Israeli Creator Niv Majer Balances High-Tech Career with Artistic Pursuits

Niv Majer, a 42-year-old actor, director, screenwriter, and creator known for his work on "Kupa Rashit" and "Eretz Nehederet," has found a unique balance between his artistic career and a full-time job in the high-tech industry. Four years ago, Majer joined the creative department of Simply, an Israeli technology company that develops music and art learning applications. He views this role not as a compromise but as a way to achieve vocational stability while continuing his independent creative work.

Majer explained that the unpredictable nature of artistic careers led him to seek stable employment. He was drawn to Simply because he believed in its product and saw potential in its mission. The company, founded by brothers Yuval and Yigal Kaminka and the late Roi Itzkovsky, employs around 200 people in Tel Aviv and its apps are used by tens of millions globally. In 2021, Simply raised $50 million at a $1 billion valuation, with GV, Google's investment arm, leading the round.

Majer's role at Simply involves a wide range of creative tasks, from brainstorming and scripting to directing and editing, often in a documentary style that captures users' experiences. This holistic approach, he says, made the transition to a daily job feel natural. The company fosters an artistic atmosphere, employing musicians and creators like Idan Rabinovich, which Majer finds conducive to his work. He collaborates daily with data, product, and music teams, integrating creative insights with user data to enhance the product.

He learned the necessary tech jargon and data terminology, interacting with acquisition teams and understanding Google's algorithms. Majer highlighted the advantage of in-house campaign production at Simply, which allows for deeper involvement and decision-making compared to external production. He is particularly proud of a campaign for Simply Piano that used a "Homeland"-style thriller narrative to encourage adults to start learning piano, blending his filmmaking skills with the product's message.

Majer continues to pursue personal projects, including developing series ideas, playing drums, and participating in musical projects like the "Cutlet Pig" podcast with Assaf Kaplansky and Uri Bard. He is also an autodidact in animation and recently acted in Achinoam Kapon's debut film. Simply supports his external creative endeavors as long as they do not conflict with his work, even receiving a credit in his series "Yeled Hara." Osherat Binyamin, VP People at Simply, praised Majer's ability to translate his creative experience into impactful content for millions of users worldwide, emphasizing the company's unique blend of technology, product, and creativity.

Regarding the rise of AI, Majer sees it as a tool for technical assistance rather than a replacement for original ideas. While AI can streamline repetitive tasks, he believes it lacks the personal touch essential for genuine creativity. He uses AI for research and efficiency but maintains that core creative concepts must originate from human insight. Simply's apps, he noted, use AI to enhance learning and provide feedback, but not to replace teachers or original artistic expression.