YouTube Play was a collaborative initiative created by YouTube and the Guggenheim Museum to discover and showcase exceptional talent working in the ever-expanding realm of creative video.

It was first intended (inaccurately) as a biennial - celebrating creative talent in the realm of online video. The response leading up to Youtube play was massive, with over 23,000 video submissions and over 46,000 subscribers to the YouTube Play channel. The channel had 23 million views in the opening weeks and 25 videos were selected by an esteemed jury and celebrated on October 21st with an event at the Guggenheim in New York that was live streamed worldwide. The art press, (as expected) were snarky as all hell.