The Subculture is dead. Long live the Subculture. Or … does it? What is it even these days? How does Instagram (and other platforms) play a role in this and of course what is even authentic these days?
In this episode of Follow the Rabbit, Igor and Johannes are joined by Jack Stanley, a writer and creative strategist whose research explores how subcultures evolve in our hyper-connected world. Moving beyond the tired question of whether "subcultures are dead," the conversation examines how digital platforms have fundamentally altered the way communities form, express themselves, and maintain authenticity.
The discussion weaves together several key themes that reveal the tension between connection and fragmentation in contemporary culture:
How the relationship between online and offline participation has inverted since the MySpace (you heard it right!) era
Why emerging third places like reading clubs and chess gatherings reflect a desire for physical community
The shift from committed subcultural identity to "micro-identities" curated through social media
The economics of modern subcultures as both grassroots movements and commercial opportunities
How the frictionless access to cultural content has changed our relationship with discovery and commitment
Drawing on Jack's research into bootleg hardcore merchandise and straightedge communities, the episode offers a nuanced look at how authenticity functions when everything is accessible to everyone. The conversation moves beyond nostalgia to examine what might be gained and lost as subcultures continue to evolve in an era where identity is increasingly fluid and commodified.
Chapters:
00:00 - Introduction to Subcultures Today
04:25 - Internet's Evolution: From MySpace to Instagram
12:28 - The Economics of Modern Subcultural Spaces
20:49 - Brands, Merch, and Cultural Capital
32:08 - Identity and Commitment in Digital Culture
44:04 - The Challenge of Authenticity
52:01 - Closing Thoughts
Links:
Jack Stanley’s newsletter ‘Heavy Weather’ about brands and the way they work: http://heavyweather.substack.com/
Jack Stanley's essay ‘Subcultural Diffusion vs Subcultural Capital’: https://open.substack.com/pub/heavyweather/p/subcultural-diffusion-vs-subcultural
Are Subcultures Dead? – Proteinhttps://www.protein.xyz/are-subcultures-dead/
Sarah Thornton's work on subcultural capital: https://www.wiley.com/en-us/Club+Cultures%3A+Music%2C+Media+and+Subcultural+Capital-p-9780745668802
J. Patrick Williams' research on straightedge communities: https://journals.sagepub.com/doi/10.1177/0891241605285100
Life after Lifestyle by Toby Shorin:https://subpixel.space/entries/life-after-lifestyle/
Ezra Klein episode with Kyle Chayka:https://www.nytimes.com/2024/01/09/opinion/ezra-klein-podcast-kyle-chayka.html
This episode offers a thoughtful exploration of how we form identity and community in a world where both are increasingly fragmented, providing valuable insights for brands, creators, and anyone interested in understanding how culture forms and evolves today.
---------------
Follow the Rabbit on Spotify
Follow the Rabbit on Apple Podcasts
Follow the Rabbit on Youtube
Follow the Rabbit is a Known Unknowns production
Known Unknowns on YouTube
Known Unknowns on Instagram
Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske
Find out more about Igor Schwarzmann
Find out moire about Johannes Kleske
Remember Everything You Learn from Podcasts
