In a streaming world, WeTransfer is using downloads as its secret music weapon.

In recent months, the eight-year-old startup has aggressively evolved its brand from practical utility to cultural tastemaker, chasing high-profile music projects while advocating for the importance of downloads in music discovery and artist promotion. In addition to producing its own podcast titled WeTalkMusic and a mini-documentary series called The Creative Class, WeTransfer has collaborated with the likes of Resident Advisor, THUMP and XLR8R, as well as artists such as Moderat and Hudson Mohawke. To celebrate the opening of their first office in LA, last week saw them put on their How We Do event, curated by world renowned DJ and Producer Gilles Peterson.