Tate Modern’s mission is to make art accessible to more people.For young, urban kids (16-24) who were aware of Tate Modern it was seen as just another ‘museum’ or an art gallery and certainly not a place that was for them.

By getting under the skin of this group we developed two insights – 1. they view music as art2. they willingly seek out music/band marketing and PRBy borrowing from the music world and delivering our message in non-traditional music marketing channels we knew we could make Tate Modern relevant to this youth audience.

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.