00:57:15 · Ruby Justice Thelot
[00:57:15] S0: It's always cool to see the per... A person get that, like, Instagram invite, like, of their summits or whatever. I think they... The job of creative partnerships is very difficult because in part, you're beholden to the KPIs of the organization, and in parts, you're dealing with something that's very intangible. Like, okay. This is a cool project, but, like, what is the actual impact? Yeah. One of my friend... One of my dear friend leads a special project at Anthropic, and I think it's, like, definitely one of things he's always thinking about. Like, okay. I'm gonna collaborate with a cultural institution. I'm gonna collaborate with these artists. I'm gonna collaborate with these designers. Mhmm. But how do I ensure that the value that's being created here is made... Not even clear, because the value is clear to the people who go to the event. Yeah. But how do you make, like, legible to then your executive or your director or VP? That's, like, another thing because they're not at the event. Yeah. And so even if, like, Alexi ended up doing a bunch of really, really cool stuff with Sora, but then, boom, Sora's gone. And so now, like, the program is no longer there. Yeah. So that's always a little bit of a... When you work with corporate programs, you're also beholden to their desire to, like, keep them going. Luckily, we... Think we have great examples in the seats of, like, programs that are somewhat endured and, like, last for a long time. But things are moving so fast that I think also the tools themselves are being wound down. And so I think... Alexa, of course, now works at Luma, also has, like, they also do generative AI. But I think she's had to adapt to go from Sora to maybe Flora, and then from Flora to Luma, and then from Luma to Higgsfield. And, like, it just... There's such a turnover sometimes in the tools that I think it just... The gift knowledge is not only, like, the creative person. It's also a person who's, like, very quick at adapting.
00:59:10 · Sofia Puccini, Ruby Justice Thelot
[00:59:10] S1: Yes. Yeah. Yeah. Yeah. I I don't know. To me, it's like... It feels... I don't know. It it feels crazy. I can't tell if more people are going into creative technology. It's... I hope, as a whole, like, the field is widening, because I think back to, like, you know, Pixar era Mhmm. Like, CGI, when there was really only, like, one company doing that kind of work. And, like, to see... I don't know how far we've come from that is pretty insane. [00:59:40] S0: Yeah. I mean, luckily, the stats show us that, like, we actually are seeing an increase in the search terms for technology. Yeah. I think we're seeing more posts around that, so there's definitely, like, an upward trend in the field of creative technology. But I think, like, the thing we have to make extremely clear and kind of legible to executives and and people at the head of these companies is that the artists, in many ways, sometimes inadvertently, exposes the latent potential and possibilities of Yes. These technological tools. And by doing so, offers a man's vibe by showing you what else you could be doing with the things you have. Right? The artist, in that way, is a magician, and that's why you need creative programs.
00:59:40 · Ruby Justice Thelot, Sofia Puccini
[00:59:40] S0: Yeah. I mean, luckily, the stats show us that, like, we actually are seeing an increase in the search terms for technology. Yeah. I think we're seeing more posts around that, so there's definitely, like, an upward trend in the field of creative technology. But I think, like, the thing we have to make extremely clear and kind of legible to executives and and people at the head of these companies is that the artists, in many ways, sometimes inadvertently, exposes the latent potential and possibilities of Yes. These technological tools. And by doing so, offers a man's vibe by showing you what else you could be doing with the things you have. Right? The artist, in that way, is a magician, and that's why you need creative programs. [01:00:23] S1: Yeah. Yeah. Yeah. Even if it doesn't immediately deliver, like, your KPI got hit. You know? Because that that is that is, like, the problem is that, like, you you have to let go. Like, when you work with artists, you have to exercise, like, a lack... A loss of control in a way because they're just gonna do their thing, and you don't know if it's gonna, you know, impact your company at the end of the day. But that's the kind of, like, the risk that you take. [01:00:47] S0: That's something when I was working with some, with BetaWorks on on the EAT work, that was... A lot of the approach was, like, letting the program run its course. And that's why sometimes we must not forget that we are in the footsteps of a lot of giants who've done these things before. [01:01:02] S1: Yes.
01:01:02 · Sofia Puccini, Ruby Justice Thelot
[01:01:02] S1: Yes. [01:01:02] S0: And I recommend we all, of course, read about EAT, read about Bell Labs, read about Xerox PARC to see how those programs were put in place because this is not the first time that artists have been collaborating with engineers. I think we can learn a lot from the previous highly successful programs that were run-in the sixties. Yeah. And with that, I wanna say thank you all very much for joining us for this wonderful episode of Media Studies. I will see you all tomorrow. Sofia, thank you very much. [01:01:33] S1: Thanks so much for having me on media studies. This was a lot of fun. Peace out. No one asked, I'm gonna give my opinion anyway. [01:01:38] S0: Do you wanna know what the next big thing is? I think I just found the next billion dollar trend. [01:01:44] S1: I wanna say this before it happens because this happens every time. Are you trend alert? Some of you guys are not gonna like this, but I have theory and a voice right now.