Are Music Videos Are Now Part of Art Exhibitions at the Museum of Modern Art in Ny
At over a billion hits, the most-viewed piece of YouTube content of all time is last autumn's inescapable "Gangnam Style." Considering the about infinite diversity of content available, this ascent to the top is significant: Dominating the world's premiere video-sharing platform shows that the music video is even so undeniably vital.
First April 3, the Museum of the Moving Epitome in New York volition play host to Spectacle: The Music Video. The earth'due south most comprehensive exhibition to focus on this topic, Spectacle volition celebrate music videos as an influential art course in modern culture, an incubator for filmmaking talent, and a powerful manner for transporting and translating pop culture around the world.
"After they were kind of left for expressionless for a while, in that location's been an exciting resurgence in videos," Jonathan Wells says of the exhibition's reason for being. Wells is role of the global creative collective Flux and a curator of the exhibit along with 1000000 Grey Wells. "It's been over thirty years since the acme of videos with the launch of MTV, and all the people who were teenagers then are now going to museums and looking for things to connect with."
Designed by Alexei Tylevich and his production visitor Logan, the exhibition will contain more than than 300 videos, spanning the pre-MTV era, the heyday of videos, and gimmicky culture. These are the kind of videos everyone over the age of 25 or and then will call back like old friends: Madonna'southward "Like a Prayer" and Beastie Boys' "Sabotage," but of course Lady Gaga and OK Become will be on paw likewise. Forth with the videos, in that location volition also be artifacts from them for viewers to meet up shut.
"'Take On Me' is one that we're happy to accept presented in the show," Wells says. "It was just this magical moment of someone diving into a comic book that actually stuck with people. That's an example of how a video can introduce and break an artist. We accept the original illustrations that were washed for the video." In add-on to the video, the exhibition will take original artwork from A-ha's video, and many others, that has never been viewed by the public earlier.
The curator besides cites Peter Gabriel'south Sledgehammer as an example of how music videos can transcend their medium and become indelible works of art. Spectacle will play up the more artistic and experimental side of music videos with a series of interactive experiences by Vincent Morisset, Chris Milk, James Frost, and Aaron Koblin.
One of the things that is unique about the exhibition is that it isn't organized chronologically. Instead, the curators took pains to look at music videos in terms of genre. A department that looks at choreography is divided farther into sections for traditional hip-hop choreography and too more than hipster choreography, every bit seen in videos such as Fatboy Slim's "Praise Y'all"–directed by Fasten Jonze. Another section looks at the cinematography. Others focus on controversy in videos, and the inherent interactivity of remixing. The only section that hews close to chronological order is "In the Offset," which looks at the pioneers of video leading up to the launch of MTV–which was the greatest outlet for music videos for decades.
"MTV's programming used to bring bands to your attention," Wells says. "Yous would go exposed to many kinds of artists who may not be your personal favorites. If you wanted to see Madonna, y'all were going to have to see ZZ Meridian."
After MTV stopped broadcasting videos a few years ago, the idea of a video beingness in heavy rotation was lost. The way to tell that a video is pop at present isn't that yous personally were made to sit through it dozens of times, but rather that the YouTube hit count is high. But the highest hit counts and fifty-fifty the most MTV Moonmen don't necessarily factor into the criteria of what made it into the exhibition.
"Sometimes a video will be popular because the song is pop and the video won't be an astonishing cinematic experience," Wells says. "I think the best video is one where both the visual element and the audio element come together and make something that is greater than its parts, and those are the ones nosotros were interested in."
Spectacle: The Music Video will be on view at the Museum of the Moving Image from Apr three, 2013 though June sixteen, 2013. Take a look through the slide show above for some of the featured videos.
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Source: https://www.fastcompany.com/1682598/these-classic-music-videos-now-have-a-museum-exhibit
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