Maybe the best art is the kind that makes you smile and that, beyond doubt, is the case of Joshua Ben Longo’s gruesome yet utterly delightful little monsters. It is impossible not to laugh while visiting Longoland, the puzzling world in which terror and tenderness harmoniously coexist and where it is not always possible to tell what is front and what is back.
Since graduating from New York’s Pratt Institute in 2003, where he currently works as a teacher in 3-d design, Longo has participated in numerous exhibitions and publications with his furred creatures and the grotesque family keeps growing. Every one of them is carefully sculpted and no one is exactly like the other. Some monsters have rugged skin and others don’t, some are dead and cut up, others are giving birth to furry babies, but you can be sure that every cutie comes with a bizarre but nonetheless charming twist.

Why monsters? What is your fascination with monsters about?

I have this vivid memory from when I was very young. It was a summer night. My uncle had just bought a red van and my pops was helping him customize the interior in our backyard. They had clip lamps hanging on the inside of the van. I was small. I don’t remember how old, but I do remember being held in my mother’s arms. I was bigger than a baby, but I was still very small. She was sitting outside opposite of the van in a folding chair made of metal tubing and woven plastic mesh. She was singing to me. “Hush little baby don’t say a word, Mama’s gonna buy you a mockingbird.” All I remember from this moment is a sea of colourful lights appear spinning over our backyard. It was the most magnificent show of color and magic. The image to this day had been burned into my memory. Fast forward… I see things moving around in my bedroom while I am sleeping. At least once a week I think someone or something is sharing the space I occupy. I think they called people like me prophets or shamans back when they spent their nights around fires. Now they just call it eccentric. I suppose I make monsters because I have to.

Looking at your monsters I can’t really decide if I find them cute or hideous, is that intentional? What would be the best reaction you could get on your artwork?

The monsters are closer to human than anything else. We experience them as we are or used to be, or even wish we were and that’s why we connect to them. We are cute. We are ugly. We are anxious. We understand them. Feel them. We put ourselves in what we see and these creatures talk back. The more personal the experience the better. I want to share the joy I feel when I make them. I talk to them and would love to hear someone do the same.

Why do they hardly ever have eyes?

Without thinking often our eyes are the first thing we try and connect with others, but when I take away the eyes people are forced to see the bigger picture. The eyes are a graphic representation of the self. It is flat. Not to say they are not important, but the physical expression is three-dimensional. How you hold your weight and fiddle your fingers or tap your foot or chew your gum. That’s where you find the truth. That’s where you find magic. I am forcing people to experience and connect with the pieces on a much deeper level. I hope.

You’ve recently made some really great commercials for the German telecommunication company o2, can you tell me a bit more about that experience?

I work as a creative consultant, but I keep that very separate from the Longoland work. I refuse to let anyone or anything get in the way of the natural evolution of the work. This opportunity was no different. I was ready to stand strong, but there was no need. The creative’s at VCCP Germany loved my work presented the idea to o2 and everyone loved it. There was never any pressure to do anything less then what I do best. Everyone was awesome VCCP, Stylwar, and Filmefex. The process of creation was smooth and the feedback was minimal and positive. To be honest I was scared of how smoothly the process went. This was also the first time someone else made the monsters. The process of creation was the easy part. I put on some Brian Eno and lost myself for a few days and when I had about a hundred ideas, I edited them down and showed the creatives. The hardest part about the project was getting all the legal stuff in order. School does not prepare you for the legal back and forth it takes to do this kind of work, but I wouldn’t have it any other way.

If you lost your creative skill, how would you see yourself making a living?

Impossible.

Let’s talk about your illustrations, what’s up with the muscles and the hulk?

I grew up in the eighties with a large dose of superheroes, He-man, Conan the Barbarian, Wrestling matches, and the Incredible Hulk. The incredible Hulk was my favourite by far for as long as I can remember. I would have my mother draw him over and over and over….Again! Again!! I suppose what attracted me to him and these superheroes were the magic and absurdity. Now that I am older I guess I am trying to reach out for the feelings I felt when I was introduced to these characters. There were gods. I am also fascinated by what that did to my archetypal image of what a man should be. This overinflated alpha male with rage issues. I was never like this and was always convinced that’s how men were supposed to be. Take a walk into the health section of the magazines. They have magazines dedicated to bodybuilding. It will expand your mind.

Which of your projects has given you the most satisfaction?

When I have real free time to daydream and to make things is when I am most satisfied. It could be monsters, paintings, or cookies. I only care about money or fame as a way to achieve freedom to wake and make magic on my own terms. I am close. So close.

Since I know you’re a teacher too, I’d like to ask you what your advice would be to young upcoming artists.

Spend all of you energy doing what you love and don’t stop. Don’t listen to anyone who tells you can’t do this or that. You can do anything you want and people will pay you for it. And if they don’t right away, who cares. You are doing what you love. The “rules” only apply to those who think they are real.

Is there something you are still learning?

Everyday is new. I always want to understand more and try new things. I just bought camera that shoots HD. Right now I am obsessed with Joseph Campbell and the idea of universal myths that flow through every single one of us. I’m also reading a ton about educational development in the arts. I didn’t really start reading until college and now I am making up for lost time. I am also learning how to motivate others to follow their bliss. Now if I can only learn how to convince someone to give me money to make a movie.

Which word describes you the best and why?

Choodle-noodle-boodle-lee-boo. Anything else would just sound pretentious.

Any crazy plans for the future?

I believe I have something special and honest to share. It is a simple as a smile. I want to share it with the world. Longoland will grow into something much bigger than even I can anticipate. If you love something enough and work hard enough, people will notice and doors will open. Maybe it is a movie, or a show, or books. I don’t know what it is yet, but I can’t wait.

Thank you, Joshua. You rock!

Amelie Malmgren