The New Era of Militia Influencers

"Roscher and his associates advise viewers to carry 'extra mags' and 'that truck gun,' while keeping 'your head on a swivel.'"

"The company and Roscher are part of a broader rebranding of the entire militia movement in the US, focused on expensive weapons and curated social media content."

"Influencers like Roscher produce slickly edited content that is shared widely among militia groups, promoting their ideology and links to online stores."

"The give-and-take between these groups and the influencers marks a new era of American militias, where social media clout is as important as marksmanship."

Eric Roscher, an Air Force veteran, highlights concerns about domestic terrorist threats in a YouTube video promoting tactical preparedness. His company, Barrel and Hatchet, produces military-style training content and sells gear. The video has gained significant views and features multiple ads. Roscher's approach reflects a shift in the militia movement towards a more commercial and social media-savvy model, emphasizing the importance of online influence and branding alongside traditional militia activities.

Read at WIRED