Lewis Hamilton, Hunter Schafer, Danny McBride, and Trent Reznor & Atticus Ross Lead GQ’s 2024 Global Creativity Awards Gala (2024)

A light mist was falling on the red carpet at the 2024 GQ Global Creativity Awards just as Lewis Hamilton stepped inside. He was clad in a long Dior Men overcoat festooned with a waterfall of shimmery crystals—a couture version of his April GQ cover look. He seemed to have a sparkle in his eye as well.

“I’m working on some fashion stuff,” he told me. “I can’t say too much just yet, but keep your eyes peeled in the coming months.”

Hamilton was clearly feeling the spirit of the evening. You may be thinking: What is a GQ Global Creativity Award, anyway? Answer: It’s how we celebrate the dynamism of figures like Hamilton, the winningest F1 driver of all time who transcends the sport to make music, films, and now fashion.

On Thursday night, you didn’t have to look far to get the idea as a merry crew of artists and culture-shaping multihyphenates descended on Water Street, in downtown New York City. Alongside Hamilton, Hunter Schafer hit the red carpet—OK, it was actually purple—like a modern-day Venus de Milo emerging through the rain, while Trent Reznor and Atticus Ross took a quick detour so Reznor could patiently sign autographs for a crowd of waiting fans. All three were there to collect their honors beside Danny McBride, a quartet of cover stars for GQ’s April Global Creativity Awards issue. “Seeing these other amazing artists and innovators, it’s just very inspirational,” said Hamilton. “There are so many great journeys and stories that you’re telling, so I feel very privileged to be among them.”

McBride was already inside kicking off the co*cktail hour with a spicy margarita. “My family was impressed by the award,” he joked, “but when they saw the other people being honored, then I got some cred.” McBride looked at the room as it filled up with the rest of the 2024 GCA honorees, including the artist Lauren Halsey, Marni designer Francesco Risso, and afrobeats star Asake, who beelined for Risso to ask him what he was wearing. (Marni.) McBride was looking for Adam DeVine, his Righteous Gemstones co-star, who was set to present him with his award. “I don’t have any clue what Adam’s saying, but he better be careful, ’cause I’m not done writing the next season of Gemstones,” McBride said with a laugh. “He can get pretty f*cked up if he comes popping off tonight.”

GQ launched the Global Creativity Awards last year. More than an excuse to throw a mixy dinner party in the Big Apple, the idea behind the GCAs was to reflect a major cultural shift: We now live squarely in the age of the collaborative, multidisciplinary visionary, where creativity is the ultimate currency.

As GQ global editorial director Will Welch put it in his opening remarks once the carpet cleared and guests took their seats, “The thesis tonight is that, right now, it’s the high-flying multi-taskers who are driving culture. Sure, you’re a singer—but if you don’t have gallery representation and a clothing line, do you even make a sound?”

At the 2024 GCAs, sponsored by Dolby, the volume was turned all the way up. And not just because we had the world’s coolest house band—Superwolf’s Matt Sweeney, free jazz saxophonist Zoh Amba, and cult-favorite drummer Jim White—laying down a rhythm as guests filed off the carpet into WSA, the Water Street skyscraper that’s become a bustling hub of artist and fashion studios. (Several guests, like Emily Adams Bode Aujla and Raul Lopez, actually took the elevator down to the carpet from their offices.)

And of course there’s nothing quiet about the night’s host, JB Smoove. As guests polished off glasses of tequila by sponsor PATRÓN EL ALTO, the Curb Your Enthusiasm alum kicked off the ceremony. “I thought about bringing Larry to the damn awards tonight, but you know this is a GQ event,” Smoove said. “You seen that motherf*cker’s clothes? He be wearing some BULLsh*t! Ain't no way in hell I'm having my plus one in this motherf*cker walking in here in an old man sweater.” By the time Smoove got deep into an extended bit about the Venice Biennale with the artist Mickalene Thomas, it was crystal clear that he should host every award show from now on—as long as there’s a healthy tape delay.

