Uniregistry

The Bronx, New York based Universal Hip Hop Museum announced a new domain name that it is promoting on social media: Museum.HipHop.

Hey we have a new domain name. New name, same destination. The official museum of Hip Hop. Try it out! pic.twitter.com/A7pIIOCQMN

— UHHM (@uhhmuseum) March 21, 2018

If you visit Museum.HipHop, you will be taken to its website on the long standing UHHM.org domain name. If you visit the Museum’s social media pages, you can see the Museum is promoting the Museum.HipHop domain name. From my perspective, Museum.HipHop is more marketable than UHHM.org.

The .HipHop extension is operated by Uniregistry. I asked Uniregistry founder Frank Schilling if his company reached out to the Museum to encourage them to use the .HipHop domain name, and he told me they did not. “Uniregistry had nothing to do with this rebranding,” Frank told me. “This is a perfect example of the passage of time and serendipitous discovery proving new TLD’s to be vibrant, valuable, and relevant. In 20 years .com will still be the New York of extensions, but New York is going to have some company. You just can’t fight the tide, nature, and what feels right,” he said.

There are a little less than 1,400 registered .HipHop domain names, according to nTLDStats.com. It is obviously a very niche domain name extension, and it looks like the perfect tenant found the extension.