I’m surprised how much discussion Juggalos seem to be generating lately. From being parodied on SNL to having a Law and Order episode reference them, it seems this misunderstood subculture of horror-core music fans are infiltrating pop culture consciousness. It shouldn’t be surprising that grown men in scary clown make up that fantasize about axe murders have become an easy target for ridicule or are being painted by news casts as a potential menace to society. But what is surprising is how long it took the world to take notice.
The sub-culture of Juggalos began as devotees to the rap group, The Insane Clown Posse. ICP have sold over six million albums in a career that started in the early 90′s. They run their own record label and a wrestling league, they have released two movies, and every year their organize a massive festival for fans of their label.
Their devoted followers wear painted faces, have their own slang, celebrate the mythology created by ICP and identify each other as “family”. Basically it would be difficult for someone to only go half-way with being a fan of Insane Clown Posse – you’re either a Juggalo, or not. And I can kind of see similarities between fans of ICP and Deadheads – possibly because allegiance to either band escapes me, and any observations I have of the subcultures of both acts is from the perspective of an outsider.
What I admire about Juggalos and Deadheads is the sense of community each group has created around their love of bands that do not play by the rules of the mainstream music industry. This devotion gives both acts the freedom to take risks and mainstream bands could never get away with. This is where casual observers like myself are left scratching our heads at why ICP have released two movies, or how the Dead can jam out free-form improvisations for twenty minutes in front of massive audiences without alienating their audience.
The million dollar question is where did these bands find the hook that lead to their rabid fanbases? It’s easy to see after the fact that their fans find a sense of identity by taking part in the rituals associated with following these bands. But as someone who has attended a Dead concert and witnessed “spinners” twirling in the concessions area (completely missing the $60 concert) and the parking lot carnies inhaling Nitrous while selling grilled cheese sandwiches outside the venue, I cannot see my doorway in to this world. And because I have an appreciation for hip hop music, I have difficulty listening to the juvenile rhymes and derivative beats that ICP try to pass off as music.
The Dead were innovators in giving fans the freedom to share their music for free. The band’s philosophy was “When we are done with it [the concerts] — they can have it.” By letting go of control over the possible revenue streams that could have resulted in the band profiting off live recordings, and letting the fans take over, they inadvertently created a Deadheads-only economy that fueled their fan-base. The band could play massive shows and make money off ticket sales while the Deadheads sold bootleg merch and homemade sandwiches in the parking lot outside the show to pay for those tickets. So by avoiding suing fans for cashing in on their brand, the Dead were eventually getting this money anyway at the box office.
I think this is where ICP differ. ICP have a grip over every revenue stream and act like an efficient corporation. They don’t just sell clothing with their brand on it, they own the factory that manufactures the clothes. They cut out the middleman and have total control over the quality and revenue of their products. They own and run their record label, Psychopathic Records. After a successful stint in the wrestling rings of WWE, WCW, and ECW they started their own wrestling league, Juggalo Championship Wrestling. And since mainstream media insists on painting them as dumb and violent, ICP produce their own dumb and violent entertainment news videos. ICP don’t miss a single opportunity to meet the demands of their fans by providing entertainment on different platforms and maintaining control over their image.
I’m unsure how Juggalos can feel any sense of empowerment when they need to buy into their subculture by drinking a specific brand of soda (Faygo), wear makeup, and give all their money to ICP. I suppose in this sense ICP represent more of an organized religion whereas going to a Dead show is like attending a potluck dinner where the creativity and community of fans helps maintain the band.
Until you cross that line of wearing make up or selling bootlegs in a parking lot, it is difficult to understand why fans follow an act religiously or proudly call themselves Juggalos or Deadheads. But it makes sense to identify yourself based on your tastes. I wear shirts for bands I like, I buy posters for movies I like, and I post Youtube videos of stuff I like. There’s a little Juggalo and Deadhead in anyone who acts on their taste beyond passively listening to the music. What separates us is that we all think our own taste is better than everyone else’s. And when you realize there are millions of horror-core fans, it can either be humbling, or terrifying.
