Wednesday 13 May 2009 - 11:40
Swatch and MTV Networks International have launched a new global art and design initiative, Swatch MTV Playground. The online showcase aims to inspire young people to get involved with art in a variety of forms and create a community of design students across 2D and 3D animation, illustration, graphic art, fashion, motion design, film and music.
Swatch MTV Playground will be based around a central online hub at www.swatchmtvplayground.com. The site will be available to users in 19 languages and will be the first creative site to feature such a high level of linguistic accessibility for participants across the world. MTV says that the website aims to challenge creative communities to 'redefine their understanding of art'.
MTV will run an initial on-air spot in the first two weeks of May to build interest and create awareness of the initiative. From mid-May until the end of June, a call-to-action spot will aim to inspire aspiring artists to upload their work onto the site. From July onwards, on-air promotion will work to drive general traffic to the site to rate and discuss work and add further submissions. Swatch and MTV will also promote the site through a digital seeding campaign.
Swatch and MTV say that they will work directly with leading arts universities to invite their students to get involved with the project.
Visitors to the site will be a series of briefs online for artists to fulfil, with prizes focusing on opportunities to further promote winners’ work or investing in their development through their studies with tuition money, internships and cash prizes. Winners will be chosen by a panel of judges. The first competition will ask entrants to address the theme, ‘Imagine Time In The Future’.
To supply some inspiration, MTV is going to create a series of vignettes entitled Talk @ the Playground later in the year, which will pair musicians with famous artists from the world of design, fashion, fine arts, and film in conversation about different aspects of art and creativity, as well as vignettes featuring some of the winning work.
A series of events is also planned.
Digital Arts Staff
For more information see the MTV Networks International Web site.
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