I’d love to get some feedback from Klint’s wonderful community and readership here, especially those who happen to have experience in design, marketing, and business. After some discussions with fellow designer, Coe, who himself has an esoteric streak, I’ve been considering some issues that might be keeping the contemporary spiritual movement that is the occult subculture (and its legion of niche cultures and interests) from reaching its potential in North America (and possibly Europe).

First to address is whether being different is something that the members of the occult community thrives on, in and of itself. Personally, I’ve noticed differences between the persons I know involved in the esoteric arts. I’ll call them the Few for brevity’s sake. There are the goth shops that stock the books on magic that I’ll visit if I’m too eager to wait for an Amazon shipment. While the books and knowledge are the factors that draw me to their locale, the people and artefacts that are sold there are of no interest to me and, in fact, sell a stereotype that I find repugnant. (Sadly, the books in my section are the cultural accessories to the majority of wares they huck: clothing, hair dye, witchcraft gobbledygook, incense, shoddy pewter jewellery, and punky goth paraphernalia.)

There’s also the New Age shops that huck their own brand, though with a more aligned focus to the ultimate goal of spiritual exploration: crystals, incense, oils, lame calendars with ooh-ahh paintings on them, CDs, cheesy T-shirts, et cetera.

So all this material would be the halo effect, as it’s referred to in marketing. Unfortunately, goth and witch cultures seem to have let the accessories take the focus away from the core cultural values that spawned them in the first place. Which leads me to wonder what state does the North American occult community find itself.

Now, keep in mind that I’ve worked in design for a number of years and now currently work as a brand consultant. What most people don’t understand about brands is that they are what the people say they are, not what the companies wish to define them as.

This is an interesting point to get across because persons that decide to hate a particular brand are projecting their own form of identity by hating on the brands that rub them the wrong way. The little mental boxes in your mind that you used to define that brand is neurologically linked to other elements that you associate with in your life that you use to define what you’re not. Sadly, by choosing one’s enemies, like I see in these books and posts about “occult warfare,” fans of this thinking do themselves the disservice of filling in all the boxes they dislike. The mental boxes (or mental white space) that remains moulds personal self-identification with the cultural or experiential leftovers that haven’t been already commandeered by others.

Rarely do I see popular subculture movements hijack and infiltrate the mainstream in order to spread their art among the masses. The Few that become self-inflicted prisoners, bound by the things they refuse, begin to wrap these leftover ideas into its own mishmash subculture. Then they get mad when the mainstream adopts and makes it their own. Think of punk culture adopting military garb as their own, or the Barbie girls out there that seem to be standardised with a back-ass tattoo and pierced bellybutton and tongue.

This brings up the universal archetype known as the Elixir. In Joseph Campbell’s monomyth one of the necessary traits of a Hero is to enter the underworld and return to the masses with a so-called Elixir. The Elixir is wisdom. And I define wisdom as knowledge + experience.

“It is important that art is produced, but it also has to be consumed. The dynamics of producers and consumers is the motor of art.” Turkish caricaturist Ercan Akyol said that, and it remains true in all elements of life (unless you’re pursuing a Zen-like knowledge of the self, in some cave somewhere, by choice.) But think of art in this case as a the Elixir of wisdom, this knowledge and experience that is being hoarded by one group or the next, but rarely shared across borders. Borders who’re really only being defined by these little, semantic boxes we build in our heads: aka brands.

One of my favourite things that Grant Morrison says during his well-known Disinfo talk has nothing to do with sigils or his writing. It’s that he’s wearing a Donna Karan suit. Then he spills his drink on it and cheerfully laughs, “Fuck it!” The suit is a beautiful piece, and it serves its purpose. It’s Morrison’s mask magic at work. He doesn’t avoid fashion as a vice of contemporary life, but embraces it and uses it as a magical tool in his everyday life-experiencing what a fine garment can elicit in others, and how that attention can be embraced.

Rollo May says, in Man’s Search for Himself, “The opposite of courage in our society is not cowardice… it is conformity.” Whom among us have conformed to our particular set of friends? Their expectations of us, our subcultures’, or our families’? Why? Like Morrison, laugh out loud, “Fuck ’em!” I want everyone reading this right now to say to themselves, three times, Fuck occultism, fuck conspiracies, fuck the little boxes in my head that keep me from exploring the things I simply believe I hate.

And on that, as I digress from my initial hope to encourage some feedback to better a conversation I am having with Coe and sometimes with Rev Max, I leave you with two quotes to encourage some thought on this matter. But remember, they apply when you embrace the lifestyle of a Hero yourself. The archetypal Underworld in many a case might just be the very mainstream that so many so-called “occultists” tend to avoid and dismay. It is that very nightmare I encourage you to embrace! Learn to flirt, learn to dress up as much as you might desire to dress down, and truly put Robert Anton Wilson’s and Ramsey Duke’s ideas to work:

“It’s amazing how much panic one honest man can spread among a multitude of hypocrites.”
-Thomas Sowell

“A few harmless flakes working together can unleash an avalanche of destruction.”
-unknown