In 2020, a new aesthetic inspired by Y2K futurism, anime, nu-metal, mall goth, and mid-’00s emo rose among a group dubbed the “e-kids.” We caught up with some of them to get the 4-1-1 on goth's resurgence
as a way of connecting them with goth history. But his playlists also include Mareux, as well as another newcomer who has been helping carry the torch of the subculture., has become TikTok’s “Goth Dad,” a comedic character he made up to provide reassurance and levity through his dad jokes, makeup tutorials, and advice, while also promoting his music.
Gannon explains how e-kid culture, while already an immersive one, has helped bring the goth aesthetic to a new generation. “The e-girl/e-boy culture was sort of a basic introduction in an aesthetic sense,” he says, “to a deep-rooted subculture that's been around for decades. And it's already got its own mythos, its own norms, and music, and fashion, and whatnot. So I think it just sort of opened the door for people to dive deeper if they wanted to.
“Most of the other artists have not embraced TikTok because they think it's cringe or detracts from their brand. I saw a huge opportunity to connect with fans and create new ones and haven’t looked back,” he says. “In regards to younger people, I think a lot of the stigma towards goth and alternative cultures in the past was linked to homophobia. Now that mainstream culture is more open and accepting, I think a lot of these previously disenfranchised scenes will continue to flourish.
As the scene grows, the community is full of Baby Bats and Elder Goths ready to share the experience of dancing to darkly dazzling tunes and breathing in fog from the smoke machines. However, that only happens if we continue passing down the music and fashion. TikTok is divisive, but it can be influential, opening doors into new worlds and allowing us to experience other avenues of expression and art. Beyond likes and views, exposure is paramount.
“It's probably going to be a mess for a while,” he continues. “It's in a transitional stage where it's becoming very mainstream. People love to fight and argue and gatekeep online, so I can see it staying ugly for a while. Still, that doesn’t mean there won’t be plenty of cool creators and new artists to discover.”
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