Case Study: MTV and Video Art

Earlier today, MTV announced a very cool new art initiative.  The music channel will air a series of ten original video art works commissioned and curated by Creative Time and MoMA PS1.  The videos, produced by some of the most exciting emerging artists, will be broadcast on MTV, MTV.com, and MTV’s Facebook and Tumblr pages starting April 2nd and running through the rest of the year.

Art Breaks, as the series of videos will be known, will access nearly 600 million viewers worldwide, bringing cutting-edge contemporary video art to what could very well be the medium’s largest audience ever.  The series actually harkens back to its pioneering 1985 incarnation of the same name that broadcast TV spots created by a vanguard of downtown artists including clips from Jean-Michel Basquiat and Richard Prince.

The first five artists to participate will include: Rashaad Newsome (2010 Whitney Biennial, Centre Georges Pompidou, MoMA PS1 Greater New York); Mickalene Thomas (Santa Monica Museum of Art and the Brooklyn Museum); Tala Madani (The New Museum, the Saatchi Gallery, and the Venice Biennale); Jani Ruscica (Centre Pompidou, TATE Modern, and MoMA); and Mads Lynnerup (San Francisco Museum of Art, the Miami Art Museum, and MoMA PS1).   The second group of five participating artists will be announced and debut on-air and online during the summer of 2012.

“We are very excited to be working with MTV,” said Creative Time president and director Anne Pasternak, ”in honoring its iconoclastic and influential roots in introducing cutting-edge art and culture to millions of people around the globe.”

The press release for Artbreaks can be found here.

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