Integrated Media Entrant: Fallon London, London Tate Tracks

Credits
Media Type: Ambient, Digital Media, Print, Radio
URL Address: www.tatetracks.org.uk
Corporate Name of Client: Tate Modern
Advertising Agency: Fallon London
Executive Creative Director: Richard Flintham
Creative Director: Juan Cabral
Copywriter: Juan Cabral
Art Director: Juan Cabral
Photographer: Jeremy Murch
Designer: Hugh Tarpey
Art Buyers: Susie Morley/Sarah Kavanagh
Interactive Video Production Company: BT Design & Media Studio
Interactive Video Director: Martin Percy
Production Manager: Arjun Singh
Account Supervisor: Chris Kay

Basic description of the project:
We invited several music artists to walk around the Tate Modern to find a piece of work that would inspire them to write a music track. Chemical Brothers, Graham Coxon from Blur, Klaxons, Union of Knives, Roll Deep and many others came along. Each one of them chose an art piece that they felt inspired by. After recording the track in the studio, we released the song exclusively inside Tate Modern. We placed listening posts in front of the artworks, so people could listen to the tracks in the same place where they were originated.