The Day After

The day after is about to arrive. What will change in the art world?

Il Giornale dell’Arte dedicates an insert to the reopening.
136 contributions from museum directors, superintendents, foundations directors but also gallery owners, auction house managers and publishers. All aware that the return to normality will not mean restoring the same status quo of March 8.
Let us comment on it together. What has changed in the meantime? During the Coronavirus explosion, “digital” has had space.
In these almost 70 days, many museums have offered virtual visits and digital contributions. Also as regards the art market, which saw the cancellation of fairs and events, the digital response was immediate. Galleries and auction houses have changed physical appointments into digital appointments: online auctions, and other tools for the most demanding customers, with dedicated virtual environments.

Will digital continue to be massively used even after the end of the quarantine?
Minister Dario Franceschini spoke of a possible portal, such as Netflix, where it will be possible to publish original content, not freely shared on other sites or social pages. Cultural products on payment.

All agreed?
So far, everything was all for free. We are back to the question how culture should be accessible to everyone. Nevertheless, it is useless to hide that the idea of ​​a culture accessible to everyone is probably not sustainable. For a time still not defined, and definable, the cultural sector, firmly linked to the tourism sector, will have limited resources. Especially small businesses.
However, we would like to reiterate that making culture is not at no cost, not even for the digital part. Behind any contribution published in recent months, there are hours of work of many professionals, who have invested in accelerating spreading the understanding of the digital language with their work. They can’t work for free forever. If these digital contents are truly the solution to attract and communicate with possible visitors, and return back to surplus, they must be recognized for the value they have, avoiding to think of them as pastimes. Or accessory tools at best.

 Now is really time to create a new future for culture, and to recognize the creation of content for digital use, the space and resources they deserve. An evolution and growth opportunity for the cultural system.


Let’s see if we can take it!