You’ve heard of traditional cowboys, Western culture, and gothic/alternative culture, but it’s time to make room for ‘yallternative’ subcultures. Goth cowgirls and emo cowboys are all the rage as of late. Even some mainstream artists are switching back to their Southern roots by making country music albums. For example, the much anticipated “Lasso” by Lana Del Rey and one of the most iconic albums of 2024 so far, “Cowboy Carter” by Beyonce.
The idea of mainstream artists like Beyonce making country music has created controversy about who can be country, who can make country music, and what it means to be country. This controversy is pretty much racially motivated as it insinuates people of color cannot be cowboys or countrymen.
This is a crazy idea because every aspect of southern culture or “cowboy culture” is built off of the back and cultures of indigenous tribes and other people of color. Therefore, by creating these albums, southern icons like Beyonce re-establish themselves within the Western/country music scene. From there, they can open doors for individuals who feel like they cannot participate in country music or culture.
What is yallternative?
Yallternative is a subculture where people enjoy Southern/Western culture and some form of “alternative” culture. It is one of TikToks most significant and longest-lasting fashion and culture trends. Accordingly, I first noticed the trend from late 2020 to early 2021, but it has roots in other cultures. Within this culture or “trend,” you primarily see many gothic individuals who often repressed their interest in country music and southern culture. Now, they have found a way to blend their interests and aesthetics into one.
This movement stems from the fact that most alternative southerners realized that old country or the origins and roots of country music reflect more of their ideologies than the boot-licking, stadium country music we hear on the radio today. It is the kind of country music where artists who will never relate to the socioeconomic issues of their intended audience pander to the said audience and rake in millions of them.
This shift in cultures is appealing to me, like so many others, because I am a huge fan of both country and alternative music and cultures. However, country and alternative cultures are not open-minded enough for both identities to coexist peacefully. This brings us back to ‘Yallternative culture,’ which blends everything within the musical genres to clothing, makeup, and hair.
The “yallternative look”
In most cases, to look ‘yallternative’, there has to be a blend of yeehaw and alternative. This includes several graphic tees with one’s favorite artists, graphic tees with your favorite scary movies if you’re like me, bell bottoms, big eyeliner, and black lipstick (bonus points if you can do the vampy red and black combo).
Popular fabrics or patterns are denim, leather, fishnet tights, and lots of lacey details. I like finishing off my outfits with my Doc Martens or black cowgirl boots. Not to mention lots of jewelry. Jewelry is essential to fashion in this subculture as it includes a lot of rings and layered necklaces. According to Alternative Press, there is also an emphasis on silver jewelry over gold. Turquoise is also widely popular in southern culture and now in yallternative subcultures.
These examples are very generic. The reality of fashion as a young individual is that it looks different to everyone. Some women wear full traditional goth makeup with bell bottoms, boots, and some cowboy/girl accessories. Because this subculture is so diverse, the sky is the limit regarding possible fashion choices, so don’t let anyone make you feel like you cannot be included because you don’t “fit the look.”
Lastly, I need to reiterate that most aspects of southern culture come from the cultures of indigenous people and other people of color, including fashion and jewelry. It is important to shop locally and support indigenous businesses, so if you are buying turquoise or anything of that nature, try to buy from indigenous-owned businesses!
Moreover, it is important to be culturally aware of anything you wear. Fashion has walked along the edge of appropriation and appreciation for years. This trend is no exception, as it is heavily influenced by indigenous culture. Accordingly, it is crucial to be aware of these cultural influences and to respect the cultures.
Country music’s roots and progressive country artists
Let’s move along to music. For starters, country music nowadays gets a bad reputation for being racist, homophobic, and so much more. From the outside, it may even look like country music is just made for those who get angry enough to throw chairs off rooftop bars. However, contrary to popular belief, country music’s roots are left-leaning and very gothic.
Many of the greatest names in country music are outlaw artists, like my favorite, Johnny Cash (AKA the Man in Black, how can it get more goth than that?), Hank Williams Jr, Hank Williams Sr, Willie Nelson, and so on. The artists previously mentioned not only had frequent run-ins with the law, but most of the themes found in their music also share gothic themes of heartbreak, loneliness, and death.
Sometimes, country artists and their songs could also include left-leaning ideologies. For example, Johnny Cash, known as the Man in Black, has many songs about the despairs of the prison system. He even performed for the inmates at Folsom Prison. Johnny Cash wrote a song explaining why he is the Man in Black. His style and the color of his clothes protested the mistreatment many marginalized communities faced. Moreover, Willie Nelson has a song about secret gay cowboys, and Miranda Lambert has a song about cowgirls who are actually cowboys (yes, nonbinary/transgender cow-folk.)
My last and possibly most prominent example of progressive country artists and music is the Chicks, formerly the Dixie Chicks. After 9/11, these women were fierce advocates for peace in the Middle East and almost lost their entire careers because of it.
Yallternative music in 2024
It is essential to point out these themes in the roots of country music because they align with the themes, motifs, and topics of several alternative genres, such as punk or goth music. Additionally, with the rise of yallternative audiences, there has been a rise in the number of artists creating “Alternative Countries.” This is, as you guessed, a blend of folk/alternative and country styles in a new alternative sound.
Some mainstream artists who reflect this new subcategory include Noah Kahan, Orville Peck, and the one and only Tyler Childers. They use gothic and progressive themes, country, and alternative musical sounds. Outside mainstream music, one of the most popular bands to do this on TikTok is “Dexter and The Moonrocks.” This band started its rise to fame in early to mid-2021, and they have skyrocketed in popularity on and off the app ever since.
Ever since the subculture started in 2021, I have noticed that it has expanded and changed online and in the real world. I appreciate how this trend and subculture allow people to be multifaceted. Therefore, people do not have to stick to one niche and aesthetic. All in all, yallternative subculture is one of acceptance, diversity, and inclusivity. It’s for the folks who are too eclectic for country culture and sometimes a little too country for alternative cultures.
