Sigur Rós will soon join the ranks of pop-culture commentators, local news anchors, and weather forecasts in the looped programming schedules of NBC's Taxi TV in New York City. Thirty seconds of Ryan McGinley's slow-motion video for "Varúð"-- which follows his friend Jessica Tang as she runs down Manhattan streets-- will be shown in 3,000 cabs in New York through February 5.
McGinley, who created the film as part of the Valtari Mystery Film Experiment, initially explained that it was his "poem to New York city" and that he "wanted to bring childhood innocence to the streets, through a character whose own light and wonder affect the world around her."
The taxi installation is part of a project launched by the nonprofit Art Production Fund. According to a press release, it's estimated that the video will be seen by over two million people in taxis.
Watch the full video:
Watch Bradford Cox perform at a McGinley art exhibition, directed by McGinley himself: