Elon Musk changed his X account name to Harry Bōlz on Tuesday, marking the second time he has adopted this alias. The billionaire had briefly used the same handle in April 2023. His latest stunt comes just hours after reports emerged that a Musk-led consortium of investors has placed a bid to take control of OpenAI.
The 53-year-old, who heads the Department of Government Efficiency (DOGE), is currently making cuts across multiple federal agencies in an effort to reduce government spending.
What Does Harry Bōlz Mean?
Musk likely used the name as a play on words, referencing the slang term ‘hairy balls’. While the reason behind his latest name change remains unclear, Musk previously explained the joke in a tweet back in 2023.
Musk, the billionaire entrepreneur and owner of X (formerly Twitter), is well known for his unpredictable and often humorous online behaviour. Among his many quirks is a habit of changing his display name on the platform, sometimes as a joke and other times as a cryptic nod to internet culture. While Musk has altered his name multiple times, two notable instances stand out—his brief use of “Harry Bōlz” in April 2023 and “Kekius Maximus” in December 2024.
April 2023: The ‘Harry Bōlz’ Incident
In April 2023, Musk changed his display name on X to “Harry Bōlz.” At the time, the reasoning behind this move was not immediately clear. However, it was widely interpreted as a joke, playing on the phonetic similarity to “hairy balls,” a slang term often used in internet humour.
Musk is no stranger to wordplay and internet memes, frequently engaging in online jokes and trolling. His use of “Harry Bōlz” fit well within his typical approach to social media, where he enjoys posting lighthearted, and sometimes controversial, content. This name change also followed a period of heightened attention on Musk’s management of X, as he had taken over the platform in late 2022 and made several sweeping changes, including layoffs and policy updates.
While Musk did not provide a detailed explanation for the name change at the time, he later addressed it in a tweet, confirming that it was indeed a joke. The name was short-lived, as Musk quickly reverted to his usual display name.
December 2024: ‘Kekius Maximus’ and Internet Subcultures
On December 31, 2024, Musk once again changed his display name, this time to “Kekius Maximus.” Alongside the name change, he updated his profile picture to an image of Pepe the Frog dressed as a Roman gladiator.
The term “Kekius Maximus” is a reference to “kek,” a term popularised in online gaming and internet meme culture. Originating from World of Warcraft, “kek” became associated with internet communities, particularly those engaged in political memes and satire. The name “Maximus” is a reference to ancient Roman culture, evoking the title of a powerful general or emperor.
By adopting “Kekius Maximus,” Musk was making a playful nod to these internet subcultures. The move sparked discussion among his followers, as some saw it as a lighthearted joke, while others speculated that Musk was aligning himself with certain meme-driven online movements. His use of Pepe the Frog, a character that has been widely used in memes across different communities, added another layer of interpretation to his display name change.
Why Does Musk Change His Name?
Musk’s tendency to change his display name on X aligns with his broader online persona. He has often embraced internet culture, meme humour, and trolling, using X as a platform to engage with his followers in an informal and often unpredictable manner. His name changes appear to serve multiple purposes:
- Humour and Entertainment – Many of Musk’s social media antics, including his name changes, seem intended to amuse both himself and his audience.
- Cultural References – He frequently taps into online trends and memes, demonstrating his awareness of internet subcultures.
- Disruptive Marketing – By generating discussions around his name changes, Musk keeps attention on his X profile and maintains engagement with his audience.