Jack Ellingham

Alternative music originated from the late 70’s, with bands such as Pink Floyd who influenced the genre of alternative rock. Other sub genres like prog rock and glam rock branched off of this genre, and artists like David Bowie made alternative music more fashionable and outlandish.

Alternative music has always been around, however, it was never classed as mainstream. Artists, as stated above, like Fleetwood Mac, made the genre more accessible and popular. This is because, in recent years, there have been huge advances in technology which have allowed the once understated genre to become more mainstream. These advantages are; iPods, televisions, radio, and the internet (more on next slide).

The sub genre of folk rock was originally classed as alternative as it wasn’t mainstream until the late 70’s. The band Fleetwood Mac revolutionised alternative music in the sense that they made their music mainstream and in turn, the genre became more well known. The photo to the right is of Fleetwood Mac in front of the iconic Hollywood sign. This photo shows their success as Hollywood is renowned for it’s movie studios and Hollywood stars and is the place to be if you want to be successful in the mass media.

Internet version 2.0The new version of the internet allows us, as consumers, to become producers. This concept allows consumers to share pieces of media on Facebook, follow someone on Twitter and upload a film/short video onto YouTube. In the music industry, web 2.0 has allowed people to produce their own music on programs such as garage band or audacity and then upload a video of them singing/playing an instrument online. By doing this, anyone with access to the internet can potentially view this video, and by using internet version 2.0, they can comment and share criticisms about it. Artists such as Justin Bieber became a YouTube sensation, and with the millions of views and positive comments he received, a record label gave him a record deal because they knew that people already liked him, and would therefore buy his songs –making them more money. This has changed alternative music by making the genre more mainstream, as the majority of consumers have access to the internet. It has also allowed prosumers to make alternative music, this modernises the genre as different people have different takes on the genre and they will include the micro elements they like, for example, the same instruments, however, may change the way they dress to something that is more personal to them. This moderation changes the macro element of alternative music as it affects the way they are being represented.

TelevisionTV shows such as X factor and The Voice, give wannabe musicians and singers a chance of getting a record deal. The shows are talent contests, where the public (consumers) vote for their winner through a selection of stages. They have been proven successful because the consumers are voting for who they like and who they would buy songs off/go and see them live. This means that the winner is most likely to make the most money and, in turn, the record label that signed them. By watching these shows, audience members are self gratified as they share the journey of the contestant and feel like they have experienced their ups and downs. This allows them to indentify with the program. These shows, particularly The Voice, have changed alternative music as they work on the basis that it doesn’t matter what you look like, abolishing the mainstream ideology that pop music (which is the most mainstream genre) is an elite genre, where the artists have to look, sing and be represented in the ‘correct’ way, making them ‘superior’. They give this power to the audience and makes them decide what they like about the contestants (instead of moulding them into a pop star that the producers think the consumers would like). It has changed alternative music as audience members appreciate the artists self expression through their hairstyle and fashion sense and it becomes more about the music, rather than what they look like. This also gives the audience hope that they can achieve their dreams if they feel that their looks (ethnicity, gender, weight) hold them back.

Representation in the mediaAlternative bands/artists don’t get a lot of publicity in the mainstream media, this is what makes them alternative. However, they are most commonly found on music magazines such as Q and AP. On the front cover of the magazine AP, the band are being represented as superior and officious, this is because the main image has been taken at a long angle, making them appear domineering. This representation is signified to the audience and can been perceived in two ways. The first way would make the audience in awe of the band as they are being portrayed as high and mighty, however, the second way might scare the audience as they could come across as aggressive and bureaucratic. The sell lines are also jumbled up and not in a straight line, this can portray the band as either messy and not bothered or too cool to care about what the page looks like, and in turn, what they look like.

Representation of Alternative music in the mediaThe representation of the band all lies in the hand of the beholder. Alternative bands, as stated above has never been in the mainstream media before now and they are being represented to audience members are quirky and different. This representation has brought about the 70’s and 80’s revelation, where skinny jeans, aviators and tight clothing have come back into fashion (more on next slide). Although this is a micro element, this trend is seen in the genre of pop as artists like Lady Gaga have been inspired by 80’s icons like David Bowie and Madonna.

