The internet persona of Daniel Jones has been a bit like an evolving Pokémon. He began in his unevolved state as Gucci Goth, toying with the notion that “Fake Goth is the Real Goth”. When he felt that his point had been made in the luxury realm, he evolved into his secondary state as BlackBlackGold. This state remains as his current formation, and despite his abandonment of luxury brand name flips, he has managed to sustain a mixed-media brand that reflects his personal interests and still caters to his following.
BlackBlackGold is a performance artist, a producer, a DJ. The concepts that fuelled the existence of Gucci Goth still resonate in his work. He dabbles in contrasting music styles that most would easily palm off as witch house. But BlackBlackGold is more than just a notch in the buzz genre belt. He is more than just a .com and a hi-res logo. BlackBlackGold co-runs two parties in Berlin – ‘PURGE’, which caters to “Black/Aggressive/Rage” music and ‘#gHashtag’ which blends R&B and industrial music. He writes a weekly column for Electronic Beats, called Audiocccult that provides commentary on the realm of music he belongs to. He also plays in a band called PALE MALE that is playing with COLD CAVE in Berlin on August 4 (if you want to take this IRL). BlackBlackGold is a guide into the right here, right fucking now, using real-time words, sounds and aesthetics to create the perfect Pokéball.
We chat to BlackBlackGold before he evolved into his final formation below:
<BlackBlackGold> I live in Berlin and I’m a guy!
<ACCLAIMmagazine> What’s your real name, not your cyber name?
<ACCLAIMmagazine> When did you first join the online community?
<BlackBlackGold> I played Doom II on the internet in 1996, and I had an enormous amount of Johnny The Homicidal Maniac bookmarks because I was a tool. I didn’t have any Tool CDs, though; I was basically a good kid.
<ACCLAIMmagazine> Be honest, what was your first Internet handle?
<ACCLAIMmagazine> Preferred net browser?
<BlackBlackGold> Chrome or Safari.
<ACCLAIMmagazine> How many hours a day do you spend online?
<BlackBlackGold> As few as I can get away with outside of promotion and work.
<ACCLAIMmagazine> Favourite social media network and why?
<BlackBlackGold> Twitter, because I can tell Roseanne Barr that if she gets into a car her soul will fly put of her mouth and she’ll start a conversation with me about Zionist agendas.
<ACCLAIMmagazine> To hashtag or not to hashtag?
<BlackBlackGold> gHashtag instead.
<ACCLAIMmagazine> What do you think a selfie says about a person?
<BlackBlackGold> “I took 376 photos of myself looking cutely nonchalant and this was the best one.”
<ACCLAIMmagazine> Who is your biggest online influencer?
<BlackBlackGold> The only non-video/audio websites I regularly visit are Rhizome, Jesse Moynihan’s sick comic page, Tumblr obviously. This Eternal Rotation is cool. I like Twitter a lot. It’s good for storing loose nonsense – most of which later become ideas for articles or stories.
<ACCLAIMmagazine> What was the last thing you looked up on Wikipedia?
<ACCLAIMmagazine> Where is your favourite place to shop online?
<BlackBlackGold> Probably just Amazon, for books. I can’t stand buying clothes without trying them on first. It’s made my wardrobe a bit simplistic, but I like simplicity.
<ACCLAIMmagazine> How does your online identity compare to your IRL identity?
<BlackBlackGold> Just the jokes. The rest of me is more like… remember on that Simpsons where Bart imagined himself as a grotesquely fat shut-in who could only was himself with “a rag on a stick”? Imagine a skinny kid in black clothes watching that scene over and over and mouthing along to the phrase and also doing the scrubbing hand motions.
<ACCLAIMmagazine> How has the internet helped to develop your creative endeavours?
<BlackBlackGold> The internet is probably the best self-promotion tool invented, and it’s put me in touch with some of the coolest people I know. I like how it’s no longer a social stigma to meet through the internet, because I’ve made a lot of long-time IRL friends that way.
<ACCLAIMmagazine> How do you keep up with the constant evolution of online tastes and trends?
<BlackBlackGold> I keep a carefully curated Facebook feed of posts only from tastemakers, young interesting musicians, writers and artists, and I even remember to read it sometimes.
<ACCLAIMmagazine> Best GIF going around ATM?
<BlackBlackGold> Sometimes I wonder if certain personality quirks make me sociopathic. How can a person really self-diagnose something like that? In the kind of situation where it became a serious concern, I think the smartest option would be going to see a doctor; fortunately it’s just something I’ve expressed a vague curiosity toward and I like the one where the stag beetle and the turtle fight. “On my signal… unleash shell.” Good shit indeed.
<ACCLAIMmagazine> Can you show us a meme that best represents you?
<ACCLAIMmagazine> Final words to the haters?
<BlackBlackGold> I don’t think I have haters, and I think people who complain about haters probably deserve them in some way.