Dear Godmode: James "Yayo" Bailey
The creative director works till it's dark, treats himself to sandwiches, and never gossips.
godmode is a label, management company, and community for individualists who value authenticity, collaboration, and freedom.
A few times a month, in Dear Godmode, we’ll ask a uniquely gifted person to examine their starting points, ways of spending time, and wishes for happiness.
Today we salute James “Yayo” Bailey, a creative director who’s worked on branding, design, editorial, and live projects with big-deal artists and brands including Rihanna, Jay-Z, Nike, A24, LVMH, and Riot Games. Originally from Australia, he’s currently based in Los Angeles.
From a remote office near the ocean, Yayo welcomes sunburns and body surfing, dreams of poured concrete, and enjoys a friendship with no resentment.
godmode: What’s your point of view right now? Where are you, what’s it like there, and what can you see?
JAMES “YAYO” BAILEY: Right now I’m looking out over the Gulf of Catalina from Laguna Beach hills. A very insane sunset right now, can see Catalina Island, down to Laguna beach and all the way to PV.
godmode: What brought you to the place where you live right now?
JAMES “YAYO” BAILEY: In 2012 I was headhunted while working in NY to move to LA to begin this career in Creative Direction. At the moment I’m currently in Laguna Beach, working remotely for the summer because I can.
godmode: On a regular day, how do you spend your time?
JAMES “YAYO” BAILEY: A regular day for me is working, I wish it was all fun and games but usually I get up early to get to the gym, quick coffee and get to my computer to work until I get hungry then I go back to work till it gets dark.
godmode: Where do you spend the most of your time in your neighborhood, outside of your home?
JAMES “YAYO” BAILEY: In Laguna it is mostly running up trails or going for a swim in the morning or afternoon. Slowly making my way around town trying out the local joints at the moment.
godmode: What do you do when you want to focus?
JAMES “YAYO” BAILEY: Usually clean up. A tidy space = tidy mind.
godmode: What do you do when you can’t fall asleep?
JAMES “YAYO” BAILEY: Watch videos of guys restoring cars or watches on YouTube.
godmode: What’s your favorite word or phrase right now?”
JAMES “YAYO” BAILEY: “M8” / “Mate”
godmode: What activity “wastes” most of your time? Why do you do it so often?
JAMES “YAYO” BAILEY: Doom scrolling. There’s truly a curse of too much content.
godmode: What do you do to prepare yourself for a difficult moment, or reward yourself for making it through one?
JAMES “YAYO” BAILEY: Alcohol.
godmode: What’s the best thing you ate recently?
JAMES “YAYO” BAILEY: Admiralgade 26 in Copenhagen.
godmode: What’s the best thing you’ve ever bought secondhand?
JAMES “YAYO” BAILEY: My ‘James - Reading 1991’ Vintage T-shirt.
gomode: Have you taken a trip that changed your life? What happened and what was transformative about it?
JAMES “YAYO” BAILEY: In 2006 I traveled to Europe for the first time. From small town Lolia I’d never really seen art or felt what it could do. After that trip I changed my degree from Computer Science to Design and Art.
godmode: If there were no barriers, what kind of home would you want to live in? What would you want living there to be like?
JAMES “YAYO” BAILEY: Poured concrete, raw wood and glass. Brutalist/Naturalist in style. Vaulted ceilings, tonnes of glass and natural light, surrounded by nature, walking distance to the ocean, outdoor shower and strong WiFi.
godmode: When was the last time you went to a mall? What brought you there and what was it like?
JAMES “YAYO” BAILEY: I love malls in America, especially in random places. Irvine Spectrum was my last mega mall, but Americana is a favorite too.
godmode: Where do you go to buy most things? What’s a recent purchase that made you feel satisfied?
JAMES “YAYO” BAILEY: Online shopping mostly, if it’s something fit specific like a suit or something I’ll go in but the less human interaction the better. Recent purchase that satisfied me was a canvas Prada jacket in Florence.
godmode: What’s the best way to treat yourself, for less than $20?
JAMES “YAYO” BAILEY: Mario’s Deli in Glendale. Get ‘The SOB’ with peppers, a seltzer and chips.
godmode: What’s the best way to treat yourself, with more than $1000?
JAMES “YAYO” BAILEY: Quit work, travel non stop around the world and eat unreal food till you die.
godmode: What do you like about your best friend? What makes your relationship with them feel good?
JAMES “YAYO” BAILEY: My best friend is like a rock for me. Always there, never any questions when I ask for help and never any resentment or obligation to talk everyday.
godmode: Can you remember a moment that set a period of success for you into motion?
JAMES “YAYO” BAILEY: Getting headhunted in NY was a clear jump. I’m not sure ‘successful’ is how I’d describe the period that followed, but it propelled my trajectory for sure.
godmode: Do you prefer being busy or having lots of free time?
JAMES “YAYO” BAILEY: Always busy, even in my free time I tinker.
godmode: Do you have an opinion about therapy?
JAMES “YAYO” BAILEY: “Yes” is the only answer to therapy.
godmode: How has astrology benefitted you, if at all?
JAMES “YAYO” BAILEY: Conversation starter at best.
godmode: How has faith benefitted you, if at all?
JAMES “YAYO” BAILEY: I’m not a person of organized religion but believe that’s a space for spirituality in everyone's life. If anything, my spirituality has helped me understand others' own beliefs.
godmode: What’s one thing you know for sure?
JAMES “YAYO” BAILEY: The dish will always land face down.
godmode: When you create, does the process feel serious or fun?
JAMES “YAYO” BAILEY: Luckily, as a creative, the two aren’t mutually exclusive 😀.
godmode: Where do you find new music? Where do you find new things to read?
JAMES “YAYO” BAILEY: New music through digging through mixes, Bandcamp, discogs etc. I hate the playlist model so I rarely look to Spotify, even though I end up using it. New reads come from TikTok.
godmode: How does your routine change when you have time off from work?
JAMES “YAYO” BAILEY: The irony is it’s easier to get up early when you have nothing to do.
godmode: What’s a close-knit group you’re a part of? How did you get involved? What’s something that recently inspired drama in the group?
JAMES “YAYO” BAILEY: We don’t gossip 😈.
godmode: What are you looking forward to?
JAMES “YAYO” BAILEY: Flying back to Australia to see my family.
godmode: What’s “in” this year?
JAMES “YAYO” BAILEY: Outside, sunburns and sandwiches.
godmode: What’s “out” this year?
JAMES “YAYO” BAILEY: High fashion, apologizing and tablescaping.
godmode: What trend do you wish would come back around?
JAMES “YAYO” BAILEY: Body surfing.
godmode: What trend have you been shocked to see come back around?
JAMES “YAYO” BAILEY: Basically all of Gen-Z fashion.
godmode: Who influences you?
JAMES “YAYO” BAILEY: The masters.
godmode: Who inspires you?
JAMES “YAYO” BAILEY: Anyone brave enough to go all out.
godmode: Who do you respect most?
JAMES “YAYO” BAILEY: Myself.
godmode: Who do you consult when you’re making an important decision?
JAMES “YAYO” BAILEY: My girlfriend, my friends, my family.
Thanks James!