© 2019 by James Victore.
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Everything has its price. ‘Greatness’ has the cost of the struggle and the weight that that label holds. Conversely, bowing to your circumstances and not aspiring to better carries the burden of unfulfilled ambition. At 19 I moved to New York City to fulfill a dream of becoming one of the world’s best poster designers. Once there I quickly found that there was no actual position for that job title — so I had to make one up. I also had to accept the cost of that dream.

My early posters came from this desire to use my skills and knowledge as a designer to comment on social, culture and political issues and to make a difference. I often used my own funds to professionally print and wheat paste thousands of posters around NYC.

The only money I had at the time was earmarked to pay rent, but I was on a mission — I was not going to let my poverty stand in the way of greatness. This 'get 'er done' mentality was admittedly a bad business plan, but it served it's purpose at the time. The recoil of spending my rent money was that I could not pay rent — for awhile. Consequently, every few weeks, the doorbell would ring. Waiting there was a man in a suit. “James Victore? You are served,” was his only line as he handed me eviction notices. At the time I was embarrassed. I threw the papers away. Thinking back, I wish I had kept them — these legal notices were proof of my conviction, the price I had to pay to make posters.

The ending of the story is that my initial purpose and drive paid off with many of these early works selected for inclusion into the New York Museum of Modern Art’s permanent collection, I had became one of the world’s best poster designers.

Link to MoMA Page