TikTok announced a new activation in its Museums Alive series, which aims to raise awareness of museums and art galleries among the app’s primarily younger user base.
This week, TikTok partnered with the Los Angeles County Museum of Art to showcase the museum’s new David Geffen Galleries via dedicated livestreams in the app.
As part of the event, LACMA curators highlighted the museum’s Egyptian collection and featured live music.
These live events provide expanded opportunities for TikTok to generate exposure for museum and gallery features. The activations also add to the app’s broader push to increase interest in cultural and educational events.
TikTok has become a key connector for music trends, as well as a driver of modern cultural engagement. Its Museums Alive project seeks to employ this presence to highlight new ways to experience art and culture.
TikTok has previously hosted live events in partnership with the Metropolitan Museum of Art and MoMA in New York, and the Grand Egyptian Museum in Giza, Egypt. The app also partnered with a range of cultural institutions in May as part of its first Museums Come Alive event.
TikTok reported that millions of users tuned collectively into these events. That level of engagement highlights the app’s potential to expand awareness of artistic and historical events to younger audiences.
Given modern consumption trends, this could be a valuable initiative to help ensure that the next generation of social media users maintains contact with important cultural experiences.
