Indie-rock
originated in the UK and US in the 1980’s; the genre in fact is a sub-genre of
alternative rock. The term ‘Indie’ is used by musicians, fans and commentators
to describe any rock music produced by an artist of an independent record
label. Others see indie rock as the distinct genre of rock music; both meanings
are embraces and intertwined.
Indie-rock
artists are well known for keeping control of their music and careers, relying
on touring, word-of-mouth, and the internet for promotion. However many acts
with an indie musical style signed to major record labels in the 2000’s and
began promoting themselves through more traditional media outlets.
Also
in the 2000’s, with the changing music industry and increased use of the
internet as a promotional tool, there was opportunity for indie rock bands to
achieve mainstream commercial success. The
decline in record sales and increased media exposure of these artists due to
internet marketing meant that many popular indie acts achieved success, jumping
on to a major record labels.
The Arctic Monkeys: A popular English indie
rock band formed in 2002, releasing five studio albums since 2006. Their debut
album became the fastest-selling debut album in British music history, also the
band have won seven Brit Awards. It is suggested that the ‘Arctic Monkeys’ also
jumped on the internet bandwagon as they reached vast public attention via the
internet on fan-based sites. Some said the band represented the possibility of
a change in the way new bands are promoted and marketed.
In the 1990’s major changes were made to the
alternative rock scene. Grunge bands such as Alice in Chains and Pearl Jam
broke into the mainstream, achieving commercial chart success and exposure.
Punk revival bands such as Green Day and the Offspring also gained popularity and
were classed as alternative. Alternative rock lost its original meaning and
became a new form of music that was achieving mainstream success; ‘indie-rock’
was associated then with the bands and genres that remained underground.
Defining
movements within indie rock emerged in the 1990’s; the lo-fi movement lead by
bands associated with Elephant 6 Recording Company and others, this resulted in
a disinterest in ‘selling-out’ to the mainstream alternative rock scene.
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