YouTube launched YouTube Play, a biennial of creative video, a global online initiative realized in collaboration with Guggenheim Museum and HP.
After redefining media culture in its five years of existence, by changing the way the world creates, distributes and watches video, YouTube decided to go further, especially after online video developed and got to be also an art form.
YouTube Play is launched to celebrate phenomenal video-makers and recognize the creative potential of the medium. YouTube collaborates with GuggenheimMuseum to discover the most creative video in the world and showcase exceptional talent working in the ever-expanding realm of digital media.
The works YouTube looks for in this global online initiative are animation, motion graphics, narrative, non-narrative, or documentary work, music videos and entirely new art forms—creations that really challenge the world’s perceptions of what’s possible with video.
The objective is to garner some of the finest creative work from every corner of the globe and showcase them in one of the biggest stages online and also in the offline medium, at Guggenheim MuseumNew York, and throughout the Guggenheim network of museums in Bilbao, Venice and Berlin.
According to YouTube’s blog, participants must submit their videos to YouTube Play to enter, the deadline for submission being July 31st. After that, Guggenheim will assemble a shortlist to be evaluated by an international jury of experts from the worlds of art, design, film and video. Up to 20 videos will be presented at the GuggenheimMuseum in New York on October 21st, with simultaneous presentations at the Guggenheim museums in Bilbao, Venice and Berlin.
This is the 2nd initiative of this kind launched by YouTube, after YouTube Symphony Orchestra.