BMW To Broadcast Online-Only Art Performances
BMW's long history of supporting the arts is taking on a new twist with a new partnership between the automaker and the Tate Modern museum in London. The cornerstone of the four year partnership will be BMW Tate Live: Performance Room, a series of artist performances created specifically to be broadcast live online.
Each performance will take place in a dedicated gallery-cum-studio space at Tate Modern, but they will be conceived specifically for the online audience (and there will be no audience physically present in the space). The performances will be filmed and streamed live online, with discussion channels open either during or after the performances, depending on the works.
"The way each commissioned artist will use the format and the extent to which they will use the reciprocal capacities of technology in BMW Tate Live: Performance Room will be an exciting part of the experimental nature of the series," said Catherine Wood, Curator, Contemporary Art and Performance, Tate. "We are keen to see how artists might experiment with the intimacy and theatricality of this space while reflecting upon how virtual communications have become an integral part of our lives today. This project will hopefully extend our idea of what an exhibition space is and can be.”
“Tate and BMW is a match made in heaven. In 2011 the BMW Group is celebrating 40 years of international cultural commitment," Dr. Uwe Ellinghaus, Director Brand Steering, Brand Management BMW and Marketing Services said. "By announcing an extensive cooperation with Tate Modern, BMW gives a clear signal: We will continue to engage in manifold cultural projects worldwide.”
Earlier this year, BMW and another famous museum, the Gugenheim, launched the BMW Guggenheim Lab, a global initiative that will be travelling for six years from city to city from North America to Asia, which aims to bring together international artists and scientists to discuss major issues affecting urban life.
#activationstag
