THE WOOLWORTHS CHOIR OF 1979: widening public awareness and appreciation of contemporary art
Submitting Institution
University of OxfordUnit of Assessment
Art and Design: History, Practice and TheorySummary Impact Type
CulturalResearch Subject Area(s)
Studies In Creative Arts and Writing: Film, Television and Digital Media
Language, Communication and Culture: Cultural Studies
History and Archaeology: Curatorial and Related Studies
Summary of the impact
Elizabeth Price's research into historical archives and collections of
film and photography generated an innovative video called THE
WOOLWORTHS CHOIR OF 1979. Through presentations of the work, Price
influenced public awareness and appreciation of contemporary art, both
among art enthusiasts and non-specialists. The impact of the video on
opinion formers, expert and public audiences led to the artist receiving
the 2012 Turner Prize; through this award, Price was able to instil in a
wide international audience the value of public funding for the arts and
arts education. Important national and international public collections
have since purchased the video, which has increased the reach and
longevity of its public impact; also supporting the artist and her
commercial representative, which has benefited from introduction through
Price's work to prestigious international art collections, and publicity
beyond normal art world outlets.
Underpinning research
Elizabeth Price was awarded the final Arts Council England Helen Chadwick
Fellowship in 2010/11. This annual fellowship was established in 1997 by
the Ruskin School of Drawing & Fine Art in partnership with the
British School at Rome to help emerging and established artists make new
work by spending periods of time in Oxford and Rome. Price was on leave
from her post at the Royal College of Art when she took up the fellowship
at Oxford (September 2010-April 2011).
During her fellowship, Price carried out research towards a narrative
single-screen HD video of 25 minutes' duration called THE WOOLWORTHS
CHOIR OF 1979. Price's research concentrated on historical archives
and collections of film and photography, and how these might be translated
and understood through contemporary digital media and its complex
processes of dissemination. All of the still and moving images that appear
in the video exist in publicly accessible archives and collections, and
were digitally captured or recaptured by Price for the purposes of the
work.
Three distinctly archival sources were referenced, each of which varies
in form, logic and subject. The first source was the National Monuments
Record, which is a public archive of architecture photography. Within this
extensive archive, Price focused on the photography of church
architecture, particularly images of the ecclesiastical choir. The second
source was the informal repository of moving image on YouTube from which
Price appropriated sequences featuring gestures and postures from
televised performances of girl groups from the 1960s through the 1980s.
The third source was a collection of varied materials relating to the
notorious Manchester Woolworths fire of 1979, which Price accessed from
the BBC Motion Gallery, BRE Global and the North West Film Archive.
The research method involved the selection and digital replication of
material from each of these sources, which was undertaken in such a way as
to capture evidence of the technical and ideological provenance of the
featured artefacts. Software was then used to compose these varied
materials into a single edit, generating a coherent narrative that allows
for a knowledgeable progression through disparate bodies of material.
The insights of the research relate to formal innovations within the
moving image, most particularly in the combination of didactic and
affective compositional and narrative forms, which are used to deal with
varied and complex materials and reflect on the impact of the digital in
relation to historical materials.
References to the research
[1] Elizabeth Price, Choir (Parts 1 & 2), HD video, 9
minutes, 2011
Funded by an award of £25,000 from the Arts Council England Helen
Chadwick Fellowship.
`The film is expertly cut with hi-res images and slick architectural
animations, sometimes resembling a TV advert, infotainment programme or
industrial documentary. It's this proficiency with the language of editing
that allows Price to collage together a wide range of material creating a
convincing, at times bewildering narrative that alternates between
seducing the audience and commanding it ' (Nathan Budzinski, Wire,
September 2011, no. 331, p.75)
[2] Elizabeth Price, THE WOOLWORTHS CHOIR OF 1979, HD
video, 25 minutes, 2012 [REF output no.2)
Winner of the Turner Prize 2012. The Turner Prize is one of the world's
most prestigious visual arts award and helps to draw attention to new
developments in contemporary art in Britain. The video has since been
acquired by Tate (the national collection of British art from 1500 to the
present day), Arts Council Collection (one of the largest national loan
collections of modern and contemporary British art) and other public and
private collections nationally and internationally.