While Smoove kept the crowd in stitches, the presenters and honorees took it upon themselves to define the very essence of creativity itself. Most memorably during the presentation for Marni’s Francesco Risso, introduced by Erykah Badu, who somehow beat McBride to making the first dick joke of the night. Badu then delivered one of the evening’s most surprising moments when she cued up an actual 14 piece marching band, which paraded through the space in a custom Marni collection while playing an original composition by Dev Hynes.

“Truly, creativity is a gift from the gods,” said an emotional Risso, as he joined the band onstage to accept his GCA trophy, a glass sword custom made by Moser. “But creativity,” he continued, “is not a destination, some far off utopia, but rather a daily struggle. A daily practice. We are but conduits for this discrete power that enters and abandons us at will.” Badu, wearing a painted top hat that rose several feet above her head, blew her marching whistle in assent.

“I’m pissed ’cause I had a 15 person brass band coming in, and now they’re standing outside in the rain like assholes,” DeVine said later, before introducing McBride.

For all the jokes, sincerity was the order of the day. “Creativity is one of those big, challenging words,” added Ken Burns, while introducing his collaborators Reznor and Ross, who he described as “the two baddest motherf*ckers I know.” (Smoove was not to be outdone in the expletive department.) “What is it?” Burns continued. “Perhaps it is the ability to translate human emotions… to translate human emotions and feelings into a form that makes them more universal, and then sharing them with the world.”

The honorees delivered their own moments of earnestness and exuberance on stage, as well. Said Schafer, “It's vital to have people to look up to whose work makes you feel seen or feel something, and ultimately incites you to create with the same intentions.”

“This is f*cking awesome to be here with all these people, being acknowledged for something that I would do for free with zero acknowledgement because it's just in me and I love it,” said McBride.

“I think that it's artists and creators who eventually will save the world,” said Ross.

“God bless afrobeats!” said Asake to raucous applause.

An astounding amount of linking and building went down during dinner service. Shafer leaned in to chat through dinner with Michaela Coel, who she met when filming “Mother Mary” in Germany last summer. They’re going back to finish it, Schafer said, later this year. “As you can see, she’s the coolest,” Schafer told me. “Even before I knew her I’ve been an enormous fan, and it means the f*cking world that she showed up here to support me, which is insane.”

Schafer later caught up with Hynes, who explained that he was a “psychotic, obsessive fan” of Reznor. Reznor and Ross huddled with Burns, who at one point narrowly avoided getting roped into a bathroom selfie with Ryan McGinley, Antwaun Sargent, and Hynes. Reznor, Ross, and Burns were soon joined by George Lucas, who sat with his wife Mellody Hobson at Hamilton’s table. (George Lucas: iconic +1.) “We also got to hang with Danny McBride a little bit, and he was exactly who we hoped he was,” said Reznor. If ever there’s a buddy comedy starring McBride and JB Smoove soundtracked by Trent Reznor and Atticus Ross, you’ll know where it originated.

For now, Reznor said, he and Ross are getting ready to get back into the studio to work on Nine Inch Nails. “We’re just finishing up a couple film things that have been hanging around,” Reznor said, “But the ingredients are in the mix for new Nine Inch Nails music, and that’s what we’re most excited about getting to. It’s a couple weeks away from kicking into gear.”

By the time Smoove brought up Hobson to give out the final award to Hamilton, the host was only kind of joking when he asked Welch if there were any extra trophies lying around. “We just can't stop doing what we're doing right now,” Smoove said. “Is there anybody else who can give a f*cking award to? I feel like this energy in this room, we could just keep going all f*cking night.” In an awards show first, many in the room seemed to actually agree.

All the trophies were spoken for, but Hamilton took it upon himself to put the perfect exclamation point on the inspiring, animated program. “Creativity has made me a better driver, but more importantly a better person,” said the F1 star. “That's why supporting art of all kinds is so vital. Supporting the next generation of innovators. We need to use our platforms to champion artists and designers and innovators of tomorrow, especially those from diverse backgrounds. Not just because it's a good thing or it's the right thing to do, but because of what creativity brings to humanity, what it inspires in us.”

As DJ Spinna warmed up the dance floor for the afterparty, Smoove signed off. “This is gonna reinvigorate all your souls in this room,” he said. “And if it doesn’t, there’s something wrong with your ass!”