After completing my master degree in Comparative Arts and Media Studies, I came back to Mexico and started working at the most important cultural center of the country, Museo del Palacio de Bellas Artes, as deputy director of communications, in charge of the branding, social media, press and advertising of the museum and its collection.

I worked in the museum for nearly 3 years. During my professional development there, I was intrigued and fascinated with the question on how to approach art for a general audience? This question led me to expand the regular narratives of the exhibitions. I explored new media and partners that could get the museum closer to the general audience’s interests. An example of the results of this fascination is the Museum’s Playlist. An initiative I developed together with partner Spotify. I intended to create a different way to approach art through contemporary music. We invited music artist to curate the exhibitions’ playlist proposing music to accompany the visitor throughout their tour around the shows, while they also became spokespersons of the museum itself. Here you can see the profile of the Museo del Palacio de Bellas Artes museum in Spotify: https://open.spotify.com/user/mbellasartes.

Another example of a communication strategy with the objective to attract general audience was the project Fashion Bellas Artes. This project intended to find the crossovers between fashion and art history. Together with international acclaimed fashion magazine L’Officiel, we started out the contest where the public was invited to get inspired from the museum’s exhibitions and develop their own fashion proposal. The first episode of this proposal was in a Toulouse Lautrec exhibition, here you can see more of the contest: http://museopalaciodebellasartes.gob.mx/micrositios/toulouse-lautrec/concurso.html

Studying Comparative Arts and Media Studies at the Vrije Universiteit Amsterdam allowed me to think further on how to connect with people by expanding the storytelling of whatever narrative I was facing. It was also a definite asset to be able to analyse in a more profound way the benefits of each platform we are constantly dipping in. The job I got after my studies was exactly the job I wanted to have after graduating. Working in a multi focal environment allowed me to develop my creative and analytical skills while applying solid theoretical concepts (such as transmedia storytelling) related to communications, media, art and the interrelations between them.