What actually makes creative work matter?

In this final episode of Season 3 of Technically Creative, Orlando Wood sits down with Simon Cooper and Charlie Gatsky Sinclair — the outgoing and incoming Chairs of the British Arrows — as the awards reach their 50th year.

The British Arrows is one of the most prestigious institutions in advertising, celebrating excellence in craft, storytelling, and creative execution across film, television, and digital media.

But this conversation isn’t just about advertising.

It’s about craft.

Taste.

And the value of effort in an age where AI is making creative work faster and easier than ever.

As artificial intelligence, automation, and new production tools reshape the creative industries, a deeper question emerges:

What do we actually value in creative work?

Because while AI can generate content at scale, the work that resonates — the work that lasts — still carries the imprint of human effort, judgment, and taste.

Drawing on 50 years of advertising history, this episode explores how creative industries evolve through technological change, why audiences still respond to human endeavour, and what the future of creativity might look like in the age of AI.

In this episode:

• The evolution of the British Arrows over 50 years
• Craft vs automation in the age of AI
• Why effort and difficulty still matter in creative work
• The role of taste in advertising, film, and storytelling
• The Young Arrows and supporting emerging creative talent
• How AI is changing the creator economy and media industries
• What the best advertising work still gets right

Technically Creative is a podcast about AI, creativity, and the business of making things.

Brought to you by KoobrikLabs — helping creative companies implement AI in safe, practical, and transformative ways.

In this episode of Technically Creative, we sit down with Dan Jasnow, the Head of IP at ElevenLabs. He sits at the intersection of IP, legal, and policy at ElevenLabs and we talk about what copyright, consent, and control look like in the age of AI.

Before joining ElevenLabs, Dan spent over a decade advising companies across media, entertainment, and technology on how to navigate intellectual property in a rapidly changing landscape. Now, he’s on the inside — helping shape how one of the world’s leading AI companies approaches voice, licensing, and responsible deployment.

As voice becomes a primary interface for interacting with technology, the stakes are changing. Questions around ownership, authorship, and rights are no longer theoretical — they’re operational.

Dan shares what actually goes into building AI systems responsibly, how companies can work directly with rights holders rather than around them, and why many of the fears surrounding AI come from a misunderstanding of how these systems are designed and controlled.

Orlando and Dan explore:

Why voice may become the dominant interface for AI

How ElevenLabs approaches consent, licensing, and control

The difference between how AI is perceived and how it actually works

What changes when you move from advising AI companies to building inside one

The evolving role of copyright and fair use in AI development

How regulation is struggling to keep pace with innovation

Why trust is becoming a competitive advantage in AI

It’s a thoughtful, grounded conversation about IP, responsibility, and the future of human and machine interaction — and what it takes to build powerful technology while maintaining trust with the people it affects.

He’s done $100M in creator deals. What does he know?

In this episode of Technically Creative, we sit down with Kyle Hjelmeseth, CEO of GMB Digital Management, to explore how the creator economy has matured into a real industry — and what that means for entertainment, advertising, and anyone building an audience today.

Because the model has flipped.

Creators no longer wait to be discovered.

They build audiences first — and the industry is catching up.

Kyle has spent over a decade helping creators turn that attention into real businesses, facilitating over $100M in brand deals, and developing a model he calls:

👉 “monetizing the wake”

The idea that creators don’t need to be steered into traditional formats — they keep creating, living their lives, and building value through everything they’ve already made.

This conversation explores the evolution of the creator economy from early influencers to a structured, scalable industry — and why the most important shift isn’t technology…

It’s ownership of audience.

Orlando and Kyle explore:

• How the creator economy evolved from “wild west” to mature industry

• Why creators can now greenlight themselves

• What “monetizing the wake” actually means in practice

• How creators make money beyond brand deals (affiliate, licensing, content reuse)

• Why traditional entertainment is adapting to audience-first thinking

• The shift from gatekeepers to direct audience ownership

• How creators build sustainable businesses across platforms

• What brands and agencies are still learning about this space

It’s a sharp, forward-looking conversation about audience, ownership, and the future of creative work — in a world where distribution is no longer the barrier, and the real advantage is knowing how to build and monetize attention.