Nicoletta Mantovani, President of the Luciano Pavarotti Foundation. Photography © Gianluca Naphtalina Camporesi
1.What is your museum about and what are its challenges?
The Pavarotti house museum is the last house where Luciano lived, and also the place where he left us. It is a sort of monument to his memory because it has its roots in the land he loves so much and his hometown of Modena.
It is the house that he had built giving very precise indications on the structure, materials, colors, finishes … it is not, therefore, only a place that hosted him but it is a mirror of his personality, his tastes, of his character. We often say that this place still speaks of Luciano in every corner.
The challenge we have set ourselves since the opening was to be able to make visitors known not only to the artist “Pavarotti” but also to the man “Luciano”… who knew him, in fact, knows that his humanity and his charisma were not inferior to his talent.
2.What kind of remarkable digital innovation would you like to share with us? It can be online and/or in your physical space.
We would like to introduce some tools to the museum to increase interactivity with visitors, or provide immersive experiences thanks to cutting-edge technologies starting, for example, from large photographic panels that are installed in the various rooms of the museum house.
Soon, we will open a new room where we have installed ATMOS, a new technology that allows you to listen to the sound with a purity and definition so far unthinkable.
3.What are the social media platforms that your museum chose for its digital presence and who are your primary target audiences?
The house museum is present on Facebook and Instagram; the Pavarotti Foundation on Facebook, Instagram and Twitter. The recipients are all the public of Luciano, primarily fans of the opera, but not only.
Luciano’s audience was very transversal because he knew how to expand exponentially the audience to which he addressed, also thanks to collaborations with great pop artists and performances outside theaters, in large parks and arenas for example.
4.If you had to keep one social media platform to reach youngsters, which one would you pick?
We are evaluating the opportunity to register also on TikTok, today it seems the most used tool by young people. Let’s see!
5.Tell us how are you facing the coronavirus emergency with the museum? What strategies are you using.
We thought the best way was to try to somehow keep people at home and give them valuable content to fill the time now available. Luciano’s voice has the beneficial effect of raising the spirit… so we decided to start a series of live broadcasts on the Foundation’s Facebook page, where we broadcast special performances and some of Luciano’s most beautiful concerts, some of which are unpublished pearls.
The response was enthusiastic, with each direct we collected an increasing number of contacts, a sign that the initiative was really liked.
Interview by Fabio Pariante, journalist
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The Luciano Pavarotti Foundation / museum on social networks: Twitter – Instagram – Facebook
Nicoletta Mantonvani (Bologna, 1969) is the President of the Luciano Pavarotti Foundation in Modena. The non-profit organization was born in to keep Maestro Pavarotti’s memory alive, to support his students and to organize events all over the world.
The foundation includes the house museum open to the public in 2015 where you can admire some of the Maestro’s stage clothes, videos and photos that recall the most important moments of his career in stages. A dedicated section holds the awards such as the six Grammy Awards and the recognitions received in over forty years of career around the world.
One year after the death of Maestro Luciano Pavarotti, on 11-12 October 2008, an exclusive memorial and a benefit concert was held in Petra, one of the seven wonders of the world, a UNESCO World Heritage Site. The proceeds were donated to UNHCR and WFP.
