Perhaps if you pay attention you may have noticed that I have had several outbursts on my social stories this year about how the Halloween and horror industry is changing. If you really pay attention, you've noticed a lot of changes yourself. I used to think I was blinded by nostalgia and that maybe the new stuff wasn't all that bad, or that the old stuff was only better because that's what I grew up with, but I'm sick of living in that delusion. There is simply no comparison between a pop-up Halloween store (not naming names) from 2009 and 2024. How is it that in 15 years we went from high-quality animatronics with a wide range of different motions that still work today, to flimsy wires wrapped in pool noodles at triple the cost? How is it that we lost industry staples like Morbid Enterprise with no one to fill their shoes? And most importantly, where is the outrage? I have an interesting hypothesis as to why we, the horror community, have settled for less. Without risking sounding too much like your parents, social media has really caused this industry to suffer. My first diagnosis is the rise of clout over craft.
To preface my argument: I fully understand that brand recognition and perceived status is a genuine marketing tactic that has been around for decades, but the rise of influencer culture affects the arts in a way we haven't seen previously. Prior to having a commercial screen in our faces for ungodly hours per day, brands like Mercedes-Benz or Rolex engrained the feeling of luxury and status into the mind of the consumer through clever marketing and strategic price points, but this wasn't without genuine craftsmanship. Likewise, prior to influencers arriving in the horror industry, brands like Don Post Studios, Distortions Unlimited, Gemmy Industries, and many more built reputations of being some of the top mask and prop manufacturers by delivering an exceptional product. If you've been around the block in this field, you knew that Distortions pieces were great long before The Travel Channel told you so.
I'm sure by now we've all seen the meme of the shy girl holding up an incredible painting to only get a few likes, and the hot girl taking a selfie with a lesser painting with hundreds of likes. This is called Cult of Personality. This has become increasingly pervasive in our field. And no, we're not being overrun by hot girls who make mediocre horror art, but we are being overrun by figures who aren't especially skilled but are really good at creating noise. It truly pains me to see so many of my talented friends pouring years into their craft for their latest and greatest works to reach 100 likes if they're lucky. For them, the time spent in the studio is far more important than their time spent creating content. So while they work away, someone just posted 10 photos of their latest (name a box store) Halloween haul, and the algorithm LOVES IT!
So why do these types of accounts perform so well? It's because most social media platforms were designed for sharing personal anecdotes and our best moments. We've evolved past posting photos of our every meal, but most influencers have a certain knack for captivating their audience on a deeper (yet often superficial) level. Think about the influencers you follow: You probably discovered them and started supporting them because of a specific niche, but you probably also know a ton of other unnecessary information about their lives. We don't just feel like this person posts interesting things, we feel like we know them. This isn't necessarily a bad thing, but it can be used against you as a fierce marketing tactic. A reminder that we don't always buy a product because its the best, we buy it because of the name attached to it. In this case it's not a brand, its a person.
I'm not anti-influencer, but I am pro-art. The algorithmic bias that is shaping the horror industry today is shameful. Through our own self-imposed echo chambers, we have excused poorer and poorer quality by validating low effort. An artist who works tirelessly to produce a handful of great works per year may struggle to break even while Popular Person A can market their dirty socks to a group of eager buyers with the help of Pick an Algorithm™.
I suppose this issue has permeated every artistic niche, but it especially hurts to see it in this one. A field that prides itself on providing opportunity to outcasts. Realizing this has changed how I approach my own work. The truth is: I know what works and what doesn't work online, but I don't care anymore. I want to make the art that I want to make. I don't want to force myself to stand in front of a camera and tell you what I had for breakfast. I'm just happy to share my projects with like minded peers. Comparison is the thief of joy.
With every decision I've made surrounding Lindemann Haunt Studios this year, I've asked myself - is this good for the industry? I don't want my "competitors" to fail. When they succeed I succeed too. This isn't an attack on any particular person, studio, or company. I try my absolute best to leave a positive impact on every person I meet in this field, but I do think we should be more selective of who we are propping up - and questioning our support for them when the quality dips.
We should want the best of us to thrive and the worst of us to improve. That's how the next great era for this industry will be created.
- Austin Lindemann 4/5/2025