Dj Itp Final

8/6/2019 Dj Itp Final

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CertifcateThis is to certi y that the Integrated Term Project is a record work doneby the student, DEBJYOTI DAS as a regular student or the degreeB.Des (Fashion Communication) during the period o 2009-2010, whichreprsents independent work and not rom the base or any previous work

Place:

Date:

Under the Guidance

B. RajaAssistant Pro essor

Department o Fashion CommunicationNational Institute o Fashion Technology

Bangalore-560102

Signature

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Objective 1

Introduction to the Topic 2

Data Collection 4

Data Analysis 12

Conclusion 19

Bibliography 20

Contents

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OBJECTIVE

My Objective is to study Video Installation and how it grewfrom just being used as an art form to being presented as adver-tisements in the commercial world.I have tried to trace its development from the begining till now.

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INTRODUCTION

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What is VIDEO INSTALLATION?

Video Installation is a contem-porary art method that combinesvideo art/technology with installa-tion art.

Video Art is a type of art which relies onmoving pictures and comprises video and/oraudio data (not television or cinema).Installation Art deals with three-dimensionalworks designed to transform the perception of a space.

Combining Video Art and Installation Art,Video Installation is an art form that utilizesall aspects of its surrounding environment as avehicle of affecting the audience.

It originated with the birth of Video Art in the1970s.

One of the main strategies used by Video-in-

stallation artists is the incorporation of spaceas a key element in the narrative structure.This way, the well-known linear cinematicnarrative is spread throughout the spacecreating an immersive ambient. In this situa-tion, the viewer plays an active role as he/shecreates the narrative sequence by evolving inthe space. Sometimes, the idea of a participa-tory audience is stretched further in interac-tive video installation. In this situation, theviewer plays an active role as he/she createsthe narrative sequence by evolving in thespace. Sometimes, the idea of a participatoryaudience is stretched further in interactivevideo installation. Some other times, the videois displayed in such a way that the viewerbecomes part of the plot, (something like acharacter in a film).

The surface of the screen on which mostly avideo installation art is done is called a VideoWall. In many cases installation is also doneon some buildings or wall, etc.

A video wall is created by using a rear supportframe, this frame comes in sections and pro-vides a way to store the LED or LCD panelsthat are inserted into them.

The frame is manufactured from galvanizedsteel, making the solution ideal for outdoorapplications. The screens that fit into the frameare 1 metre square and are also in a weather-proof and vandal proof case, once in the frameand connected to a power source the softwarethat controls each individual screen is t iledusing the software that comes with the screen -this is rather cost effective as no further con-trollers are needed reducing the cost by some25% on previous solutions.

This solution ensures that it can be reconfig-ured and even dismantled and taken to adifferent venue, perfect for stage signageor even to future proof the outdoor digitalsignage solution should a business decideto have this on their exterior wall.

INTRODUCTION

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DATA COLLECTION

My Objective is to study Video Installation and how it grewfrom just being used as an art form to being presented as adver-tisements in the commercial world.I have tried to trace its development from the beginning tillnow.

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PIONEERS in Video Installation

One of the pioneers of videoinstallation was

Nam June Paik

whose work from the mid-sixties used multiple televi-

sion monitors in sculpturalarrangements.Paik went on to work withvideo walls and projectors tocreate large immersive envi-ronments.Moreover, Video Art is oftensaid to have begun when NamJune Paik used his new SonyPortapak to shoot footage of Pope Paul VIs processionthrough New York City in theautumn of 1965. That sameday, across town in a Green-wich Village cafe, he playedthe tapes and video art wasborn.

Few Video Installations by Nam June Paik are-Untitled(1973), Video Flag(1985-96),Eagle Eye(1985), Interne Dweller (1997).

A Video Installation by Nam June Paik in Greenwich VillageCafe, 1965, which was the rst video installation.

Nam June Paik Memorial in LA

DATA COLLEC

TION

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Surekha is one of the pioneers of Video Installation inIndia.Surekha hasbeen exploringthe possibili-ties of the videoform, negotiat-ing the publicand privatespaces. She

uses photogra-phy and videoto archive,document andperform.The videos areshown with aninstallation of

E-resource , along with the idea of recycling, leading to the pos-sible sanity of the city and the notion of the urban.Sound: real time noise from the streets.

Video Installation by Surekha named Communing with Ur-ban Heroines , 2007, Bangalore

DA T A C

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C T I ON

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Bill Viola is considered

a master of the medium. His1997 Survey at the WhitneyMuseum in NY is considered awatershed mark in the historyof video installation art mark-ing both a period on the sen-

tence of the first generation anda beginning of the next.

Color High-Definition videoon plasma display mounted on

wallPerformers: Pamela Blackwelland Weba GarretsonPhoto: Kira Perov

Video Installation by Gary Hill , Tall Ships , 1992

Gary Hill has created quite complex video instal-lations using combinationsof stripped down monitors,projections and laser disktechnologies so that thespectator can interact withthe work. For instance inthe 1992 piece Tall Shipsthe audience enters a spacewhere ghostly images of seated figures are projectedonto a wall. The movementof the audience was thefigures to stand up and ap-proach the viewer.

Bill Viola , The Raft , 2004 Photo: Kira Perov

DATA COLLECTION

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Tony Oursler s video installation, Peak , NY, 2010

Tony Oursler s work exploited the technologydeveloped in theearly 1990s of very small videoprojectors thatcould be built intosculptures andstructures as wellas improvementsin image bright-

ness so that imag-es could be placedon surfaces otherthan a flat screen.

12-channel video installa-tion, 12 modified B/W moni-tors with projection lenses,1 IBM computer with 16RS-232 control ports andvariable length, concealed

switching runners, & control-ling software.

