Interview with Jewel: On Content Creation, Social Media & the Art of Storytelling
- Monica
- May 3
- 5 min read
Jewel Britton, aka @jewelinthegallery on socials, is joining Basel Art Summer Camp as the first-ever “Content Creator in Residence” — a new kind of residency where storytelling and digital media are treated as artistic practices in their own right. Ahead of the event, we spoke with her about her path into content creation, what she hopes to capture during her time in Basel, and why social media might be the most underestimated tool in the art world today.
Jewel, you’re joining the Basel Art Summer Camp in a unique role. Tell us more about what this “Content Creator in Residence” position means.
Yes! I’m really looking forward to this. The concept is basically the same as an Artist Residency, but my art form is storytelling and creating content! Basel Art Summer Camp is a pop-up art event and affordable art gallery happening in Hyve Hostel during Art Basel — and since I’ll be staying at the hostel as part of the group, I’ll get to experience the full week of events and create content about it. I’ll also be sharing some behind-the-scenes and promotional content on my own socials and the BASC channels in the lead-up to the event.
I hope this concept inspires more organisations in the art world. It’s such a great way to foster creativity and allow creators to become embedded in a project.
How did you get into creating content around art?
I’ve been creating art world content for a while now… I think when museums and galleries reopened after COVID, I realised how passionate I was about art and how much it added to my life. At the beginning, I was just sharing visits to exhibitions, but it quickly evolved into a way of creating educational and engaging content. I use my passion for art history to help fill in some of the gaps in arts education that many people may not have had access to. My undergrad degree is in art history, and back then, the only content available was dusty lectures on YouTube. So in a way, I’m just making the kind of content I wish existed back then.
What’s your process when you’re creating content about art and artists?
After creating content about art for a couple years now, I think my entire experience of looking at art is through the lens of storytelling. I’m always looking for something that stands out to me — whether it’s the artist, the subject, the context, or the materials — and I build a story around that. These little ‘hooks’ help draw people in, no matter how familiar they are with art. I try to find the bit that’s interesting to me, with my art history background, but also to my parents who I drag to museums. Then I supplement that with research, lots of visuals, and write a script that’s engaging and concise — which is sometimes the hardest part!
What kind of gear or tools do you usually use to capture content?
Typically just my iPhone (13)! Sometimes I’ll use my DJI microphone (which I love) or my tripod if I’m filming a sit-down video at home. I recently got the DJI iPhone gimbal to stabilise the videos, but I’m still experimenting with that and it’s a bit bulky for everyday use. For anyone just starting out with content, you really just need a phone with good camera quality.
Do you think social media is changing how we experience art?
100%, and in so many ways. It’s definitely made art more accessible — people now feel comfortable visiting museums and sharing what they see. But it’s also created some tension between traditional contemplation and this new, image-driven experience. I think there’s space for both, as long as we also provide some kind of context. That’s what I’m trying to do — offer people new tools and perspectives to engage more deeply with art, whether they’re walking through a museum or scrolling through a feed.
Are there any creators or platforms you admire?
@byjacklynn makes fantastic history content and has created such a thoughtful community
@maxwellmuseums keeps me updated on museum news
@brettpaint gives a great artist perspective
@ngadc The National Gallery of Art in D.C. also does a great job with educational posts, I always learn something new
For non-art content, @databutmakeitfashion blends fashion and tech in such a creative way. I find it really inspiring — especially since I have a background in both art history and data science
Has your work ever gone unexpectedly viral?
Yes — and it’s always the spontaneous posts! I made a few videos about working in museums that really took off. There’s so little practical advice out there for getting into museum jobs, so I was happy to share what I knew. I still get messages weekly from people asking how to break into the field. That kind of feedback is so rewarding — it reminds me that this work has real-world impact.
Any upcoming projects you’re excited about?
In June I’m going on a press trip to France with Normandy Tourism to explore some cultural sites and museums. It combines two things I love: art and travel. I can’t wait!
What are you hoping to capture during your time at the Basel Art Summer Camp?
I’m really looking forward to talking to all the resident artists and visitors, and just being inspired by their stories. I don’t always get to speak to artists directly about their practice, and I think those conversations will really deepen the content I create. The camp itself is such a unique, artist-led project — intimate, collaborative, and totally different from the typical art world structure. I’m excited to show that side of things to a wider audience.
Finally, what advice would you give to someone who wants to create content in the art world?
If you’re thinking about it — do it! There are so many opportunities that can come just from sharing your passion online. But post what you really love. That’s the only way to stay consistent through the highs and lows. And remember — content creators are artists too. Experiment, share your ideas, and don’t be afraid to treat your practice as a creative one. That’s what this residency is helping me reconnect with, and I’m so excited to see where it leads.
Thanks to Jewel for sharing her insights!
Come meet her at Basel Art Summer Camp this June and if you're a brand, cultural institution or museum wanting to collaborate on content during art week you can contact her here.
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