Auditorium Parco della Musica Launches Participatory Instagram Account

The Auditorium Parco della Musica in Rome has launched a dedicated Instagram account, @Iloveauditorium, coinciding with the start of the Luglio Suona Bene festival. The account allows fans to post images, comments, and impressions during events, festivals, and concerts. The first two 'social ambassadors,' Marco and Leonardo, were selected via a Facebook call based on popularity, social media experience, and musical expertise. They documented a concert from backstage to soundcheck, posting 23 images. Within 24 hours, subscriptions exceeded 200. Additionally, the Fondazione Musica per Roma opened a Spotify account to attract younger audiences. In contrast, the Metropolitan Museum of Art and Stedelijk Museum use their Instagram accounts more institutionally, sharing collection works, conservation activities, inaugurations, and special events. The Met's Instagram won a Webby Award on April 28, 2014, in the Social: Arts & Culture category, managed by Taylor Newby. For summer 2017, the Italian Ministry of Cultural Heritage launched a digital treasure hunt on @museitaliani, featuring posters of over 420 state archaeological parks and cultural sites, inviting visitors to share travel photos with #arteinviaggio.