Support Hyperallergic’s independent arts journalism. Become a member today »

LOS ANGELES —There’s a giant rock in town. If you live in Los Angeles, it’s almost impossible to ignore this fact. Part of that is because the rock — Michael Heizer’s “Levitated Mass” — blocked traffic on its slow journey to the heart of LA and into the Los Angeles County Museum of Art. But it’s easy enough to skip that part of town if you want to. The biggest reason is that almost every Angeleno (at least in my art-loving circle) is talking about it.

Part of this, I have to say, is because of a very successful social media campaign on the part of @LACMA, the museum’s official group feed, which broadcast the rock’s journey from the Inland Empire all the way over to Wilshire Blvd. They used YouTube and blogging to supplement the tweets, and the active #LevitatedMass hashtag encouraged LA-wide discussion and picture/video sharing of the quirky event.

The tweets were classic LA, with turn-by-turn updates and pictures, just like food trucks regularly do for their customers.

https://twitter.com/#!/LACMA/status/180338077238173697
https://twitter.com/#!/NBCLA/status/180069804915433472
https://twitter.com/#!/LACMA/status/180107872837959680
https://twitter.com/#!/LACMA/status/178377012099022848
https://twitter.com/#!/LACMA/status/178424252159098880

Like other successful social media campaigns run by museums, this one tapped into a high energy event that not all Angelenos could access but made it present all the same. And it encouraged arts viewers to participate and upload their own videos and tweets. All in all, the rock’s journey, experienced virtually, was immediate, fun and wonderful.

Support Hyperallergic

As arts communities around the world experience a time of challenge and change, accessible, independent reporting on these developments is more important than ever. 

Please consider supporting our journalism, and help keep our independent reporting free and accessible to all.

Become a Member

An Xiao

Artist An Xiao (aka An Xiao Mina) photographs, films, installs, performs and tweets and has shown her work in publications and galleries internationally. Find her online at @anxiaostudio...