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:
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.