MDMART.IT – Digital programs, virtual tours and 3D streaming experiences are not enough to fill the void left by direct fruition.
In the moment we are living, however, the most radical need to rethink the way of telling art emerges. "Today there is the possibility of rebuilding that relationship with the public that has always nourished true art" declares Maria Vittoria Pinotti, art historian and founder of MDMArt.it.
«Among the most popular pills are those that stimulate perceptive and conceptual reflection in the viewer» notes Maria Vittoria Pinotti, digital curator and founder of Mdmart.it, the number one independent page in Italy.«
«Contemporary art —continues Maria Vittoria Pinotti— is a mental challenge that presents itself as a process of knowledge that the spectator wants to complete».
It is no coincidence that the posts that have the most interactions are those that reflect an active semantic but also visual investigation.
First in the ranking are the posts that tell of unsettling and surreal works: Valerio Nicolai (Gorizia, 1988) with the work Tempesta al prosciutto cotto (Tempest with cooked ham) (2019), followed by Daniel Firman with L'elefante a testa in giù installed at the Château de Fontainebleau and Sirous Namazi (Kerman, Iran, 1970) with the unsettling Leaning Horizontal.
In this context, the position of Maria Vittoria Pinotti's blog Mdmart.it is innovative. The young art critic carries out a work of reflection on the work or cultural event through a historical contextualization and a reading of the image, leaving the viewer free to interpret it. The intention is to create a hub, a gallery of works that are not exhausted in their own image but that have a content that can complete them.
Mdmart.it is divided into different sections: from the pills that briefly describe the work of art, to the section dedicated to the storytelling of art, where the selected work is described with the use of a literary text.
Among the storytelling pills already published: the one relating to the work Beyond the River (2019) by the artist Huma Bhabha told with the text The Lottery of Babylon (1941) by Jorge Luis Borges; Arabidopsis (2016) by Marco Emmanuele told with the literary work Strange Creatures (2009) by Tracy Chevalier or Casa Zapata by Mar Hernández told with the work The Leopard (1958) by Giuseppe Tomasi, Prince of Lampedusa, Duke of Palma di Montechiaro, Baron della Torretta, Grandee of Spain.
"Digital programs, virtual tours and 3D streaming experiences are certainly not enough to fill the void left by direct fruition. Since we are living, the most radical need to rethink the way of telling art emerges. The exhibitions that are promoted in museum institutions, private entities, but more generally emerging contemporary art, are an outpost of the complexity of the present. Works of art are like people, they always have something to tell, the secret to understanding them is knowing how to capture the different levels of interpretation that they present to us" underlines Maria Vittoria Pinotti.
The pandemic moment was an excellent opportunity for all those who deal with culture to reformulate their communication offer, but also to exploit the social role of art and its power to unite and tell experiences and emotions of a common emotional state.
The information and cultural dissemination page is the one that highlights this aspect and measures its results thanks to a dizzying growth in its followers. MDMArt, founded by Maria Vittoria Pinotti, art historian and gallery manager of one of the most important venues dedicated to contemporary art in Rome.
MDMArt is today the first independent page on Facebook with more than 10.000 followers obtained in a few months thanks to a new way of dealing with works and artists: "I decided to talk to people through art pills, full of content and able to give a moment of reflection, of inner peace, but also of closeness to the emotional state of people. Especially in this period in which being understood and receiving joy and ecstasy as only art can do is of fundamental importance" explains Maria Vittoria Pinotti.
The sea of initiatives aimed at enhancing the cultural offering has been a great success thanks to a considerable increase in the digital audience. According to studies carried out by «We are social» and «Hoot Suite», in Italy there are 50 million art users online and 35 million active on social media, with an average time spent on the web of 6,5 hours.
All this has led to a reorganization of the digital offer landscape related to culture and in particular to art. Digital magazines, bloggers and individual profiles of art influencers have become points of reference for an audience that is constantly looking for updates.
In this context, social networks have played an important role, having seen an increase in the number of online users. Facebook and Instagram are respectively the third and fourth most used social platforms, after YouTube and WhatsApp.
There are countless profiles and pages of magazines specialized in the dissemination of the cultural sector present on social media. To these we must also add the professional profiles, bloggers and digital curators who tell and spread cultural experiences.
Among the Facebook profile pages that sell art-related services, the following stand out: Travel on Art by Anastasia Fontanesi and Anna Fornaciari with 8814 likes, Amalia di Lanno Arte e Cultura by Amalia di Lanno with 5139 likes, Andrea Concas with 5856 likes, Art Nomade Milan by Elisabetta Roncati with 853 likes, The girl in the gallery by Cristina Giopp with 870 likes, Sutnaj Contemporary Art with 602 likes, ArteXy with 492 likes and Culturush by Virginia Bianchi with 209 likes.
And among the Italian Facebook pages of official magazines dedicated to art, the following stand out: Arte with 3.1 million likes, Finestre sull'arte with 376.129 likes, Inside Art with 334.351 likes, Artribune with 328.816 likes, Artslife with 320.125 likes, Exibart with 159.816 likes, My Art Guides with 58.358 likes, Artuu with 27.546 likes, Arte Magazine with 26.316 likes, Treccani Arte with 23.338 likes, Flash Art Italia with 7.964 likes and Close Up Art 2.551 likes.
Then, among the Italian Instagram pages of official magazines dedicated to art, we find: Artribune with 206 thousand followers, Exibart with 72 thousand followers, Finestre sull'arte with 68.1 thousand followers, Artuu Magazine with 48.2 thousand followers, Arte.it 39.2 followers, Treccani Arte 34.5 followers, Arts Life 20.6 followers, My Art Guides 13.4 followers, Inside Art 3.946 followers, Close Up 919 followers
And among the Instagram pages that sell art-related services: Art Nomade Milan by Elisabetta Roncati with 34.7 thousand followers, Sutnaj with 31,2 thousand followers, Maria Vittoria Baravelli with 25.1 thousand followers, The girl in the gallery by Cristina Giopp with 21.4 thousand followers, Andrea Concas with 20 thousand followers, Travel on Art by Anastasia Fontanesi and Anna Fornaciari with 7.352 followers, Amalia Surreale by Amalia di Lanno with 6.475 followers and Culturush by Virginia Bianchi with 3.411 followers.
Article published on 8 January 2021 - 10:42
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