When Usher is not making music, he is equally passionate about using technology to build new and interesting businesses. His company, Cloudid Creativity Labs brings together artists, designers and programmers to work on a vast range of innovative projects, from building engagement platforms to creative consulting. Usher is on the advisory board of McGill University’s Institute for the Public Life of Art and Ideas and is the founding director of Amnesty International’s Artists for Amnesty. Usher writes about the impact of exponentiality and the second machine age on business and society at his site Human Metrics. His new book on creativity and the creative process, Let the Elephants Run is out now.