goner?

SM: I’d definitely describe my style as chaotic. As the art director of a DIY punk label, things pop up without warning, and I have to create quickly to keep up. This fast-paced environment has sharpened my sense of style and helped me overcome the crippling perfectionism that used to slow me down. After nearly four years of working this way, I’ve learned to embrace the “wabi-sabi” beauty of fast, imperfect artwork. I think it coincides perfectly with the punk ethos. 

AM: You’ve created some pretty large-scale and memorable pieces for Goner Fests in the past. How do you approach creating something like the large skulls that flanked the stage last year? What’s that process like?

The stage signage has developed from the question, “How are you going to top this next year?”. When I look at the previous year's stage, I always see where I can improve and do just a little more. They have evolved out of stretching around various obstacles like having to create them in my own backyard, getting them to the venue, and installation. Wanting to do more while still making the process more efficient has been a fun challenge. The skulls came because I felt like the Gonerfest20 sign on the actual stage was a little underwhelming (again, size constraints), and I felt like the stage needed more. The skulls were the perfect thing to add to give the festival branding more presence in the space. Plus I just liked the idea of menacing skulls with color changing eyes looking down at a crowd of rowdy punks - it just felt right. 

The Goner crew installing massive skulls designed and built by Moseley for Goner Fest 21. Photo courtesy of Sara Moseley.

As far as the actual process of making them, that’s also another lesson in stretching around obstacles; they have to be light enough to be transported and hung, while still being rigid enough to hold up. They're made from purple home depot foam and a ¼” plywood backing. The foam is cut and layered, painted, and glittered. Glitter has been a non-negotiable for me - it catches the light better than anything else and again, perfectly matches the punk ethos - chaotic, beautiful, and transformative. I’ll also add interior lights to activate the glitter and get the signage to stand out. Last year I introduced motors to make the glasses lenses spin. I unexpectedly learn so much each year about engineering, construction, and electricity. 

AM: What’s a project you’ve done for Goner that was particularly rewarding?

I’ve been guilty of not thinking about completed projects too long and immediately moving on to the next thing (chaos!). Looking back on all my projects, I feel a sense of pride for almost all of them. One in particular was the Guitar Wolf poster I got to make for Goner’s 20th anniversary. Guitar Wolf is where it all started and in making that poster, I got to add something I made to the official timeline of the label. It was a huge honor.

Moseley’s celebrated Guitar Wolf poster. Photo courtesy of Sara Moseley.

Also since this is a published article, I get to officially brag—and have it in writing forever—that after learning I made the poster, Guitar Wolf took both of my hands, took a stilling, deep breath, looked me in the eyes, and bowed his head. It was intense and surreal. I felt like I was permanently blessed by the punk gods after that moment.

MORE OF MOSELEY’S WORK

Moseley’s poster for Goner Fest 19.

Stacy Kiehl’s Goner Fest 20 poster (art direction by Moseley).

Hand fans and masks from Goner Fest 20. Modeled by Wilson and Arthur. Photo courtesy of Sara Moseley.

Etran De L'Aïr performing in front of Moseley’s installastion at Goner Fest 21. Photo credit: Nik Cotten

John Spencer performing in front of Moseley’s installation at Goner Fest 21. Photo credit: Anton Jackson.

ONE MORE THING

In addition to her design work, Moseley has also helped produce some great videos for Goner, including the COVID-era GonerTV and a few other fun segments. Check out the full playlist here.