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Art What!: TikTok’s first global LIVE museum marathon #MuseumMoment kicks off in Singapore

Short form video social media platform TikTok has announced its longest #MuseumMoment LIVE to date, bringing together some of the world’s most iconic arts and culture institutions in an all-day global event for the very first time.

Kicking off with National Gallery Singapore from 15:00 SGT on Tuesday, 19th May, global viewers will be taken on an unforgettable cultural journey around the world as part of the all-day LIVE event, featuring exclusive virtual tours conducted by 23 museums across 12 different countries including Japan, Brazil, France, Italy, Spain, The Netherlands, Germany, UK and USA, with the livestream finishing off in Mexico at 09:00 SGT on Wednesday, 19th May.

From modern art and historical artefacts, to ancient sculptures and quirky architecture, #MuseumMoment will give viewers a chance to experience cultural content virtually from around the world, with something for everyone to enjoy. For the Singapore leg of #MuseumMoment LIVE, viewers will be treated to a surprising tour of the Gallery. They will get to view Singapore and Southeast Asian artworks up close, including pieces such as Raden Saleh’s painting Forest Fire and Matthew Ngui’s installation Chair. They will also get to experience the Gallery’s signature art event – the Light to Night Festival, and marvel at its iconic architecture.

“As a platform that celebrates cultural expression and the arts, TikTok enables users to discover culture in every corner of the globe, from art and music to dance and theatre,” shared Doreen Tan, User & Content Operations Manager at TikTok Singapore. “With TikTok’s #MuseumMoment LIVE, we are proud to be a place where museums and galleries can open their doors digitally and connect with audiences all over the world with their exciting content. Starting with Singapore’s very own National Gallery, we can’t wait to see what’s behind the scenes of some of the most iconic institutions in the world and provide a platform for viewers to be immersed in culture from all around the world.”

“We are honoured to represent Singapore in TikTok’s #MuseumMoment LIVE and bring the best of Singapore and Southeast Asian art to TikTok’s global audience. National Gallery Singapore seeks to empower visitors to uncover new experiences and possibilities at every turn through art, and our virtual tour will be no different,” says Chris Lee, Chief Marketing Officer at National Gallery Singapore. “Audiences can look forward to enjoying novel and surprising art experiences on the tour, and learning about the unique heritage and culture of Singapore and Southeast Asia through art. Through this innovative collaboration, we hope more audiences will come to know of the Gallery’s multi-faceted offerings, and experience it for themselves in person when they visit Singapore.”

In addition to National Gallery Singapore, viewers will also get an exciting look in to history and culture from around the world – including a glimpse into 1930s England via Black Country Museum (UK), hearing from a taxidermy expert at Museum für Naturkunde Berlin (Germany), seeing famous artworks like The Night Watch from Rembrandt at the Rijksmuseum (The Netherlands) and exploring the iconic spaces of The Metropolitan Museum of Art (US), amongst others.

Over the past year, some of the world’s most famous cultural institutions have joined TikTok to connect with wider audiences, welcoming visitors digitally through immersive online experiences and unlocking virtual experiences for art enthusiasts all over the world. Culture content has also taken center stage on TikTok, where there has been a huge rise in people consuming art and culture. Content with most popular hashtags in this category, which includes #FineArt, #ArtHistory and #ArtOnTikTok, have garnered over 2 billion monthly views to date globally, growing by over 3000% in the past year. Being able to virtually visit iconic institutions through the lens of the TikTok community has also sparked people’s curiosity, whether to view art, see something unusual, or to learn about history. #Museum inspired the most video creations around the world, with content growing by almost 200% since May 2020.

#MuseumMoment LIVE begins at 8am BST on 18th May 2021 (3pm SGT) on TikTok for Good. The schedule is as follows:

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