An important museum of ancient art inside a music video clip and at the Sanremo Festival: it happens in Genoa

New ways to communicate cultural heritage. This summer, Beyoncé and Jay Z’s video clip filmed in the halls of the Louvre had caused worldwide discussion: the Italian answer to museums as sets for music videos now comes from Genoa, where the Palazzo Rosso museum (part of the Strada Nuova Museums complex and home to one of Europe’s most valuable collections of ancient art) has become the setting for the video of Almeno tre, the new single by Tuscan singer Giulia Mutti (it can be seen on YouTube). The artist, born in 1993 in Pietrasanta, will take the song to the Sanremo Giovani Festival selections.

“When the director of the video clip, Megan Stancanelli, proposed me to shoot in Palazzo Rosso,” said Giulia Mutti, “I was thrilled. Genoa has always been a city of great ferment. The school of Genoese songwriters was born there, giving us timeless musical pearls. Like those of Paganini, also from Genoa, a revolutionary rock star when rock didn’t even exist. And how can we forget Christopher Columbus, the explorer par excellence born in this city? This is where his story and his journey started, and I hope it bodes well for me as well! Immersed in this world where too often we talk about negative things, ruined, gone wrong, Palazzo Rosso made me express that sense of beauty and elegance that I wanted to give.”

In the video we see Giulia Mutti singing and moving against the backdrop of the Palazzo’s halls, while behind her we admire some of the most interesting paintings in the Ligurian museum’s collection: the Nativity by Grechetto, Veronese’s Judith and Holofernes, and portraits of the jeweler Pucci and Anton van Dyck’s son. There are also shots of the frescoes, and a detail of Paris Bordon ’s Holy Family was even chosen as the cover to promote the single. Will it help convince Giulia Mutti’s fans and Sanremo viewers to visit the Palazzo Rosso museum? Everyone will have their own answer, but it is still interesting to note how museums are increasingly trying to “go outside” their halls.

Pictured is a still from Giulia Mutti’s video clip.

An important museum of ancient art inside a music video clip and at the Sanremo Festival: it happens in Genoa

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