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.

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Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

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Cultural Capital in Crisis: Subcultures in the Algorithm Age

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