By Giulia Piceni. Cover illustration by Margaret Mitchem.
In an era where digital platforms dominate professional landscapes, social media has opened unprecedented ways to connect with audiences, promote work, and foster collaboration. Among these platforms, Instagram is especially well-suited for artists and curators. But how exactly can Instagram help shape your career in art curation and art management? Are Art Curating and Instagram the perfect couple?
In this interview, Letizia Bocci, an alumna of the Master’s in Curatorial Management at Istituto Marangoni Firenze (a course that has been replaced by two Master’s programs in Curating Art & Fashion and Art Management), shares her journey and insights as a Cultural Project Manager specialising in digital strategies, discussing the importance of balancing digital and tangible elements in today’s art landscape. Whether you’re an artist, curator, or cultural enthusiast, Bocci’s story will inspire you to think creatively about using Instagram as a tool for both institutional promotion and self-branding.
How Can Instagram Boost Your Career in Art Curating?
Thank you for taking the time to join us for this interview. To start things off, could you please briefly introduce your current role
I am an Art Historian who has chosen to work as a Cultural Project Manager. My work covers various types of projects, but I’ve decided to specialise in digital communication and fundraising strategies for cultural institutions. This career path allows me to combine my passion for art with innovative approaches, supporting and enhancing cultural institutions in today’s contemporary landscape. My longest professional experience to date has been with Museo Galileo Galilei.
The Museo Galileo is a must-visit for three compelling reasons. First, it houses one of the most significant collections of scientific instruments, showcasing the ingenious mind of Galileo and the origins of modern science. Second, it provides valuable insights into how Renaissance discoveries have shaped contemporary thinking. Lastly, many scientific instruments on display are so exquisitely crafted that they resemble true works of art, showcasing the harmonious blend of science and art.
Which was the work experience that challenged you the most?
Every new project is an opportunity for personal growth, and there are many I could mention. However, the most challenging yet rewarding experiences have involved using digital communication to highlight the historical and artistic heritage of a museum collection or the artworks featured at art fairs, all compromising their significance and value. The real challenge is finding the right balance between preserving the intrinsic value of these works and making the digital and social content accessible to a wider audience.
You are an alumna of Istituto Marangoni Firenze. How has this education shaped your career path, and what aspects are you particularly grateful for?
The Master’s in Curatorial Management I attended at Istituto Marangoni Firenze was an intense and enriching program featuring professionals with extensive industry expertise. Having previously completed a Master’s degree in Art History, this program allowed me to complement my theoretical background with practical tools, which have been essential for navigating the challenges of the cultural sector and applying my knowledge directly in the professional world.
Art Curating + Instagram: is this a game changer for Management Careers?
You have a strong social media presence (Instagram and TikTok), sharing insights from your art world experience and offering wisdom to your followers. Do you think building an online audience is essential for a career in art management?
While I wouldn’t necessarily consider it essential, it is definitely highly recommended. The art world consists of many professionals, and social media serves as a great tool for quick connections. Instagram, in particular, acts as a small window into our lives, allowing us to choose what to share, including aspects of our work. I initially started by sharing my studies in a personal way, and over time, this helped shape my tone of voice, build a trusted community, and create opportunities for professional growth.
What are your plans for the future? Have you ever considered becoming a full-time content creator?
To answer the second question first, I am not interested in becoming a full-time content creator, as it would take away too much time from my primary work. I’ll certainly continue to share my thoughts on art, exhibitions, and museums spontaneously without sticking to a strict editorial calendar. Looking ahead, I want to challenge myself with projects abroad and continue investing time in personal growth, potentially including teaching in postgraduate courses as well.
