{"id":301745,"date":"2025-06-06T15:44:30","date_gmt":"2025-06-06T13:44:30","guid":{"rendered":"https:\/\/amuseapp.art\/why-i-want-more-mahmood-and-ferragni-in-museums\/"},"modified":"2025-06-06T15:44:30","modified_gmt":"2025-06-06T13:44:30","slug":"why-i-want-more-mahmood-and-ferragni-in-museums","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/why-i-want-more-mahmood-and-ferragni-in-museums\/","title":{"rendered":"Why I want more Mahmood and Ferragni in museums."},"content":{"rendered":"\n<p>If you don&#8217;t have time to read I&#8217;ll give you a quick summary of the article:  <\/p>\n\n<p>Eike won by 24.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p><\/p>\n\n<p>Not even if they had agreed.  <\/p>\n\n<p>On July 16, in the same hours that <strong>Mahmood<\/strong> was launching the <em>\u201cDorado\u201d<\/em> video on his social channels <em>,<\/em> <strong>Chiara Ferragni<\/strong> was grappling with a shoot intended for a photo campaign for Vogue Hong Kong.  <\/p>\n\n<p>In parallel, two of Italy&#8217;s most important museums, the <strong>Egyptian Museum <\/strong>in Turin and the <strong>Uffizi<\/strong> in Florence decided, willy-nilly or not, to raise a ruckus on a quiet midsummer weekend.<\/p>\n\n<p>Because while antagonizing bigots in the cultural world is easy enough, making them froth with rage, however, is the stuff of applause.<\/p>\n\n<p>How? Let&#8217;s see in this article.   <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><em><span style=\"font-weight: 400;\">WARNING. I have often stood up for the professionals in the world of culture, left to their own devices by a state not up to the task, yesterday and today. &nbsp;<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">However, when I am confronted with useless polemics made by people whom I consider to be all in all intelligent, I get sick to my stomach.  <\/span><\/em><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n<p><em>I am aware that what I say might piss some people off but I am ready to accept the consequences.<\/em><\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Mahmood dances naked at the Egyptian Museum and the boisterous Ferragni visits the Uffizi<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Winner of the 2019 edition of the Sanremo Festival, <strong>Mahmood<\/strong> chose the <strong>Egyptian Museum <\/strong>in Turin<strong> <\/strong>as the setting for part of his new video.  <\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/53lCvEGs2bCgVCEg05XuvZ3sBwcqoX9dDZ1RwRIXdIG4tRi6dnjbtPSZ9mssnpKx-SlhBMjRPHQ-oZ94zp6pNk4mTGHTFAKBXD4kp0F15dclsYWB5RjbZoVpsUCJSq4wzG7wadmS\" alt=\"\"\/><\/figure>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>In the scenic Gallery of Kings, among statues, sarcophagi and sphinxes goes the scandalous, shirtless dance of the Egyptian-born singer, who sends fans and Director <strong>Christian Greco<\/strong> into ecstasy:<\/p>\n\n<p class=\"has-text-align-center\"><em>&#8220;I am really pleased that a place dedicated to a millenary culture, such as the Egyptian Museum, can be a source of inspiration for contemporary forms of expression, becoming a space capable of stimulating the creativity of young artists.<\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>The juxtaposition between our collection and Mahmood&#8217;s music fully expresses the sense of universality that characterizes the various languages of culture, carriers of messages that can reach and enrich anyone.&#8221;<\/em><\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Meanwhile, <strong>Chiara Ferragni<\/strong> was taking the opportunity to visit the Uffizi guided by director <strong>Eike Schmidt<\/strong>.  <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"654\" height=\"368\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/07\/download-3.jpeg\" alt=\"\" class=\"wp-image-7249\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/07\/download-3.jpeg 654w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/07\/download-3-300x169.jpeg 300w\" sizes=\"(max-width: 654px) 100vw, 654px\" \/><\/figure><\/div>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>From there on, on both sides, drama ensues.  <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">The keyboard criticisms<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>The sacred museum world has been violated and the social people take a stand on the institutions&#8217; channels:<\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cBad use of a museum with bad music. Make us the fish market then.\u201d<\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cYou have committed a very serious act in my opinion. Shocking that a museum, but more a general place of culture and preservation like yours lends itself to such filth. I am appalled.\u201d  <\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cBut you can enter the Uffizi dressed like this???? <\/em>\ud83d\ude48\ud83d\ude48\ud83d\ude48<em>\u201d<\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cYou people are crazy! you covered this masterpiece by putting a subject that represents anything else. Delete this post!!!! sorry but it is an insult to Botticelli.\u201d<\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cTo think that the Uffizi&#8217;s incredible heritage is in your hands makes me sick!\u201d<\/em><\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>That the average Italian was not an ideal target audience for those running a museum was certified.<\/p>\n\n<p>In fact, according to Federculture, 38.5 percent of adults in Italy (those who therefore have the ability to spend) do not participate in any kind of cultural activity (and only 28.3 percent expressed strong cultural participation).  <\/p>\n\n<p>For nearly 4 out of 10 citizens therefore, art, heritage and culture in general represent an unattractive set of activities.  <\/p>\n\n<p>Worsening this condition is the fact that, according to the <em>Human development report 2019<\/em>, 47 percent of our population suffers from functional illiteracy, that is, they fail to <em>\u201cunderstand, evaluate, use and get involved [&#8230;] to actively intervene in society and develop their knowledge and potential.\u201d<\/em><\/p>\n\n<p>That is why of keyboard phenomena ranting, spewing hatred, ultimately demonstrating all their ignorance I honestly am not surprised.  <\/p>\n\n<p>But of others unfortunately yes and I regret &#8230;<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Criticism from insiders<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>In recent days, I have seen the champions of sacred art become protagonists in the negative with attitudes bordering on the ridiculous, unable to see beyond pre-established patterns in academic antiquity.  <\/p>\n\n<p>This is because according to them:<\/p>\n\n<h3 class=\"has-text-align-center wp-block-heading\"><em>\u201cChiara Ferragni and arts and culture promotion don&#8217;t go together.\u201d  <\/em><\/h3>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Seriously?  <\/p>\n\n<p>Is this really your problem?  <\/p>\n\n<p>There are no tourists, the art cities are in disarray, there is no master plan to safeguard the sector, we have no leadership that can coordinate the institutions at this particular time in history, and you point the finger at an influencer?<\/p>\n\n<p>I am the first to criticize the marketing-side bullshit and the choices in innovation of many realities, but you are frustrated enough dear ones.  <\/p>\n\n<p>Art historian <strong>Tomaso Montanari<\/strong> (<em>\u201cOne you can always count on to read a poorly thought out opinion\u201d<\/em> cit. Gaia Soncini) not content comes out railing against the management:   <\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cIs it right, sensible, wise, for the Uffizi Gallery to put all its art and history at the service of Ferragni?\u201d<\/em><\/p>\n\n<p>Assuming that the influencer was not at the museum for a commissioned marketing campaign of the same, come hell or high water if a personality of Ferragni&#8217;s caliber walks in, you take her on a tour.  <\/p>\n\n<p>Period.  <\/p>\n\n<p>Many then argue that even if Ferragni&#8217;s <em>fan club<\/em> were to catapult to the museum, they would not do so motivated by a sincere interest in heritage but out of a spirit of emulation in a <em>\u201ctrendy place.\u201d<\/em> <\/p>\n\n<p>So what? Isn&#8217;t it the job of museum workers to indiscriminately educate those who come through the door?   <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">For a museum truly open to dialogue<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>Mahmood and Ferragni are not the first to wreak havoc in this area.  <\/p>\n\n<p>Without bothering <strong>Beyonc\u00e9<\/strong> and <strong>Jay-z<\/strong> at the Louvre in 2018, at the recent <em><a href=\"https:\/\/www.summitmuseoitaliano.it\/\">Italian Museum Summit.<\/a><\/em>, I had the pleasure of interviewing <strong>Domenica Primerano<\/strong>.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/fyOOg2aTdQKI6-fYbxMZHxjEEmKK0Ma9qMuzzLUtxOAWNRFLm74Pv3kEt_s2eRYeEZK851x_7O2P3qBZ1_b_EmlQROkgtUpDN3FurS0ABnvAvf007rL24AiRURzUGCYSN4u2E4r9\" alt=\"Sunday Primerano discusses with Michele Da Rold at the Italian Museum Summit\" title=\"Sunday Primerano at the Summit\"\/><\/figure>\n\n<p>Director of the <strong>Tridentine Diocesan Museum<\/strong>, in 2015, to celebrate the 20th anniversary of the museum&#8217;s reopening, she invited the singer <strong>Anansi<\/strong> for a traveling concert at the museum.  <\/p>\n\n<p>This was frowned upon by his staff, fearful that the works might be ruined by the invasion of the terrible Trent kids.<\/p>\n\n<p>The result of the performance?  <\/p>\n\n<p>The 200 people who flocked not only did not ravage the museum, but intrigued by the works asked the guides inside for information throughout the evening.  <\/p>\n\n<p>Do you understand?  <\/p>\n\n<p>It&#8217;s up to you to find new systems to bring in new visitors and make art better understood with a mixture of modes of communication &#8230; without bias.  <\/p>\n\n<p>It matters little whether the visitor can be educated or not:<\/p>\n\n<h3 class=\"has-text-align-center wp-block-heading\">your job is to ensure that he has easy access to information and that you are ready for him to have a perfect experience from the moment he makes contact with you.  <\/h3>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>And unfortunately, until we learn that today&#8217;s museum must always be geared toward openness and relationship, we will not come out easily.  <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>If you would like to share your opinion, we are talking about it here:<\/p>\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.facebook.com\/groups\/SummitMuseoItaliano\/\">DISCUSSION GROUP<\/a><\/div>\n<\/div>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>PS There were 9312 visitors who flocked to the Gallery between Friday and Sunday, a 24 percent increase from the previous weekend when there were 7,511 visitors.<\/p>\n\n<p>Eike won by 24.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you don&#8217;t have time to read I&#8217;ll give you a quick summary of the article: Eike won by 24. Not even if they had agreed. On July 16, in the same hours that Mahmood was launching the \u201cDorado\u201d video on his social channels , Chiara Ferragni was grappling with a shoot intended for a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7237,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[125,126],"tags":[],"class_list":["post-301745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-en","category-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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