The first impression of Sofi Tukker was you really did not know what to think. Really had not heard of them before the Cannes Lions talk. After the talk, we were all blown away by their Authenticity, Music and chosen path.
They knew that if they brought their musical track to the music industry, it would not probably do very well. So they went on their own path to create their song; their way. They found as they moved forward in their project, their “Creativity” progressed more.
How did this start, the male member of the group was sick one year from college and taught himself to record music. Then from there, they joined together to create their first solo project. It was important that they had complete creative control over their music.
For them, this project was a matter of self-expression. One where they could take their creativity wherever they wanted to go. Where they could be authentic, but also experiment.
From an economic standpoint, at the beginning yes its very difficult. But they are willing to do this now because they believe in their project and have already watched its success. And one thing they were clear on, if they are able to do this now, their future would only have continued growth because of one factor in their eyes, “They believed in their own work and directed it down their chosen path”. And what is also clear, they realize the music industry is still going through a confusing time, and this for them is what provided leverage for them to seek other alternative routes, which was the internet.