"A curated annual art benefit event and exhibition raising millions of dollars for The MTV Staying Alive Foundation and Dallas Contemporary museum"

MTV RE:DEFINE was co-founded in 2011 by the MTV Staying Alive Foundation, Goss-Michael Foundation and The Future Tense.

Developed initially as a fundraising project to mark the 30th anniversary of the discovery of HIV/AIDS, the debut MTV RE:DEFINE raised more than double its target and has gone on to establish itself as one of the leading annual events of its kind, raising over $10m to date.

With many art benefits taking a ‘more is more’ approach, MTV RE:DEFINE was developed to be much more in keeping with a traditional museum group exhibition. The Future Tense worked closely with 30 leading international contemporary artists including Damien Hirst, Tracey Emin, Harland Miller, Faile and Shepard Fairey, securing signature works on an agreed curatorial theme.

The debut MTV RE:DEFINE featured a 10-day public exhibition at the Goss-Michael Foundation in Dallas, complete with catalogue, curator talks and tours. A temporary public installation was also commissioned in the city. The sold-out VIP gala reception featured a live auction from renowned auctioneer Simon de Pury and a musical performance from The Boxer Rebellion.

The Future Tense was responsible for much of the development and delivery of MTV RE:DEFINE between 2011 and 2015. This included initial co-development of the format, key partnerships such as Simon de Pury and Paddle8, as well as hands-on practical tasks such as securing millions of dollars of art donations, curating the exhibitions, managing artwork cataloguing and shipping logistics, securing high-profile music acts, liaising with collectors and securing significant press coverage for the event and contributing artists such as Tracey Emin.

In 2014 the event welcomed a major new partner in the shape of the Dallas Contemporary museum. In subsequent years additional elements such as an annual artist honoree, curated music programme, and after-party have further cemented MTV RE:DEFINE’s place in the annual art calendar.

For more detailed coverage of the individual events please visit Exhibitions.

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