How tech Is reshaping the business of culture

Innovating Culture: Swizz Beatz on Tech, Ownership, and the Power of ‘No’ at Web Summit Qatar

At Web Summit Qatar, Editor in Chief Aby Sam Thomas hosted a discussion on how technology is reshaping culture, moving beyond traditional forms to include platforms, ownership, data, and power. She introduced Grammy-winning producer and entrepreneur Swizz Beatz, highlighting his consistent efforts to advance culture through music, art via the Dean Collection, and innovative tech platforms like Verzuz.

Mr. Swizz Beatz detailed Verzuz, an online live performance platform he co-founded with Timberland in 2020 during the pandemic. It provided much-needed positive energy, bringing millions together on Instagram to enjoy artists performing their hits. Now partnered with Apple Music, Verzuz remains a top streaming platform for live performances, with Mr. Swizz Beatz having regained full ownership. The concept, conceived in 2006, truly flourished with 2020’s technological readiness.

Mr. Swizz Beatz emphasized building culture as an ecosystem, not merely expressing content. He advises defining a mission, ensuring strong execution, and fostering continuous learning. He stressed the importance of a diverse, inspiring team and remaining open to new information, asserting that learning is a lifelong endeavor. Global travel and understanding varied cultures are also crucial for effective business.

His deep connection to the Middle East, inspired by his grandfather’s 1978 Mecca trip, drives his regional involvement. Mr. Swizz Beatz aims to contribute, not just extract, through initiatives like the Creative 100 project with Qatar Airways, the Saudi Bronx camel racing team, a Falcon team, and establishing a free skating rink in AlUla, Saudi Arabia. He advocates for approaching the region as a student, open to its unique opportunities.

Regarding artificial intelligence, Mr. Swizz Beatz expressed a pragmatic view, advocating for artists to retain rights and receive compensation for their likeness and work used by AI. He views AI as a powerful tool, whose ethical application depends entirely on human responsibility. He believes AI can be a force for good or destruction, underscoring that the choice lies with the users.

For aspiring creators, Mr. Swizz Beatz advised prioritizing originality to stand out. He underscored the vital importance of owning intellectual property and thoroughly understanding the business side of their craft. Creatives must learn to strategically engage with business professionals, ensuring mutual benefit and respect, rather than being exploited.

He cautioned against giving creativity away for free and urged creators to be well-informed about their value. Drawing from personal experience, Mr. Swizz Beatz highlighted the immense power of saying “no.” He recommended taking 24 to 48 hours to carefully evaluate offers, maintaining integrity, and confidently asserting one’s worth, as this often leads to better outcomes.