Jasmeet Sidhu
Tech + Creative + Culture
From building startups at scale like MasterClass, to capturing global cultural moments like Taylor Swift's Eras Tour, to working at the heart of Silicon Valley in the AI revolution — Jasmeet is a rare powerhouse working across several industries, shaping and leading ambitious, impactful work with the most notable names and companies in the world.
The Work
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Jasmeet Sidhu builds at the frontier — where a new technology, a new medium or a new cultural moment is about to change how the world learns, connects and sees itself. For a decade she has been early to each of those shifts, inside the companies and moments that defined them. Her career began as a journalist at the Toronto Star before she moved to Los Angeles for film and creative direction, working on music videos for Taylor Swift and Jay-Z.
From there she went to Meta, working in editorial and public content on the team that shaped what surfaced to an audience of billions — editorial judgment at platform scale. That pulled her into Silicon Valley and to the earliest stage of MasterClass, the cultural juggernaut that redefined online education through cinematic, celebrity-led classes. Joining when the platform had six classes, she helped build nearly two-thirds of a catalogue that grew past a hundred, codified the signature MasterClass production style, and directed and interviewed icons including Anna Wintour, Lewis Hamilton and Hillary Clinton.
Today she sits on the executive team at Nightfall AI as VP of Brand, Creative and Storytelling, owning positioning, category narrative and creative for an AI-native data security company at the center of the enterprise AI shift, directly in Silicon Valley — the work of turning a technical edge into a market and a brand.
Running alongside all of it is a body of work as one of the most sought-after photographers in music, capturing Taylor Swift, Billie Eilish, Adele, Ed Sheeran and Olivia Rodrigo. Her decade photographing Swift across the 1989, Reputation and Eras tours became a series of exhibitions across North America and a feature in the NBC/Peacock documentary The Swift Effect. She has also directed for Disney, ABC and Hulu, and partners with startups, brands and venture studios as a director and Creative-in-Residence, defining brand, product and narrative at the earliest stages.
Jasmeet and her work have been featured in The New York Times, The Washington Post, The Today Show, NBC Nightly News, New York Magazine, Forbes, MSNBC, The New Yorker, CBC Radio and TV, The Toronto Star and more. She is currently based in San Francisco, California.
Pictured: Shonda Rhimes · Yo-Yo Ma · Malala Yousafzai in The New Yorker · Anna Wintour and Hamish Bowles