Jeff Nicholas is a multi-disciplined, award winning creative executive who's been at the crossroads of creative, tech and entertainment for the last two decades. Jeff leads all things creative at AI music startup Authentic Artists and Authentic’s consumer brand, WarpSound. Previous roles include VP, Creative, Innovation & Director, XR Creative & Production for Live Nation Entertainment, and CEO / ECD of music & lifestyle focused creative agency, The Uprising Creative. Jeff has produced and directed XR experiences, music videos, content and creative campaigns for Hulu, Samsung, Apple Music, Hyundai, Uber and countless others, working with artists such as Rihanna, Justin Timberlake, Shakira, Foo Fighters, Coldplay and many more. Authentic Artists is using generative AI to deliver revolutionary music experiences and “awaken a deeper connection with music through new forms of music play and creativity.” Authentic’s WVRPS by WarpSound NFT collection has been the #1 music NFT project in overall volume since launch in January 2022, and the startup is backed by investors and advisors such as OVO Fund, James Murdoch’s Lupa Systems, Mixi Games (Japan), WMG, Crush Ventures, the RTFKT founders, Young Guru, and Mike Shinoda.