In addition to being an American rapper, actor and entrepreneur, Jaden Smith is also quite the environmentalist. From designing sustainable water bottles to denim jeans, Smith has used his platform and creativity to focus on the environment. Naturally, when Smith’s single “icon” was certified by RIAA Platinum, Roc Nation even wanted to ensure that their plaque was sustainable. Therefore, they decided to switch to 3D printing.
To learn more about the project, I talked to Eli Velez, the creative consultant responsible for the design of the plaque, and Christina Perla, CEO of Makelab, a 3D printing startup based in Brooklyn, and finally realized the product.
Why is 3D printing important in the music industry?
Through 3D printing, biodegradable materials (such as sandstone and PLA) can be used to make tangible promotional stolen goods. From branded goods to prizes and medals, 3D printing can do the job.
“3D printing’s strength is mass customization, which is an oxymoron. Because typically, mass customization is a financial and logistical nightmare,” Perla told me. “Being that the entertainment and music industry moves so quickly, it’s a perfect match!”
In addition, compared to more traditional methods (such as mold manufacturing), “batch customization” usually takes more time and has a higher initial cost. On the other hand, Perla added that it is much less wasteful than some modern manufacturing methods. When using 3D printing, only the required amount of material can be used for printing. Unused materials are recycled back to the printer for the next use.
However, there are clearly still some shortcomings. 3D printing is still not ready for mass production, and the cost is high. In addition, there may be restrictions on customizable options such as colors and materials.
Despite the setbacks, 3D printing is becoming more and more popular around the world. In fact, in Dubai, they completely believe in this invention. As early as November, major cities promised to 3D print 25% of all new buildings. It hopes to achieve this goal as early as 2025.
How Jaden Smith’s plaque was made using 3D printing
Usually, the 3D printing process may take 5 to 15 hours. For this exquisite print, it takes about 15 hours. According to Perla, such a project will cost you about US$2,000 to US$2,500.
Two steps are required to create this 3D print. First, it asked Makelab to convert Smith’s album artwork into a 3D CAD (computer-aided design) model. This CAD model tells the 3D printer what colors and colors to “print”. For this plaque, Makelab used ColorJet Printing and sandstone. Then, the 3D printer will print the plaque until it is completely formed. It proceeds layer by layer.
Velez said the purpose of the project is to “show and inspire people in the industry to explore and connect with new technologies, new materials and new methods.”
He said that this will not only bring innovative new cooperation, but also inspire people to think about their impact on the environment. The goal is to maintain sustainability in the dialogue until it becomes “second nature”.
Make room for the sustainability of the music industry
When it comes to the music industry, what the billboard doesn’t tell you is how unsustainable it is. Especially for disposable goods or tourism, they may have catastrophic environmental consequences.
However, just like Smith, more artists have noticed and promised to create positive environmental changes. For example, Coldplay made headlines earlier this year after announcing that the band would no longer travel before the concert was “positively beneficial” to the environment. To reduce the carbon footprint, other creative thinkers have also considered ways to make the music industry’s practices more environmentally friendly.
To be sure, whether it’s printing brochures with soy ink or powering a solar-powered recording studio, there are multiple ways to make the music business more environmentally friendly.
Especially for Roc Nation, Velez said that 3D printing Smith’s plaque is only the “first step.”
“To me, this project represents the democratization of knowledge through the merging of two industries. Hopefully, other kids will see this and feel inspired to go out there and start making something or learning a new skill set,” he said. “This is for anyone sitting in their house trying to figure out how to get their ideas out…Google is your north star. Let your curiosity lead you.”