Bjorn Tagemose, from Antwerp, is a Belgian-Scandinavian director, cinematographer and visual artist who is primarily active in the art, rock, and fashion industries. In this interview, he talks about the creative vibe in Antwerp and why it's so appealing to international companies.
Hi Bjorn, you are the founder of ‘Shoot The Artist’. What exactly does that mean?
“After completing my studies in economics, I attended the Antwerp Academy, where Walter Van Beirendonck introduced me to fashion photography. I've also done a lot of work for Antwerp-based fashion designers and Belgian commercial brands such as Scapa and La Gaviotta. Around ten years later, I wanted to move into film-making. My first music video was for Ozark Henry, which is how I got into music. Next came artwork and live shows – suddenly there were large projectors at performances, but no-one to create content for them. We jumped into that gap, and that’s how Shoot The Artist came to be: as a creative think tank, we develop audiovisual concepts and produce commercials and digital videos not only for clients such as Porsche and Audi, but also for international advertising agencies and artists such as Iggy Pop and Grace Jones. We deliberately choose to stay small and work with freelancers so that we can provide the right services that perfectly match the customer's needs.”
Why do you think so many international clients and brands come to Antwerp to carry out their creative projects?
“In my view, the city has been very proactive in recent years. I've noticed that in my industry, and certainly in the fashion industry as well. I sense a lot of momentum and enthusiasm amongst all the parties involved and that's truly striking. There's a tremendous desire to move forward. Flanders DC is a fantastic organisation that connects creative professionals with businesses. Entrepreneurs meet each other at events such as FTI SuperNova. We support young creative entrepreneurs, such as the talented fashion designer Nadav Perlman, for example, by involving them in Shoot The Artist."
How would you describe Antwerp’s creative vibe?
“In my view, the collaboration within Antwerp's creative sector is fantastic, and I'm convinced that this is the reason why the city is doing so well in the international creative sector. That said, it's something that certainly deserves to be more widely known. I wholeheartedly believe that creativity generates revenue, even though many people and businesses still view creativity as something that actually costs money. That is also what my recent TEDx Talk was about.”
How do you connect with other entrepreneurs?
“First and foremost, I'd like to say a few words about my roots. I was born in Antwerp and have always lived here, but my biological father was Danish, and my stepdad was Swedish. So I’m definitely still Scandinavian in my way of thinking, and I still benefit from that. A lot of contacts are made via mutual acquaintances – people introducing others at networking events or during an exhibition opening. In Antwerp, as a creative entrepreneur or artist, you'll almost inevitably come across each other at some point. Good food and drink play a major role in that – we mustn't deny our culture of good living. People sometimes say that young people only meet each other on Instagram these days, but in my experience, a bond isn't truly formed until you actually meet someone face to face. So put yourself out there, talk to people and make connections. The people of Antwerp could certainly be a bit more Scandinavian in that regard. Even though they're reserved, when it comes to doing business, Scandinavians will just walk right up to you.”
Just how extensive is the creative ecosystem in Antwerp?
“It's very extensive. Take, for example, the annual fashion show at the Antwerp Academy. It brings together a wide range of disciplines: fashion, video, film, design, make-up, advertising and marketing. It's incredible how such an international, top-tier event such as that is put on every year with so few resources. That's what I call pure creativity. In Paris, they look at it with amazement.”
You work with international companies and artists. What do they think of Antwerp?
“First and foremost, they see us as professionals, and that is, of course, essential. We also work efficiently, just like the Dutch. They often find the city surprisingly clean and trendy: places like Het Zuid and the quays have become really beautiful. Antwerp is starting to look more and more like Copenhagen, and that is something that I say for sure, given my Scandinavian roots (laughs). And then there's the rich historical heritage, which the French, for example, are very appreciative of. Antwerp exudes sophistication abroad; it's a mark of quality.”
Us By Night is coming up soon in Antwerp. You will be one of the speakers, won't you?
“That's right. It's a fantastic event. The founder, Rizon Parein, is an extremely talented entrepreneur. He is literally drawing international interest to Antwerp. What makes it unique? A diverse line-up of over 70 speakers and live performers from a variety of creative disciplines — while you get to enjoy a night out with everything that goes with it. Definitely an event that's not to be missed!