French museums have started hiring creators to talk about their collections on social platforms, and roughly twenty people in the country now work this way. They are engaged for exactly what a press office cannot produce, an offbeat or frankly personal register, and they reach a younger audience that institutional communication has spent two decades failing to hold.
Museums have employed mediators for a long time, and on the face of it this looks like the same job with a phone. It is not. A mediator speaks with the institution's voice to people who have already walked through the door. A creator speaks in their own voice to an audience that follows them and not the museum, which is why the arrangement works and also where all of its difficulty sits. The institution is buying reach it does not own and cannot retain when the contract ends.
That shapes the commissioning terms in ways museums are still learning. A curator who asks for the tone to be corrected removes the thing that was being paid for. A creator who defers entirely produces a longer press release. The successful arrangements seem to be the ones where the museum supplies access and accuracy, corrects facts rather than manner, and accepts that a video about a painting will spend as much time on the person looking at it as on the painting.