Following the remarkable success of its inaugural digital initiative, the National Gallery has unveiled the second chapter of the 200 Creators Network—a fresh opportunity for UK-based content creators to creatively engage with the Gallery’s iconic collection.
A Digital Triumph: Year One Highlights
The Gallery’s 2024 programme achieved extraordinary reach and resonance across digital platforms. Among its 20 hand‑picked Creative Collaborators, standout content included Howard Lee’s playful reimagining of Holbein’s The Ambassadors, which earned a staggering 6.2 million views on Instagram, and Sophia Smith Galer’s evocative colour story on “blue”—garnering 1.2 million TikTok views and 2.1 million on Instagram. In total, creator content generated more than 42 million views and 2.2 million engagements across social media channels.
These achievements underscore the power of diverse digital voices—from booktokers and science communicators to fashion influencers and travel creators—in breathing new life into the Gallery’s collection.
Year Two: What’s New in 2025?
Now, the National Gallery extends an invitation to 50 UK-based creators to join its 2025/26 Network. Starting today (11 August 2025), creators can submit their Expression of Interest, with the application window closing on 31 August 2025 at 23:59 BST.
Each selected creator will benefit from:
- Behind-the-scenes access to the National Gallery’s renowned collection
- Exclusive events and workshops, including sessions with social media platforms and partner museums across the UK
- Access to out-of-hours Gallery access for filming and content‑creation
Though there’s no distinct Creative Collaborators strand this year, four paid collaborations—each worth £4,000—will be awarded during the year to help selected creators develop digital content in partnership with the Gallery.
Key Dates to Note
| Milestone | Date |
|---|---|
| Applications open | Monday, 11 August 2025 |
| Application deadline | Sunday, 31 August 2025 at 23:59 BST |
| Selected creators notified | Week commencing 22 September 2025 |
| Letter of agreement due | 10 October 2025 |
| Network launch event | Evening of Monday, 27 October 2025 |
| Network year duration | 27 October 2025 – 30 October 2026 |
Who Should Apply?
The Gallery seeks creative, ambitious professionals whose online followings or engagement rates meet any of the following thresholds:
- YouTube: 50,000+ subscribers
- TikTok: 50,000+ followers and 1 million+ likes
- Instagram: 100,000+ followers
Other platforms may be considered on a case-by-case basis. Additionally, applicants should have experience building content for communities or brands—even if not within the cultural sector—and must be aged 18 or over and based in the UK
Expressions of Interest require:
- Personal and contact details (including email)
- Links to social account(s) and follower/engagement stats
- One example of relevant content (with link)
- Areas of interest (e.g. history, science, fashion, family life, food, travel)
- A 150-word statement on why you’re applying
- Any accessibility needs (the Gallery will make reasonable adjustments)
Words from the Gallery
Sir Gabriele Finaldi, Director of the National Gallery, shared: “It’s inspiring to see our paintings reimagined through so many creative lenses. As we enter the second year of the 200 Creators Network, it’s exciting to build on the momentum and continue opening up new ways for people to connect with our collection.”
Ellie Wyant, Senior Communications Manager (Social and Communities) and project lead, added: “The National Gallery is for everyone, everywhere… I’m thrilled to be launching the second year of the Network and can’t wait to connect with a whole new group of creators, sparking fresh perspectives on the Gallery and its paintings in new and inspiring ways.”
