The archive · Content & Film · Marketing decision · 2025–2026
National Gallery of Art turns a 77-year-old curator into 'Museum Rizzler' — 7 Webbys
A 77-year-old NGA curator describes Renaissance objects in Gen Z slang on Instagram; the 'Museum Rizzler' series tops 25M views and wins seven Webby Awards.
National Gallery of Art
What it had to solve
The National Gallery of Art wanted educational content that could reach all Americans, especially younger audiences. Social media manager Sydni Myers noticed museums in the UK having curators speak Gen Z slang, and wondered whether that language could carry real art history instead of just jokes.
How it works
In January 2026, the National Gallery of Art posted a Reel of Alison Luchs, its 77-year-old curator of early European sculpture and deputy head of sculpture and decorative arts, opening with: 'Chat, peep this bussin' clay dish from the 16th century, made in the workshop of an Italian rizzler named Orazio Pompei.' Luchs describes the maiolica plate in flawless Gen Z slang, and the clip became the most-watched and most-engaged social post in the museum's history.
The idea came from senior social media manager Sydni Myers, who had noticed UK museums having curators speak in Gen Z slang and wanted to push the trend toward education: treat the language as a vehicle for art history, not just jokes. She pitched the series to Luchs in a hallway after a staff meeting; Luchs agreed 'if it helps bring attention to the sculptures.' A writers' room of millennial and Gen Z staff scripted each Reel, Luchs treated memorizing the slang as a linguistic challenge, and the museum's in-house studio shot them.
The juxtaposition — a 'grandma' who could have curated the Sistine Chapel reciting 'the glow still slaps after 500 years' — created tension that made viewers linger long enough to learn about maiolica plates and Renaissance drug jars. Comments ranged from 'I learned a lot from this video' to fans submitting their own clips: an Open Call drew more than 400 entries.
By May 2026 the six-video series had surpassed 25 million views, and the National Gallery of Art won seven 2026 Webby Awards, including Best Use of Vertical Video. The museum's chief digital officer framed the bet plainly: 'Humor is a gateway. It makes people pause and pay attention, which is the first step toward looking and thinking.'
Why it lands
- Casting a 77-year-old curator, not an influencer, makes the slang unexpected and the authority real — the tension itself is the hook.
- Choosing overlooked objects such as a maiolica plate or a Renaissance urn turns each video into genuine art history rather than a joke about a famous painting.
- The format came from observing a museum trend and experimenting in-house at near-zero cost, so it was cheap to test and iterate.
- By deliberately picking playful works, the museum could defend the humor — it never mocked devotional or tragic art.
- The Open Call converted viewers from audience to co-creators, turning a viral moment into a pipeline of content.
What it did
The first Reel became the most-watched and most-engaged post in NGA history; two videos passed 9M views within weeks. By May 2026 the six-video series had over 25M views, an Open Call drew 400+ fan video submissions, and the series won seven 2026 Webby Awards, including Best Use of Vertical Video.
What you can take
Sincerity beats parody: a respected 77-year-old expert delivers Gen Z slang with seriousness, so audiences stay for the comedy but absorb real art history — the humor is a gateway, not the product.
Since then
The series grew from a one-off experiment into an ongoing show: the museum committed to more installments, launched Open Call so followers could pitch videos about collection works (400+ submissions), and Luchs became a public figure recognized outside the museum. In May 2026 the work collected seven Webby Awards — the Webby and People's Voice in Social Content Series (Arts, Culture & Lifestyle), Best Use of Vertical Video, and more across the museum's channels and website. Coverage worldwide framed it as proof that heritage institutions can reach new audiences without abandoning rigor.
Sources
- National Gallery of Art Wins Seven Webby Awards Following Viral Success of 'Museum Rizzler' Social Media Series
- The Museum Rizzler — 2026 Webby Awards entry
- The museum with an unexpected star
- The Good Side: The Museum Rizzler
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