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Culture influencers are everywhere, be they artists, critics or enthusiasts aiming to make culture more accessible to all. Tap into their community!
Mar 2019


Culture influencers are all over the web, be they artists, critics or enthusiasts aiming to make culture more accessible to all.

In the world of influencers by sector, that of culture is right up there with fashion and beauty: with large communities, substantial engagement and increasing popularity among their audience as well as brands.

From the biggest museums displaying architectural masterpieces to live shows, there are as many artistic and cultural formats as there are influencers in this field.

Here are some of the main ones.

Art influencers

It’s difficult to limit a term which encompasses so many plans and aspirations as art. This said, a few categories do stand out as recurring themes on social media.

Firstly, there are artists themselves to consider, such as Anish Kapoor, who use this means of communication as a way to showcase their work.

As well as painters, photographers and sculptors, there are also many street artist influencers such as Os gemeos, famous for their yellow characters that pop up in urban areas all over the world.

Cultural institutions have also moved into the world of influence with large audiences, as an effective way of promoting their exhibitions.

The Met Museum has 1.8 million Instagram followers. Certain museums are so popular that even their directors can claim to be influential on networks.

This is certainly the case for Klaus Biesenbach who manages MoMA PS1, proudly promoting it on his Instagram account with 225,000 followers.

Social networks can also sometimes act as artistic backdrops.

Exhibition commissioner Hans-Ulrich Obrist was voted the art world’s most influential personality by the Art Review magazine in 2009 as a result of launching his Instagram account featuring photographs of artists’ thoughts written on post-it notes.

Even more proof that social media play a role in the world of contemporary art.

Finally, there is the emergence of what we would call non-artist art influencers.

Be they professional or not, these art enthusiasts love to share what they have seen and found.

Take Joël Riff for example, or Louvre pour tous who goes beyond the art world to look at historical exhibitions.

Music influencers

Once again, the leading music influencers in this category are the artists themselves.

Musicians, singers and groups, they make use of the internet – Twitter and Facebook in particular – to promote their work and raise their profile.

But musical influence goes one step further, with millions of followers commenting on several Youtube channels.

There is one phenomenon that stands out in particular: cover channels. Of these, the Pentatonix group stands out the most with almost 14 million followers, or Cover Garden which brings together several singers and influencers.

Other Youtube music channels include critics, often with a fun twist, such as Mister Jday.

In addition to Youtube, there are many music journalists such as Christophe Conte, who doubles as a journalist with Les Inrockuptibles and a commentator on France Culture, as well as professionals from labels such as Marinew from Warp Records.

They are mostly active on Twitter.

Influencers making science more accessible

Science influencers can be more than just scientists. Many publish Youtube videos on various subjects and interesting curiosities found on Earth.

An example would be Patrick Baud on his Axolot channel. Another influential trend is for making history more accessible, talking about History with a capital H in a simple and appealing way, like Nota Bene.

There is even a channel for philosophy. These influencers play an educational role and pass on knowledge in a fun and quirky way.