WeTransfer launches new video series 'The Creative Class', featuring Damon Albarn and Stefan Sagmeister
A collection of conversations with influential rainmakers shaping our contemporary creative industries
SummaryFresh from sponsoring the Digital Young Lions award at Cannes, WeTransfer today launches creativeclass.tv, an ongoing video series, to illustrate how some of the most influential people in the global creative industries marry technology with their passion and skills across music, art, fashion, design, and beyond.
thecreativeclass.tv consists of five beautifully-shot ‘at-work’ video conversations, with 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.
In the first film, Damon Albarn describes in detail how technology has changed the creative process: “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.
“But with the idea of loops everything changed. The technology grew around the concept of loops and what emerged is what we have now. You can have the moment. But the moment is also in harmony with the more digital brain.
“It’s interesting because digitally enhanced music can, in a way, have the same effect as music created in the moment. But there is a subtle difference. I haven’t entirely decided what it is. But I like playing with both.
“This modern technology allows that to be possible.”
Tom Dixon, Stefan Sagmeister, Fred Deakin and Marc Hare are also interviewed ‘at work’ offering their perspectives on the interplay between technology and creativity.
“This series of interviews with inspirational people is part of a new norm in creative culture,” says Nalden, co-founder and CMO of WeTransfer. “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 We Transfer 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.”
The idea for ‘Creativeclass.tv comes in part from Richard Florida ‘s 2002 book, the Creative Class, which suggested this group of people would form the driving force for the social and economic development of our post-industrial cities.
WeTransfer makes tools to move ideas. 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 2M monthly readers), mobile app 'Collect by WeTransfer' (with 4M monthly users), quick slide-making tool Paste® (with 40,000 active teams), immersive sketching tool Paper® (with more than 25M downloads), and the original web platform with 50M 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 having a responsible data policy 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 New York City.