Bernardo Pajares Duro, born in Vilagarcía de Arousa in 1983, recently returned from New York as a content creator whose work has helped bring the Prado Museum closer to diverse audiences. Together with Javier Sáinz, they used platforms like TikTok to spark young people’s interest in culture and to challenge the stigma of elitism surrounding art.
Their videos strike a casual, informative tone that fits digital media, a style that earned them a Webby Award for featuring art in an accessible way. They also received a TikTok award in December for the best initiative in the world of art and culture. This recognition reinforces the value of their approach.
How does a man from Vilagarcía arrive at the Prado Museum?
It began with teaching theater to children and teenagers in schools while also studying English Philology. A colleague suggested that security staff were being sought at the Prado Museum and said a call to protest was open. He applied, passed the exam, and joined as a general services assistant during the museum’s opening. He accepted a six‑month contract and stayed nine years. He earned a permanent position and completed studies in communication, including a master’s in radio. Managers asked him to contribute to social networks, and the rest followed.
What have you learned from life in Bamio after all these years?
Bamio is where his roots lie—family, memories, and the legacy of his grandmother. His father was a mechanic and his mother a shellfish farmer; they were humble people who taught the value of hard work and perseverance. They stressed reading to pursue education, or if there was no school work, there was work in the orchard. Growing up with a culture of effort and respect for others shapes what he does daily at the museum. The content created is not only about filming a phone or voicing a script; it relies on curators and restorers who carefully study the works. Without their expertise, the efforts would be hollow.
You recently won the Webby Award for the best initiative in the world of art and culture with your TikTok content. What does this mean for your work?
The win feels deeply satisfying because it honors everyday work. The Prado Museum’s entire team benefits from modest, accessible facilities. The goal is to explain art in ways that anyone can understand while enjoying the process. For instance, the idea that the Infanta Margarita is the central hero in Las Meninas involves clarifying that there are two levels in the famous painting. It is about making learning playful and inclusive.
Is there pressure to carry audio-visual content for such a venerable institution?
Yes, there is pressure. The audience has grown to nearly half a million followers, which creates expectations. They study what people are curious about and respond when recognition comes from awards like Webby or TikTok. The team continues with their storytelling style about the museum, while acknowledging that there are always voices internally that push for more. The aim stays consistent: tell stories the public can relate to, without losing integrity.
Is adapting cultural content to a platform like TikTok challenging?
At first, it seemed daunting. When Javier invited him to start a TikTok account, the idea was not to dance but to present Prado content in a way that speaks to younger audiences. They began by describing the vase in Las Meninas, then the Goya brushstroke in a single golden minute of social media. Some posts have surpassed one million views. All colleagues contribute, and the atmosphere on set extends beyond the screens.
One of the achievements has been bringing the Prado closer to all audiences and breaking the elitist label.
They may have started from that place themselves. Parents visited and asked if they understood. The museum’s intention is clear: to reach the entire public, with a focus on approachable, inclusive storytelling.
We have a real commitment to art history
Alongside his Prado work, the podcast Arte Compacto, created with Juanra Sanz, explores how to connect young people with culture. The belief is that passion and dedication can captivate a younger generation. The duo discusses Velázquez, Goya, and Warhol, and they have received messages from many listeners, including LGBTQ+ couples who praised the show during the pandemic. The challenge now, they say, is finding free time. Is it necessary to distance serious content in favor of infotainment or lighter material? If a subject like Delacroix’s Freedom guiding the People is explained beyond specs, and the host connects with contemporary references like Rigoberta Bandini, it can be both informative and entertaining. They see podcasts as a timeless medium, capable of shaping emotion through spoken storytelling. The future of the podcast seems bright, with platforms expanding and new voices joining in. They believe audio will continue to thrive as a primary channel for sharing art and culture, and they expect continued evolution rather than decline, with content that remains authentic and human. [Attribution: Prado Museum interview materials]