Dark Mofo: Hell Hath No Fury Like a Rebrand

David Walsh—the visionary behind MONA (Museum of Old and New Art) and its deliciously dark offspring, Dark Mofo—is not just an art provocateur but also, arguably, a marketing genius with a devilish sense of humor. If anyone could make “Hell” cool again, it’s him.

With Dark Mofo, Walsh and his band of creative conspirators have performed the ultimate PR makeover on the fire-and-brimstone nightmare of traditional Hell. Picture this: a moody, crimson-lit underworld dripping with velvet black shadows, where the air is thick with irreverence, heavy metal riffs, and the scent of mulled wine.

This isn’t your grandma’s sermon on sin—this is “Dante’s Inferno” meets a raucous pagan block party. Fire pits crackle, flame cannons roar, and revelers feast, chant, drum, and dance like it’s an eternal Friday night at Stonehenge.

Devilishly good char grilled fare

Hell Freezes Over (Well, Almost)

For all its devilish aesthetics, Dark Mofo makes an oddly convincing argument for Hell as the ultimate winter getaway. Midwinter in Tasmania? Let’s be honest: it’s cold, dark, and perfect for embracing your inner hedonist. Why sit at home shivering when you can bask in the warm glow of fire, whiskey, and unapologetic excess? Food, wine, and a touch of debauchery feel like the only logical options in a Tasmanian June.

Of course, the more puritanical corners of society might clutch their pearls at the idea of Hell being this much fun. But if you squint, Dark Mofo’s pagan revelry doesn’t seem all that different from what the ancients might have called “a good time.” Stonehenge, the Roman Pantheon, Mount Olympus—paganism’s greatest hits were built on the foundation of feasting, dancing, and offering a sacrificial goat or two (optional, of course).

From Pagan Party to Christian PR

It’s worth remembering that Hell wasn’t always the fiery pit of torment we know today. In the pre-Christian world, the afterlife was less about eternal punishment and more about… well, whatever came next. Then along came Emperor Constantine in 340 AD, armed with a vision of institutional Christianity. Paganism, with its free-spirited revelry and nature worship, became Public Enemy No. 1.

Constantine and his successors didn’t just outlaw the old ways—they rebranded them. Pagan temples were razed, Christian churches sprang up in their place, and the pagan calendar was retrofitted with Christian holidays. (Easter, anyone?) Even Pan, the goat-footed nature god, got a sinister makeover as Satan himself—a move that effectively demonized the entire pagan party scene. And thus, Christianity became the “one true religion,” leaving paganism to smolder in the ashes of history.

Enter David Walsh: The Pagan Revivalist

Fast-forward nearly two millennia, and here comes David Walsh, spinning Hell back into the cultural zeitgeist. Dark Mofo isn’t just a festival; it’s a reclamation. Walsh isn’t content to let fundamentalists keep the monopoly on fire and brimstone—he’s taken Hell and turned it into the hottest ticket in town. Forget eternal damnation—this is eternal celebration.

“Come on down,” the festival beckons, as flames light up the Tasmanian night. And the world is listening. From foodies to art lovers to curious thrill-seekers, Dark Mofo has become the place to be, proving that even Hell can have its day. Or better yet: its night.