by erin thursby scopes1925@msn.com
For over 10 years, Max Michaels has tirelessly promoted the Goth Scene here in Jacksonville. He's the promoter for Goth nights at Eclipse "the original and only weekly venue catering to the Goth culture dance scene in Jacksonville" and runs a scene oriented magazine called Movement. He says he works each week to bring "the most unique local/international live music, theme parties, movie giveaways, art exhibits and stage shows I can find to give our scene a diverse and memorable club experience each and every time they come to FACTORY [ nights at Eclipse]." We had the chance to ask him a few questions about the Goth Life.
EU: Where can someone who is into the Goth lifestyle go to hang out and dance?
MM: FACTORY @ Eclipse (4219 St Johns Ave - www.FactoryJax.com) is the original and only weekly venue catering to the Goth culture dance scene in Jacksonville. It began back in the early to mid 90's when Ian Fford (now famous NY Goth DJ) started the 7th Day, with which I had some involvement, that was the first Goth night ever in Jax. Ian and I later opened The Dominion and when he left for NY the torch was passed onto me to continue through various incarnations (HALO, Sacrifice, The Crypt) until now with FACTORY. Though FACTORY is the only dedicated weekly dance outlet, there are great places like FUEL and Starlight in 5 points where a lot of people go just to hang out and drink, there are also places like Jackrabbits who brings a majority of live shows and there are infrequent special one off events or parties that you just have to keep your eye out for.
EU: What kind of changes have you seen in the scene?
MM: The scene is constantly changing, and it always will, as with everything it has to evolve to survive. In Jax its gone from a handful of us to hundreds. I've seen old school Goths "retire" from clubbing and whole new generations just begin. I think the scene has evolved and diversified to a point that even the term "Goth" has become itself a small part of the whole. We barely use it any longer in our advertising, opting for the more apt umbrella term "Dark Alternative" to describe all the many factions of the music that we welcome at FACTORY like classic Goth, Industrial, Synthpop, etc., in the same way "Electronica" was coined to describe the many faction of the electronic music revolution that included house, breaks, and trance. The scene has also changed on a global scale. As where before, years ago we would have to search out anything even remotely Goth (be it music or clothing) from outlets in major cities or overseas, now its practically available on our doorsteps. There is a massing global DarkAlt/Goth cultural phenomenon happening right now including major music festivals in Europe and America and all around the world more and more movies, TV and pop culture outlets are exemplifying the scene which is helping it become far less intimidating and more accessible to the mainstream than ever before.
EU: Why go Goth? What does the Goth lifestyle mean to you?
MM: I've been into the "Goth" scene since I was 14, and it was the first style of music that spoke to me through bands like the Cure, Bauhaus, and Depeche Mode. I found it to be just what I was, it was not a conscious effort to "go Goth." For some people it may be, perhaps they cannot find what they are really looking for or be comfortable in the style they are in so they jump scenes and become someone else. I actually see that happen pretty often at the club. I've seen guys go from baseball caps, big jeans and sketchers to make-up, fishnets and platforms literally overnight. Which of course I think is great as long as they do it for the right reasons and respect the scene they are getting into.
EU: What's the appeal for weekend Goths? How do people in the scene feel about them?
MM: I dress the same 7 days a week, no pretense about it, it is just who I am and I'm comfortable with that. But some people either really like or really need escapism. I think that's what it is for them. They live cubical lives in a cubical world and on the weekends just want to get out of the box and get as wild as they can. There are those that live this lifestyle that will find that irritating. Personally, I think if it is empowering to the individual and helps them express themselves in a new way and see life from a different perspective, then by all means ... dress up! As long as, same as the scene jumpers, they respect the scene they are in. What bothers me is when they do not respect or try to understand the scene but for its topical allure. I've had the unfortunate experience of seeing some advertising for some parties that encouraged people to "dress up Goth" or gone into Halloween stores and seen Goth costumes. This is a lifestyle first and foremost and the people that treat it as a dress up or costume party are disrespectful to the scene as a whole.
EU: Where does a Real Goth get their clothes?
MM: Where ever they can find them. I get most of my clothes from Thrift stores, Hot Topic, online or I make them. There is a web site - www.Cryoflesh.com - that sells some of the best stuff I've ever seen anywhere and some of it they make themselves, but the best part about ordering from them is that they are Jax locals and you will really be supporting your scene buying from them.
EU: Do all Real Goths detest Hot Topic? If so, why?
MM: I think its up to the individual. I get a lot of great clothes off their clearance rack and they have a semi-decent selection of footwear and accessories. Its a real luck of the draw though. When I first encountered Hot Topic back in the early 90's the closest one to Jax was in Atlanta and it catered a lot more to the Dark Alternative than it does now. Today they are in practically every mall and cater heavily to the punk-pop emo bands that wear the trappings of the Goth scene, but are far from it. I think that is why a lot of scenesters may have contempt for it, myself included. Though I think when you are in an underground scene to find contempt for any corporate business is par for the course.
EU: What are some of the musical groups that those in the scene dance to?
MM: There is a long list of bands we play at FACTORY on our main page - www.FactoryJax.com - Bands that currently pack the floor? Wolfsheim, She Wants Revenge, Skinny Puppy, Placebo, Combichrist, Rotersand.
EU: What have you been doing lately to help the scene grow?
MM: More than I could list here. Check my web site to see my history - www.MaxMichaels.info. In regard to the Goth scene, in short - Tirelessly working to keep a club night going for well over a decade now. Each week bringing in the most unique local/international live music, theme parties, movie giveaways, art exhibits and stage shows I can find to give our scene a diverse and memorable club experience each and every time they come to FACTORY. This is evident in our first annual FACTORY yearbook, which you can see as a PDF here: http://www.factoryjax.com/ARCHIVE01_2006.pdf
See the scene that Max Michaels has been promoting in Jacksonville at Eclipse every Saturday night.
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