Guests can guide themselves through the Carters' first music video collaboration as a married couple, offering a pop-culture-relevant frame of reference for visitors to experience famous artworks through

At the Louvre, Paris' world-renowned art museum, visitors now can have Beyoncé and Jay-Z educate them on the artwork. On Wednesdays, Thursdays, Saturdays and Sundays, attendees can take self-guided tours, narrated by the Carters, to learn about the 17 works featured in the couple’s musical video, Apes••t

The museum tour takes the viewer on a tour of the works shown in the music video, which has 68 million views and counting. The tour showcases exhibitions such as “Winged Victory of Samothrace,” a Greek sculpture that Beyoncé dances in front of in the video as well as “Raft of the Medusa” and “Portrait of a Black Woman.”

Through this activation, the Louvre strives to create an immersive and engaging experience for modern consumers who value custom curation. Accordingly, these museum-goers easily can become disengaged from traditional artworks, which, without enough relatable context, can seem irrelevant. In a post-digital age, user engagement is synonymous with entertainment, and incorporating prominent musicians and pop-culture icons like the Carters into the museum experience helps engage modern viewers by providing them with a frame of reference that they're familiar with.

Accordingly, while many tourists attend the Louvre to feel a sense of cultural prowess, other attendees might not feel a deep connection to the more traditional artwork. By integrating immersive and relatable cultural elements to the traditional culture space, the Louvre enables museum-goers to relate and connect to the artwork as well as the institution.

Louvre

At the Louvre, Paris' world-renowned art museum, visitors now can have Beyoncé and Jay-Z educate them on the artwork. On Wednesdays, Thursdays, Saturdays and Sundays, attendees can take self-guided tours, narrated by the Carters, to learn about the 17 works featured in the couple’s musical video, Apes••t. 

The museum tour takes the viewer on a tour of the works shown in the music video, which has 68 million views and counting. The tour showcases exhibitions such as “Winged Victory of Samothrace,” a Greek sculpture that Beyoncé dances in front of in the video as well as “Raft of the Medusa” and “Portrait of a Black Woman.”