Podcast Summary

The Digital Marketing Podcast

Hosts: Daniel Rowles & Ciaran Rogers
Episode: #NotesToStrangers – An Interview with Street Artist Andy Leek
Date: March 26, 2018
Guest: Andy Leek (Street Artist, creator of #NotesToStrangers)

Episode Overview

In this episode, Ciaran Rogers interviews street artist Andy Leek, known for his vibrant, handwritten “Notes to Strangers” art project seen across London and on Instagram. The discussion dives into Andy's transition from a corporate advertising career to becoming a full-time artist, the origins and philosophy behind the Notes to Strangers project, lessons on branding and community, and the interplay of risk, authenticity, and passion in both the art world and marketing.

Key Discussion Points and Insights

1. Andy Leek’s Background and the Birth of “Notes to Strangers”

• Andy spent eight years in advertising until being fired due to burnout and mental health struggles.
• He realized that creativity and making art kept him healthy and happy.
• The only time he could dedicate to art was during his commute, where he noticed how “miserable” everyone looked (01:10).
• He began writing uplifting or thought-provoking notes and leaving them in the Metro newspaper or in public spaces for strangers to find.

Quote:
"If I can make a difference to one person every day, then that could feel good, because when you help people, it makes you feel good yourself." – Andy (02:54)

2. Evolution of the Project/Branding and Social Media

• The project began as "Metro Notes," later organically morphing into “Notes to Strangers” through audience feedback (03:38–04:00).
• The hashtag and Instagram presence grew when Andy started putting up public posters and inviting the public to photograph and share them (05:38–08:16).
• Most of the photos on Andy's Instagram are taken and uploaded by other people, giving the audience co-authorship and a sense of collaboration (08:16–09:41).

Quote:
“If no one takes pictures of my work, the project stops. It doesn’t work.” – Andy (10:31)

3. Community, Feedback, and Gamification

• Public involvement became a key filter for quality: if a note was good, it was shared; if not, it faded away (10:42–11:08).
• The process is likened to “Pokemon Go,” where finding and sharing a note became a fun, city-wide activity (08:22–09:41).
• The project thrives on genuine public participation, something Andy contrasts with forced “engagement” in brand marketing.

4. Artistry, Authenticity and Vulnerability

• Andy never expected his handwritten notes to resonate widely, especially given his history with dyslexia (14:27–15:40).
• The imperfections, color, and handwriting are intentional and essential for authenticity and attention (12:18–13:57).

Quote:
“The mistakes actually sometimes add the character… If what I was doing was designed, I don’t know if it’d work.” – Andy (13:18)

5. Branding, Marketing and Art—Interwoven

• Advertising and branding aren’t separate from art; the most successful artists are also strong brands (16:04–19:44).
• Andy intentionally exposes his thoughts and soul through his work, a vulnerability necessary for resonance and reach.

Quote:
“If you’ve got the courage to actually share yourself and bare your soul to the world, you’re going to stand out as a brand because you’re going to be unique. And that’s essentially all I’ve done.” – Andy (17:49)

6. Risk, Fear, and the Curse of Playing Safe

• Andy believes that taking calculated risks is key in both art and business; “playing it safe is a slow death” (24:22–25:31).
• In advertising, fear and the need for short-term wins discourage bold, risky ideas, leading to mediocrity.
• Andy’s personal story emphasizes the reward in risk-taking, sharing how a BBC feature transformed his family’s perception and his own career trajectory (27:27–30:15).

Quote:
“Playing it safe is risky in the long term … because it’s a slow death.” – Andy (24:37)

7. Passion Projects and the Danger of Calling Them Hobbies

• Andy rejects the term “passion project” for minimizing what can be life-changing commitments.
• He urges listeners not to sideline what they love—these side projects can shape one’s future (37:34–38:49).

Quote:
“The things you do on the side that you do because you love them are the things that are going to change your life.” – Andy (38:04)

8. Monetizing Art—Staying Authentic

• Andy discusses how his project eventually generated income—through brand collaborations (done only on his terms), art sales, and Shopify (39:02–42:37).
• He refuses any commercial deals that compromise the project’s authenticity or insert brand messages.

Quote:
“If I was going to give up creative say, that’s advertising and I’m not in advertising anymore.” – Andy (42:36)

9. Scaling, Sustainability, and the Business of Art

• Andy reflects on how an artist's brand differs from a traditional company: you can’t sell or franchise your soul.
• To scale, he needs to retain creative control and find ways to fund larger, more impactful projects (43:22).

Notable Quotes & Moments (with Timestamps)

• On beginnings and impact:
  “I thought, well, if I can make a difference to one person every day, then that could feel good.” (02:54)
• On public participation:
  “Not only does the good feeling spread by you sharing that you’re spreading some positivity, but it also means that my followers feel a part of the project and they feel that because they are.” (09:42)
• On risk in career & creativity:
  “Playing it safe is risky in the long term because it’s a slow death.” (24:37)
• On brand authenticity:
  “It only works if it’s authentic, if it’s genuine… if you want to do something positive, you’ve got to really mean it.” (20:06–20:32)
• On monetizing art:
  “If I was going to give up creative say, that’s advertising and I’m not in advertising anymore.” (42:36)
• On chasing dreams:
  “Should more people do this? …You have to be a bit insane. You have to have that little bit of insanity within you to believe it’s possible.” (30:28)

Timeline of Important Segments

• 00:49–03:32: Andy’s background, commute, and discovery that art was necessary for mental health
• 03:38–08:16: Origins of the project, naming, social media, and evolution
• 08:16–11:08: Gamification, community participation, public co-authorship
• 12:08–13:57: Use of color, imperfection, and authenticity in the work
• 14:27–15:40: Surprise at the success of handwriting and words despite dyslexia
• 16:04–19:44: Intersection of branding, marketing, and art
• 24:17–25:31: Philosophy on risk, business, and creativity
• 27:27–30:15: Impact moments, family acceptance, and breakthrough with the BBC
• 37:34–38:49: The power (and mislabel) of “passion projects”
• 39:02–43:22: Monetizing the project while keeping artistic integrity
• 44:44–46:43: Law enforcement run-ins and reflections on the future

Conclusion

Andy Leek’s journey from advertising executive to the creator of #NotesToStrangers is an inspiring blueprint in blending art, authenticity, branding, and audience engagement. His insistence on public involvement, risk-taking, and creative control offers lessons not only for artists but for anyone seeking to build a brand or pursue a passion. At the heart of the episode is the message: vulnerability, authenticity, and the courage to act on your dreams—no matter how “weird”—can spark both personal fulfillment and significant impact.

For more, follow Andy on Instagram: @NotesToStrangers
For business or commissions: Email linked via his Instagram profile.