The Warhol to create live music, events hub in Pittsburgh

PITTSBURGH −The Andy Warhol Museum announced Friday a major new development that will transform a six-block section of the museum’s neighborhood on Pittsburgh’s North Shore into a thriving hub for entertainment.

To be known as the “The Pop District,” the project aims to use the power of public art, digital media production, live music and performance to create a museum-led destination in the city where Andy Warhol was born.

Patrick Moore, The Warhol’s director and leader of the project, said in a press release, “Andy continues to be emblematic of the American entrepreneurial spirit − a true agent of influence and change. We now have the plan and resources to follow suit as an agent of change for Pittsburgh and an example of how creative communities throughout the country can be activated to boost and sustain a local economy through focusing on opportunities and experiences for young people.”“The Pop District will demonstrate the role that museums can and must play in their communities by serving as centers of innovation and catalysts of economic development," Steven Knapp, president of Carnegie Museums of Pittsburgh, parent organization of The Warhol, said.

This new district on the North Shore will complement and amplify the role of Pittsburgh’s Cultural District, "to which it is directly joined by the Andy Warhol Bridge,” Knapp said.

The Warhol has secured significant support from the Richard King Mellon Foundation and the Henry L. Hillman Foundation, and has the endorsement from city, state and local community groups for "The Pop District."

“The Warhol team’s innovative strategy will make Pittsburgh a national leader in creating new cultural models for American cities," Sam Reiman, director of the Richard King Mellon Foundation, said. "The Pop District will effectively complement our beloved Cultural District across the river and create a powerful engine for contemporary economic development, and a magnet to attract and retain young creative talent. The goal of this project is to make sure the next Andy Warhol doesn’t have to leave Pittsburgh to become Andy Warhol.”

Based on research conducted by consulting firm Chora Creative, which assisted in a two-year planning process for The Pop District, The Warhol projects that the economic and quantitative impact of the district will include over $100 million in annual economic activity and 50,000-70,000 new visitors to Pittsburgh’s North Shore each year, and a new model for how a museum can positively impact its community.

More:Van Gogh paintings will surround you at Pittsburgh event

The Pop District is estimated to be a $60-million, two-phase project that will roll out over 10 years.

Phase One (through 2024) includes securing $30–$40 million in funding (already in its final stages); developing new education programs outside of the museum; a public art component (activated in May with a public mural titled "Over The Rainbow" by Miami-based artist Typoe and an exterior installation by artist Michael Loveland titled "Social Sculpture," also of Miami); and innovative partnerships and real estate investments. Additional public art installations by two Pittsburgh-based artists, scheduled for completion this summer, is also underway. Phase Two (beginning in 2024) will include additional fundraising as part of a capital campaign across the entire Carnegie Museums of Pittsburgh, comprised of four museums including The Warhol. Phase Two will also feature construction with a new flagship live performance venue for concerts, performances, events and community rental spaces.Creative talent development via education and hands-on digital media experience will be a hallmark of The Pop District, planners said. The Pop District workforce program will equip a diverse group of young people (ages 14-25+) with the skills necessary to thrive in the creative economy. Taking its inspiration from Warhol’s legendary Silver Factory and the Pop artist’s early career as a commercial illustrator, the workforce development program will produce creative products such as social media content for the museum and outside clients. The purpose of The Pop District is closely aligned with the goal of Carnegie Museums of Pittsburgh to “turn the museums inside out,” thereby creating institutions that are more welcoming and relevant to real needs in the community. Further details of The Pop District, including its programming and real estate developments, will be announced in the coming months. More information can be found at thepopdistrict.org.

This article originally appeared on Beaver County Times: The Warhol to create live music, events hub in Pittsburgh