The Richard Nixon Foundation is spearheading a social media campaign that has led to a significant increase in online engagement and a cultural "renaissance" for the former president, Richard Nixon. Dubbed "Nixonmaxxing," this phenomenon involves slickly edited social media videos that pair archival Nixon footage with rap music, portraying him as a "sigma male-style antihero." The foundation's Instagram account, for instance, has grown to over 107,000 followers, with its most popular video accumulating 1.4 million views. This initiative is designed to appeal to younger audiences, with over half of the foundation's Instagram audience reportedly under 35 years old.
This trend extends beyond online virality, impacting real-world engagement and sales. Attendance at the Nixon Library has seen a 30% year-over-year increase, and in May, the Foundation reported its highest merchandise sales in ten years. "Nixon-Maxxing" hats, for example, sold out within 90 minutes of release, and a subsequent restock of 200 hats also sold out completely. The foundation's marketing efforts, particularly those curated by 35-year-old marketing director Chris Barber, have generated 250 million views across social media platforms since October 2023, while subscriber counts have surged from 65,000 to 450,000 in the same period.
The campaign is seen as a deliberate effort by the Richard Nixon Foundation, established in 1983 by Nixon himself, to rehabilitate his public image. The foundation's 33-year-old CEO, Jim Byron, who started as an intern, is credited with leading this audacious social media strategy. The videos often sidestep the Watergate scandal, instead showcasing Nixon in positive lights, such as smiling, waving to crowds, or bowling. This has led to a narrative on the right that reinterprets Watergate not as a failure of institutions, but as a "deep state" conspiracy, drawing parallels to attempts to undermine former President Donald Trump, and portraying Nixon as a right-wing martyr.
