Hi Bjorn, you are the founder of Shoot The Artist. What exactly is that?

“After studying economics, I went to the Antwerp Academy, where I was introduced to fashion photography by Walter Van Beirendonck. I did a lot of work for Antwerp fashion designers and Belgian commercial brands such as Scapa and La Gaviotta as well as big international brands such as Nike and Vuitton. After about ten years, I wanted to move more and more into cinematographic work. My first music video was for Ozark Henry, and that's how music came in. This was followed by artwork and live shows: suddenly there were big projectors at gigs, but no one was there to create content for them. We stepped into the void and Shoot The Artist was born: as a creative thinktank, we develop audiovisual concepts and produce commercials and digital videos for clients such as Porsche and Audi, as well as international advertising agencies and artists like Iggy Pop and Grace Jones. We have deliberately chosen to stay small and work with freelancers so that we can offer the right services tailored to the client’s needs.”

Why do you think so many international clients/brands come to Antwerp for their creative assignments?

“I think the city has been very proactive in recent years. I’ve seen this in my sector and certainly in fashion. I feel a lot of movement and enthusiasm from all parties involved. It’s really noticeable. There is an enormous will to move forward. Flanders DC is a great organization that brings creatives and businesses together. Entrepreneurs meet at events like FTI SuperNova. We ourselves support young creative entrepreneurs by involving them in Shoot The Artist, such as the talented fashion designer Nadav Perlman.”

How would you describe the creative vibe in Antwerp?

I think the collaboration in Antwerp's creative sector is fantastic and I am convinced that this is why the city is rated so highly in the international creative sector. But that’s not all. I am convinced that creativity attracts money, whereas many people and companies still see it as something that costs money. That was what my recent TEDx talk was about.

How do you connect with other entrepreneurs?

“First of all, I would like to say something about my roots. I was born and have always lived in Antwerp. But my biological father was Danish and my stepfather was Swedish. So I am definitely still Scandinavian in my thinking and I make use of it. A lot of contacts happen 'via via': people introduce other people at networking events or at an exhibition opening. In Antwerp, if you’re a creative entrepreneur or artist, you meet each other almost by definition. Good food and drink also play a big role: we cannot deny our Burgundian culture. It is said that nowadays, young people only find each other on Instagram, but in my experience, the iron is only forged when actual physical contact is made. Showing your face, talking to people, making connections – that's where Antwerpers could be a bit more Scandinavian. Even if they are reserved when it comes to business, Scandinavians just come right up to you.”

How broad is Antwerp's creative ecosystem?

“Very broad. Take the Antwerp Academy's annual fashion show. Many disciplines come together there: fashion, video, film, design, make-up, advertising and marketing. It's unbelievable how such a top international event is held every year with so few resources. This is what I call pure creativity. In Paris, they look with admiration at this event.”

You work with international companies and artists. What do they think of Antwerp?

“First of all, and most essentially, they see us as professionals. We also work efficiently, just like the Dutch. They often find the city surprisingly clean and hip: places like the Zuid and the quays have become very beautiful. Antwerp is starting to look more and more like Copenhagen, and I can say that with my Scandinavian roots (laughs). And then there is the rich historical heritage, which the French, for example, are very responsive to. Antwerp exudes sophistication abroad. It's a quality label.”

Isn't Us By Night in Antwerp - the ultimate inspirational event for creatives - also proof of Antwerp’s appeal as a creative city?

“True, it's a fantastic event. Initiator Rizon Parein is a super-talented entrepreneur who attracts foreign interest in Antwerp. What makes it unique? The varied line-up of over 60 speakers and live artists from different creative disciplines, plus the experience of an evening out with all the trimmings. A three-night event, not to be missed!”