200 posters per show: The new live letterpress project at The Truth

Bryce McCloud operates a vintage letterpress on the second floor of The Truth, a Live Nation music venue in Wedgewood-Houston. During every concert, he uses the machine to create posters of the night's set list. Concertgoers can watch the printing process in a dedicated space called the Set List Studio.

Live Nation's in-house design team, Blueprint Studio, approached McCloud about two years ago. They wanted to incorporate a traditional Nashville art form into the new venue. Mietra Beyer, head of brand and experience development at Blueprint Studio, said the team wanted to create something unique. She noted that printing a set list while an artist performs is difficult but a challenge they wanted to accept.

McCloud agreed to test the idea. He said Nashville has a strong history with printing, dating back to music publishing houses in the 1800s. He added that even in the 1990s, local posters were designed to look letterpressed because the style was integral to the city's identity. He felt Wedgewood-Houston was the right place to try the project.

Blueprint Studio selected the paint colors for the studio, which faces the venue's multistory lobby. McCloud designed the rest of the space. He sourced a 1950s press and found antique cabinets to hold the individual letterpress types. The studio is visible to the public, allowing attendees to see the work being done.

On a typical concert night, McCloud receives the set list from the artists after sound check. For The Chicks' show last month, he got the list at 5:02 p.m. He had about five-and-a-half hours to design the poster, set the type by hand, and print 200 copies. He takes breaks to talk with visitors about the process.

The set list remains secret until the songs are played, so McCloud works behind a sign that says CONFIDENTIAL. Attendees can buy posters during the show and pick them up afterward. The team places the prints in glassine bags to protect the wet ink. At the end of the night, McCloud delivers signed posters to the artists. He also photographs the audience to document the experience.

McCloud's company, Isle of Printing, has operated in Nashville since 1997. He is figuring out how to handle nights when artists do not use set lists. During Jack White's recent shows, he printed versions of his Invest in Kindness design. McCloud plans to use the studio to teach upcoming artists the letterpress craft. Beyer said the tactile nature of the printing fits well with the live music experience.