Grimes joining LinkedIn is artwashing at its most brazen. I should know – I released my new film on there
In a surprising move that has sparked discussions across the art and technology communities, electronic musician Grimes, also known as Claire Boucher, has joined LinkedIn, claiming she will “only be releasing music on LinkedIn from now on.” This statement, made on social media platform X, was initially perceived as an eccentric provocation typical of the artist. However, it seems she has followed through on her promise, creating a profile on the professional networking site.
The Context of Grimes’ Move
Grimes’ LinkedIn profile has so far featured a single post promoting her appearance at Nvidia’s GPU Technology Conference. Nvidia is a leading technology company known for its advancements in artificial intelligence (AI) and graphics processing units (GPUs). The decision to pivot to LinkedIn raises questions about the motivations behind such a move, especially for an artist known for her avant-garde approach.
LinkedIn: The New Artistic Frontier?
To many, the idea of an artist using LinkedIn may seem disheartening, akin to moving in with one’s grandparents. Yet, this platform has become a refuge for artists seeking to navigate the challenges posed by the current digital landscape. I can relate to this experience, as I recently released my own project, a public information film titled Image Empire, on LinkedIn.
My Experience with LinkedIn
In early March, I launched Image Empire, a three-and-a-half-minute film that explores 3D worlds and AI deepfakes through the lens of a children’s fairytale. While the film garnered some attention, it quickly faded into obscurity due to LinkedIn’s cumbersome algorithm, which tends to prioritize outdated content and job postings. This experience mirrors the often frustrating interactions one has when visiting family, where one must endure stale conversations and outdated ideas.
The State of Creative Communities
The current state of creative communities is marked by what has been termed “enshittification.” This phenomenon describes the decline of once-thriving platforms like Twitter, Etsy, and Vimeo, which have been overrun by automated bots, NFT promoters, and AI-generated content. As artists grapple with dwindling attention spans and funding, many have turned to platforms like TikTok and Instagram, yet these avenues often yield limited success.
The Struggles of Artists Today
Critics may dismiss the plight of artists, suggesting they should simply “get a job.” However, the reality is that many artists are struggling to make ends meet in a landscape where creative work is undervalued. My decision to utilize LinkedIn was driven by a desire to engage with its unique blend of AI innovators and those affected by these technologies, discussing themes such as video games, AI, and the precarious nature of work in today’s society.
Image Empire: A Creative Exploration
Image Empire was inspired by John Berger’s seminal art history series, Ways of Seeing, and serves as a follow-up to my 2023 film, The Wizard of AI. In this project, I sought to create a modern creation myth for Nvidia, whose name translates to “envy” in Latin. The film tells the story of two envious twins, reflecting on the complexities of technological advancement and its implications for society.
The Dystopian Nature of LinkedIn
As I released my film, the narrative it presented quickly became overshadowed by real-world developments that seemed to echo the themes of my work. Reports of engineers scanning fruit fly brains to create digital avatars and robots being trained by human “arm farms” have surfaced, painting a picture of a dystopian future. LinkedIn itself has evolved into a platform where AI-generated content dominates, with users employing tools like ChatGPT to craft their posts. This trend has rendered the platform increasingly difficult to navigate, as it becomes flooded with formulaic and unoriginal content.
The Role of Storytelling in Big Tech
In this environment, LinkedIn and major tech companies are on the lookout for “storytellers”—individuals capable of shaping narratives that promote their interests. There are reports of lucrative opportunities for creatives who can effectively communicate corporate messages. It appears that Grimes’ involvement with Nvidia may stem from this demand for engaging storytellers, as she seeks to promote her association with the tech giant.
Artwashing and the Ethical Dilemma
For many artists, collaborating with big tech companies can feel akin to endorsing unethical practices. This sentiment is particularly relevant in the context of “artwashing,” where artistic contributions are used to gloss over the darker aspects of corporate practices. A group of creative technologists recently co-signed an open letter refusing to engage with OpenAI’s AI video creation app, criticizing it as “outsourced R&D.” This reflects a growing awareness among artists regarding the implications of their collaborations.
The Future of Artistic Expression
As the landscape of digital creativity continues to evolve, artists like Grimes are at a crossroads. While some may thrive in the corporate environment, others may find themselves grappling with the ethical implications of their choices. The challenge lies in balancing artistic integrity with the realities of a rapidly changing technological landscape.
Conclusion
Grimes’ decision to join LinkedIn may be seen as a bold statement about the future of art in the age of AI and big tech. As artists navigate this complex terrain, it is crucial to engage in conversations about the implications of their work and the narratives they choose to promote. The intersection of art and technology presents both opportunities and challenges, and it is up to creators to determine how they will respond.
Note: This article reflects the author’s perspective on the evolving relationship between art and technology, particularly in the context of social media and corporate influence.
