Internationally acclaimed Ethiopian-American artist Julie Mehretu has made a generous $2.25 million donation to the Whitney Museum of American Art in New York, allowing the institution to offer free admission to visitors aged 25 and under. This generous contribution, combined with an equal donation from long-time supporter Susan Hess, will allow the museum to offer free admission to visitors aged 25 and under for the next three years. The “Free 25 and Under” program, set to begin in mid-December 2024, aims to remove financial barriers for young people, particularly aspiring artists, and expand access to the museum’s collection and exhibitions.
The initiative follows the museum’s controversial decision in 2023 to raise ticket prices, with adult admission increasing from $25 to $30 and student fees jumping from $18 to $24. The price hike drew immediate backlash, with critics arguing that it would limit access to art for many New Yorkers and visitors. Mehretu, who joined the Whitney’s board in recent years, has been a vocal advocate for free entry, particularly for younger generations, as part of a broader push for inclusivity in the arts.
“As a young artist in New York, I waited tables and often couldn’t afford to visit museums,” Mehretu said in an interview with The Wall Street Journal. “I know firsthand how important it is for young people, especially those pursuing careers in the arts, to have access to contemporary art. If you’re waiting tables like I was, you can’t afford to go to museums all the time, but young artists need access to art.”
Mehretu’s advocacy for free museum entry reflects her larger commitment to social justice and equity within the art world. Her abstract works, often reflecting on themes of migration, displacement, and identity, have sold for millions at auction, making her one of the most influential artists of her generation. Yet, Mehretu has not lost sight of the financial challenges facing young artists, particularly those from marginalized communities.
Over the last year, the Whitney Museum has taken several steps to make its programming more accessible, even as admission prices rose. The museum has long offered free entry to visitors under 18 and began offering free admission to all visitors every Friday from 5 p.m. to 10 p.m. starting in January 2024. Additionally, the second Sunday of every month has been designated as a free entry day for all. These efforts have resulted in significant increases in visitor numbers, with over 200,000 people taking advantage of the free admission programs in less than a year.
Data from the museum indicates that the new free admission hours have attracted a younger and more diverse audience, with the average age of visitors dropping by 10 years on Friday nights. Additionally, more than 60% of attendees during these free periods identify as BIPOC (Black, Indigenous, People of Color), a marked shift from the museum’s usual demographics during paid hours.
Scott Rothkopf, the Whitney’s Alice Pratt Brown director, highlighted the importance of Mehretu’s contribution in promoting diversity and inclusion. “Since its founding, the Whitney has been committed to supporting young and innovative artists. Now, with the help of Julie Mehretu and Susan Hess, we are addressing the financial barriers that disproportionately affect younger audiences and ensuring that more people can participate in contemporary art discourse.”
Museums worldwide have grappled with balancing rising operational costs with their missions to serve the public, and the Whitney is no exception. The museum defended its 2023 price hikes, citing inflation and increasing operational expenses. Yet, these increases, along with similar moves by institutions like the Metropolitan Museum of Art, the Guggenheim, and MoMA, have drawn criticism from both art lovers and artists alike, who argue that access to art should not be restricted by financial means.
Mehretu’s donation stands as a powerful response to this debate, potentially setting a precedent for other cultural figures to follow suit. “You can’t have conversations around diversity, equity, and inclusion without providing access,” Mehretu said. “If we truly want to push and evolve the discourse of contemporary art, many more people need to have access to participate.”
As museums continue to navigate the challenges of financial sustainability, Mehretu’s efforts represent a growing recognition of the importance of inclusivity. Her donation and the resulting “Free 25 and Under” program offer a hopeful model for how cultural institutions can address rising costs while remaining accessible to the next generation of artists, thinkers, and art lovers.
