The Louvre in Paris saw visitor numbers increase by 25% in 2018, the rise has been attributed, in part, to Beyoncé and JAY-Z using the museum for their "APESHIT" music video.
Already the most visited museum in the world, The Louvre brought in over 10m visitors last year. Speaking to a French radio station, and reported via The Guardian, museum director Jean-Luc Martinez said he believes that letting The Carters flex in front of the Mona Lisa played a part in attracting millions of people.
“It’s clear that 2018 was a remarkable year for the international reputation of the Louvre,” Martinez said. “The Beyoncé video, like the opening of the Louvre museum in Abu Dhabi, ensured that the Louvre was talked about across the world, and one of the consequences of that is the spectacular rise in visitor numbers last year.”
It is also noted that increased numbers at the Louvre could be down to late-night openings, an increase in school trips, a rise in internation tourism across the city, and a major exhibition by 19th century artist Eugène Delacroix.
Shortly after Beyoncé and JAY-Z's video dropped The Louvre began offering tours of the museum focusing exclusively on the art featured in it.
