Estelle performs at MoMA on May 26
For its annual Party in the Garden fundraiser this coming Tuesday, MoMA is lowering the posh event’s after party ticket price to $100 from $250 in hopes of bringing in a younger crowd. To help lure even more young’uns, hip-hop star Estelle and DJ Cassidy are slated to take the stage. New York Press had a chat with Elizabeth Pizzo, Assistant Director of Special Programming and Events at MoMA, to chat about young people, art and just how crazy museum parties can get.
Why is MoMA bringing in artists like Estelle and DJ Cassidy who may not be the first names that spring to mind when thinking about Modern art?
We really wanted to make this event more inclusive than traditional benefits, and we try to get artists who are at this moment in their career where they aren’t so big, but about to explode. Last year, MIA, for example, after she performed, she really blew up. John Legend was the same way after he performed for us. Subsequently that year, he blew up.
How successful have you been at getting a younger crowd?
This year especially, we are making this event more inclusive by dropping the ticket price. We really felt that was a great method for the Armory Show [a major contemporary art fair in March]. We tried for the first time to have 100-dollar tickets, and we sold 1,200 tickets, which is more than we have ever sold. And we’re seeing the same thing with the Party in the Garden. Though we’re not overlooking our trustees and our donors, who will be very well taken care of.
Aside from younger people, who else are you trying to attract with this event?
We always try to bring in the art world. We’re honoring the artists who had exhibitions at the MoMA and PS1 this year. People are shying away from being honored, but a lot of young artists, PS1 artists and a lot of contemporary artists will be there.
What kind of reaction have you gotten from established museum supporters? Are they happy with the hip-hop?
They’re very excited. It’s going to be a real fun event. It’s going to be more of a lounge atmosphere. We’re not doing black tie, and we have always done black tie. A lot of donors are buying tickets for their children.
How crazy do MoMA parties get? Any wild stories?
Nothing too crazy. The garden gets very packed, and there are sculptures out there. You find a lot of unwanted drinks around sculptures, but our guards watch out for that. People do dance, though.
Any big names from the art world planning to drop by? Jay-Z showed up in 2007, is he making a return visit?
We always hope, but we never know. Last year Mos Def came and joined MIA onstage, and Estelle has quite a crew. But we don’t know.
How about Kanye, is he going to drop by for his part in Estelle’s ‘American Boy’?
We don’t know, but we would love it he did. He is definitely welcome.
What other events have you done/are planning with a stronger youth focus?
The Pop Rally group at MoMA does a lot of these types of events, though their things are not fundraisers, more like ten dollars a ticket. Pop Rally is really the project of twenty-somethings who work at the MOMA. They had Cat Power perform here, and Sigur Rós too.
What was the response like to Gang Gang Dance at your Armory show after party, since the Amory show is such a big contemporary art event in the City?
It was great. We also had a DJ, and we had a great turnout. The Armory Show draws a huge crowd of people to New York. We always wanted to do an after party at the museum. People really danced. We sold a lot of tickets at the door.
Do you know what Estelle’s favorite piece is at the MoMA? She strikes me as an Andrew Wyeth kind of girl.
I don’t know. You’d have to ask her.
