“Oh Yeah!”: Kool-Aid Man Television Commercials, 1978

Kool-Aid was invented in Hastings, Nebraska in 1927 in the kitchen of salesman and inventor Edwin Perkins, who took one of his fruit juice patent recipes and dehydrated it. In 1953, Perkins sold the Kool-Aid recipe to food conglomerate General Foods (which had already gobbled up prominent brands Jell-O and Maxwell House in the 1920s), and thus began Kool-Aid’s ascent to nationwide fame…

“It’s Living That’s Treacherous”: Pop Culture Reflections of Jonestown

By Michael Grasso

American society collectively shuddered in November 1978 as news of the Jonestown cult mass death began to filter home from Guyana. Jim Jones, head of the Peoples Temple, commanded the death of over 900 of his followers, as well as the murder of a U.S. Congressman, four journalists, and a defecting Temple member, in a spasm of cult violence never seen before in the modern age…

How ‘The Gong Show’ Led Me to the Creepy Bleakness of 1970s Circuses

By Michael Grasso

The Circus Report, if this particular issue is indicative, was put together like an old-school zine: clip art, text laid out in a handful of different fonts, very clearly mocked up on a photocopier, and so forth. But these stories aren’t about the latest indie bands. They’re news articles about minor-league circuses in trouble for animal cruelty…

“By the Time I’m a Parent”: The Poignant Prophecy of Boards of Canada’s “Energy Warning”

By Michael Grasso

Our bailiwick here at We Are The Mutants is the often weird pop culture of the Cold War period. From our perspective, “Energy Warning,” the eleventh track on Scottish electronic music duo Boards of Canada’s landmark 2002 LP Geogaddi, is an artifact of a future time. But Boards of Canada’s own artistic and indeed ontological territory is the lost, forgotten, and abandoned…