Grimes' LinkedIn debut is a bold move, but it's not without its complexities. While some see it as a desperate attempt to stay relevant, I argue it's a strategic move in the era of 'enshittification'. The internet, once a vibrant space for creativity, has been marred by the rise of automated bots, NFT hustlers, and AI forgers. Artists are struggling to rebuild networks on platforms like TikTok and Instagram, where attention spans, sales, and funding are dwindling. This shift towards 'enshittification' has forced artists to hustle harder for diminishing rewards.
Grimes' decision to join LinkedIn is a response to this challenging landscape. She aims to initiate conversations with the site's unique blend of AI disruptors and victims about tech, video games, and the future of work. Her film, 'Image Empire', inspired by John Berger's 'Ways of Seeing', is a three-and-a-half-minute masterpiece that explores the creation myth of Nvidia, the company behind AI applications. However, the story it tells already feels outdated, given recent advancements in AI research.
The rise of AI has led to a new breed of 'storytellers' who can control corporate narratives. These 'full-stack' creatives are in high demand, with six-figure bounties on offer. Grimes, with her 'accelerationist' views, is ideally positioned to leverage her platform for these roles. She's been contracted as a talking head for Nvidia's image empire, promoting their tech in a way that glamorizes it.
While working with big tech may carry social kudos for some, Grimes stands out for her willingness to embrace the dark futures that AI disruptors champion. Her move to LinkedIn is a strategic one, aiming to shape the narrative around AI and its impact on the creative industries. However, it also raises questions about the authenticity of her involvement and the potential for 'artwashing', where artists use their platform to promote corporate interests.
In conclusion, Grimes' LinkedIn debut is a fascinating development in the intersection of art and technology. It highlights the challenges faced by artists in the digital age and the complex relationship between creativity and corporate interests. As the internet continues to evolve, artists must navigate these new landscapes while maintaining their integrity and artistic vision.
