THESIS STATEMENT: The Creators Project is set to empower emerging artists with resources that level the cultural playing field – all kicking off in a little field known as Coachella.

I. The Creators Project, an alliance between Vice and Intel, will radically expand this year – not only will it continue to showcase artists and hold collaborative cultural art/music parties, but in 2011 The Creators Project will also become a true patron of the arts.

A. Through a multimillion-dollar studio, known simply as The Studio, The Creators Project will provide emerging musicians, filmmakers, designers and multimedia artists with the resources, the technology and the ability to collaborate with other artists.
B. The first results benefitting from The Studio’s patronage will launch at Coachella as they partner with The Creators Project in 2011.

II. The Creators Project has teamed with Goldenvoice and the Coachella Music and Arts Festival! This is the first creative partnership in the history of the festival.
A. The entire main stage has been revamped! United Visual Artists crafted a stage that unfolds and evolves over the three days of the festival, all the while projecting intricate and beautiful lighting effects, with the help of the latest Intel technology. UVA have created a stage that amounts to an art installation itself.
B. The Studio is collaborating with major acts like Animal Collective and Interpol to transform their sets into dramatic multimedia visual experiences.
I. Animal Collective have invited noise rock and intense visual pioneers Black Dice to create a psychedelic jumbotron that will incorporate a collaged video and live editing and mixing of footage of the band’s set as it happens.
II. Interpol, with renowned lighting designer Andi Watson, will be creating a surveillance network by capturing images of people throughout the Coachella grounds and actually broadcasting the images onto the Coachella stage.
C. Interactive architect Muti Randolph is taking on the Sahara Tent, recreating his famous Sao Paulo club D-Edge. The tent will house a giant light installation creating a stunning visual experience through the entire tent.
D. Acclaimed director Jonathan Glaser is teaming with influential UK band Spiritualized to create a physical manifestation of the song “Ladies and Gentlemen, We Are Floating in Space.” In a cathedral-like space designed by Graft Architects, pools of light will appear, each containing a different part of the track.

III. The Creators Project is providing the resources through The Studio to emerging artists! The Studio will transform The Creators Project in 2011 from a celebration of creativity into a benefactor that provides artists with the resources, technology and assistance to make original works and facilitate collaboration with other artists. The works will then be distributed through a variety of channels including traveling international exhibits, museums, concerts and digital platforms. Participants will retain intellectual property rights.
A. "We created The Studio because the status quo in media right now is a tragedy,” said Vice Founder Shane Smith. “Whether it's in film, music or the fine arts, a lack of access to production and distribution has left some young artists disenfranchised and frustrated. The Creators Project created The Studio to show the world that there is another model for supporting creativity, a model where the artist and the artwork come first. To show our commitment we will produce and distribute artworks globally while allowing The Studio artists to own, forever, any of the work that they create for us."

IV. The Creators Project has already proven their mettle with a 12-hour launch, debuting just 9 months ago with more than 90 artists from 7 countries and held events in New York, London, Sao Paulo, Seoul and Beijing. They’re not fooling around here.
A. The first event, held on June 26, 2010, at New York’s Milk 8-floor studio, featured artworks, installations, film screenings, panel discussions and dozens of performances by creators from all over the world followed by a massive music party. M.I.A., Interpol, Gang Gang Dance, Mark Ronson, Die Antwoord, Sleigh Bells, The Rapture, N.A.S.A and Neon Indian were some of the artists who performed.
I. Deborah Conrad, Intel Vice President and Chief Marketing Officer, said, “We knew we had a great idea last year when we worked with Vice to kick off The Creators Project, but we didn’t really quite wrap our heads around the magnitude of the global appetite for innovation. This comes from the collision of art and technology. In our second year, we’ll evolve the program to become a patron for the creative process, such as adding The Studio and a partnership with Coachella.”
II. The core idea sprang from a dinner conversation between Vice’s Shane Smith and director Spike Jonze (who himself debuted his short film “I’m Here” and participated in panel discussions at the first event). Jonze asked Smith what he would do if he could do anything he wanted, with no financial constraints, and Smith said his dream was to launch something along the lines of the 1920s salons in Paris, where writers, artists, musicians and playwrights gathered to exchange ideas, resulting in a rich cultural cross-pollination.

V. Over the course of the year, the Creators Project website will be updated daily with original video content. New this year is the premiere of The Creators Project TV series which will feature 30-minute in-depth documentaries on select creators on TheCreatorsProject.com. The 12-part series will first air on TheCreatorsProject.com before being syndicated to major cable networks across the world.

SUMMARY: If you love music, if you love creation, if you believe in and want to support artists OR if you just want to have a great time, get with The Creators Project. The Studio revamps the music festival experience by hijacking Coachella grounds and the stages - not just another “music-technology-culture festival” with the creators on one side and the audience on the other – but, more importantly, radically reinventing the expectations and distribution of what art is and what it is to become.

www.thecreatorsproject.com
www.vbs.tv
www.viceland.com
newsroom.intel.com / blogs.intel.com