As George Lois states, “Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.” The recent emergence of VOYR, a brand new entertainment platform, is a great example of how creative thinking can be used as a problem solving tool.

In this era of piracy, VOYR hopes to redefine the value of the music and entertainment industry by becoming the premiere destination for elite content of some of the leading names in pop culture, entertainment and sports today.

For $5 a month, VOYR promises to give members a virtual all-access pass to exclusive, behind-the-scenes content from their favorite artists and celebrities. At the moment, VOYR is offering behind-the-scenes content from Kanye West and Jay-Z’s ongoing concert tour. The video below is one of the many teasers VOYR has released in the past month to build hype for the weekly episodes from the tour.

With album sales at a decline and piracy at an all-time high, VOYR is leveraging the power of social currency and consumers’ desires for closer access to their favorite artist and celebrities. I would argue that VOYR is a result of the sort of deep thinking discussed in Marketing Metaphoria, where disciplined imagination is applied to consumer insights.