As legions of cool-hunters trawling the Internet and bohemian sectors of cities are well aware, given that most subcultures are spun around a kernel of hoodlum glamour and guilt-free rutting, selling youth culture is not exactly hard. Youth movements are appropriated and neutralized at such a ferocious rate, that no musical subculture since “Gangsta Rap” has been subversive enough to resist the American mainstream for long save for one: the juggalos (sic) – the off-brand soda flinging, hatchet-wielding followers of The Insane Clown Posse.
Insane Clown Posse are a band of forty-somethings who sing threatening lyrics set to menacing music, all while wearing full circus makeup. The ICP aesthetic is flabbergasting in its audacity and tastelessness – picture jarringly artificial colors appropriated from energy drinks and candy wrappers, loose prison garb and a symbology incorporating death’s heads, jesters and improvised weaponry. Their lyrics hew close to contemporary gangsta rap and other so called hard-core bands, using a lot of profanity to describe violence and sex with a certain swaggering bravado. Every now and then they’ll put out a more soulful, slow, softer ballad that often digs into the band’s philosophy.
Humble-born youth have always managed to appall their elders and betters, but juggalos are so spectacularly unappealing to mainstream tastes that in the eighteen years the band has been playing for major audiences they remain a cult phenomenon. This is despite albums that have gone platinum and gatherings that attract tens of thousands of teenage fans clutching wads of disposable cash. ICP has such a hold on its fans that juggalos have actually been buried in the bands colors. Juggalos are more a collective than anything else; they refer to themselves as “Family” and defend their lifestyles fiercely.
So why can’t the clowns cash in? Gangsta Rap was arguably more of a threat to mainstream America than the Insane Clown Posse, with lyrics as fierce and misogynistic, and an added element of racial outrage and shock. Aside from the purely aesthetic (Blender famously voted Insane Clown Posse as the worst band in any genre in 2004 and reviews in general have tended to be sharply critical) last month came a clue as to how the clowns can maintain such a hold on their fans while paradoxically repelling mainstream consumer culture.
