Creator’s Spotlight – Meet Joey O’Neil!

In the ever-expanding world of tarot, artists and creators continuously strive to bring fresh perspectives and unique themes to this age-old practice. Joey O’Neil, a queer folk musician and visual artist, is making waves with the upcoming release of the Ever Ahead Tarot. Infused with the spirit of road trips and the open highway (and travel companion Oblio!), this deck offers a fresh take on the tarot tradition, blending familiar road trip symbols with the rich archetypal language of the tarot. We had the pleasure of chatting with Joey about the inspiration behind the Ever Ahead Tarot, the creative process, and what it means to bring this vision to life.

Could you tell us more about the inspiration behind the Ever Ahead Tarot? How did your own road-trip experiences influence the creation of this deck?
I dreamt up the Ever Ahead Tarot when I was releasing my 2020 album of highway-inspired songs, Ever Ahead.  I’ve driven across the country countless times and these images – of road signs, coffee cups, gas station snacks, and dashboard accessories – had worked their way into my psyche.  I spent a lot of time giving these mundane items more meaning and thought that a tarot, with its road-trip-like journey through the major and minor arcana, would be the perfect way for this story to unfold in the visual realm.

    The deck uses familiar objects like signs, coffee cups, keys, and coins to represent the suits. What was the process like for selecting these particular items, and how do you feel they relate to the traditional meanings of the tarot suits?
    It felt very natural to select these items to represent the suits.  Of course, Cups and coffee cups are very similar, as are Pentacles and loose change.  With unlocking mental energy in mind, I chose to paint Swords as keys – and it helps that they have a metallic, sword-like appearance.  When I considered the theme of opportunity and inspiration, it brought to mind searching for a literal sign; so Wands became road signs – and of course, their wand-like posts felt perfect for the suit.

      You’ve included personal elements like your own handwriting for the card titles and the “tarotee” pattern inspired by 1970s Rider Waite Smith decks. How important was it for you to infuse your personality and experiences into the design of this deck?
      I wanted to create a seamless flow in the design and knew that if all components originated from my hand, then they’d all match.  I also love the human touch the hand-drawn and handwritten elements add to the deck, creating a more organically humble feel.

      Could you walk us through your artistic process for creating the watercolor illustrations? How did you decide on the visual style for the cards?
      Coming up with the visual pairings of each card’s archetype took quite a while… I had an ongoing phone note for at least a year before I decided upon all of the card ideas.  When I began the project, I was collecting reference images for each card to combine them in the painting process.  While cards like the Ace of Swords or The Fool only had one reference image, cards like the Ten of Wands or The Tower had many that were collaged together.  Once each image was outlined in black felt pen, I added the watercolour as if it were my own personal colouring book.  The repetitive nature of the 78-card creation became a wonderfully meditative process.

        What were some of the challenges you faced while designing the Ever Ahead Tarot? Were there any surprising or unexpected moments during the creation process?
        The most challenging part of the project may have been learning to write on a tablet.  Since I decided to use my handwriting for the text, I knew adding it in digitally was the best option to ensure correct text size, legibility, and editing ease.  I practiced for so long, trying different font styles, until I became confident with the stylus.

        As a queer folk musician, how do you see the Ever Ahead Tarot contributing to queer representation in the tarot community? Are there specific aspects of the deck that you feel resonate with the queer experience?
        Though this deck is focused on vehicular items, I do think it projects some queer vibes.  Perhaps it has to do with the fact that the inanimate objects in the deck are genderless.  I did end up using the classic Queen, King, Empress, and Emperor titles for ease of reading, however the items that represent each title symbolize the card’s essence rather than showing a gendered scene.  For example, the Emperor is a navigation system while the Empress is a seatbelt.  The Queen and King of Wands are just different road signs.  I think everyone will be able to relate to every title, seeing each card solely for its meaning instead of trying to see themselves within the cards as some decks depicting humans encourage us to do.

        The deck is described as complementing your album, Ever Ahead. How do you see the relationship between your music and this tarot deck? Are there specific songs or themes from the album that influenced the deck?
        Aside from the long distances sung about in the record, which could be represented by the numerous highway signs shown in the suit of Wands, the songs in Ever Ahead speak of mending things rendered broken and keeping it together in uncertain times.  Driving an aging vehicle has taught me a lot in the ways of mechanics and I wanted to include that storyline of challenges, especially within the major arcana.  For example, being low on gas could feel like you’re craving energy or you’ve lost a creative spark, so The Magician is represented by a jerry can of gas.  Having a drained battery could mean you’re in need of a rejuvenating recharge, so The Star is represented by a car battery with jumper cables.  Losing your way could mean that you’re in need of intuitive guidance, so The High Priestess is represented by a compass.  It was especially fun for me to connect The Chariot and The Tower in a way I haven’t seen in a deck before: The Chariot features a vehicle, sort of the main character for our storyline, and The Tower shows that same vehicle but completely grown over with plantlife, suggesting that the most troublesome threat to this particular journey is stagnancy.  I also have many songs about my dog on the album and I’ve painted her as Strength, for all of her lion-like courage.

