The future of club life is a hyperpop rave called Subculture. On the scene at the L.A. party where pastel goths, drag queens, and metalheads mosh and vogue all night long.
Instead, Shepherd and Baxter wanted to play the experimental pop music they loved, made by the artists on A.G. Cook’s record label, PC Music — like Hannah Diamond, Danny L Harle, and Namasenda — and the many acts they inspired, like Alice Longyu Gao and Fraxium. “Sophie is the heart of all of this,” Ferguson says, referring to theAbout that genre label: Many artists in the scene have rejected it, and even Subculture’s founders have mixed feelings.
Just as Subculture was gaining steam, the pandemic hit. Shepherd and Baxter opted to move the party online, rather than retire it entirely. They use a lot of weather metaphors to describe what happened next. “It was the perfect storm!” “Lightning struck!” “Everything snowballed!” At its peak, Subculture’s Zoom parties had more than 1,000 guests.
Gao, who often plays Subculture, is a celebrity at the party — and believes Shepherd and Baxter’s use of the term hyperpop is a form of reclamation. “Gay kids and minority kids created this world for ourselves, for our own joy,” they say. “When corporations milk it for their own profit, they change the meaning of what we’ve built and strip us of our identities. Subculture gave me back a home that had been taken from me. When I go there, I’m reminded that I still matter.
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