Google Goes to the Guggenheim to Take YouTube Fare Upmarket
YouTube will fill the cylindrical atrium of New York's Guggenheim Museum with video installations that may feature anthropomorphic sneakers, avatars from virtual world Second Life, and
right a woman turning into an animated crow.
The exhibition, set for October, will showcase videos from as many as 20 finalists of YouTube Play, a contest for graphic artists and users of Google's (GOOG) video site. A celebrity jury that includes Japanese pop artist Takashi Murakami and The Wrestler director Darren Aronofsky will wade through about 200 videos whittled down from thousands submitted in July.
Google's dalliance with the fine arts is part of a broader initiative to attract top advertisers and a wider variety of users to YouTube. The world's largest video site, which Google bought in 2006 for $1.65 billion, is still synonymous with clips of babies and other amateur fare. Teaming with a premier art institution and rewarding contemporary artists may help make
right YouTube's brand more upscale, analysts said.
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