The Philadelphia Museum of Art is now PhAM
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PhAM is more than a rebrand for the Philadelphia Museum of Art. It's more like the nearly 150-year-old institution's new mantra.
The big picture: After nearly 90 years, the museum is dropping the "of" in its name, going by Philadelphia Art Museum — or PhAM for short.
- It's all part of a hipper, trendier look the venue hopes will drive up sagging attendance and revenue while attracting a younger audience to the arts, per the Inquirer.
The glow-up includes:
- A new website and signage
- Partnerships with Philly sports stars, including Saquon Barkley
- A slate of larger events, including concerts and a DJ-in-residence program
- Meme-worthy marketing campaigns and less-imposing threads for museum guards
The intrigue: PhAM is talking to Philly-born hip hop group The Roots about becoming its artist-in-residence, the Inquirer reports.
- And for all you "Rocky" lovers, "The Statue" podcaster Paul Farber is curating a show about the famous Rocky statue.
What they're saying: In the words of the museum's head marketer, Paul Dien, PhAM is no longer going to be "your grandfather's art museum."
What we're watching: The changes will phase in slowly, with the first new show, "Dreamworld: Surrealism at 100," debuting Nov. 7.
So fam, what do we think about PhAM?
💭 Isaac's thought bubble: Come on. I can already hear the "boomer" chants, but we can't just dispense with all formalities.
- Imagine if John Steinbeck did away with "of" in "Of Mice and Men"? Way to transform a timeless piece of literature about two wandering ranch-hands into a story about rodentia. Do less, Philadelphia Museum of Art.
💭 Alexa's thought bubble: I'm into it! Shorter, brighter, snappier — that's what we're all about.
- Plus, with one of the steepest admissions prices in the country, props for trying to offer more than quiet galleries. Maybe PhAM will actually fam-iliarize more folks with art.