The article in The Guardian on Saturday only partly interpreted what we talked about in a great 90 minute conversation with Eamonn Forde. Basically I was saying the genie is out of the bottle. AI is here, not arriving, not looming; it’s woven into every corner of the creative world. There’s no spell, no law, no wish upon a star that can put it back.
In fact George Orwell wrote the book “1984”in 1948 and in that book he wrote, “The tune had been haunting London for weeks past. It was one of countless similar songs published for the benefit of the proles by a sub-section of the Music Department. The words of these songs were composed without any human intervention whatever on an instrument known as a versificator.”
So it’s here and for creatives now, this isn’t a moment to cling to the past; it’s a moment to reinvent. Every artistic revolution has pushed makers to step into the unknown, from paint to photography, from acoustic to electric, from tape machines to laptops, from Vivaldi to Eurythmics. The way I see it is now we transition from imagination alone to imagination amplified.
We can either stand at the shoreline shouting at the tide or learn to ride on the new waves. AI won’t replace creativity; it will magnify those willing to experiment, adapt, and collaborate with it. The tools are changing, but the spark remains human. Our soul, our stories, our chaos, that’s the part no machine can supply alone.
The genie is out. The future is collaborative. The artists who thrive will be those who treat AI not as a threat, but as a creative partner, a strange, powerful, unpredictable partner that pushes us further than we ever thought possible.
That’s why I’m building Rare Entity with Dominic Joseph and Rich Britton. We’re building a house of creation, taking rare ideas and IP and the people who carry them, then giving these ventures the structures they need to live and endure: the right collaborators, the right technology, the right way to reach an audience. The right capital that can amplify the work, but never author it, because these ideas aren’t commodities, they’re living things. They’re real cultural moments. They’re shows, experiences, communities. They’re Rare Entities that need to be cherished. And we do it with one principle upfront; the architect of the idea stays protected, credited, and in control of the value from day one.
Welcome to our house of creation: https://www.thisisrare.com