UNDERGROUND AS A PHENOMENON

Essential context for deciding to collaborate.

You’ve arrived at the official site of Max Lomak — author, producer, and creative force behind this space.

Yes, this site is presented exclusively in English. Why? Two reasons:

1. Aesthetic clarity. The visual rhythm and typographic elegance of the Latin alphabet simply suit this project’s tone and design better than Cyrillic.

2. Intentional alignment. Language is a filter — not a barrier, but a way to attract the right minds, collaborators, and conversations.

Thank you for being here — and for understanding the intention behind the choice.

The underground is choosing
to remain yourself

It’s not just a “subculture in the shadows.” It’s an ethical and aesthetic antagonism.

It emerges where individuals refuse legitimation — through algorithms, markets, or zoo-social norms — and instead create alternative forms of being: in music, art, speech, bodies. The underground doesn’t seek popularity. It cannot be accepted — because its essence is refusal.

The underground is a space of honesty, where trust matters more than approval; depth more than virality; identity as an act of survival — not identity as a brand.

The underground is choosing to remain yourself — even when the world whispers: “You should disappear.” It doesn’t fight the system — it ignores it. And in that lies its power.

* Legitimation — the process by which something is recognized as valid, acceptable, or worthy of existence within a dominant value system. Today, legitimation no longer comes from institutions (church, state, media). It is generated algorithmically — through likes, shares, subscriptions, trends, and ranking systems. You are legitimized if you are seen. You are seen if you please. You please if you repeat what has already been approved. In effect — you are the author of a copy.

** Virality — a form of collective affect engineered by algorithms. It does not arise from depth — it is designed for maximum attention capture. It’s not merely “rapid content spread” — it’s a technology of emotional exploitation. Virality has nothing to do with meaning — it’s about dosage of affect. The deeper, more complex, slower, or subtler the meaning — the lower the chance of going viral. The more primitive, polarizing, or emotionally charged — the higher the likelihood of capturing consumer attention.

Example: A philosophical essay on death — 50 views. A video of a crying cat being fed — 87 million views.

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