This study examines the identity politics of Adult Swim’s brand culture amid shifts in post-network American television. It explores how Adult Swim constructs its audience—primarily young, white, heterosexual males—through its texts, paratexts, news coverage, and industry journals. The network frames this demographic as embodying dominant cultural identities while positioning them within subcultural and oppositional contexts. This dual approach allows Adult Swim to capitalize on white-male privilege while promoting its audience as a countercultural fan base, reflecting and reinforcing the value placed on this demographic in a fragmented media landscape.