The American Alliance of Museums (AAM) has announced a strategic partnership with .ART Registry — a collaboration designed to strengthen digital identity for museums and museum professionals across the United States while introducing a sustainable funding model that reinvests back into the field.

As the only organization representing the entire U.S. museum sector, AAM serves more than 35,000 museums and museum professionals. Its members span art museums, science centers, historic houses, zoos, aquariums, children’s museums, and university collections. U.S. museums collectively contribute over $50 billion annually to the American economy and support more than 700,000 jobs, underscoring their cultural and economic impact.

This partnership places digital identity at the center of that ecosystem.

Why Digital Identity Matters Now

Museums have long established their presence online. But in an increasingly crowded and complex digital landscape, a generic web address is no longer enough to signal mission, credibility, and focus.

A .ART domain provides immediate context. It tells audiences — before they even click — that the institution, professional, or project is rooted in arts and culture. For museums competing for attention across search engines, social media platforms, newsletters, and online ticketing systems, that clarity becomes a strategic asset.

For AAM members, this means:

  • A dedicated microsite for a major exhibition (e.g., exhibitiontitle.art)
  • A memorable redirect to ticketing, fundraising, or education pages
  • Securing their institution’s name to prevent third-party misuse
  • A recognizable professional platform for curators, consultants, and independent practitioners

Rather than replacing existing websites, .ART functions as a flexible layer that enhances visibility, strengthens brand protection, and supports search discoverability.

“As museums increasingly compete for attention and visibility online, a clear digital identity matters more than ever. This partnership gives our members a simple, accessible way to strengthen their online identity, protect their brand, and reach their audiences more effectively, while also helping build sustainable support for advocacy on behalf of all museums.”
— Marilyn Jackson, President & CEO, American Alliance of Museums

A Model That Reinvests in the Museum Field

Through this collaboration, AAM institutional and individual members can register one standard or premium .ART domain at no cost for the first year.

Beyond that initial benefit, the model is designed for long-term sustainability: a portion of every subsequent renewal fee will be contributed back to AAM for up to ten years. Those funds support advocacy, research, professional development, and field-wide initiatives — reinforcing AAM’s role as a national leader for museums.

This structure reflects a broader shift among nonprofit organizations toward mission-aligned partnerships that generate practical, recurring revenue streams without compromising institutional values.

Strengthening the Infrastructure of Culture

Since its launch in 2016, .ART has grown to more than 700,000 registered domains across 170+ countries. What began as a domain registry has evolved into a broader digital identity infrastructure for the global arts community.

With the development of ID.art — powered by .ART’s patented Digital Twin process — artists and institutions can credential, digitize, and manage cultural objects in both Web2 and Web3 environments. The acquisition of HUG in 2024 further expanded .ART’s presence as a platform supporting artistic talent and digital visibility.

The AAM partnership reinforces .ART’s position at the intersection of culture, technology, and sustainable infrastructure. Museums are not simply content producers; they are stewards of collective memory. As their audiences increasingly engage online, digital clarity and authenticity become essential components of trust.

“A .ART domain does more than just point to a web destination; it classifies the content before a user even clicks.”
— Ulvi Kasimov, Founder & CEO, .ART Registry

A Shared Commitment to the Cultural Sector

At its core, this collaboration reflects shared values:

  • Supporting cultural institutions with meaningful digital tools
  • Protecting brand integrity in an era of fragmentation
  • Creating long-term, self-sustaining funding mechanisms
  • Empowering professionals at every level of the museum ecosystem

As museums navigate shifting audience behaviors, funding pressures, and digital transformation, infrastructure matters. Clear, mission-aligned digital identity is no longer a cosmetic layer — it is part of how institutions communicate authority, build trust, and remain visible in a noisy online environment.

The full press release outlining the partnership details can be read here.