
As media journalists rush to interpret the recent wave of Tumblr-related hype, thousands of would-be internet auteurs are scrambling for a bankable gimmick in hopes of securing the mother of all meme payoffs: the blog-to-book jackpot. However, much like the livejournals and blogger sites of yesteryear, the average tumblelog is ultimately doomed to obscurity. Here’s a brief interview with the author of one that isn’t: Kleinmania.

What is Kleinmania?
Kleinmania is the world’s smallest mania, the iPod shuffle of manias. It’s an outlet for ideas and observations – quite often it’s silly or banal which are two of my favourite commodities. It’s my contribution to the war on sincerity.

Who is “Klein” ?
I’m a graphic designer in Sydney, although I don’t consider Kleinmania a design project by any means – it’s not always pleasing to the eye. People who know me get the irony that I would profess to any kind of mania because I’m pretty quiet and mellow but hopefully my work speaks louder than me.
I get an ‘office humour’ vibe from Kleinmania.
That’s an interesting observation because it evolves day to day without any real agenda. I try to make at least one thing new every day which often means that I have no idea what will be on there tomorrow.
Do you work in a cubicle?
I work in a noisy open plan studio with some very funny and creative people to bounce ideas off. I think I drive them a bit nuts sometimes. We don’t have cubicles, but maybe it would be nice to have a little privacy – especially on those occasions when you need to deep etch assorted Steven Seagal images without arousing suspicion.
If you were to work in a cubicle, what would your fantasy cubicle look like?
My dream cubicle would be a Rubik’s cubicle and it would hover…and have a cheesy laugh track for every time I posted something.

There are a few reoccurring topics on your site that I’ve noticed (Seinfeld, Hulk Hogan, Star Wars), is there a common thread here? A theme, perhaps a zeitgeist you are attempting to capture?
If only it were something so profound. I grew up with all three at various stages but there are many influences I have yet to exploit. The eighties in particular offered so much in that respect and I’m interested to see what becomes of more contemporary figures in popular culture.
We burn through memes so quickly now that things seem to have a much shorter shelf life. It’s not entirely a bad thing, but I wonder if we’ll be amused by references to keyboard cat in twenty years.

Flubber seems to be one of your aesthetic obsessions, what about the film do you find so captivating?
The film is widely regarded as flop, so to me it represents a product not living up to its hype and the banality of advertising in general. Take a slogan, replace the product name with fictitious slime, and it still makes much (or as little) sense as the original message did.

This is interesting, it definitely speaks to the art director in me and the range of emotions I experience when working with text, what was the inspiration for this?
I’m a type nerd, and a Kubrick fan (the Full Metal Jacket movie poster originally read “Born to Kill”) so that one came together quite naturally. Kerning is an interesting process because it can be very time consuming and it’s usually invisible, as in you only notice it when it’s bad.
Some of the things I’ve done to type on Kleinmania are almost criminal, but that’s usually intentional…and fun. Typographers can take it all way too seriously sometimes so it’s good to stir the pot a little bit. To my knowledge nobody has ever died from poor kerning.

Now, this blew my mind when I first saw it, I was like “shit, what the fuck am I looking at?” and then I realized you had perfectly expressed the dream-like temporality of growing up in the 80s. Can you tell us about the creative process behind Mr. ET?
When I was about seven years old I wanted to be Mr T, but there were obstacles to overcome, being Australian, white, and seven to name a few. Although oddly enough I did have a stunning beard (jokes). I also wanted a glowing index finger, but since none of those goals were immediately attainable I resorted to drawing both characters, often together.

This is great. I would love to have a poster of this hanging above my desk as a painful reminder of the ultimate redundancy of our actions.
You got it in one, and I’d be honored for it to hang above your desk but hopefully it’s not too painful a reminder – it should also be viewed with a just a tiny amount of triumph. By recontextualising something like that you can render it benign, so that it becomes an object to amuse you. You might not even think about the grazed elbows with the sand and the stinging when you look at it.
Do you believe in 2012?
2012…I don’t really believe in the doomsday predictions but I do believe that a cultural shift is on its way, where people will become less materialistic and therefore less at the mercy of giant corporations. I think there are small signs this is already starting to happen…but I’d better stop now because I’m teatering on the edge of sincerity.