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SXSW 2020

Death, Sobriety, and Heavy Metal

What do death doulas, sobriety influencers, and listening to heavy metal have in common? Enter the next era of wellness, where heavy metal is the music of the intellectual and death is the hot discussion at the dinner table. Coming to terms with our own mortality, finding peace in chaos and cleansing our bodies have become coping mechanisms for overwhelming anxieties in an age of political and environmental uncertainty. While these methods may appear darker or counter-culture, they’re closer to the likes of Goop, hot yoga and Headspace than you might think. Death, sobriety, and heavy metal are no longer fringe. They’re undergoing a cultural reframing, going mass and becoming positive.

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  1. The what. The rise in popularity of Death, Sobriety, and Heavy Metal in culture reveal how they’re all an element of the new-wellness.
  2. The why. Audience members will learn about the forces driving ‘Doom Generation’ and why we’re just seeing the tip of the iceberg today.
  3. The how. 4 key implications for businesses and industries that will be affected by this cultural shift.



Sarah Rabia, Director of Cultural Strategy , Cofounder of Backslash, TBWA Chiat Day

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Connection & Culture
  • Level: Intermediate
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