BMW: BMW Tate Live

This partnership has a shared vision of bringing performance art to the forefront of the museum

projections in a gallery space

Charles Atlas, MC9 2012 as part of ‘Charles Atlas and Collaborators’, 2013, BMW Tate Live, The Tanks, Tate Modern.

Photo: Gabrielle Fonseca Johnson for Tate Photography © Charles Atlas and Tate

Tate Modern has been presenting live performance since 2003 but the objective behind BMW Tate Live was to progress the programme though creating a platform for innovation and a stage for emotion, learning to appreciate the transformational impact of new ideas and ensuring accessibility for audiences.

Since the first performance room; 15 brand new online commissions have been created for BMW Tate Live with another 4 across 2015. Over 165,000 people have viewed Performance Room and it has reached 90 countries worldwide. In 2013 two new strands were introduced; Performance Events and a Talk series.

Performance Events have seen a vast range of live experiences presented at Tate Modern and Tate Britain from an indoor carnival to a satirical musical. In 2015, BMW Tate Live saw Tate Modern transformed into Boris Charmatz’s Musée de la Danse – one of the biggest performance moments in Tate history. Over 330,000 people have attended a performance event and over 72,000 people have watched the documentary films online.

BMW Tate Live has become a recognised programme across the live performance art network worldwide and has so far worked with 40 artists and 11 major arts institutions. The programme has been commended for its innovation and has been awarded a prestigious Webby Award for live event webcast. The programme has become a truly international event with a global marketing reach of over 30 million people, over 275,000 unique website visits, 26,000 social media interactions and over 200 international press articles.

For over 40 years now, the BMW Group has initiated and engaged in more than 100 cultural partnerships worldwide. The focus of this long-term commitment to culture is modern and contemporary art, jazz and classical music as well as architecture and design. BMW has worked with artists such as Gerhard Richter, Andy Warhol, Roy Lichtenstein, Olafur Eliasson, Jeff Koons, Zubin Metha, Daniel Barenboim and Anna Netrebko, and commissioned architects such as Karl Schwanzer, Zaha Hadid and Coop Himmelbau.

In London, BMW in partnership with the London Symphony Orchestra, hosts the BMW LSO Open Air Classics, a yearly live concert free of charge in Trafalgar Square, and supports Frieze Art Fair. The BMW Group takes absolute creative freedom in all the cultural activities it is involved in for granted – as this is just as essential for groundbreaking artistic work as it is for major innovations in a successful business.

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