Young youtuber Luis Sal chosen to narrate the Griffoni Polyptych. And the numbers prove Genus Bononiae right.

“To reunite the Griffoni Polyptych in Bologna we had overcome all difficulties, what could possibly go wrong?” Answer: the outbreak of the most serious pandemic in the last hundred years. It is ironic Fabio Roversi Monaco, president of Genus Bononiae, in commenting on his bitterness at not being able to open to the public the exhibition The Rediscovery of a Masterpiece, which after three hundred years reunited in Bologna the Griffoni Polyptych, a masterpiece by Francesco del Cossa and Ercole de’ Roberti, but which cannot be visited due to restrictions (the exhibition, curated by Mauro Natale in collaboration with Cecilia Cavalca, was scheduled at Palazzo Fava from March 12 to June 28).

It is therefore necessary to be content to see it via social: even before the emergency, Genus Bononiae (which organizes the exhibition), had chosen to rely on the very young youtuber Luis Sal, a 22-year-old Bolognese who has a very followed channel, with almost one and a half million writings (and almost two million follow him on Instagram), to promote it. The videos therefore become all the more important in this period of enforced confinement and are the only means of being able to see the exhibition. The latest one was posted three days ago and takes us into the exhibition halls.

“The exhibition is ready,” says Luis Sal in his video, “it was possible to reunite the work in its entirety after three hundred years, and I am the only one in this room: hopefully this pandemic will end soon and everyone can appreciate the beauty of this work.” The video “will not render as well as the live experience,” the young video maker adds, “but it is a very special situation.” With the video it is therefore possible... to take a “virtual” tour of the exhibition, and other videos can be found on the Genus Bononiae Youtube channel.

For Genus Bononiae, this is one of the first experiments in Italy: in fact, very few museums have wanted to focus on so-called influencer marketing for their campaigns, placing the institutional communication side by side with the action of young youtubers, Instagrammers and influencers (few other cases can be remembered, for example, the National Archaeological Museum of Naples, which hired the “the Jackal,” a group of comedians born on Youtube and very popular with young people, for one of their campaigns). And the results seem to be rewarding: Genus Bononiae, on Youtube, has launched four videos dedicated to the exhibition, two with Luis Sal and two without. The two without, as of today, March 26, have collected 882 views (in 4 months) and 648 views (in 2 months), respectively, while those with the youtuber have reached 113,158 (in 1 month) and 86,973 (in 3 days). A sign that perhaps, even for the post-Covid era, it might be a good idea to focus on new means to reach new audiences.

Finally, in the finale of the March 23 film, Luis Sal also reminds that Genus Bononiae has activated an initiative to support the Policlinico Sant’Orsola of Bologna to fight the coronavirus: buying the open ticket from authorized retailers is in fact donating a part of the ticket to the health emergency(more information here). An initiative to be shared on social with the hashtag #laculturachefabene.

Pictured: Luis Sal in the room where the Griffoni Polyptych was brought together.

Young youtuber Luis Sal chosen to narrate the Griffoni Polyptych. And the numbers prove Genus Bononiae right.

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