The Four Musketeers: A Live Taping Spectacle That Transformed a 60th Anniversary Celebration

In the world of corporate events, standing out is no easy feat. But when a prestigious client approached us with a vision for their 60th anniversary celebration, we knew that live taping was the key to creating an unforgettable experience. This case study delves into how a unique live taping performance not only captivated 700 guests but also left a lasting legacy in the client's new office spaces.

 

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Our client, a well-established company with offices in Frankfurt, Berlin, Munich, and Düsseldorf, was preparing to celebrate its diamond jubilee. The stakes were high:

The challenge was clear: how could we use live taping to create a spectacle during the event and produce a meaningful, lasting artwork? 

 

Drawing on the timeless appeal of live taping, we recommended a straightforward yet effective approach: a live taping performance that would result in four interconnected artworks, each representing one of the client's locations. This concept, while simple in essence, promised to deliver both the engaging spectacle of art creation and a meaningful, lasting piece. The artwork was aptly titled "The Four Musketeers."

See other past projects of Basa Studio here.

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For this project, we enlisted Atau Hamos, an emerging Berlin-based artist known for his innovative approach to creating art and immersive installations using tape. Hamos's unique medium and style were perfect for adding a contemporary twist to the classic concept of live taping, ensuring a visually striking and memorable experience.

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"The Four Musketeers" consisted of four parts, each measuring 200 x 90 cm. When installed as a tableau, the number 60 becomes visible, cleverly commemorating the 60th anniversary. The use of tape on wooden panels, later covered with acrylic glass, provided a luxurious finish that elevated the artwork beyond traditional canvas paintings.

 

 

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One of the key decisions in this project was how to balance the desire for a polished final product with the excitement of a live performance. Here's how we approached it:

1. Pre-event Preparation: Hamos prepared about 90% of the artwork in his studio over 12 days (approximately 150 hours of work). This ensured a high-quality base for the final pieces.

2. Live Performance: During the event, Hamos added the finishing touches to the artwork, providing guests with the thrill of watching an artist at work.
3. Logistics: Extensive planning went into sourcing materials, arranging studio space, transporting the partially completed artworks to Frankfurt, and creating an attractive setup at the venue.

This approach allowed us to overcome the challenge of creating large-format tape artworks in a live setting while still providing an engaging performance for the guests. It's worth noting that live painting/taping can be much simpler than this. Depending on the complexity of the artwork and the specific requirements of the event, artists can create entire pieces from scratch during the event itself. Some artists can complete a painting in as little as one day, while others might work on a piece over several days. The key is to tailor the approach to the unique needs of each event and the desired outcome for the artwork.

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The live taping performance became a focal point of the event, delivering on multiple levels:

- Guest Engagement: Attendees were captivated by the unique “live taping” spectacle, providing a talking point throughout the evening (and beyond).
- Brand Storytelling: The artwork's representation of the four office locations reinforced the company's identity and history.
- Lasting Legacy: Post-event, the four pieces were installed in the client's new office spaces, serving as a daily reminder of the celebration and a striking piece of corporate art.
- Value for Money: Live painting/taping events can vary significantly in price, typically ranging from €2,000 to €15,000 or more, depending on factors such as the artist's reputation, the complexity, and size of the artwork, event duration, and whether the client keeps the finished piece. In this case, the project budget was at the higher end of this range. For this investment, the client received both an engaging live performance that enhanced their event and a permanent, custom artwork for their office. It's important to note that many impactful live painting/taping events can be achieved at lower price points, making this a versatile option for various event budgets.

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This case study highlights several important considerations for incorporating live taping into corporate events:

- Artist Selection: Choose an artist whose style and medium align with your brand and event theme. In this case, Hamos's innovative use of tape art perfectly matched the client's desire for something unexpected and impressive.
- Balance Preparation and Live Performance: Depending on the complexity of the artwork, consider having the artist complete a significant portion beforehand to ensure a polished final product.
- Logistical Planning: Pay close attention to details such as transportation, setup, and materials needed for the live taping. It's crucial to understand that the perceived value of the live taping experience by the guests will depend significantly on the quality and attention to detail of the setup. Factors such as lighting, surroundings, ambiance, and noise level play an important role in creating an impactful experience. Additionally, the artist's presentation, including how they dress and carry themselves, contributes to the overall professionalism and appeal of the performance. A well-executed setup can elevate the entire experience, making it more memorable and valuable for both the client and the guests.
- Multi-purpose Approach: Consider how the artwork can serve both as entertainment during the event and as a valuable asset afterward.
- Customization: Tailor the artwork to reflect the client's brand, history, or event theme for maximum impact. It's important to note that generally, the more customized the artwork, the more expensive it becomes. This is due to the additional time and effort required from the artist to incorporate specific elements and themes. Additionally, if the client wishes to keep the artwork and design after the event, additional fees for the usage rights of the design and/or the physical artwork itself may apply. These factors should be considered early in the planning process to ensure they align with the client's budget and objectives.

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"The Four Musketeers" project demonstrates the unique value that live taping can bring to corporate events. By combining the excitement of a live performance with the creation of a meaningful, lasting artwork, we were able to deliver an experience that exceeded our client's expectations.

The decision to keep the resulting artwork in the office spaces goes beyond mere decoration. Research by Christina Smiraglia of the Harvard School of Education supports the significant impact of art in the workplace. Her study found that employees believe art in their workplace promotes social interactions, elicits emotional responses, facilitates personal connection-making, enhances the overall environment, and fosters learning.

Smiraglia's research also highlighted that employees value art connected to the organization's mission, rotating exhibitions, and diverse collections. In the case of "The Four Musketeers," the artwork's representation of the company's four locations perfectly aligns with these findings, potentially amplifying its positive impact on the workplace environment.

Live taping for events offers a versatile, engaging, and impactful way to elevate any occasion. Whether you're celebrating a company milestone, launching a new product, or simply want to make your next corporate gathering unforgettable, consider the transformative power of live taping. Not only does it provide entertainment during the event, but as Smiraglia's research suggests, the resulting artwork can continue to positively influence your workplace long after the event has concluded.