In a move that is unprecedented and surprising, the Guggenheim has called upon the masses via YouTube to contribute content for a project called YouTube Play. Perhaps it is not so surprising–YouTube has been a steadily growing propagator of culture since it’s inception. Its presence online and influence offline is undeniable. However, YouTube’s usual suspects, broadly speaking, remains a far cry from what usually graces the Guggenheim’s walls. It is traditionally very difficult for artists to get their work into prestigious institutions like the Guggenheim, but since Monday, June 13th, it is allowing prospective video artists to show off their best to the museum’s curators.
This project is a biennial event, and shuns traditional exclusivity by welcoming submissions from artists and non-artists alike. In the age of the Internet and reality television, the white walls of museums are no longer inaccessible. The YouTube Play project has made high art a little less lofty.
If any video artists out there are interested, the deadline is July 31st; you can apply here.