ALTERNATIVE ROCK

"Alternative rock" is essentially a term for underground music that has emerged from the punk rock movement, since the mid-1980s and became popular in the 1990s. There is a number of diff erent musical styles within alternative rock, yet are all tied together by a similar aesthetic they all existed and operated outside of the mainstream. Alternative bands during the 80’s generally played in small clubs, recorded for indie labels, and spread their popularity through word of mouth. Early artists would include bands like R.E.M and The Cure.

HISTORY

The alternative genre has become less of an underground and unknown genre in the modern age; in fact, a lot of alternative bands have become quite popular among the masses, becoming more mainstream. A lot of factors are responsible for dragging alternative rock into the mainstream. The popular success of Nirvana's album Nevermind, the inclusion of alternative music categories in the Grammy Awards and the MTV Video Music Awards, as well as the success of Lollapalooza, a touring festival of diverse bands that helped expose alternative bands.

EVOLUTION

The singers within this genre diff er a lot. Most of the male singers are middle aged, strong and masculine; however, there are a fair number of younger singers in the genre as well. There is a wide range of alternative images. They are often shown as talented musicians who try to be as natural as possible with their singing. Some of them may be considered sex symbols. Such as Dave Grohl. Many of the genres female singers are very young and glamorous looking, however, due to the genre they appear a bit tom boyish. I would say that the artists are presented as role models and a lot of people use the artists as role models.

REPRESENTATION

Alternative Rock music diff ers a lot; it is hard to suggest whether there are any re-occurring similarities between all the artists and music videos of the genre. One thing which seems fairly common is focusing on performance rather than narrative. Focusing on people playing music and singing, rather than narrative. It is expected for someone within the alternative genre to be quite artsy and “rock” like. So the biker sort of look. Some of the artists for the genre would be would be: Foo Fighters, Paramore and Muse.

IDEOLOGY AND ARTISTS

For my music video I intend to use a lot more narrative, I will downplay the instrument playing and focus instead upon the story of a boy and a girl. I intend to use some very artistic moments in my music video as well, to in keep with the style of other videos.

MY MUSIC VIDEO