AppearanceAs said in the previous slide, fashion has changed the face of music. Nowadays, how a person dresses, from their clothes to their hairstyle, is how the consumers identify with artists and encourages self expression. As said before, many artists dress a certain way for attention and publicity as people are more inclined to buy music of someone that is really well known and famous. This tends to apply more in the genre of pop as Madonna was renowned for her unique outfits. In alternative music, appearance is less of an issue, however, is this what they want you to think? Nowadays, people are dressing in a minimalistic way as it is fashionable. This style has derived from alternative/indie music because their music is more relaxed and casual. This micro element is very important, as, especially for alternative artists, it creates verisimilitude. It is used as a reminder that these people are real, which allows their fans to connect and relate to the artists as they are seen as more human. The micro elements of my genre have to be correctly representated on my magazine, this way the audience won’t misconstrue alternative music. For this to happen, I will have to create a realistic house style, to do this I can put my model (for the main image) in clothes that relate to the genre. Use different fonts that the audience identify as alternative and to use semantic language so the audience knows that the magazine is about alternative music.

Music to MediaDoes music influence the media? In some ways yes. You can argue that if a world wide artist had a number 1 hit, they would be on the front cover of a music magazine like Q or Kerrang, depending on their genre. However, as time goes on, the music industry changes , to expand; Rihanna, a famous RnB singer collaborated with the Coldplay, an alternative band. Their song, Princess of China reached number 4 in the UK charts. This collaboration brought great success as they were asked to perform together at the closing ceremony of the Paralympics 2012. This was broadcasted all over the world and gave them both a large amount of publicity. Alternative music has influenced pieces of media like fashion magazines and the clothes people where nowadays. To expand, everyone likes to dress in their own way and it has now become very fashionable to be quirky and different in the way you dress. This has stemmed from alternative music as artists such as David Bowie made it ‘cool’ to be different.

Media to MusicAlthough you can argue that the music industry influences the media, the same argument can be used for the reverse. Some aspects of the media, for example TV and Film, cast famous singers to be part of a film/TV show or to take part in an interview. For example, on the 26th October 2012, the alternative band Of Monsters and Men performed on the Graham Norton show. The guests on that particular show were the cast of the new James Bond film. The show, because of the guests, became very popular and had a lot of viewers. This increases the publicity of the band and also represents them as suave, respectable and professional as they had been chosen to perform along side Daniel Craig and Dame Judy Dench. Although this representation may not be true, it gives the audience the impression that they are worthy of A list celebrities.

InstrumentsThis band use a variety of different

musical instruments that you wouldn’t put together. They have an acoustic guitar,

trumpet and an accordion. This vast mix create a unique sound that is original to

the band which is what makes them alternative. Also the idea of their sound

being original and one of a kind is appealing to audience members as it

makes them feel special, and that the music was

made for them directly.

AppearanceThe band are wearing clothes that look like they have been thrown together in a rush. This is their own style that people identify them with. The girl is wearing bright pink shoes that are fashionable at the moment along with patterned leggings and an oversized jumper. All these clothes are fashionable at the moment, however, she has been dressed in a way that makes her look approachable and ‘normal’.Her hair style is very edgy and individual. This also allows their fans to identify the band as the one with the girl with the shaven head. It is also a fashion statement that makes her stand out in the world of music; her hairstyle may even influence other girls to have the same hairstyle.

This band is Of Monsters and Men and they are an alternative (alternative pop/indie) band that have just recently become mainstream in Great Britain. Their music is upbeat and cheerful, which is portrayed by the clothes they wear and their unique hairstyles. Micro elements such as the instruments used and a persons appearance contribute to the macro elements of music as they affect how the public portray them. This is important because they don’t want to be represented negatively. This way, no one will buy their music and there record label won’t make ay money.