Vince Fraser is a digital artist and illustrator with over 20 years of experience in the creative industry. Known for blending a variety of skills, including film and motion, he believes in confronting current social, political, and cultural realities with an imaginative yet critical lens, using his art as a tool for change.

At the heart of Vince’s work lies Afro-surrealism — a creative approach that allows him to stay grounded in the present while also honoring the historical and cultural layers that have shaped the African diaspora. This approach helps him weave historical narratives and cultural heritage into his pieces, acknowledging the resilience and strength that have emerged from historical struggles.

He draws from ancestral knowledge and cultural memory to create work that’s both visually striking and deeply resonant, inviting viewers to engage with the complexities of identity and heritage. Whether through collaborations with clients like Nike, Adobe, and MTV, or with musicians like Erykah Badu, Black Coffee, and Outkast, Vince uses his platform to inspire, educate, and empower, while constantly striving to bring positive, powerful images of Black culture to the forefront.

We asked Vince about his art, creative process, and inspirations.

Can you tell us about your background as a digital artist? How did you get started in this field?

I've been creating professionally as a digital artist since 1996 which is nearly 30 years now. I originally trained as an Interior Designer working for architectural companies but transitioned into digital illustration as a way to avoid the mundane work I endured in my daytime job. I remember coming home in the evenings after working my full time job and spending 5 hours learning my passion which was illustration used Photoshop v4. Eventually I left my job and started freelancing and the rest is history. It's been a long journey but I can honestly say I’ve come full circle and absolutely love what I do and wouldn’t give it up for nothing else!

You’ve described your work as Afro-surrealism rather than Afro-futurism, focusing on the present and weaving the past into it. What inspired you to explore this approach, and how does it resonate with your vision?

Afro-surrealism allows me to create art that is firmly rooted in the now, yet enriched by historical and cultural layers that have shaped the African diaspora's experiences. It allows me to stay grounded in the present. This approach is inspired by the need to address current realities — social, political, and cultural — through a lens that is both critical and imaginative. It provides a means to confront contemporary issues while drawing from the deep well of ancestral knowledge and cultural memory.

The past is ever-present in the lives of those in the African diaspora. By weaving historical narratives and cultural heritage into my art, I aim to highlight the continuity of these influences. This approach acknowledges the resilience and creativity that have emerged from historical struggles, turning them into sources of strength and inspiration in today’s context. Afro-surrealism allows for a blending of the real and the fantastical, creating a space where the boundaries between the two dissolve. This resonates with my artistic vision, as it offers a way to express the multifaceted nature of Black experiences — where spirituality, folklore, and the surreal coexist with everyday life.

The masks in your work are fascinating — they erase identity boundaries and become portals to new dimensions. What inspired you to use masks in this way, and how do they reflect the themes you convey?

The use of African face masks in my artwork stems from a deep appreciation for their cultural, spiritual, and symbolic significance. These masks have long been integral to various African societies, serving not merely as decorative objects but as powerful tools for storytelling, spiritual connection, and societal rituals. Their ability to transform identity and transcend the ordinary aligns perfectly with the Afro-surreal themes I often convey.

African masks are rich with historical and cultural narratives. They represent a bridge between the tangible and intangible, embodying ancestral spirits, deities, and the unseen world. In my work, they serve as a means to explore and honor African heritage, while also addressing themes of identity and diaspora.

Masks inherently obscure the wearer’s identity, allowing for a shift in persona. This concept of transformation resonates deeply with the Afro-surreal theme of transcending boundaries. By using masks, I aim to blur the lines between the self and the other, reality and imagination, the personal and the collective. They act as metaphysical portals, inviting viewers to step into alternate realities. They symbolize a journey into the subconscious, where the surreal and the spiritual converge. This aligns with the Afro-surrealist goal of reimagining narratives and creating spaces where the mystical and the mundane coexist.

Is there a particular reaction or connection from viewers that stands out as especially meaningful to you?

When visitors experience my work, I want them to feel as though they’ve stepped into a new unseen world that both challenges and transforms their understanding of history, identity, and the power of storytelling. My aim is for the experience to be deeply engaging and multi-layered, where the surreal nature of the environment sparks curiosity and encourages introspection.

I want visitors to feel a sense of discovery as they navigate the space — encountering stories and narratives that have been overlooked or silenced in traditional histories. These stories are not presented in a conventional manner but woven into the surreal and immersive visuals, offering them the chance to engage with the subject matter in an abstract, emotional, and personal way.

I want the surreal elements to act as metaphors, amplifying the complexity and depth of these untold stories, so that visitors can sense the weight and importance of what they are experiencing without it being didactic.

Emotionally, I hope to evoke a range of responses. For some, there might be a sense of awakening — an awareness of the hidden layers of history that haven't been acknowledged before. For others, I want to provoke a feeling of empathy, allowing them to connect emotionally with the stories being told, even if they are from different cultural or historical contexts.

There may also be moments of discomfort or tension, as confronting these untold stories often involves addressing difficult truths about race, identity, and power. But ultimately, I want the experience to leave visitors with a feeling of empowerment — an understanding that these stories are now being heard, and that there is beauty and resilience in their telling.

I also hope to inspire thought and reflection long after they leave the exhibition. I want visitors to question how they perceive history, whose stories have been prioritized, and how art can reshape the way we engage with these narratives. Ideally, they walk away feeling more connected to the experiences of others and with a deeper understanding of how art can serve as a powerful tool for change and reclamation.

What is a profound childhood memory?

My late parents reminding me how hard they had it here in the UK when they first came over from Jamaica back in the 1950s. West Indian immigrants in particular faced significant hardships stemming from widespread racism and discrimination at the time. The Windrush generation, named after the ship HMT Empire Windrush that brought many of the first Caribbean immigrants to Britain, came with hopes of better opportunities and the promise of contributing to the rebuilding of a post-war Britain. However, their reality was far from the welcoming vision my parents had imagined. Those stories will stay with me for the rest of my life and have shaped who I am today.

What else fills your time when you’re not creating art?

When I'm not creating art, I often engage in activities that complement my creative process and help maintain a well-rounded lifestyle. Exploring Technology and AI fills my time, staying updated with the latest advancements in AI and technology fuels my creative process. I enjoy experimenting with new tools, which often leads to innovative approaches in my artwork. Travelling has been a transformative experience for me, both as an artist and as an individual, especially exploring themes of Black identity and history which I enjoy very much. I also enjoy lifting heavy objects when I'm bored.