Julie Allen
Technology-forward brand marketer
MTV RE:DEFINE is an annual art exhibition and auction that I co-founded in 2011. All of the funds raised from art sales benefit the Staying Alive Foundation and the Dallas arts community.
I was responsible for conceiving the original concept, developing it with curators and founding partner, the Goss-Michael Foundation, establishing the team and seeing it through from ideation to execution. In 2014 MTV RE:DEFINE partnered with Dallas Contemporary, the largest non-collecting museum in the US. Since 2011 six auctions have raised over $10m and seen work on show from over 200 artists including Damien Hirst, Marc Quinn, Tracey Emin and Julian Schnabel. The brand continues to grow with year-round content including studio visits, short films and pop-up events at art fairs including Frieze and Miami Art Basel.
The most recent MTV RE:DEFINE show took place on March 24th 2017 and was the biggest and best yet. Curated by Neville Wakefield, the auction raised over $2.7m.
I have served as the Creative Director and Executive Producer of the event since it started. I oversee all production, branding, marketing, PR co-ordination, and relationships with stakeholders.
SELECTED PRESS 2017