In anticipation of the reopening of the midtown museum building, MoMA’s design department created a new website–including a weblog–for the Junior Associates, a group of 400 or so people who do all kinds of art world-related activities. As far as I know, it’s the first museum weblog. (I know, Eyebeam eats weblogs for breakfast, but they’re not a museum. They ARE quite cool, though, and hosted a swell party and exhibition walkthrough for the JA’s, which, although it has passed, remains enshrined in a gif on the JA welcome page.)
When Picasso painted a portrait of Gertrude Stein (which she gave, alas, to the Met), someone said it didn’t look like her. “It will,” he replied. Such is the long horizon on which art’s influence operates. Remember this when you look for the weblog on the JA site, because the Museum has called it a ‘notebook’. A Typepad-powered notebook. We may not call weblogs notebooks now, the Museum seems to say, but we will.
I, of course, trendchaser that I am, suggested that the site be called JA Rule. After all, it/they does/do. For a young person in the city, it’s probably the greatest opportunity to get involved with a truly amazing institution. And as the calendar of events attests, JA’s get to do some really cool stuff. (For the reopening shindig this fall, being a JA is like having the golden ticket.)
In the end, the Museum’s rejection of my JA Rule idea was correct. The main requirements for becoming a JA, you see, are 1) an interest in seeing and learning about art, 2) a desire to support the Museum, and 3) $500 a year, or as it’s known in the haut monde of museum committees and high-priced benefit galas, 50 Cent.