The Rebranding of American Militias

The American militia movement is undergoing a significant transformation, moving away from traditional counterprotests and embracing a new image centered around expensive weaponry, branded merchandise, and carefully crafted social media presences. This shift is driven by a new generation of influencers who are leveraging platforms like Instagram and YouTube to promote their ideology and build communities.

Influencers and the Rise of Tactical Content

Roscher, founder of Florida-based Barrel and Hatchet, exemplifies this trend. His company produces military-style training, sells tactical gear, and creates online content, including a YouTube video titled “Credible DOMESTIC Threat? FBI warns of attack—Drills/Considerations for the Prepared Citizen.” The video, which has garnered over 110,000 views and features eight ads, advises viewers on preparedness, including carrying extra ammunition and maintaining situational awareness. Roscher also showcases sponsored tactical gear.

A New Ecosystem of Recruitment and Commerce

Barrel and Hatchet isn’t a traditional militia, but it’s part of a broader rebranding effort. Influencers like Roscher share slickly edited content, promoting both their ideology and links to their online stores and training sessions. Militias, such as River Valley Minutemen and Mountain State Contingency Group, reciprocate by posting their own training videos and images, emulating the aesthetic and tactics of these influencers.

Leveraging Fear and Real-World Events

These groups position themselves as emergency response organizations, preparing citizens to “weather the storm.” They capitalize on events like the Iran war and ICE actions to instill fear and recruit new members. Travis McAdam, a senior analyst with the Southern Poverty Law Center, notes that groups are “reframing themselves as auxiliary emergency preparedness groups” and attempting to improve their public image following the January 6th Capitol attack.

The Business of Militias

Groups like Dirty Civilian, based in Tennessee, demonstrate the commercial aspect of this movement. With nearly 750,000 YouTube subscribers, Dirty Civilian recently published a video outlining a scenario involving vigilante justice, garnering over 100,000 views in its first 24 hours. The group also operates a Patreon and an online store selling branded merchandise and survival gear. McAdam points out that founders often profit from selling gear, sometimes through legitimate businesses, and sometimes through less scrupulous means.

Aesthetic and Military Influence

A key element of this new era is a strong aesthetic, blending military style with Instagram appeal. Researchers at the Southern Poverty Law Center’s Intelligence Project, like Calum Farley, observe meticulous attention to detail, including camouflage selection and weapon customization. This aesthetic is heavily influenced by American special forces, with members adopting gear seen in combat zones.

Decentralization and Legal Structures

The rise of these influencers and groups fills a void left by the decline of national organizations like the Oath Keepers and Three Percenters following prosecutions related to the January 6th attack. The movement has become more decentralized, with a network of local groups and individuals. Some groups, like the Texas State Militia, are establishing nonprofit arms, such as Viking Tactical, to provide firearm training and potentially engage in political lobbying without disclosing funding sources.

Social Media's Role in Recruitment

Despite previous purges, militia groups are increasingly active on platforms like Facebook, often framing themselves as communities or tribes. The Tech Transparency Project identified a paid Facebook ad by the Texas State Militia in December 2023. While Meta has not responded to requests for comment, the return of militias to mainstream social media is facilitating recruitment.