• by Larissa Faw , June 2, 2014

Earlier this year, Google launched a contest for an undiscovered digital and new media talent to be part of its global DevArt exhibition. Now, LG Electronics USA is seeking emerging artists by teaming with 10 U.S. art and design institutions for "The Art of the Pixel: Powered by LG Ultra HD and OLED TV" student competition. 

"LG is about inspiring and empowering people through innovation," says Dave VanderWaal, head of marketing, LG Electronics USA. "With ‘The Art of the Pixel,’ we’re both inspiring young artists and empowering their creativity.

Digital art by nature requires a particular display technology and LG’s leading technology in 4K Ultra HD and OLED TVs represents the ideal canvas for today’s digital art."

Students enrolled in partner schools submit still and motion artwork using LG's Ultra HD 4K TVs and OLED TVs as the digital canvas from June 1 through July 13.

"This is an in-house marketing initiative," says VanderWaal. "We’ve engaged nine of the country’s preeminent art schools that boast promising young talent in the field of digital art. We’re counting on the expertise of these schools’ students and faculty -- LG is providing the canvas in the form of our amazing new Ultra HD and OLED TVs."

The program will ultimately award three school grants and 11 student prizes. The program will culminate in the fall, when LG will bring nine finalists to New York for a gala event to celebrate the program and announce the winners.

In addition, LG's initiative will provide more than $250,000 in student and university awards to the schools, as well as LG TVs for use and display in the schools' studios and galleries. 

Schools participating in the program include California Institute of the Arts (CalArts), Laguna College of Art and Design, Maryland Institute College of Arts, Pacific Northwest College of Art, Parsons The New School for Design, Pratt Institute, Rhode Island School of Design, San Francisco Art Institute (SFAI) and School of the Museum of Fine Arts, Boston.