The Royal Armouries Museum Goes Viral: A Curator’s Playful Take on Gen Z Slang

In an age where social media reigns supreme, museums and cultural institutions are increasingly looking for innovative ways to engage younger audiences. The Royal Armouries Museum in Leeds has taken a bold step in this direction, thanks to curator Mark Murray-Flutter, who recently went viral on TikTok with a video that has captivated over four and a half million viewers. This article delves into the details of this entertaining cross-generational interaction and its implications for museum engagement.

A Viral Sensation

The TikTok video, described as "Serving curatorial realness fr," showcases Murray-Flutter’s humorous and relatable approach to curating. In a playful twist, he humorously claims to have handed over scriptwriting duties to a Gen Z employee, resulting in a delightful blend of historical artifacts and contemporary slang. The video has not only garnered millions of views but also over half a million likes, indicating a significant interest from a demographic that museums often struggle to attract.

Embracing Gen Z Language

In the video, Murray-Flutter employs popular Gen Z slang terms such as "slay," "pop off queen," and "main character energy" to describe the museum and its exhibits. For instance, he gestures to a set of armor and exclaims "slay," a term used to denote doing something exceptionally well. He also refers to a miniature pistol as "smol," showcasing his ability to connect with younger viewers through language that resonates with them.

One of the standout moments in the video occurs when he describes the museum’s Lion Armour as "serving main character energy," a phrase that implies something or someone is the focal point of attention. Additionally, he humorously labels King Henry VIII as "the OG rizzler," a nod to the king’s historical reputation for charm and romantic appeal.

A Collaborative Effort

Murray-Flutter credits his communications officer, Katie, for encouraging him to participate in the video. He expressed his enthusiasm for the project, stating, "As I’m from another generation, it’s nice to be able to talk to a younger generation… using their language." To prepare for the video, he humorously admitted to using a slang dictionary provided by Katie, demonstrating his commitment to authentically engaging with the younger audience.

His favorite slang terms, "slay" and "pop off queen," reflect a genuine appreciation for the language of youth culture. This willingness to learn and adapt is crucial for institutions seeking to remain relevant in a rapidly changing cultural landscape.

The Positive Impact of Going Viral

Upon waking up to find that his video had gone viral, Murray-Flutter expressed surprise and delight at the overwhelmingly positive response. The video has sparked conversations about the importance of making historical content accessible and engaging for younger audiences. He hopes that Gen Z will find the museum’s collection appealing and discover artifacts they have never encountered before.

Murray-Flutter’s approach highlights a broader trend in the museum sector, where institutions are increasingly recognizing the need to adapt their messaging and outreach strategies to resonate with younger generations. By embracing contemporary language and cultural references, museums can foster a sense of connection and relevance among potential visitors.

Conclusion: A New Era for Museums

The Royal Armouries Museum’s viral TikTok moment serves as a powerful reminder of the potential for cultural institutions to engage with younger audiences in meaningful ways. By leveraging humor, relatability, and contemporary language, curators like Mark Murray-Flutter are breaking down barriers and inviting a new generation to explore history.

As museums continue to navigate the challenges of the digital age, the success of this video underscores the importance of innovation and adaptability. By embracing the language and culture of younger generations, institutions can ensure that their collections remain vibrant and relevant, inspiring curiosity and excitement for history in all its forms.