Hey, have you heard the good news? NFTs are putting the power back into the hands of artists and creators — at least, that’s what half your Twitter timeline would have you believe.
Whether you think NFTs are the future, find them and their fanatics exhaustive, or don’t even know what an NFT is (an acronym for Non-Fungible Token, which proves ownership of a piece of digital content, such as art or music), social media and the exclusive voice-chat platform Clubhouse are in a total tizzy about the popular tech.
Electronic music DJs and producers are some of the biggest proponents of NFTs. Steve Aoki is among one of the highest-selling NFT artists in the world, as is 3lau, who sold his album Ultraviolet via NFT for $11.6 million in late February.
Calvin Harris is the latest artist to get in on the fun. The Grammy-winning producer collaborated with music video director Emil Nava on an NFT called “Technofish,” which is currently up for auction, and the pair promoted the effort with an appearance this past Sunday on popular Clubhouse program Good Time Show.
Ever since the collaborators first met working on Harris’ “I Need Your Love,” the two have been inseparable. They’ve worked on 22 music videos together, along with other projects.
“With the visuals, me and Calvin both have a big shared love for nature,” Nava said on Good Time Show. “That’s a big thing that we’ve always loved and we’ve always explored in everything…When we started talking about what we could make together, obviously instantly we were thinking about nature and thinking about feelings that we want to evoke for the visuals, and we came to this idea of these amazing fish which we both fell in love with.”
Harris continued, speaking on what he thinks is the foundational importance of NFTs to the future of the music industry
“When I first realized the scope — I mean, I haven’t really realized the scope of what an NFT can be, I don’t think any of us really have,” the producer says, “I thought ‘wow, this is a whole new tool for creativity that isn’t policed by radio or streaming, or someone from the label or any of this stuff. It’s a whole new avenue that you can really just put out whatever you want, and that’s kind of how music should be but it really isn’t.
“Initially that got me super excited,” he continues. “The fact that smaller artists can have ownership over their music and literally just make what they want and then let the people decide. It seemed like such a great, direct way of doing it. So that got me really, really excited and then seeing what 3lau’s been doing … and just thinking ‘we need to be a part of this. We need to make this a bigger deal, and we need everyone to do this.’ I think it can completely revolutionize the music industry.”
Besides breaking down the NFT world and the inspiration behind “Technofish,” Harris and Nava chat about their creative process, personal and professional backgrounds, and more. Harris even opened up about his childhood, his past interviews, his love for The Strokes (“I want to write a song that could be coming out of the mouth of Julian Casablancas”) and why it’s hard for a producer to move on from the sound their fans expect. Unfor
It’s a rare chance to get inside the brain of the “One Kiss” producer, and also a one time only production, as the audio was available only via the Clubhouse stream.
Harris isn’t the only NFT-friendly superstar to guest on Good Time Show. Past broadcasts have featured Elon Musk, Mark Zuckerberg, The Chainsmokers and Tony Hawk. Hosted by married couple Sriram Krishnan and Aarthi Ramamurthy, the show has 439,000 Clubhouse followers. Ramamurthy is currently a product executive at Facebook and Krishnan is a general partner at private venture capital firm Andreessen Horowitz.