Getting young people excited about art and culture? V&A Mused succeeded.

V&A Mused: a digital adventure for young art enthusiasts

The Victoria & Albert Museum (V&A) is the world's largest museum for applied arts. But how do you translate that into an experience that appeals to children aged 10 to 14? The solution was found in ‘Mused’, a custom-made online platform. With interactive quizzes, DIY projects, and blogs about popular culture icons like Harry Styles and Barbie, ‘Mused’ aligns with the interests of young people while subtly introducing them to the rich collection of the V&A.

A website might not seem like the most cutting-edge digital tool to get on the radar of children. Yet this was a deliberate choice, explains Kati Price (head of Experience & Digital at V&A). According to her, the site had to be safe, inspiring, and above all, entertaining. The strength of ‘Mused’ lies in the strategic focus on SEO, or search engine optimization.

Using social media to attract young visitors to the museum

The V&A's marketing strategy is not limited to the website alone. Social media also play a major role. Take, for example, their TikTok video ‘bums at the V&A’. The video, which only shows the buttocks of sculptures, has been viewed nearly 27 million times.

These kinds of videos show that the museum is not afraid to let go of traditional content and tap into trends and humor to attract a broader audience.

Collection and modern culture go hand in hand

Another striking example of this strategy is the museum's recent search for five superfans, including fans of Taylor Swift and Crocs. These superfans were invited to act as advisors. Their input is valuable to staff, for example, in developing new content and exhibitions. And it also meant something for the children: it was a unique experience for them, as they were given a behind-the-scenes tour.

The initiative not only created new engagement among young people but also showed the rest of the V&A organization that the collection and modern culture can go hand in hand.

Interaction and popular culture

Kati Price emphasizes the importance of an integrated approach where digital and physical visits complement each other. Her advice to other organizations: make sure you know what your target audience is interested in, dare to engage with popular culture, and don't forget to interact with your audience. "Too often, we see organizations go into broadcast mode," says Price. “It's crucial to engage in conversations with your audience, respond to comments, and build a community.”

The success of ‘Mused’ shows that it is possible to get younger generations excited about art and culture, provided you are willing to speak their language and embrace the digital world.