WeTransfer – allowing creatives to connect around the world with the very popular cloud-based file transfer service based in Amsterdam – has opened their first stateside office in Los Angeles. To commemorate the new outpost, WeTransfer hosted a jam packed lineup inviting world-renowned DJ and producer Gilles Peterson (BBC’s Radio 1) to curate a one-night party at the majestic Theatre at Ace Hotel (Sept 28).
The international line-up for How We Do: LA included Miguel Atwood-Ferguson and his 11-piece orchestra, the jazz-soul-funk collective BADBADNOTGOOD, Nai Palm, beat masters Sa-Ra Creative Partners and surprise guests Kamasi Washington, Bilal, George Clinton, and Jimetta Rose. It was the first time in almost six years that the Sa-Ra Creative Partners had performed together (consisting of Om’mas Keith, Taz Arnold and Shafiq Husayn).
We chatted with Damian Bradfield, CMO and President of WeTransfer U.S.A., via e-mail after the sold out event:
SUSPEND: How is the team at WeTransfer enjoying the new Los Angeles office?
DAMIAN: It’s really great. We love our neighborhood, Venice Beach. We could have chosen SF or NY but for us there is no more exciting place on earth at the moment for creativity than LA. Music, Film, TV and Technology is both pouring into and out of LA at the moment and we want to be at the centre of it.
SUSPEND: What were your initial thoughts after the turnout of How We Do: LA?
DAMIAN: We are so proud and happy with the amazing evening it turned out to be. We blew ourselves away with an event that sold out faster than we could have imagined and with a line up that made our peer group green with envy. Amazing. We loved the crowd, the artists called it one of the most legendary concerts they have ever played. We were high on energy!
SUSPEND: How surprised were you at the end of the night when all the acts performed together onstage? (George Clinton, Jimetta Rose, Bilal, Sa-Ra Creative Partners...)
DAMIAN: The partnership with Gilles Peterson made this possible actually. It’s been fantastic, fun, transparent, enlightening. The event grew to the scale that it did because like any good recipe, we started with the best ingredients; a great venue, an inter-stellar curator and most importantly a blank sheet. Gilles led us to Miguel Atwood Ferguson who lead us to Nai Palm, to Sa Ra Creative, to Bad Bad Not Good, to Kamasi, Gas Lamp Killer - the list goes on. The single, simple goal we have is to help people discover more and create more than ever before. Everything came together on the 28th, I think the energy was incredible. We blew ourselves away with an event that sold out faster than we could have imagined.
SUSPEND: Will WeTransfer be putting together any related events like How We Do: LA in the near future?
DAMIAN: Yes, this is 100% not a one off. This is day 1. Watch this space.
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