          Your dog, Oblio, is mentioned as a travel companion on your tours across Canada. How has traveling with Oblio shaped your journey and influenced your creative work, including this tarot deck?
          Oblio is honest-to-goodness my greatest inspiration and the best travel companion I could ever ask for.  Her bottomless curiosity for the world around us constantly inspires me to not take anything for granted.  If I were to travel alone, I certainly wouldn’t make as many beautiful pit stops and stretching our legs in dog parks across the land has been an incredible way to see the country.  She gifts my day with a purposeful routine as I get up to feed her and take her for walks.  Her bravery knows no bounds and she’s even barked away some unsavoury characters, making me feel safe in towns unknown.  Aside from being my main muse, it’s wonderful to be in the midst of appreciating a stunning highway sunset and look over at a pal in the passenger seat, knowing that you’re experiencing something shared.  She’s the ultimate morale booster and on any adventure – road-trip, creative, or otherwise – she keeps me going.

            You’ve set a goal of raising $6,000 to bring the Ever Ahead Tarot to life. What are some of the unique rewards backers can look forward to, and how do you plan to use the funds raised?
            Aside from receiving a supercool copy of the Ever Ahead Tarot (in a fancy shmancy 2-piece box!), I’ve also decided to make a few collectable add-ons… The sticker set features images of The Chariot (a wood-paneled 1989 Jeep Wagoneer XJ), The Magician (a jerry can), and The Star (a battery with jumper cables).  I’ll also be making a motel-style keychain (like the keys featured in the Four of Swords) to commemorate the project with “Ever Ahead” scrawled in gold upon it along with “78” in the room number place, naturally.  I also wanted to incorporate my love of crochet, so the higher reward tier will include a hand-stitched drawstring deck pouch made by me; these are limited in quantity because they do take days to make, but I made one for my altar and it’s now one of my most prized possessions.  Of course, every tarot deck ordered will come with a digital download code to my album, Ever Ahead, to act as a soundtrack to your road-trips and readings.  The majority of these funds will be used to print, manufacture, and ship the tarot decks to me.  A smaller portion of my budget will cover the packaging materials needed to fulfill the orders.  I have also made room in the budget for printing and shipping sample decks to ensure the product’s quality before printing the entire run.  Some of the budget will go toward the creation of rewards and Kickstarter’s processing fees have been included in the project goal.

            What are your hopes for the Ever Ahead Tarot after the Kickstarter campaign? Do you have any plans for future tarot-related projects or other creative endeavors?
            I would love to see this deck reach its goal and be able to deliver it into the hands of tarot readers and travellers alike.  I definitely dream of creating other decks…  As a follow up to the Ever Ahead Tarot, which was inspired by my 2020 album, I would love to make an oracle deck based on my 2023 album, Phantom Vibes.  While Ever Ahead was based on road-trips, Phantom Vibes is a collection of figurative ghost story songs about presence, technology, and relationships.  I think the universally relatable and classically spiritual imagery would fit really well in a more accessible project like an oracle deck.  Oracle decks also have a language all their own and I’d love the freedom to invent an oracle system.  So stay tuned for more!

            How can people follow your journey and stay updated on the progress of the Ever Ahead Tarot? Are there particular platforms or events where you’ll be sharing updates?
            You can follow the Ever Ahead Tarot journey on Instagram (@everahead) or through my main music page (@joeyoneil) or my website (www.joeyoneil.com)!

            As someone who has successfully combined personal passion with tarot creation, what advice would you offer to other artists and creators looking to launch their own tarot projects?
            I think the best thing I ever did was just to start, one card at a time.  The entire project probably took about 4 years to create, from conceiving of the imagery to the painting of the cards to the creation of the Kickstarter campaign… and it’s not even fully realized yet!  If I found myself at the beginning of this journey again, I would try to capture more moments from the painting process and definitely start promoting the project earlier.  The online tarot community is so wonderful and I’m honoured to be connected to it now, but I do wish I would’ve reached out sooner.  I’m really proud to finally have something to give back to this community that has brought me so much comfort and joy over the past many years. 

            Is there anything else you’d like to share with our readers about the Ever Ahead Tarot or your experiences as an artist and musician?
            The Ever Ahead Tarot is definitely a labour of love, just like all my musical releases have been.  As an independent musician making music in a sea of talented artists, I try my best to stay true to my own vision and speak from personal experience.  The more vulnerable and honest I am, the more people seem to relate.  The more specific I am with my storytelling, the more universal the story becomes.  I realize that a road-trip tarot deck may be a pretty niche project, but I think that most people will feel familiar with these mobile motifs.  I believe that the Ever Ahead Tarot will find its place and will resonate with those who were meant to find it, just like an obscure folk song.

              As Joey O’Neil continues to journey down the open road, the Ever Ahead Tarot stands as a testament to the beauty of exploration, both inner and outer. Whether you’re navigating life’s highways or simply seeking a moment of reflection, this deck invites you to find your own path and discover the magic in everyday moments. With every shuffle and draw, may your adventures always be ever ahead. Ever Ahead Tarot is still available on Kickstarter from CA$ 60 for a tarot deck that comes with a digital download code for O’Neil’s musical album Ever Ahead.


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