Museums' influencer collaborations: a critical look

Italian museums are increasingly partnering with influencers, from top-tier names like Chiara Ferragni to lesser-known figures like The Jackal, Luis Sal, L'Estetista Cinica, and Stazzitta. While using major influencers for promotion is understandable, the article criticizes the trend of museums turning to B- and C-list personalities in a desperate bid for attention. It argues that small influencers with bought followers will fade, and museums should be more strategic about their image rather than adopting the marketing tactics of a pizzeria. The piece, by Massimiliano Tonelli on Artribune, questions the effectiveness and dignity of such collaborations.