Selected reviews:
`[As] I watched it with mounting excitement, I began to realise that I was
in the presence of an artwork that has the potential fundamentally to
change the way knowledge is transferred, the way we teach and the way we
learn... Elizabeth Price isn't just a good artist she's something much
rarer, an important one.' (Richard Dorment, The Telegraph, 1 October 2012)
http://www.telegraph.co.uk/culture/art/turner-prize/9578907/Turner-Prize-2012-Tate-Britain-review.html
`The artist's exquisite editing manages to conjoin very disparate
elements into something strangely involving.' (Sam Phillips, RA magazine,
3 October 2012)
http://www.royalacademy.org.uk/ra-magazine/blog/review-turner-prize-2012,294,BAR.html
`At once visual and acoustic it is a testament to Price's
characteristically intelligent handle on the medium of video and language
of editing, which has resulted in her being nominated for this year's
Turner Prize.' (Paul Hobson, Director, Contemporary Art Society)
http://membership.contemporaryartsociety.org/news/hobsons-choice-elizabeth-price-at-mot-international/
Details of the impact
The output of Price's research fellowship was a video intended for
presentation to audiences as a gallery- or museum-based installation. The
first iteration of the film called Choir (Parts 1 & 2) was
shown in 2011 at Chisenhale (London), Edinburgh Art Festival, New Museum
(New York) and the Bielefelder Kunstverein. The film attracted positive
media attention with reviews appearing in the Guardian, Wire, Art Monthly,
thisistomorrow and Frieze, and Price was named Artist of the Week by Skye
Sherwin in the Guardian on 21 July 2011[i].
Price used the proceeds from the sale of three editions of Choir
(Parts 1 & 2) to fund the third and final chapter of the
narrative and the completed work was retitled THE WOOLWORTHS CHOIR OF
1979. THE WOOLWORTHS CHOIR OF 1979 was one of three films
that featured in Price's solo exhibition HERE, which was held at
the BALTIC Centre for Contemporary Art in Gateshead in spring 2012[ii].
It was this exhibition that gained her the nomination for the Turner Prize
2012, which the artist went on to win with a showing of THE WOOLWORTHS
CHOIR OF 1979 at Tate Britain in winter 2012-13[iii].
Adrian Searle, art critic for the Guardian wrote that the Turner Prize
2012 exhibition was `one of the most demanding and thoughtful
[exhibitions] in the show's history'[iv].
THE WOOLWORTHS CHOIR OF 1979 has had an enormous reach both
nationally and internationally. Total visitor numbers for HERE
were 126,735. As a point of reference, only 25,000 more people visited the
Turner Prize exhibition when the BALTIC Centre for Contemporary Art hosted
it in 2011[1]. The total number of visits to the Turner
Prize exhibition at Tate Britain in 2012-13 was 70,547, up by 20,000 on
the Turner Prize 2010, when Tate Britain last hosted it. Analysis showed
that it attracted a young audience of regular visitors with specialist art
knowledge, but that a quarter of visitors were new to Tate Britain[2].The
BALTIC show attracted a similarly young audience mainly from the local
area, but it also brought in lots of new visitors to the gallery many of
whom had no specialist knowledge of contemporary art[v].
The Turner Prize exhibition and announcement were covered by all the
major British and European newspapers[3]. The ceremony
was transmitted live on Channel 4 television (BARB reports an average
daily reach of 13.2 million viewers for that date[vi])
and Price's work attracted massive social media attention with over 26,000
tweets bringing it to enormous audiences. Counting only the Twitter
accounts with over 50,000 followers, comments on Price's Turner Prize win
were distributed to over 15.5 million followers[2].
