page_title: ArtRave
section_title: Development and sponsors
hierarchical_section_title: ArtRave / Development and sponsors
caption_attribution_description: Site: Brooklyn Navy Yard
context_page_description: ArtRave was a two-day event hosted by Lady Gaga from November 10–11, 2013, as part of the promotional campaign for her third studio album, Artpop. The event, held in a large warehouse in the Brooklyn Navy Yard in New York, served as an album release party and included a press conference and a live performance. During the press conference, Gaga revealed "the world's first flying dress", called the Volantis, confirmed plans to stage a performance in space in 2015, and introduced new works by Marina Abramović, Inez van Lamsweerde and Vinoodh Matadin, Jeff Koons, and Robert Wilson. The warehouse contained a giant statue of Gaga created by Koons on one side and other artworks, while screens all around displayed videos of Gaga's performances with Abramović. There were contortionists, a DJ booth, as well as free food and drink for the assembled crowd.
  The event was to have been sponsored by American Express, however they backed out at the last moment failing to come to terms regarding ArtRave's production. Gaga performed a concert which was streamed live on Vevo and later rebroadcast through the website's syndication partners. The set list consisted of songs from Artpop.
context_section_description: The event was held at the reportedly "top secret" Duggal Greenhouse, a large warehouse in the Brooklyn Navy Yard in Brooklyn, New York. It spanned two days, starting with a press conference on November 10 and extending into the morning of November 11, 2013, the album's release date in the United States. New York's OneNine Design company was responsible for the event planning and the production. Gaga also employed the Roschman Dance group to perform during the party and the event.
  The interior of the yard was strewn with art pieces and art works. There was a food truck and open bar, and at one end there was a white stage with a spiral staircase. Opposite the stage, across the room, stood a giant statue of Gaga depicted naked, with her hands covering the breasts, created by Koons. In between her spread legs, Koons' characteristic blue gazing ball was placed; the statue was photographed and used in the album cover design for Artpop. Between the stage and the Gaga sculpture stood four other statues created by Koons In flagrante delicto, as well as the open bars where contortionists performed their intricate moves. The area was surrounded by large video screens which displayed Gaga's work with Abramović (showing the singer stumbling through a forest naked), Inez and Vinoodh, as well as with Wilson. Adjacent to the main space, there was a side area which featured an art installation called Binary Room, by artist Benjamin Rollins Caldwell, consisting of a room with all the furniture and flooring made up of old computer parts. Another room was dedicated to the display and usage of the Artpop app, as well as the fashions created by the Haus of Gaga for the ArtRave. There were personnel dressed in matching future-esque uniforms to walkthrough the app and its uses, including "the ability to read auras, create animated 3D Gifs and remix Gaga's music."
  ArtRave was an "extravagant spectacle" according to Billboard's Andrew Hampp. However, he also noted that though the event did not have any sponsors, Gaga "was part of a select group of artists who have firmly thrown their branding lot in with the tech–music innovation space". Projects like Creators with Vice and Intel, as well as artists like will.i.am, Jay-Z and Björk were cited as precedents for crafting events and merging music and technology with art. Gaga, who had been named a creative director of Polaroid Corporation in 2010, had been involved in technical projects like Backplane with her former manager Troy Carter; Gaga separated from Carter a few days before the ArtRave. But Hampp believed that the explicit nature of the art works and the videos being shown had deprived Gaga of the opportunity of any "overt" sponsorship for the event. He explained that Billboard had reached out to three executives from American Express (AmEx), the company which was supposed to sponsor ArtRave but had "backed out" due to creative differences. Speaking off the record, the executives confirmed that AmEx had been slated to bear the expenses of the event as well as the live streaming. They later issued an apology statement:
  American Express had been in discussions to potentially live stream Lady Gaga's performance during Sunday's ArtRave event. American Express decided not to proceed with the live stream because of an inability to reach a mutual agreement on the production of the event. However, American Express honored its commitments to Lady Gaga and her team, and the event was able to proceed without an official role for American Express. Lady Gaga is an incredible artist and we hope to work together in the future.
caption: ArtRave was held at Duggal Greenhouse in the Brooklyn Navy Yard (pictured in 2007).
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