Misunderstood and maligned, emo defined a generation of suburban kids coming of age as social media took off.
can seem ground-breaking but inevitably have little permanence. But some time between 2003 and 2008, emo reached through computer screens, grabbed teenagers by the threads of their insecurities, firing up rebellious angst and proceeded to pervade their lives in every possible way. For many people in their twenties, emo won't just mean the studded belts, cut-my-wrists-and-black-my-eyes lyrics or black and red aesthetic. It'll conjure up strong memories of a lifestyle.
Through this technology we were hit with sound, style, meaning and a way of belonging by not belonging. Importantly, Myspace allowed you to sculpt your online identity. It was simple enough to teach yourself basic HTML and customise your profile. The selfie as we know it was born and so was filtering it to shit. Your name could be anything you wanted it to be - typically though you just added"Morphine","Switchblade" or anything similarly hxc.
Eventually at its height it became so big that it consumed itself. Emo was picked up by adults, buyers and execs who'd discovered the spending power of teens and repackaged for H&M Divided. Topman began to sell emo staples. Bows, zip-up hoodies and skinny jeans were available to all, rather than those willing to hunt them down online. For the first time in a long time, the high street became open to provocative youth styles.
It was the beginning of social media overshare culture. Bulletins were a way to vent your angst and relationships existed to be polished into a high contrast image and an online display of affection. It was a training ground for today's personal branding. We learnt to be thirsty for public approval; PC4PC becoming braying for IG hearts and likes on statuses, showing appreciation of others just as much for our own benefit and to be liked than anything else.
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