MADRID.- Get ready to celebrate with the Museo Nacional del Prado! Tomorrow marks a huge milestone for the iconic Spanish institution as its daily Instagram Live broadcasts hit an incredible 1,000 episodes. What started as a modest experiment has blossomed into a global phenomenon, bringing the magic of art to millions.
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Since November 2019, when the broadcasts became a permanent fixture as part of the Prado's Bicentennial celebrations, these short, engaging morning sessions have racked up over 87 million views and nearly 7 million likes. It’s clear they’ve become a beloved way to experience art that's open, accessible, and connects with people from all walks of life.
From Quiet Experiment to Daily Ritual
The Prado's journey on Instagram Live is a testament to how museums can truly transform in the digital age. It all began quietly in August 2017, a simple peek at the artworks before the museum opened its doors. But eager followers quickly asked for more, wanting to rewatch the videos. This feedback turned the "experiment" into a daily, Monday-to-Friday ritual, always running promptly from 9:50 to 10:00 AM.
The real turning point came on November 19, 2019, with a special live broadcast featuring Museum Director Miguel Falomir himself. From that moment, the broadcasts expanded to include a diverse range of voices from within the museum – from conservators meticulously restoring masterpieces to educators sharing insights, and even interns gaining invaluable experience.
Millions Engaged, New Audiences Embraced
The numbers speak for themselves: over 87 million views and nearly 7 million likes cumulatively. In 2024 alone, the broadcasts hit a staggering 27 million views, their biggest year yet. With over 150 guests featured, the format remains as dynamic and fresh as ever.
The community built around these lives is truly special. During the challenging spring of 2020, even when the museum doors were closed due to the pandemic, the Prado kept broadcasting through the #PradoContigo (Prado With You) initiative. They even invited viewers to join split-screen and choose which artworks they wished they could see from home.
One of the most praised aspects of this initiative is the incredible diversity of voices it has brought together. Think top scientists, acclaimed artists, renowned designers, leading journalists, and figures from social, business, and entertainment sectors. Everyone from pianist Lang Lang and musician Residente to director Tim Burton and actor Brian Cox has lent their voice, proving that the Prado's collections are a wellspring of inspiration across all creative fields.
This commitment to inclusivity has built vital bridges to new audiences, cementing the Prado's reputation as a museum in constant, vibrant conversation with society. Collaborations with 180 national and international institutions – from Ukraine's National Art Museum to Vienna's Kunsthistorisches Museum – plus new formats like Instagram Reels, have further expanded their digital footprint.
With average views per video now soaring from 20,000 to an impressive 120,000, the Prado isn't just celebrating a round number. They're celebrating a successful model of communication built on genuine dialogue and enthusiastic participation, proving that art can truly connect with everyone, everywhere.
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