ADN Galeria participates in LOOP 2019 with the premiere of "Engagement Rate Formula" by Adrian Melis.
Engagement Rate Formula is a video in which Melis proposes a serial production of social media’s Like icons made out of plaster material. Once the 500 likes has been reached, those are packed in boxes in order to being sent by postal mail to the Moira refugee camp, in Lesbos island, Greece. Likewise, Melis establishes contact with different humanitarian organizations to talk about potential collaborations and to get advise about his proposal. This way, the artist generate conversations which border on the absurd and surreal. Engagement Rate Formula proposes from irony the translation to real material of a digital reality immersed in false commitment.
* The engagement rate is used to measure the level of interaction by followers from content created by a user. It is calculated as total engagement divided by total followers, multiplied by 100.
