Giuseppe Petrellese returns as social media manager of Madre museum in Naples

Giuseppe Petrellese has returned as social media manager of the Madre (Museo d’Arte Contemporanea Donnaregina) in Naples after a two-year hiatus. Previously holding the role from November 2017 to March 2020, he made the museum a pioneer in Italian contemporary art social media strategy. During his absence, Petrellese worked in marketing and digital communication, including on Procida’s successful bid for Italian Capital of Culture 2022. He re-entered the museum field through collaboration with Roberto Bilancia, who oversees the Madre’s digital communication. Petrellese plans to launch the museum’s TikTok channel (created in 2020 but not yet active), explore Be Real, and increase visitor-generated content. He cites Anish Kapoor’s Dark Brother as his favorite work for its disorienting effect. Petrellese emphasizes that social media should be independent, not an appendage of institutional communication, and that 90% of Madre’s posts are created specifically for each platform. He holds a degree in Digital Cultures and Communication from a sociology program, with a background in aeronautical technologies, engineering, and computer science.