Elon Musk hands sheep meme man the keys to Tesla’s Twitter

‘Sheep meme man’ leaves for pastures new: British museum worker who shared tweet about ‘absolute unit’ sheep is hired by Elon Musk – with a huge pay rise – as Tesla’s social media guru

  • Adam Koszary currently tweets for Reading’s Museum of English Rural Life
  • But he found international acclaim for a viral meme about ‘absolute unit’ sheep
  • The smash hit tweet attracted the attention of Tesla billionaire Elon Musk
  • Now Musk’s firm Tesla has brought Mr Koszary in to work on its social media 

One minute he was handling the Twitter account at a small Berkshire museum which welcomes around 100 visitors a day and is closed on Mondays.

The next minute, with the help of a long-dead Exmoor sheep, 28-year-old Adam Koszary was accepting a job as the social media manager of globe-straddling firm Tesla.

The extraordinary career move is thought to be down to just one tweet, showing a muscular-looking ram with the caption ‘Look at this absolute unit’, which he posted on the feed of Reading’s Museum of English Rural Life.

The tweet, which showed a photo taken on a Devon farm from the 1960s, went around the world last year, amassing more than 110,000 likes and attracting the attention of Tesla boss Elon Musk.

Adam Koszary, currently the media manager for a small farming museum, has been recruited by Tesla after a tweet he posted went viral and attracted the attention of Elon Musk

He owes his success to this tweet of a photo of a sheep which was on show in the museum

This week, Koszary told of his joy at joining electric car giant Tesla as social media manager

Musk, the billionaire behind the electric car giant, changed his profile picture to the image of the sheep earlier this year and has now offered Mr Koszary a job.

Mr Koszary, who was due to start a social media role at art gallery, The Royal Academy, announced this week he was in fact beginning work for Tesla.

He tweeted: ‘So I have more news. I’m no longer moving to the Royal Academy. Instead, I’ll be Tesla’s Social Media Manager from July.’

It’s unclear how much of a pay rise he’ll get, but his first museum job was advertised as having a starting salary of £24,000-a-year, while Tesla were offering £75,000-a-year for a social media manager.

Silicon Valley-based Tesla currently has 3.76million Twitter followers, compared with the Reading museum’s 133,000.

The Museum of English Rural Life said in it’s annual report that the ‘absolute unit’ tweet lead to its social media accounts getting 34,000 new followers in one month. by the end of July.  They say the museum’s ads have since reached 40 million people around the world.

Elon Musk so loved the photo he used it as his profile picture. He has now employed the man who came up with it for an estimated £75,000 a year

Mr Koszary will leave the relative peace and quiet of Reading’s Museum of English Rural Life

Tesla, which is based in Silicon Valley, California, will be a whole new challenge for him

When asked why he thought the ‘absolute unit’ ram tweet was such a success, Mr Koszary previously told MailOnline: ‘Because it really is an impressive ram, and people don’t expect museums to be using memes like we do (and especially with a name likes ours).

‘People just wanted to come together to celebrate an impressive ram.’

He added of Musk: ‘Elon likes memes and someone dared him to change his profile picture to the sheep.’ 

Mr Koszary studied ancient history at the University of Manchester before getting a masters in Museum Studies at University College London. He has since worked at the Bodleian Library in Oxford.

The Royal Academy tweeted that it was sorry he wouldn’t be joining them as planned by wished him luck in his new role. 

How the Museum of English Rural Life became an online sensation 

Adam Koszary said he wanted to use social media to get information about his unfashionable museum to as many people as possible.

He says tone and humour are vital in connecting with online audiences and engaging them with something they might otherwise overlook.

As well as the ‘absolute unit’ tweet, here are some of the museum’s other greatest hit tweets…


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