Tate Tracks 2/18/13
In our Creative Strategist class we watched video of a cross media campaign executed in a modern art museum in London, England. The agency that had this genius idea invited a couple of talented music producing groups and individuals such as The Chemical Brothers and many others to come and check out seven pieces of modern artwork in the museum. Musical artists were asked to produce a song based off one of the pieces they saw in the museum as the source for inspiration. This is very significant in my eyes because it is bridging the gap between physical art and audible art. The project was then hyped up out on the streets and online and caused a huge influx of people to visit the Tate art museum to see the exhibit. The exhibit at completion had headphones at each of the art works, asking patrons of the museum to listen to the music that the art inspired of popular musical artists. This combination of art, music and expressing inspiration strikes my intrigue to the core like no other. I hope to see more projects like this done in the future by electronic deejays. A plus to this project is that it boosts the economy of the museum and musical artists that helped instil life into motionless pieces of artwork. All in all, everyone wins.
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