Eric Roscher, a Florida-based Air Force veteran, has become the face of a new era in American militias. His video 'Credible DOMESTIC Threat?' advises viewers to prep for trouble with extra magazines and tactical gear. Barrel and Hatchet, his company, is part of a broader rebranding effort aimed at curating Instagram grids filled with weapons and manliness.

In the post-1 January 6 landscape, militias like River Valley Minutemen and Mountain State Contingency Group have positioned themselves as local emergency response teams. They leverage real-world events to spread fear, recruiting new members by highlighting their preparedness to 'weather the storm.' Their slick content, filled with ads, is shared widely among militia groups.

The rise of influencers like Roscher marks a significant shift in the US militia landscape. Groups such as Dirty Civilian, which has over 750,000 subscribers, offer tutorials and sell branded merch, turning militias into businesses. The aesthetic mimics military gear while appealing to an online audience, using camo and matching outfits for maximum impact.

The influence of these militia influencers extends beyond the physical world; their content shapes both perception and reality in virtual spaces. Whether it’s advising on self-defense or outlining vigilante justice, they’ve found a lucrative niche by combining militarism with social media savvy.