GENRE RESEARCH

 

Introduction

In order to understand our target audience and the conventions of our genre, we did some research to better prepare us for the task of creating our music video. With the help of interviews conducted to discover our target audience, along with sources online, Clementine and I determined that the song we selected fits into the 'alternative genre'. This a broad definition with various sub-genres, despite online sources varying, 'Under the Table' more specifically fits in to 'alternative pop/rock'.

Origins

Above are some artists that are considered alternative. The alternative pop/rock genre was originally influenced by late 1970's punk-rock, and is a term used to refer to music that is distinctive from mainstream or commercial pop or rock music. Merriam-Webster defines alternative music as "music that is produced by performers who are outside the musical mainstream, that is typically regarded as more eclectic, original or challenging than most popular music (such as conventional rock, pop, or country), and that is often distributed by independent record labels". It originated in the 1960's, and was heavily influenced by the band The Velvet Underground. 

Around the 1970s, the genre began to gain more attention, becoming popular in the 1990's. 'Alternative' artists tended to work with independent labels as they were less mainstream, however in the '90s their music became more commercially successful due to bands such as Nirvana, who were also deemed as alternative. Before it was known as alternative, the term 'indie' was used to refer to this kind of music. However in the US, it was also referred to as 'college rock' as it aligned with youth culture and was often heard on college radio circuits. The term alternative originated during the 1980s, but was only really used around the time this music became widespread in the '90s. Due to its origins, the genre has a wide demographic, generally ranging from students in their teens to adults up to their late 50s. The internet has played a major role in promoting 'underground' artists, which has led to a blurring of lines between alternative and mainstream artists.

Alternative rock/pop places an emphasis on guitars, which are often accompanied by bass and drums. Keyboards have also become more popular within 21st century bands, although they were not originally associated with the genre.

Fashion

Similar to the definition of alternative music, alternative fashion referred to any fashion outside of the mainstream. It is commonly associated with punk or grunge styles, due to the popularity of bands such as Nirvana and The Cranberries carrying this fashion in the '80s and '90s. However, alternative style is inclusive and is now more linked to the identity of the artist, rather than the genre of the music. For example, artists such as Lana Del Ray incorporate a range of styles.

Within the community of alternative music listeners, alternative fashion is still associated with grunge-style clothing. As the genre is about non-mainstream music, and discovering 'underground' artists, the fashion tends to reflect this with people supporting small businesses or buying clothes on places like Etsy. DIY clothing and thrifting are also common in alternative fashion.

Communities

There are many communities that celebrate alternative music, and these have only grown with the help of the internet. While I was looking at alternative rock/pop communities, I found a website called Meetup. This network helps connect people with similar interests, and organise events for people to attend. It was very easy to find people interested in alternative rock, and there were numerous events to attend. These spread worldwide, giving people a variety of options to attend no matter where they are located.

Additionally, there is a page on reddit dedicated to alternative rock, which is in the top 1% of largest communities on reddit. People use the platform to share music they have been listening to recently, hold discussions about artists and discover new songs. More online communities revolve around blogs and music forums, such as the forums available on a website called Music Banter. However smaller groups exist within local communities, such as in university societies. Universities such as Oxford, Cambridge, Cardiff, Southampton and Essex all have alternative music societies for students to join. Most have them have Facebook pages to help coordinate events.

TV and Film

Looking at examples of alternative music in film and television, I tried to find a correlation between the music and the imagery on screen. Alternative songs are often chosen for their emotional impact, and to enhance storytelling. Lyrics are often more meaningful, and symbolism within the music is often used to add significance to a scene by reinforcing the story or message being told.

'(500) Days of Summer' - 2009

This scene in '(500) Days of Summer' uses a song by Regina Spektor, an alternative/indie artist. The scene it is used in is a turning point in the movie, as it marks the definitive end of the characters relationship. The song has a sense of reflection, and Spektor's voice has a note of vulnerability. The alternative genre is often used in films to add emotional depth, and this is the case in this scene. (500) Days of Summer is an unconventional movie, that uses a non-linear narrative structure and interesting techniques such as the split screen in the scene above. This matches the unique qualities of Spektor's music, and the use of other alternative songs throughout the film. The film uses music from a lot of alternative artists such as The Smiths, The Temper Trap and Black Lips.

'The Perks of Being a Wallflower' - 2012

In this film Charlie struggles to find his place in the world, and deals with bad mental health. The song helps create a sense of self-expression, as his friend Sam stands at the back of the truck. It is also repeated at the end of the film, as Charlie is finally learning how to express himself and he shares the same moment, standing on the truck and describing the moment as feeling 'infinite'. In the scene above the song helps represent determination to overcome the challenges they have faced, while providing an emotional release. The character's stand out from societal norms, and this is reflected in the experimental nature of David Bowie's music, ultimately being defined as alternative rock. In this moment, Charlie begins to feel accepted, and the music heightens the emotional impact of the scene. When the song is repeated at the end of the film, with Charlie standing in Sam's place, it marks a moment of acceptance and liberation.

