The Courier-Journal (Louisville)
Local artist inks free tattoos at Louder Than Life in Sailor Jerry tent
Chef Heske will never forget her third Louder Than Life festival.
One of the biggest moments from it is tattooed on her upper arm.
Heske was among a short list of people at the metal festival Saturday who received a complimentary tattoo in the Sailor Jerry tent during the festival. The iconic rum brand is named for prominent tattoo artist Norman Keith Collins or “Sailor Jerry,” and Heske had a choice of a dozen different Sailor Jerry designs.
She took a deep breath as she settled into the chair next to Louisville tattoo artist Christopher Waugh.
“I’m a little nervous, not going to lie,” she told the group around her.
The black panther she’d chosen wasn’t just her first tattoo at a metal festival — it was her first tattoo, ever.
“I’m not worried about not liking it,” she continued. “I’m worried about the pain.”
Throughout the weekend, Waugh, who is in the process of opening a new tattoo shop at 1436 Bardstown Road, will recreate some of Sailor Jerry’s popular designs such as a cherry with wings, an eight ball with a screw, a volcano and a panther.
“It’s almost like a souvenir,” Waugh explained, while he was preparing his workstation in the tent as Fame on Fire blared in the background.
Heske took a big breath and scrunched her face as the tattoo gun began to buzz. She called a friend over to hold her hand.
Once it hit her skin, she relaxed a little. The pain wasn’t so bad.
The free tattoos are a natural fit for the company, said Dana Dynamite, who was handling marketing for the brand at the festival. Sailor Jerry’s designs are part of the spice rum’s DNA, down to the way the bottle is designed and the hula girl on its logo.
“He was the godfather of tattooing,” Dynamite told the Courier Journal. “A lot of people know him, and we honor him with his traditional tattoos.”
Waugh said he can reasonably finish a tattoo every 30 to 40 minutes, during the four-hour sessions, which begin at 3 p.m. on Friday, Saturday and Sunday. The complimentary tattoos have been exceedingly popular, Dynamite said, and most of the spaces have already been reserved.
A few people who have signed up for this weekend’s sessions are overflow from last weekend at Bourbon and Beyond. Even some of the Louder Than Life stars are getting in on the action. A couple members of the band The Bronx, which will play on Sunday night on the Revolver Stage, have signed up to get tattoos at the Sailor Jerry tent after they play their set, Dynamite said.
As Waugh kept working, a few people came up to the tent wondering how Heske had nabbed one of the spots.
“You’ve got to put in the legwork,” she mused, not eager to give up the secret. “This is two years in the making.”
When the buzzing stopped and she glanced down, all the nerves were gone.
“Oh wow, that looks so good,” she said, beaming.
Features columnist Maggie Menderski writes about what makes Louisville, Southern Indiana and Kentucky unique, wonderful, and occasionally, a little weird. If you’ve got something in your family, your town or even your closet that fits that description — she wants to hear from you. Say hello at mmenderski@courier-journal.com or 502-582-4053.
“I’m not worried about not liking it. I’m worried about the pain.”
Chef Heske
On receiving her first tattoo