Through all this exposure Price's work has had a huge influence on the
public awareness and appreciation of contemporary art and the coverage of
her win in the print and broadcast media and online has had a demonstrable
impact on opinion formers, expert and public audiences as described below.
Analysis of Tate Britain visitor feedback reveals that THE WOOLWORTHS
CHOIR OF 1979 provoked comments mostly about its emotive subject
matter and the manner in which the film was installed[3].
The BALTIC Bites podcast of an interview with Price, which has been viewed
over 8,000 times on YouTube, generated similarly engaged comments e.g.
`Saw this last April. Probably the most immersive, evocative installation
I've ever seen. The use of sound, darkness and high definition film is
just awe-inspiring' and `Yes there is a lot of bullshit in art, but the
thing is, this is not an example of it... The quality of [Price's] work is
very high, both conceptually, technically, aesthetically... Really
powerful stuff to experience...'[vii].The Turner Prize
YouTube video was viewed over 10,000 times between December 2012 and July
2013 and the newspaper coverage attracted a lot of reader comments e.g.
Guardian features writer @kiracochrane tweeted `Elizabeth Price wins the
Turner Prize — her Woolworth's Choir of 1979 video is brilliant, well
worth seeing if you can.'[viii]
THE WOOLWORTHS CHOIR OF 1979 has had a significant impact on
audiences for reasons relating to the artist's choice of subject matter
and juxtaposition of content. Price's skilful editing of still and moving
images, graphics and sound has allowed her to bring together seemingly
disparate elements in the service of a coherent story. One Guardian reader
commented online `I think this is the crux of it, and why [the film] works
in my opinion. The slick presentation and assertive insistence of the
text. The way the content collides and collapses. There is an unsettling
cadence to it all, it makes for disturbing viewing.'[ix]
While the work has attracted the esteem of industry professionals, it has
also proved to be extremely popular in the eyes of the general public.
Twitter users commented `Very pleased Elizabeth Price has won #TurnerPrize
#eprice. Raises video editing to the highest pinnacle, art.' (@skirrid
03/12/12); `I never used to enjoy video art, but I loved Elizabeth Price's
film in the Turner Prize. Really captivating and striking stuff. #EPrice'
(@graphitegrey 22/10/12); `Turner Prize winning artist Elizabeth Price
shows how archives can be used to create new work' (@TWArchives 04/12/12);
and `Wow. Elizabeth Price's work The Woolworths Choir of 1979 so intense
and absorbing.' (@ThisMortalMagic 04/11/12).
Chris Sharratt, news editor for a-n wrote `For Price, an emotional as
well as intellectual connection is clearly paramount — her work gets you
in the gut as well as the head.' [x] Richard Dorment in The
Telegraph (01/10/12) said `The Woolworth's Choir of 1979 is not only a
visual tour de force, it is 20 of the most exhilarating minutes I've ever
spent in an art gallery.'[xi]
To further enhance the impact of seeing THE WOOLWORTHS CHOIR OF 1979
the artist designed bespoke environments for each presentation of the
work. This approach was not lost on audiences. `The first thing that will
strike you about Elizabeth Price's exhibition at the Baltic is the drama
of its presentation [...] a large, dark room [...] via a corridor of
fading light [...] the artist's work will suck you in visually, aurally or
both,' said David Whetstone in a piece published in both The Journal, 29
February 2012, p.51 and Metro North East, 5 March 2012, p.40.
In Price's acceptance speech for the Turner Prize she emphasised the
importance of public funding for the arts and art education[xii]
and she has committed to make THE WOOLWORTHS CHOIR OF 1979
more publicly accessible in the long-term by selling editions of Choir
(Parts 1 & 2) and THE WOOLWORTHS CHOIR OF 1979 to major
national and international public collections, including the Arts Council
Collection[xiii], Tate, Stedelijk Museum and Hallen,
Haarlem and the Museum of Fine Arts, Boston[3].
