Guggenheim + YouTube


Gug·gen·heim pronounced [goog-uhn-hahym] -noun: “An internationally renowned art museum and one of the most significant architectural icons of the 20th century, the Guggenheim Museum is at once a vital cultural centre, an education institution, and the heart of an international network of museums of modern and contemporary art.”

YouTube pronounced [ju-tju-b] -noun and Trademark: “A video sharing website on which users can upload and share videos that has redefined media culture by changing the way the world creates, distributes, and watches video.”

What do you get when you combine the two?

YouTube Play: A Biennial of Creative Video and nothing short of remarkable genius.

Aiming to discover and showcase the most exceptional talent working in the ever-expanding realm of online video, YouTube Play hopes to attract innovative, original, and surprising videos from around the world, regardless of genre, technique, background, or budget.

“With this online global initiative, we’re not looking for what’s ‘now,’ we’re looking for what’s next,” said Nancy Spector, Deputy Director and Chief Curator of the Guggenheim Foundation.

In the last two decades, there has been a shift in the hierarchy of visual culture. The moving image has been fully absorbed into society, powering global innovation. With video now available for anyone to produce and watch, almost anytime and anywhere—be it on cell phones, computers, or tablets, it has become the medium of choice for many aspiring artists. As explained in Chris Anderson’s “Crowd Accelerated Innovation,” because of  its speed and universal reach; coupled with its stronger [than print or images alone] impact on human viewers, online video has raised the bar in all sorts of pursuits-  from art and science, to education.

“The Guggenheim, YouTube, and HP share a view that creative online video is one of the most compelling and innovative opportunities for personal expression today,” said Richard Armstrong, Director of the Solomon R. Guggenheim Foundation and Museum. “The project team came together to inspire and encourage the creation and celebration of this art form. YouTube Play demonstrates this is within the reach of anyone who uses a computer and has access to the Internet.”

The teaser itself oozes with creativity and inspiration. Have a look, and tell us what you think.

  • andrew milne

    Amazing video put together by the museum and youtube.

    This concept of bringing youtube to the arts and the arts from youtube to a physical location is an amazing step and should be a model for many museums. The concept of audience influence or design goes to show how much the world is watching and wants to share in the art world.

    It is no longer a passive practise or act of observing, it is now immersive, reactive, responsive and engaging. The conversation around the art is almost part of what spurs on the engagement with the art in this new media. The big question going forward will be, how do curators deal with it. – Only time will tell.

    Great post thanks for sharing