There has been a certain learning curve along the way, Bradfield admits, with the company often following the lead of artists. Back in November 2013, for example, Prince wanted to give away his newest track to fans for free. He uploaded the audio file to WeTransfer and posted a download link via Twitter. Soon after, he’d do the same thing to promote the work of fellow musician Judith Hill. And later, Moby would follow suit, using WeTransfer to share his new music.
“Prince basically created a totally new marketing tool for us,” says Bradfield. “Suddenly, we saw this new thing happening that we didn’t know was possible.”
The company has built a strong following within the music industry, which influenced, in part, its decision to open an office in Los Angeles. (With a staff of about 100, WeTransfer is still primarily based in Amsterdam, with around 10 employees in L.A.) The company has been collaborating with the DJ Gilles Peterson, who also runs WeTransfer’s world music radio station, Worldwide FM; two dedicated employees in L.A. focus solely on music relationships. Recent collaborations include projects with LCD Soundsystem, FKA Twigs, and Kamasi Washington.
The company worked with Washington on the EP he was creating for the Whitney
Biennial earlier this year. WeTransfer helped him to produce the work, funded a part of it, and showcased the project on the site. “In return, he gave us a track from the album that we then gifted through WeTransfer back to the community,” says Bradfield, who cites the project as one of the best the company has yet undertaken.
While WeTransfer is still growing its presence in the art world, Bradfield notes that the team has quite a strong relationship with the photography and design community.