Secret Walls on Redefining Community, Creativity, and Live Art
Secret Walls began as Terry Guy’s bold answer to a simple idea: art should be a universal language and a shared experience. From its roots in East London’s street art scene, Terry built a platform where creativity could thrive openly and artists could connect, compete, and inspire. What started in 2006 as a mission to “Support Your Local Artist” has since evolved into a global movement—one that blends art, entertainment, and community into an unforgettable cultural force.
Now headquartered in Los Angeles, Secret Walls continues to expand its creative universe under the leadership of CEO Kevin Collins. Together, Terry and Kevin have amplified the brand’s reach through international paint battles, dynamic collaborations, educational programs, and community-driven events. Their shared vision has transformed Secret Walls into a worldwide consortium that champions artistic expression, fosters connection, and spotlights talent across more than 100 cities and 50 countries.
How did you first envision turning live illustration into a competitive, performative experience?
From the beginning, the idea was simple: take something traditionally done alone in a studio and put it on a stage where everyone is invited in. We wanted to democratize the creative process — to show the magic of mark-making, problem-solving, and personal expression in real time. Once we saw artists feeding off the energy of a crowd the same way musicians or athletes do, it became clear that live illustration could be its own kind of sport. Secret Walls was born from the belief that creativity deserves a stage too.
What’s the biggest challenge in scaling Secret Walls globally while keeping its core identity intact?
The challenge is balancing growth with culture. We’re expanding — new cities, new formats, new partners — but we’re hyper-aware that Secret Walls started as a grassroots movement. It’s artist-first, community-centered, and built on the idea of making space for everyone. Scaling globally means being intentional about who we partner with, how we show up, and how we preserve the rawness that makes our programming feel honest and human. Growth can’t come at the cost of the culture.
How do different city audiences, like Los Angeles versus London, influence the energy of a battle?
Every city has its own flavor. London grew up with us, so the energy there has that OG, close-quarters grit. Los Angeles is expansive — the crowd brings a different kind of creative swagger and diversity. But the throughline is the same: each city shapes the Battles because Secret Walls reflects the community it drops into. The artists, the music, the crowd — they all imprint their culture on the night, which keeps every battle unique.
In what ways has Secret Walls helped artists push the boundaries of their own practice?
Secret Walls forces artists to trust their instincts. They’re creating live, in real time, with a clock running and a crowd reacting. It pushes them out of their comfort zones and into a space where experimentation is not only allowed but necessary. And because the platform is built to lift artists up, it creates opportunities — brand projects, new fans, new collaborations. Secret Walls becomes a catalyst: it stretches their creativity and opens doors.
How do brand partnerships impact the artistic freedom of the Battles?
The right brand partners amplify the art — they don’t shape it. We’re intentional about who we work with. Brands like Monster Energy + POSCA, and others, partner with us because they believe in giving artists space, not controlling the work. When a brand shows up authentically and supports the culture, it elevates the entire experience: better tools, better stages, better opportunities for artists. Artistic freedom stays intact because that’s the non-negotiable foundation we’re built on.
What cultural impact do you hope Secret Walls has on the creative community worldwide?
We want to redefine what it means to be a creative in the world today. Secret Walls is about access — making art feel approachable, removing barriers, and celebrating creators publicly. If we do our job right, we’ll inspire the next generation to pick up a pen, show up to a Battle, join a workshop, or find their own wall to claim. Our hope is that Secret Walls becomes a cultural bridge: a global movement that brings people together through creativity, community, and the Art of Competition.
All images courtesy of Secret Walls, shared with permission
