hot topic proves the rock machine is dead

Yesterday I went to the mall with friends, of which two of them were in their 20s. We're walking around, and one of them wants to go into a Hot Topic store. I had never been in one of these in my life. Instead of waiting outside, I said screw it, I'll go in here and see what this not-for-middle-age-dudes-whatsoever store is all about.

Hot Topic is the kind of store that supposedly sells "edgy" stuff.

Imagine my surprise when I look up at the wall that shows all the t-shirt designs for sale, and the overwhelming majority of what I see is bands from 30 to 40 years ago, with some even older.

It was like I stepped back in time to when I was a teen at the mall. Not that I went to the mall that often, but if there was a store selling a bunch of rock band t-shirts, yep, this is EXACTLY what it looked like. Except back when I was a teen, this stuff was CURRENT.

Then I thought hang on, let's try searching band t-shirt to see what comes up...

...and oh my God it's the same thing. Bands from 30 to 40 years ago.

I think I know what happened

New bands these days, rock or not, aren't promoted at all. Where there is no promo there is no brand establishment and no recognition.

Bands from the '80s and '90s? Yeah, they promoted heavily. Over time, the band's artwork for their album covers effectively made them a brand. And you'd recognize that brand if somebody drew it on their notebook in high school, wore the band t-shirt, or wore it as a patch on a jacket or some such. I got surprised yet again to find yes, they still make those patches.

The rock machine (at least where promo is concerned) is totally dead, so "edgy" these days means flashing logos of bands from 30 to 40 years ago. Those are the established rock band brands, and since nothing truly new ever came around to replace them, yep, just keep selling the old stuff.

Do kids who shop at Hot Topic have any idea who these bands are? I doubt it.

Published 2025 Jun 17