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Brief Published: 27 Oct 2011

Tate and BMW Partner Up


Proving that now is still the time for investing in creativity, London’s Tate art galleries and German car manufacturer BMW are collaborating on an exciting new four-year programme, called The BMW Tate Live.

The project will focus on performance, interdisciplinary art and curating digital space. However, they are pushing this cultural buffet beyond the walls of the Tate galleries, and placing it online for digital audiences. Designed to be broadcast live, the first event in the series, titled BMW Tate Live: Performance Room, will be choreographed by French director Jérôme Bel in March 2012.

BMW will be celebrating 40 years of international cultural commitment this year, with the Tate Live programme adding another notch to the brand’s cultural kudos belt. Interestingly enough, the initiative’s ‘live online’ aspect won’t be building revenue for the gallery or BMW, but will drive traffic towards the Tate’s new site instead, where users will be encouraged to interact with the gallery and other users via social media.

“The development of technology has transformed people’s approach to art. Audiences today expect more interaction, participation and personalisation than ever before,” explains Chris Dercon, director at the Tate Modern. “BMW Tate Live will bring live art performance directly to people on the web, wherever they are in the world.”

The Tate

Art & Design