Technology democratized creativity

The music industry have for many years kept musicians at an arms length mainly because the hard- and software has been to expensive for the everyday musician to buy. On top of that the record companies has owned distribution and marketing. This way they’ve made sure that they make the big bucks while the actual artists get screwed over and over again. Now thanks to affordable laptops with software that doesn’t cost anything compared to a traditional studio production has been democratized and the internet makes marketing easy. Today a 18 year old kid walks into a record company with a final version of his song. The power has shifted over to his side and as a result the music labels are left with their pants down.

Now it’s time for the movie industry to follow.

Good friend Caroline mailed me a link to a new surf movie that is in production on Hawaii at the moment. Being a surfer myself I was of course first stunned by Jamie O’Brien handling Pipeline as if it was nothing. However, the quality of the footage amazed me even more. My first thought was that this was a big ass Hollywood production but as I was browsing through the shots I learned that this was the brain works of the next generation studio Laforet Visuals.

Laforet Visuals is run by tech geek Vincent Laforet, recognized as one of the “100 Most Influential People in Photography” by American Photo Magazine in 2005 and among other things awarded the Pulitzer Prize in 2002.

By using a combination of the RED One, the Canon 5DMKII and radio controlled helicopters the studio shows Hollywood quality doesn’t have anything to do with big ass budgets anymore. Of course Laforet Visuals have spent more than most every day photographers, but still, the price tag in the end shows that if you have an idea you can actually pull it through. Only 2-3 years ago a production like this would cost 1000 times the money.

redrock_dslr_adapter_canon

The Canon Mark 5 with a Redrock cinema lens – Hollywood democratized

The final results are yet to see as Vincent hasn’t published a final version of the movie. But one thing is for sure. When I see this I know that the next business that will have young creatives challenging the establishment will be the movie business.

(by the way, I can’t wait to get my hands on one of those RED One cameras)

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

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  • http://Www.galveston.se Johan

    Jamie O’Brian, he is not your ordinary Twitter. Left Indonesia and Bali to go back to Hawaii, same strange tweets. Illusions, truth or just bullshitting? http://twitter.com/whoisjob

  • Anonymous

    Jamie O’Brian, he is not your ordinary Twitter. Left Indonesia and Bali to go back to Hawaii, same strange tweets. Illusions, truth or just bullshitting? http://twitter.com/whoisjob

  • http://www.hartig.se/ Matthieu

    wow. this Vincent Laforet is truly inspiring. thanks!

  • http://www.hartig.se Matthieu

    wow. this Vincent Laforet is truly inspiring. thanks!

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  • Elsa

    Thank you for your interesting article. You just have to look at films like Star Wreck, The Hunt for Gollum or others to see, that there is a change coming. And these independent movie makers are uniting their forces globally. For example, take a look at http://www.wreckamovie.com/ There is a lot of creativity and talent there.

  • Elsa

    Thank you for your interesting article. You just have to look at films like Star Wreck, The Hunt for Gollum or others to see, that there is a change coming. And these independent movie makers are uniting their forces globally. For example, take a look at http://www.wreckamovie.com/ There is a lot of creativity and talent there.