How Top Creative Minds Incorporate Technology Into Their Craft
WeTransfer's "The Creative Class" video series highlights how technology has impacted musicians, artists and designers.
Amsterdam-based file sharing service WeTransfer has followed up their sponsorship of the Digital Young Lions Award at Cannes with an ongoing video series called The Creative Class, which features influential artists, musicians and designers speaking about how technology plays a role in their creative work.
The Creative Class series launched with five films featuring “at work” conversations with influential personalities, including English musician Damon Albarn, British designer Tom Dixon, Austrian graphic designer and typographer Stefan Sagmeister, British creator and musician Fred Deakin, and British shoe designer Marc Hare.
Nalden, co-founder and CMO of WeTransfer, explains,
This series of interviews with inspirational people is part of a new norm in creative culture. Many of today’s most influential creative people – musicians, designers or scientists are cleverly folding technology into the creative process. They’re finding new ways to create, and then share original ideas. And they’re coming up with some amazing things as a result.
It was a no-brainer for WeTransfer to support this project. Yes, we’re a file-transfer service. But our heritage is all about helping creative people share their work and harnessing technology to help build a global exhibition of creative talent – from established artists to the world’s best young creative directors.
In the first video, Damon Albarn, who is best known as the frontman of British band Blur, talks about how technology has affected the creative process. He says,
The way music is recorded is now completely and utterly different because essentially it started out that you were recording the moment. That’s what the tape gave you the ability to do. You would edit. But the essential moment was there.
He describes digitally-enhanced music as having the same effect as music created in the moment, but that there’s a subtle difference, and he enjoys playing around with both.
The four other artists – Dixon, Sagmeister, Deakin, and Hare – are also caught on film while “at work” and talk about the interplay of technology and creativity.
According to the company’s press release of the series, the idea for The Creative Class comes from Richard Florida’s book, The Creative Class, which suggested that this class or group of people would become the driving force of social and economic development in post-industrial cities.