NEW YORK, NY (November 12, 2012) – VH1 arrives in Miami next month to introduce its latest You Oughta Know artist, Metric, at the VH1 Outdoor Lounge at SCOPE Miami 2012. Following the initial announcement of the partnership this summer, VH1 and SCOPE Miami will utilize the fair as the ultimate platform for the fusion of art and music, showcasing emerging visual artists and musicians and highlighting the indie rock band that teeters on the cusp of international stardom.
Newcomers to the You Oughta Know franchise that has amplified the careers of global superstars such as John Mayer, Adele, Bruno Mars, Colbie Caillat, Foster The People, The Fray and Gotye, Metric is set to deliver a live performance at the SCOPE Miami Official Opening Party on Thursday, December 6th. An international mix of tastemakers, influencers, and art and music enthusiasts will gather to experience this breakout performance at the VH1 Outdoor Lounge. The FIAT brand will also be on-site to offer guests an interactive experience designed to blend art and music with pop-culture that speaks to the North American reintroduction of the iconic FIAT 500.
Set alongside the main musical component of the evening will be artwork by the SCOPE Artists on the Rise, a group of three up-and-coming visual talents who represent groundbreaking work in the contemporary art space. These artists, hand-picked by SCOPE and VH1, include:
Brent Birnbaum: his works at first appear as an encyclopedic collection of irreverent pop-culture paraphernalia, like windup toys, matchbooks from lost saloons or discarded sneakers. An obsessive collector for bric-a-brac, Birnbaum repurposes these items as allegories for religion, love and politics.
Hugh Hayden: he explores racial identity by questioning long-held community traditions. Whether it’s a braided portrait of Beyoncé or a shaved “fading” of Obama on sheepskin, Hayden’s tongue-in-cheek commentary of black identity in America engages viewers on a visceral level.
Patrick Martinez: his work draws from a childhood steeped in hip-hop and street culture. Los Angeles-based Martinez reinterprets what is ordinary in a variety of media including paint, neon and even melted handguns.
VH1 will introduce these SCOPE Artists on the Rise through on-air spots profiling their individual work and inspiration. Beginning today, these segments will roll-out and run through the end of November, leading into the December activation at SCOPE Miami 2012.
“SCOPE has established a reputation for influencing and forecasting new trends in visual art, which makes them an ideal partner for the VH1 You Oughta Know platform,” said Phil Delbourgo, Senior Vice President of Branding & Design for VH1. “Our team helps catapult You Oughta Know artists into the pop culture space through our extensive networks; we view this partnership with SCOPE in Miami as an opportunity to engage another key audience for performers such as Metric by merging music and art.”
“SCOPE’s mission of discovering artists on the rise is the perfect corollary to the VH1 You Oughta Know platform,” said Daria Brit Shapiro, Curator at SCOPE Art Show. “VH1 has a remarkable track record for identifying and supporting groundbreaking artists, and together we have curated an awe-inspiring collection of visual artwork that I’m sure SCOPE Miami visitors will enjoy seeing and experiencing this December.”
The VH1 Outdoor Lounge is accessible to SCOPE visitors December 4 – 9, 2012. It is located at the SCOPE Miami pavilion at N.E. 36th Street and Midtown Boulevard. For more information, please visit http://www.scope-art.com.
VH1 connects viewers to the music, artists and pop culture that matter to them most with TV series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in 99 million households in the U.S. VH1 also has an array of digital channels and services including VH1Classic, VH1 Soul, VH1.com and VH1 Mobile. Connect with VH1 at VH1.com.
SCOPE taps into the cultural psyche to present only the most pioneering work across multiple creative disciplines. With over 50 art fairs spanning more than a decade, SCOPE has solidified its position as the premier showcase for international emerging contemporary art and cross-genre creative programming that extends to fashion, music, design and film. To learn more, visit www.scope-art.com