The Life of Peter Max: A Series of Fortunate Events
I had the fortune to hear Peter Max—the artist synonymous with 60s style—talk about his life and career at the opening of a summer of love tribute at the DeYoung Museum in San Francisco.
While I didn’t notice at the time, his seemingly charmed life actually draws upon several important “life lessons.” Here’s what I heard…and hopefully it is correct:
Intention and Focus Takes a New Turn Through Fate
Throughout his youth, Max had intended to become an astronomer. His life took a twist when a friend urged him to go to art school. When he learned his teacher had studied art alongside Norman Rockwell, he was hooked.
Max perfected the realism of John Singer Sargent and began approaching New York ad agencies for work in ad campaigns. After an art director got a sneak at a painting full of astronomy motifs at the bottom of Max’s pile of samples, he quickly herded together the other art directors. Max left with 14 assignments. It only multiplied from there.
Taking Initiative
At one point, Max designed the interior for a restaurant, Tin Lizzy, and convinced the owner that although the place was consistently booked, they should make a poster to immortalize the place as Toulouse Lautrec had with the Moulin Rouge.
Seizing Opportunities Based on Gut Feeling (or impulse)
As he stood swirling the colors for his soon to be famous posters, when the printer learned he was the artist he suggested they go into business making posters. At the time, posters of the Fillmore in San Francisco were all the rage.
It wasn’t too long after that the printer said a mind boggling million had been ordered. Then 7 million, distributed worldwide. Soon the calls came in from brands wanting Peter Max lines. All in all 72 licensed his work.
Knowing When to Say No
This incidental conversation had mushroomed (it was the ’60s afterall) into a major enterprise. Peter was, in fact, was so maxed out (sorry) that he decided to pass along the offer to illustrate the Beatles’ Yellow Submarine movie to the ‘German Peter Max.’ And as soon as one of his colleagues pointed out that the artwork licensing had become commercialized to a point where Max ran the risk as being remembered as a clothing designer—and he did not want that. So he put a stop to licensing his work for products.
Evolving With the Times and Your Desires
Over time Peter Max’s style evolved but he continues to work on interesting projects.
He told a great story about Gorbachav inviting him to do a big show in St. Petersburg with a reception from 14,000 fans lining many many blocks.
And in fact I need to research which of the 235 “Welcome to America” signs he designed for border entry points still exist. I really don’t think I’ve ever seen one, amazingly!
An audience member asked if he thought about painting as a realist. We all chuckled as he explained that he sometimes starts small realism style paintings but invariably starts swashing around bigger strokes - realism meets modern. Who knows, maybe he could have something there.
I hope his life lessons help you in some way as they did me. Now, spread the love 2007 style with a Peter Max e-card.
