La Scala now has an official TikTok account

On the occasion of the opening of the new season, the famous theater has launched its TikTok profile.

La Scala is the latest in a long line of cultural institutions and museums that have decided to approach the social network to reach a new audience. Milano Art Guide

Ahead of the debut of the Prima Diffusa week and Giuseppe Verdi’s ‘Macbeth’, which will open the 2021-2022 season on December 7, the Teatro Alla Scala has launched its TikTok profile (@teatroallascala). The most famous opera house in the world chose the short video platform to tell its story in a new way to an increasingly wider audience.

In addition, on the occasion of the opening of the theatre’s new season and Prima Diffusa week, TikTok will allow people to explore the stage with new videos and exclusive content using the hashtag #DietroLeQuinte (Behind the scenes). The legendary theater will open its doors to a younger community, who will have the opportunity to learn more about the world of classical music with the hashtag #ClassicalMusic.

The content will be posted on the official profile and narrated by creator Martina Socrate, who will reveal the secrets backstage with a live event on December 7, inaugurating the hashtag #MusicaMaestro.

@teatroallascala Macbeth – soon on stage 👑#dietrolequinte #behindthescenes #classicalmusic #teatroallascala ♬ son original – teatroallascala

La Scala is the latest in a long line of cultural institutions and museums that have decided to approach the social network to reach a new audience. Cultural institutions are often accused of being dusty and conservative, but art and culture are anything but boring.

The Uffizi in Florence, the Metropolitan in New York, the Rijksmuseum in Amsterdam, and the Prado Museum in Madrid are some of the most interesting examples.

Tiktok reaches hundreds of millions of users every day, and museums are increasingly attempting to reach out to these new audiences and to find new creative ways they can engage with art and culture.

Milano Art Guide is also on TikTok, follow our official profile @MilanoArtGuide.

Gianmaria Biancuzzi is Executive Editor of Milano Art Guide. He writes a column on photography for Exibart and previously he reported for Zero.eu from 2016 to 2020. He is the creator and co-curator of the best-selling “The Colouring Book” published by 24OreCultura in 2020.