More Example

Radio and TV Stations

Alternative music can be found on a variety of radio stations, which can easily be found online. For example, Online Radio Box has a list of Singapore-based radio stations, and includes which genre of music they play. This makes it easy for listeners to find the right station for them, including fans of alternative, indie or alt-rock music. The main Singapore channel for alternative music is 973FM, while other stations such as Indie Radio play indie rock and pop music. In the UK, BBC Radio 6 is a well known station that primarily plays alternative music. In 2018 it was the most listened to digital-only radio station, and had an average weekly audience of around 2.53 million.

Originally this music was also found on college radio circuits, and this is still the case. Due to licensing requirements, campus radio stations generally broadcast music that are not classified as commercial hits. This leads to a tendency to play genres such as alt-rock, indie rock, new wave, punk and hip hop. Campus radio stations are often viewed as a way to give exposure to new and emerging local artists. This is originally why they were used as a route to give exposure to 'underground' music, before these genres became part of the musical mainstream.

Streaming is also an extremely popular method of listening to music. It is very easy to find playlists filled with music from the alternative genre, by searching it on services such as Spotify.

Magazines and Fanzines

There are a lot of magazines based in Los Angeles that focus on this genre of music. Under the Radar is a magazine based in the LA that keeps readers up to date with alternative and indie music. It also includes reviews on books, DVDs and albums, and holds interviews with artists. Alternative press is another LA based entertainment magazine, that also publishes alt-rock content, with interviews with artists and news to do with music world. Some other well known publications include Rolling Stone magazine, which has a focus on rock and alt-rock music, and The Wire. 

The Wire originated in the UK in 1982 and initially focused on jazz music, however it in the late '80s is began to include any experimental or non-mainstream music. This led to them adopting alternative music. Each month they post numerous album reviews, and connect with readers by giving out CDs called The Wire Tapper with compilations of new music. In 2003 the magazine introduced a weekly radio programme in London, and is hosted by members of the wire. The radio station is called 'Adventure in Sound and Music', named after the magazines strapline.

Club Nights and Gigs

There are plenty of venues across the UK that host alternative music nights, to appeal to more people. These are generally advertised online. There are also locations that advertise themselves as 'Indie clubs', that play alternative and 'underground' music. Clubs tend to use the terms 'alternative' and 'indie' interchangeably, referring to non-mainstream music. There are also many places that have dedicated indie nights, such as Propaganda at O2 Academy Islington. This is known as "the UK's biggest indie night". The club has been known to attract around 25,000 people each week, which gives a sense of the large audience still interested in indie/alternative music. KOKO is another indie and alternative venue, that hosts both live music events, and club nights.

Labels

As alternative music started out non-mainstream, very few artists were picked up by bigger labels. This led to an increase in independent record labels, that picked up these Indie artists. They still continue today, as there is less risk associated with failed albums as they operate on much smaller budgets. In the United Stats, they still account for 1/3 of music sales. They are much more adaptable, and typically adjust to new technology quicker (such as streaming services, and using social media as a means of promotion). Arguably one of the most successful independent record labels is XL Recordings, which have signed artists such as Radiohead and Adele. 4AD is another independent label which is known for its interest in 'underground rock', and has signed artists such as Pixies, Bon Iver, Grimes and St. Vincent. Domino Records started out as a UK-based label, it has become a major player in the US. They are mostly involved in indie-rock music, and have signed bands such as Arctic Monkeys and The Killers. Independent record labels are still popular amongst alternative artists as they typically keep ownership of their music, and they have more negotiating power for their contracts.

Activities and Lifestyle

One study conducted in Sri Lanka showed that alternative music has an effect of the perspective of university undergraduates. The music seemed to change their views on drug usage, sex and even political views.

Alternative music is listened to by a large demographic, and is not confined to particular groups of people. However as it tends to reject mainstream culture and ideas, it does target youth audiences that fit into a lower socio-economic demographic as they may find lyrics more relatable. Alternative music often touches on real-life issues to connect with their listeners, and this can include discussion around drug use, violence or political debates. A study conducted on another group of undergraduate students found that "those who had positive preferences for alternative music also had positive attitudes towards drug use". However, this study did not indicate whether rates of drug consumption correlated with preferences for alternative music. Due to various sub-genres, there isn't a definite topic that artists sing about, however common themes include sexuality, and social issues such as gun violence and economic inequality.

'Smells Like Teen Spirit' led to a wave of popularity for alt-rock music, and many people credit Nirvana with the success of the alternative genre.