Radharany Diaz

ONE ON ONE with Muhammad Umrani

Certain people have a way of grabbing your attention effortlessly. More often than not, the common thread among them is authenticity.

Atlanta-based artist Muhammad Umrani has stayed true to himself by allowing his creativity to take multiple forms.

We talked with him about commercialization, the similarities between life and basketball, and the ways art can break the limitations of spoken and written language.

R: Tell us a bit about who you are.

M: My name is Muhammad Umrani. I’m an alternative media artist based out of Atlanta, GA. My brand “UMRVNI" (pronounced UM-RON-EE) means builder of culture and civilization. As a creative, I’ve discovered that using color within different mediums of my work really ignites inspiration and provides a new way to see things.

R: You were born and raised in Southern California. How formative were those early years in influencing how you express yourself today?

M: I grew up in So-Cal by way of Moreno Valley which is located in the Inland Empire. Those years were definitely constructive to the genetic of who I am as an artist and how I live my life. I believe when you think of Southern California you think of a place that harbors true individuality and free spirits.

R: One of your first creative outlets was photography. In the past, you’ve talked about how this helped you create your identity as an artist.

Was there any apprehension in switching to a different medium and becoming a multidisciplinary artist?

M: Yes, photography was my first medium. From finding subjects to shoot to documenting my travels across the world, I believe it demonstrated that I had a good eye for things. I think it's a gift to see things in places where others see nothing. That applies to any form of art.

I don’t think there was any apprehension in switching mediums. I always knew that I would let my creativity speak in ways beyond photography. Photography is a skill that remains a part of my identity.

R: What inspired you to use a basketball as your canvas?

M: Prior to creating my basketball pieces, I painted on different articles of clothing. Over time, through my travels and visiting several major art galleries, I decided to create my own piece of work that I could express to the world. I always paid close attention to the connections between the game of basketball and life. 

I’ve been playing ball since a youngin’ and it’s still a part of my daily life, so to combine paint with a texture that has been familiar to me for so long was genius.

R: Walk us through your creative process. How much time is spent ideating, creating, editing? How intentional are the words and colors you use?

M: When it comes to the paint drip, I feel like it has evolved since I first started in 2018. The colors are intentional now and make sense. Even down to the way I apply the paint. Applying color theory to each ball allows me to come up with a lot of great pieces. I usually have an idea of what color I want to do prior to me creating. I like to stick with 2 to 3 colors for the most part. The process takes about 2 days for each piece to fully process. 

My affirmative pieces that I started in 2019, which are colorful freehand fonts added to the canvas/basketball, connected popular idioms from the game of basketball with affirmations learned from my parents and life. Some examples are “Create Space for Yourself” or “Keep Up the Tempo”  and “Measure Twice, Cut Once.”

R: Has quarantine affected how or how often you create? What adjustments have you made?

M: In the beginning I think it affected my thought process on what reality was for me as a creative. One challenge was ordering my materials and having to wait due to Covid restrictions. But as time developed, I realized that regardless of the situation, the goal is to remain transformative by being true to my identity as an artist. That will never fail.

R: Speaking of making adjustments, last year you partnered with Mountain Dew for a pop-up exhibition where you had to create 300 of your custom-painted basketballs. This was a change of pace from your usual creative output. Talk to us about what that process was like for you.

M: The collaboration with Mountain Dew was very fun. To come together with a big brand and create something that still remained true to its form in the perfect way was amazing.

The great part was that we found a way to make the art interactive which is what I’m always about — connecting to my audience. It was an immediate change of pace to create that many pieces at once; however, it gave me and my team an opportunity to show our resilience in meeting deadlines, delegating tasks, and providing great brand representation.

R: On the topic of commercialization, something artists struggle with sometimes is combining business with their self-expression.

How have you been able to navigate the process of selling your artwork and working with brands?

M: My father was an artist as well. He made posters of his paintings and sold them at Venice Beach. One of the highlights of my life was watching him do something he truly loved to do and something people admired. He would set out goals on how many posters he needed to sell each day we would set up.

Watching him and being under his wing, I learned that business and self-expression are connected. Selling my artwork and working with brands allows me to create more and gain exposure.

R: Art as a language is unique since it can often go beyond the limitations of spoken or written language. Is there a specific feeling or message that you’re hoping to communicate through your work?

M: Yes, I think that I want to communicate that you can transform things that are true to you and make them into your own language that people can appreciate. The world of basketball is very synonymous with life and I want to do my best to highlight that by bridging the gap in my own way. 

R: What’s keeping you motivated right now?

M: I have so many things that are motivating me right now. It’s never just one thing. I would say the biggest is my family and friends always motivating me to continue to bloom as an individual first and artist second. Most recently, I would have to say the death of basketball great Kobe Bryant. The lessons he taught the world allow me to apply the same principles in my own life and work. I forever thank him. RIP GOAT.