The impact of the revenue generated from Price's research is huge
relative to the size of the original award from Arts Council England. The
sales of Choir (Parts 1 & 2) raised £28,000, which Price used
to fund the final iteration of the film. The sales of THE WOOLWORTHS
CHOIR OF 1979 raised a further £114,000. Including the income
generated from the Turner Prize, £25,000 of research funding from the Arts
Council England Helen Chadwick Fellowship has leveraged approximately
£200,000 of income for the artist, which has allowed her to sustain her
practice and support the commercial operation of her gallery
MOTINTERNATIONAL[3].
MOTINTERNATIONAL said that the success of Price's work had impacted
positively on them by providing the gallery with an introduction to
prestigious international art collections and generating reports in the
print and broadcast media beyond normal artworld outlets[3].
The Managing Editor at ArtReview tweeted `Going up in the world: @MOT_Intl
ditch the eastend highrise for Bond Street premises. Elizabeth Price is
the opening show. 24 April.' (@olibasciano 09/03/12).
Sources to corroborate the impact
Testimonial evidence
[1] Email statement and reports from Curator of Exhibitions and Research,
the BALTIC Centre for Contemporary Art 08/07/2013
[2] Email statement and reports from Information Assistant, Tate
21/06/2013
[3] Email statement and reports from Curator, MOTINTERNATIONAL 14/06/2013
Other sources of corroboration
[i] Link to the Chisenhale exhibition webpage and link at bottom of page
to press coverage
http://www.chisenhale.org.uk/events/interim_event.php?id=44
[ii] Solo exhibition HERE at the BALTIC Centre for Contemporary
Art 03/02/12 - 27/05/12
https://www.balticmill.com/whats-on/exhibitions/detail/elizabeth-price
[iii] Turner Prize 2012 exhibition at Tate Britain 02/10/12 -
06/01/2013
http://www.tate.org.uk/whats-on/tate-britain/exhibition/turner-prize-2012
[iv] Adrian Searle, Turner prize 2012 exhibition review: is this the best
one yet?, Guardian, newspaper article (01/10/12) http://www.theguardian.com/artanddesign/2012/oct/01/2012-turner-prize-exhibition-review
[v] Morris Hargreaves McIntyre, `The BALTIC Centre for Contemporary Art,
Audience Profiling, January 2008' available from http://culturehive.co.uk/resources/who-visits-the-baltic-centre-for-contemporary-art-and-why
[vi] Channel 4 showing of Turner Prize 2012 http://www.channel4.com/programmes/turner-prize/episode-guide/series-2/
BARB weekly total viewing summary for week commencing 03/12/12 http://tinyurl.com/p55e45a
[vii] Youtube Baltic Bites video showing viewing figures plus user
comments used in the narrative
http://www.youtube.com/watch?v=O7NnbXjJr8o
[viii] Tweet from @kiracochrane (03/12/12) [remaining tweets referenced
in-line using username and date]
https://twitter.com/KiraCochrane/status/275692283343540224
[ix] `Xendless' online reader comment on Guardian article 04/12/12
http://www.theguardian.com/artanddesign/2012/dec/04/elizabeth-price-turner-prize-2012#comment-19903087
[x] Chris Sharratt, Elizabeth Price and the Turner Prize Spotlight, a-n,
online review (04/12/12).
http://new.a-n.co.uk/news/single/turner-prize
[xi] Richard Dorment, Turner Prize 2012, Tate Britain, review, The
Telegraph, newspaper article (01/10/12)
http://www.telegraph.co.uk/culture/art/turner-prize/9578907/Turner-Prize-2012-Tate-Britain-review.html
[xii] Charlotte Higgins, `Turner prize winner Elizabeth Price warns
against marginalisation of the arts', Guardian, newspaper article
(04/12/12)
http://www.theguardian.com/artanddesign/2012/dec/04/turner-prize-elizabeth-price-arts
[xiii] Arts Council England, `Arts Council Collection, New Acquisitions
2011-12'
http://issuu.com/fallingupbrochure/docs/2011-12/7?e=3230683/1582033