New Honor Will Recognize the Best Artist-Brand Collaboration of the Past Year.
The Tribeca Film Festival today announced it’s introducing the Tribeca X Award, a juried award for branded entertainment. The submission window opens Feb. 8 and continues through March 4 for the new honor, which will “highlight the excellence, authenticity, originality and creativity in storytelling that is sponsored or underwritten by a brand and recognize the best artist-brand collaboration of the past year,” according to a festival statement. The 15th annual TFF will take place April 13-24.
The Tribeca X Award launch comes in the wake ofJanuary’s news that Droga5 veteran Andrew Essex had been named CEO of Tribeca Enterprises, the festival’s parent company, while Jane Rosenthal, who co-founded the festival in 2002 with Robert De Niro and Craig Hatkoff, moved up to executive chair.
“At Tribeca,” Ms. Rosenthal told Ad Age, “we have been fascinated by the shift we’ve seen across traditional models of entertainment, art and advertising over the past decade, as brands step in to serve as financiers and studios. The Tribeca X Award celebrates this new paradigm and the high-quality, provocative storytelling that comes from brand and artist collaboration.”
Mr. Essex added that “People no longer seem to care where a story comes from, as long as it’s great. Brands increasingly acknowledge this and often produce extraordinary content that rises to the standards of world-class storytelling.”