Titanium > Titanium and Integrated
TATE TRACKS
FALLON LONDON, London / TATE / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
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.
Implementation
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.
Relevancy
The Gallery received 31,000 visitors the weekend that Tate Tracks was launched in October. From November- December the Gallery found through research that approx 10,000 people a month had listened to one of the tracks on the listening posts in the Gallery. Of these people, two thirds had visited Tate modern specifically to listen to the tracks themselves. The tracks were also available online and many more people listened in this way as well.
The campaign received an estimated £1.3M in PR stories across a wealth of media channels, both in London and outside of the Capital.
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