Inside Procreate: My Conversation with CEO James Cuda
I got the opportunity to interview James Cuda, the CEO of Procreate for World Creativity and Innovation day!
2 minute read
For the past five years, nearly all of my digital artwork has been created on Procreate. So sitting down with its Co-Founder and CEO, James Cuda, felt like a full-circle moment I'm honestly still processing.
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When the Roles Reversed
Most of the time, when I show people my work, I have to start by explaining what Procreate even is. I go into full “sales mode,” talking about how powerful it is and how it’s allowed me to translate my oil painting techniques from art school into a digital workflow.
But showing my work to James flipped that dynamic completely.
His reaction was essentially:
“You made this on MY APP?”
I don’t think I’ve ever heard words more validating for my digital art practice.
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From Designer to Developer
I started by asking about his transition from a background in graphic and web design into building Procreate.
What stood out was how similar he described the two worlds to be.
In both cases, you’re trying to create something visually compelling—but product design adds another layer: interaction. It’s not just about guiding someone’s eyes across a composition, but about shaping how they engage with what they’re seeing.
That philosophy is clearly embedded in Procreate. The app feels intuitive in a way that almost disappears once you start using it.
James joked that this comes from his own impatience—he wants to get into the creative process with as little friction as possible. And that mindset has shaped an app experience that millions of artists now rely on!
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Fuelling a Creative Feedback Loop
I asked him how it feels knowing that his product has enabled such a massive wave of creativity around the world.
His answer was simple: it fires him up.
He compared it to the energy a band gets from a live audience—the more the crowd gives, the more the band pushes back. That same loop exists between Procreate’s users and its developers.
More artists creating → more motivation for the team → better tools → even more creation.
It’s a cycle that feeds itself.
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The Feature Everyone Is Waiting For
Of course, I had to ask about the most requested feature.
His answer: bringing Procreate to a larger screen.
Apparently, major studios have been pushing for a desktop version for a while—and it’s something the team is now seriously considering.
As someone who uses the app daily, that was music to my ears.
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A Business Model Built on Belief
One part of the conversation that really stuck with me was Procreate’s business model.
In a world where most creative software relies on subscriptions, Procreate charges a one-time fee. You pay once, and that covers your use indefinitely—even through major updates.
It’s a bold approach. Limiting revenue per user goes against the grain of how most software companies operate.
But it reflects something deeper: a genuine commitment to the creative community.
That idea resonated with me.
It was a reminder that building something from passion—and focusing on creating real value—can lead to outcomes that aren’t always obvious at the start.
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Closing Thoughts
Walking away from the conversation, what stuck with me wasn’t just the scale of what Procreate has become—but the intention behind it.
A tool designed to remove friction, empower creativity, made by a company willing to do things differently to support the people using it.
As someone navigating both art and business, that’s a philosophy I’ll be carrying forward.
P.S If you want to watch a portion of the interview, you can click this link to my instagram post ✨