Tony Oursler s videoinstallation, Sound Digres-sions in Seven Colors ,

DA T A C

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C T I ON

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DA T A C

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C T I ON

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OTHER ARTISTS working withVideo Installation

Vito Acconci

System D-128Gustavo AguerreDoug AitkenKutlug AtamanMatthew BarneySylvie BlangerJanet Cardiff & George Bures MillerBruce CharlesworthJordi ColomerChris CunninghamHeiko DaxlMalaka DewapriyaFred ForestIngeborg FleppDouglas GordonDan GrahamPierre HuygheRuna IslamJoan JonasMike Kelley

Lennie Lee

Anthony McCallAntoni MuntadasPhilippe ParrenoBruce NaumanPipilotti RistSophy RickettDon RitterMartha RoslerLorna SimpsonMichael SmithJennifer SteinkampEve SussmanDiana ThaterSteina and Woody VasulkaBodo SperlingGillian WearingApichatpong WeerasethakulRobert WegmanLee WellsYeastculture

DATA COLLECTION

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DATA ANALYSIS

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HOW it is done?

Avideo wall is created by using a rearsupport frame, this frame comes insections and provides a way to storethe LED or LCD panels that are

inserted into them.

The frame is manufactured from galvanizedsteel, making the solution ideal for outdoorapplications. The screens that fit into theframe are 1 metre square and are also in aweatherproof and vandal proof case, once inthe frame and connected to a power source thesoftware that controls each individual screenis tiled using the software that comes with thescreen - this is rather cost effective as no fur-ther controllers are needed reducing the costby some 25% on previous solutions.

This solution ensures that it can be re-config-ured and even dismantled and taken to a dif-ferent venue, perfect for stage signage or even

to future proof the outdoor digital signagesolution should a business decide to have thison their exterior wall.

A typical installation for a 40 metre wide x 10metre high solution can take as little as 2 days,configuring the hardware should only take amatter of hours.

The only limitation with this type of videowall is how deep your pockets are, however if you can sell advertising spots on it is you arelikely to have a fast return on investment aswell as having a residual income every monthfrom the revenue generated by the advertise-ments.

Other than Video Walls, a simple Outdoor

or Indoor Digital Signages, Outdoor DynamicSignage, Digital Bill Boards, Digital Posters(also known as eposters and iposters) videoprojections at various gigs are also a part of Video Installation.

Various softwares are used to control thesetypes of video installations such as WallFX,9X Media, etc.

The main components of a video installationare- a large wall or a digital screen, projec-tor to project on a wall or surface(video wallprocessors in case of digital screens and multi-channeled video output), various networkcables to connect the computer to the projec-tor or display or video wall projectors, andthe most important the video controller, thatmeans a device which controls the final video.A Video Control could be a simple computerwith a mono or a one with multi-channeled

output. It can also be controlled with remotevideo controls.

DATA ANALYSIS

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Video Installations now

Hudson Jeans Guerilla Video Projections during New York Fashion Week for Lipman Agency

Live Mobile Billboard - Showcase Glass Truck provides Engaging Mobile Experiences

DA T A A NA L Y

S I S

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DATA ANALYSIS

Hudson Jeans Guerilla Video Projections during New York Fashion Week for Lipman Agency

Live Mobile Billboard - Showcase Glass Truck provides Engaging Mobile Experiences

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DA T A A NA L Y

S I S

Mobile Video Cube- Vehicle delivers Video Advertising to Specific Locations

414 Sound Bar - Minneapolis, USA

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DATA ANALYSIS

Haunch of Venison gallery - London, England

BabyO club - Acapulco, Mexico

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DA T A A NA L Y

S I S

MultiSell Technology Middle East FZCO - Al-Hassa and Al-Qassim - Saudi Arabia

MediaMarkt retail store - Munich, Germany Chemical Brothers rock band tour

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CONCLUSION

I ound Video Installation interesting and did my Integrated Term Project onit which helped me to know more about this contemporary art method.

In this research document, I have tried to show the growth o video instal-lation by mentioning popular video installations rom popular video artistsand the video installations which can be seen now.

I would like to conclude with the idea that Video Installation being a veryinteractive medium or communication should be used more in the eld o Advertising. According to my research Video Installations are very interac-tive which pulls people towards itsel , saying Come See Me and in manycases (touch screen video installations) it says Come See Me, Come FeelMe. This characteristic o Video Installation could be or must be used in Vi-sual Merchandizing and Advertising, which will not only attract the people,

but will also aware the people about the Brand/ Product/ Ofer/ News. Aswe know Visual Media is ar more communicative than any other medium.

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BIBLIOGRAPHY

Wikipediahttp://en.wikipedia.org/wiki/Video_installation http://en.wikipedia.org/wiki/Surekha New Video Installationhttp://www.newvideoinstallation.com/hello-world/ Paikstudioshttp://www.paikstudios.com/bio.html Bill Violahttp://www.billviola.com/biograph.htm Gary Hillhttp://www.garyhill.com/home.htm Tony Ourslerhttp://www.tonyoursler.com/tonyourslerv2/main.html Gladstone Gallery

http://www.gladstonegallery.com/hill.asp Surekhahttp://www.surekha.info/about.html MoMAhttp://moma.com/home/pages/biography/hghtdhvmhhd/ngfhgdhgd/works/paik.htm STYLEMAGhttp://www.stylemag-online.net/2009/03/06/sonic-youth-no-discipline-part-ii/ Mediathttp://www.mediat.co.uk/applications.htm Ezine Articles

http://ezinearticles.com/?Video-Wall-Installations---An-Integrators-Nightmare&id=4250185

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