On December 2025, I made an exciting announcement about going all in on ABSRRD. Not too many days before that, I landed on the name and committed to the brand. It was actually a tug-of-war between other name options and styles. I wasn't fooling myself for too long. I had to go with it. And I had to be absurdly on the nose about it. The name was too good. Ah yes, the double RR would do it and make it "original" and easy to remember.
And speaking of original, originally the idea was to create a curated extension of my off-kilter work (and not a full-blown brand) because the plan was to become a variety content creator with my personal brand and produce random and experimentally weird AI stuff with ABSRRD. Then that's when I realized, "Here I go again, overcomplicating things and biting off more than I can chew." It was in the muddling through the brand identity where I discovered ABSRRD is bigger than what I thought and exactly the thing I was looking for as an artist and content creator.
I won't bore you with the details but I do want you to get a good grasp of what ABSRRD is and isn't, what the future might hold for it, how it's still in its infancy stage, and how I'm moving forward with the attitude of never being too serious and never being afraid to experiment and iterate with the brand... because that's part of the ethos.
Safe is suffocating. Weird is freedom. ABSRRD reminds artists and creators to strip away the safe, polished bullshit that keeps them small. 🫠
What is ABSRRD?
It's a brand, a movement, and a creator-led chaotic operation by me, Sway Molina.
Why ABSRRD?
The world wants you polished and predictable. ABSRRD says screw that, own the nonsense and break free.
Our north star: To escape the ordinary, you have to own the nonsense.
Tagline: Own The Nonsense.
Why Nonsense?
In the nonsense there's exploration, freedom, play… and somewhere in there, you find yourself. At a deeper level, it's also about not letting the nonsense own you. The world's full of out-of-control-nonsensense right now and there's a lot you can't do much about. Roll with it, flip it, and turn it into weird, absurd creative energy and magic.
What is the product?
It's absurd, surreal, and experimental media, entertainment, and physical/digital goods that serve as reminders to own your nonsense and break free from the ordinary. Apparel coming soon!
"Absurdity is the ethos and products are the tangible tools to live it out.
What ABSRRD is not?
It's not a studio, agency, or something that offers creative services. ABSRRD creates absurd, humorous, surreal content that empowers you to “own your weird”... or leaves you like "WTF did I just watch?" Using AI and traditional digital techniques.
Who is ABSRRD for?
In short, for you and me and for any creative brands who align with the content and messaging. We’re open to paid collaborations (affiliate and sponsorships) for tool features, product placements, and commissions to continue our ABSRRD awareness. Click here if this is you.
What now?
It's February 2026, I'm still in MVP and MVB stage. Meaning, we're keeping things lean, punchy, and focused on brand awareness, execution, and strategic relationships. The strange and absurd can't stop, won't stop. I'm discovering a lot through iteration but there's a method to the madness and none of this would be possible without the creative community. The ABSRRD CLUB. More on this later but click here to join.
I think I wrote a lot for today but have yet to explain what you can expect from this newsletter.
This newsletter will also serve as a reminder to "Own Your Nonsense" and I can't wait to share with you absurd stories, curated content you might have missed, tools I’m building, work that I find inspiring, updates on merch, and more.
If you made it this far, congratulations. You care! Thanks for reading and believing.
You'll see me almost everywhere as @swaymolina and @itsabsrrd.
Talk soon,
Sway 🫠
