15 NOVEMBER 2016

WeTransfer presents The Creative Class: Cuba

Gilles Peterson interviews five Cuban pioneers shaping the creative landscape of this rapidly-changing country

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Summary
WeTransfer is unveiling the third and final season of the award-winning series The Creative Class. The video-series highlights influential people within the creative industry, sharing their thoughts on creativity, the industry and how technology is changing the way they work. For season three, WeTransfer creative director and world-renowned DJ Gilles Peterson went to Cuba to sit down with five people helping to define the creative culture of this fascinating and rapidly-changing country. The series premieres November 15, 2016, on www.thecreativeclass.tv.

WeTransfer, the simple file-transfer service to share and discover new digital content, is unveiling the third and final season of the award-winning series The Creative Class. The series highlights influential people within the creative industry, sharing their thoughts on creativity, the industry and how technology is changing the way they work.

For season three, WeTransfer creative director and world-renowned DJ Gilles Peterson went to Cuba to sit down with five people helping to define the creative culture of this fascinating and rapidly-changing country. In Cuba restricted technological developments and limited access to the internet have led to innovations and unique approaches to combining creativity and technology. Peterson says: “Regular trips to Cuba over the last 10 years or so have given me a remarkable insight into the rapid changes going on there. Overseeing this latest Creative Class series has allowed us here at WeTransfer to showcase artists who are shaping the future landscape in the world of music, art and design. They are all pioneering creative champions who have risen against all odds to make their mark.”

The five practitioners featured in this season’s Creative Class are:

Edgaro Gonzales
As a musician, DJ, producer and TV host, few people have their finger on Cuba’s musical pulse better than Edgaro Gonzales. His hip hop group Doble Filo is one of the country’s most popular acts and he has played a key role in bringing together Cuban sounds and international influences to create cutting-edge new music.

Ildolidia Ramos
Ildolidia Ramos is the lead dancer of Raíces Profundas, one of Cuba’s most respected dance troupes. Founded in 1975, the group is renowned for its ability to take viewers on a journey through Cuba’s musical heritage, and its dancers are famous for their intense dedication. Few though possess the exuberant energy that Ildolidia brings to her performances.

Wilfredo Prieto
Conceptual artist Wilfredo Prieto is one of the most intriguing creatives working in Cuba today. Trained as a painter, his work now sits somewhere between installation, sculpture and performance. He reimagines found objects and ordinary scenarios to make satirical points and his work has been exhibited around the world.

Susu Salim
Creative entrepreneur Susu Salim must be one of the best-connected people in Havana. She spent several years working for Vistar, Cuba’s trailblazing culture magazine which defied the national ban on indie publications. Susu now organises club nights and manages local musicians among her various other roles.

Idania del Río
Idania del Rio opened Cuba’s first independent design shop Clandestina, and as such is one of the leading voices in Havana’s contemporary visual scene. Her business sells products predominantly designed by young women and she has helped build a creative community that is redefining what Cuban design means to the wider world.

Damian Bradfield, President WeTransfer U.S.A., says: “In this series of The Creative Class we explore possibly the most creative city on earth, the city that has had to work the hardest to get exposure, recognition and visibility. Gilles takes us on a journey through Havana, introducing us to a new creative class; an almost creative 'cast-away' class."

About The Creative Class
The series is named after the group identified by Richard Florida in 2002, the so-called creative class of designers, artists, technologists and academics who would dominate and define our post-industrial cities. The multi-award-winning first two series featured the likes of Damon Albarn, Penny Martin, Stefan Sagmeister, Tom Dixon and Nancy Tilbury.

It is WeTransfer’s mission to enable the sharing of creative ideas and to support the creative industry. With over 70 percent of users being creative professionals, WeTransfer is all about helping them share their work while harnessing technology to do amazing things.

Quotes
"“Regular trips to Cuba over the last 10 years or so have given me a remarkable insight into the rapid changes going on there. Overseeing this latest Creative Class series has allowed us here at WeTransfer to showcase artists who are shaping the future landscape in the world of music, art and design. They are all pioneering creative champions who have risen against all odds to make their mark.” " Gilles Peterson
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    Annematt Ruseler

    Global Director of Communications
    Phone: +31 6 4183 5382
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About WeTransfer

WeTransfer makes beautifully obvious tools that bring ideas to life. Founded in 2009 in Amsterdam as a simple, well-designed file sharing service for the creative community, WeTransfer has grown to include tools that scale across the creative spectrum, including editorial platform WePresent (with over 2M monthly readers), mobile app 'Collect by WeTransfer' (with over 4M monthly users), quick slide-making tool Paste™ (with over 100,000 teams), immersive sketching tool Paper® (with over 25M downloads), and the original web platform with 42M monthly users and over a billion files sent each month.

From the beginning, WeTransfer has prioritized bringing “offline” values - trust, transparency, and ethics - online. This means the leanest data policy possible and tools that don’t distract people from their creative flow. WeTransfer has pioneered a new means of online advertising, resulting in the platform’s full-page wallpapers, designed by our award-winning in-house creative studio. Advertisers include industry-leading brands like Apple, Saint Laurent, Google, Balenciaga, Samsung, Netflix, Adidas, and Squarespace.

Since its founding, WeTransfer has proudly supported the creative communities and given up to 30% of advertising space to support the arts, donating over 5 billion impressions in 2017. Through our ongoing advertising grant program and content platform, WePresent, we have partnered with hundreds of groundbreaking artists and organizations, including Björk, King Krule, FKA twigs, Ryan McGinley, Ami Vitale, the Nelson Mandela Foundation, the UN Development Program, the World Wildlife Foundation and the Prince Estate. In 2016, WeTransfer launched the world’s first free Masters of the Arts in design thinking with the University of the Underground and Worldwide FM, the global radio station run by legendary BBC DJ Gilles Peterson.

Following a $25 million investment from Highland Europe in 2015, WeTransfer opened a US office in Venice Beach, Los Angeles, to add to the Amsterdam headquarters. In 2018, WeTransfer acquired popular creative apps Paper® and Paste™ and expanded its US presence to Seattle and New York City.

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