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In terms of understanding the world of underground art and underground design culture going to the mainstream, there has to be an understanding of why there is a sub culture in the first place. Since the beginning of design there has been a need to push the envelope. Designers and innovators wanted to create something that challenges status quo. Movements like the avante garde, cubism, and surrealism helped usurer there was an idea to create concepts that captured a specific demographic that gravitated towards those who were like-minded in their ideals. Underground subcultures were spaces in which likeminded peers were able to express themselves freely without a filter or a quota.
However the inherit issues with a subculture of an underground art group is that people talk. Friends of friends of friends will speak about and then it will become more common and a lot more people will be aware of its ideas and latch on to it. Companies will adopt concepts that might be very controversial and sanitize them and its messages and use it for aesthetic purposes. The example given in the text was the psychedelic movement of the late 60s and 70s. Although the war on drugs was still prevalent during that time the aesthetic it brought were used for designs and campaigns by major cooperations.
To refer this to my project a lot of indie movies and low budget movies used either horror or sexualization to promote their movies. The misogynistic ways in which mainstream media promoted their movies. Women were used in very scantily clad clothing because in the market sex sold well in the early 2000s.
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