Image: © The National Gallery, London / Flo Brooks Photography
Open call seeks 50 established UK creators to join its expanded network of online co-collaborators
Museum launches second year of 200 Creators Network with open call for 50 UK content creators after programme generates 42 million views
The National Gallery is expanding its programme of work with UK-based content creators and influencers.
The gallery is looking for 50 more creators to join its online creator programme the ‘200 Creators Network’, launched last year as part of bicentenary celebrations.
The 50 newly chosen tranche of creators will join an existing 20 hand-selected ‘creative collaborators’, which will sit alongside a broader group selected through open call.
Its guidelines suggest creators should have at least 50,000 subscribers on YouTube, 50,000 followers on TikTok with 1 million account likes, or 100,000 followers on Instagram and have had creating content for communities or brands.
National Gallery to find 200 creative influencers for Bicentenary celebration
Four paid opportunities worth £4,000 each will be offered throughout the year to selected creators for collaborative digital content creation, indicating a move towards more integrated partnership models.
Members of this creators network will receive access to exclusive previews, workshops with social media platforms, and events.
The Gallery said it will co-create content that promotes the collection, the history of the building itself, conservation and staff through personal perspectives.
Already, content from the 2024 ‘Creative Collaborators’ has generated over 21m views across the gallery’s channels.
Howard Lee’s interpretation of Holbein’s The Ambassadors achieved 6.2m views on Instagram, Sophia Smith Galer’s colour story on blue reached 1.2m views on TikTok and 2.1m on Instagram, and HRH Georgiana’s reflections on looking time and The Arnolfini Portrait exceeded 1m views on both TikTok and Instagram.
The wider 200 Creators Network encompasses ‘booktokers’, science communicators, fashion creators and travel influencers. Collectively they contributed content reaching 2.8m views and generating over 160,000 engagements.
In total, the 2024 programme achieved over 42m views across social media platforms.
Sir Gabriele Finaldi, Director of the National Gallery, said: “It’s inspiring to see our paintings reimagined through so many creative lenses. As we enter the second year of the 200 Creators Network, it’s exciting to build on the momentum and continue opening up new ways for people to connect with our collection.”
UK-based content creators may submit expressions of interest until 31 August 2025 via the National Gallery website.
