The alt-right was partly made up by gutter oil masturbator Cernovich because the 'right' was considered 60 y/o conservatives out of touch with young people.
What was first coined as 'new right' was changed to 'alt-right' a more hip and inclusive group of people including members of the LGTBQ+ community and the famous 'the blacks'.
They needed an identity that set them apart from the regular Republican/conservative parties and candidates they were also against.
Of course that didn't last long because the alt-right soon became a rallying cry for actual fascists and racists who joined with the alt-right ranks.
So they dropped their 'alt-right' label and instead considered themselves "Independents" also denouncing Trump for joining up with the GOP and implementing their policies.
They sorta underestimated their connection to their audience, who mainly followed them because they supported Trump.
Next to that they vastly underestimated their clout within Trump World itself. Not getting any White House jobs or even interviews.
Only those alt-right or not who were already in the Trump grift verse anyway (like Gorka, Bannon, Miller) got cozy positions.
The rest lost everything or rebranded themselves as self-help guru's.