Following Art: Can we learn art history from… TikTok?
It's a "cursed clock app" but for those who like to learn about art history, TikTok and the popularity of art content means you don't have to spend money on a thick book. I don't know when I will finish reading it.
Perhaps you will rarely see an art historian dancing to some catchy music on TikTok, but now, in addition to presenting their research through essays, they can completely can spread that knowledge however they want. It could be a school of art, a typical artist who is gradually being forgotten, a recurring motif in paintings from East to West.
Mary McGillivray started making videos about art history during lockdown with the spirit that "art history is just old memes". She received a Master of Philosophy in History of Art and Architecture from the University of Cambridge in 2022, is still studying to become a PhD, and still talks about art on her TikTok channel. Starting with the question "Did you know Michelangelo was also famous for wearing a pair of boots so long that they stuck to his feet?", Mary somehow ended the video with the story of the friendship between Michelangelo and Raphael.
The Gaze attracts audiences because of its unexpected and extremely humorous video editing style, performed by photographer and content creator Matthijs Van Mierlo. The Gaze zooms in on the paintings, analyzing their details through questions that would certainly be uttered by a normal viewer: “This painting is so ugly! An antelope that looks like a duck! The lion looks like he's smiling! Why do I like this picture!?”
The above are just two outstanding examples of art researchers active on TikTok. The hashtag #ArtHistory currently has 1.4 billion views. Art history from a field of study that is considered difficult to reach the masses has found its way into TikTok through short videos that are both entertaining and informative. Not only talking about beautiful works, these "industry insiders" also discuss topics that are almost taboo in the art world such as racism, colonialism or the xenophobia of many people. Expert perspectives resonate with engaging, sometimes ironic storytelling to make these issues more accessible.
Earlier this year, so many people talked about Salvador Dalí's personal life that Artnet had to ask, "Are you trying to cancel Dalí?"
Museums and art experts are used to professional working environments and glossy exhibitions, so "relaxing" and opening up to TikTok seems impossible. But with the public's considerable attention - something these institutions have been trying to achieve for decades - the view towards this "cursed application" is gradually changing. Mary has worked with galleries and museums across Australia and Europe to bring art content to young audiences, and The Gaze recently partnered with Mu.ZEE Oostende Museum of Modern Art to promote ongoing exhibitions.
The Metropolitan Museum of Fine Arts is the first name to join TikTok, so far it has attracted more than 200 thousand followers and 1.5 million likes, sharing new information in the art world and analyzing legendary works. The Dutch National Museum also received a lot of attention, with 180,000 followers and more than 980,000 likes, thanks to its video editing effects and interesting storytelling.
Explaining the popularity of this type of content, TikToker Cassandra Rush, an Art History student at UCLA, said that there is little elitism on TikTok: “You can join the game without needing a Yale University degree. No one asks about your education level. Everyone is just learning and expressing their passion."
Art does not stop at sharing knowledge and works but also welcomes all art enthusiasts, regardless of where they come from or what their qualifications are. TikTok is a platform that facilitates the public's easy access to art, but this also comes from the open and humorous attitude of new generation content creators. Thanks to that, from feeling lost because they have no formal knowledge or practical experience, today's audiences can fully participate and contribute to the art world, while being listened to and respected. And like every other profession, it's not how you get into it that matters, but your serious attitude and commitment to it. Who knows, maybe a short TikTok could lead to an arts degree?
