Art on Instagram, What an Idea: an interview with Nicola Bigliardi, the creator of All Art Contemporary

November 25, 2020
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In two years, this art page gained over 10,000 followers

How was the All Art Contemporary page born and what is it about?
I created this page in September 2018 to share my passion and studies, and I wanted to do it using Instagram – a social network I consider the king of frivolity and banality – in a constructive way. Now I can say I made the right choice, as today our page has more than 10,000 followers. We deal above all with visual art ranging from ancient to most contemporary works; there is no distinction because we “all art has been contemporary”.

How did you come up with the name?
I was looking for a few words that could encapsulate what would be the contents of my page. However, since I did not want to limit myself to writing about either ancient or contemporary art, I drew inspiration from a meaningful 1999 installation in which artist Maurizio Nannucci used neon light to write “All art has been contemporary”. After all, from the Lascaux caves to Cattelan’s banana, artists have always been the interpreters and advocates of their time.

Do you manage the page singlehandedly?
Fortunately, in March 2019, my dear friend Marta Del Mutolo joined me. I come from the finance world and became interested in art only at a later stage; on the other hand, she comes from the art world. I think it is important to offer a double perspective, especially when it comes to art dissemination, and it is to preserve this double vision that articles and posts are written by both of us. Also, I take care of graphics, the blog and social marketing.

You recently created a blog. Is it because images prevail on words on Instagram?
Yes, definitely, and I think this depends on the very features of this medium. People approach Instagram distractedly and with a span of attention of about 5 seconds. On a website, instead, the span of attention can extend to a few minutes. We had been thinking of adding a blog for a long time; we wanted to give more weight to our content but waited for the release of the Instagram swipe up feature to be more effective.

In what way is the social age changing the dissemination of art, in your opinion?
On the one hand, social networks and Instagram, in particular, kindled a keen interest in art and its dissemination. On the other, I often notice an obsession with likes and views, as if the real purpose was to be liked and not to make people like art, with a consequent lack of attention for or trivialization of contents.

What about the future?
I recently founded the All Art Contemporary association together with other professionals in the field, and we should make our first appearance in December/ January. Except for pandemic-related difficulties, we intend to organize some exhibitions with contemporary Italian and international artists at Palazzo Fontanelli- Sacrati, a fifteenth-century palace that is certainly one of the most prestigious and evocative ones in Reggio Emilia. Ah, I have also written a book, but that is all I can add.

The Author

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Cesare Orler firmly believes in the equivalence of art and life and would like to turn his life into a work of art, to paraphrase D'annunzio. He has a degree in Conservation of Cultural Heritage and Performing Arts Management, which he took in Venice, and is completing the master’s degree Programme in Contemporary Art History. He manages “Cesare's Corner", a TV broadcast on OrlerTV whose aim is to disseminate Contemporary Art. He closely follows emerging Italian artists and curates exhibitions and critical texts on them. He is a keen supporter of AW ArtMag. In addition to art, he also likes cinema and drinking beer, of which he is a refined connoisseur. Perhaps of all these things he can do well only the last one.

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