case study: moholinushk
curatorial communications
300% increase
Instagram followers have grown from circa 2,000 to over 9,000 since 2024
international audience
of aligned followers across curators, galleries, institutions and collections
3 years
of iterative and ongoing strategy and management
case study
building an audience for an artist’s archive is less a communications task than a curatorial one
It requires an understanding of where the practice sits historically, what it asks of a viewer, and how to connect it with the right audience. For artists, estates, galleries and cultural organisations, the aim is not simply greater visibility, but sustained attention from people with a meaningful interest in the work.
seachange studio began working with the moholinushk archive in September 2024, initially to support the launch of the artist’s monograph and retrospective exhibition in Zurich. After the exhibition closed, the archive retained seachange studio to develop and manage its Instagram presence on an ongoing basis.
a strategy that evolves in response to real-world data
The strategy combines editorial planning, audience development, paid promotion and ongoing analysis. Monthly themes create different routes into the archive, drawing connections across individual works, series, exhibitions, places and influences. Real-time performance data shows which approaches generate meaningful engagement, while targeted advertising introduces the work to relevant new audiences beyond the account’s existing reach. What is learned feeds back into both content and targeting.
the difference between content that fills a feed and content that builds a reputation
moholinushk's work now speaks only through what exists. Without new works or a living voice to draw on, interpretation carries particular weight. Behind the strategy is more than twenty years of art-world experience from seachange founder Hanna Sorrell, informing how the work is interpreted, contextualised and communicated. Each post needs to say something considered and specific rather than merely descriptive.
Since September 2024, the account has grown by more than 300%, from around 2,000 to more than 9,000 followers. The audience is international and includes artists, curators, galleries, museums, cultural institutions and private collections.