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When Indie Was Truly Indie
“They just stood there, oh so neat, while they played their swinging beat….
It’s been long overdue— we’ve been needing something new—
Sophisticated boom boom!”
— The Goodies, 1964
When we talked about indie we talk about any genre, scene, and subculture, stylistic and cultural attributes. And we talk about sophisticated thing. So have you heard about independent music?
In the early 1990, when “alternative rock” reached its points of popularity, indie movement began to creped, grew and crashed normality (and majority for that matter). The movement was elbowing the mainstream and shoving for new space. Indie music movement has a strong relationship with Do-It-Yourself approach to recording and publishing, thus being created outside the mainstream and without any corporate financing. The very definition also embodies a sense of idealism and an anti-corporate attitude.
Became tired with an old stuff and lot more likely to smell fresh air, the movement started to make different kind of music other than what being perceived as commercial pop and mainstream culture. It was happening in the time when label have the ultimate power to decide who’s deserve to record. When the label can approach every sense of the art with their own “idealistic”.
“The rebellious” start to build their kingdom. Independent music emerging as an antidote to mainstream, and became more than just a branding tool. Do-It-Yourself aesthetic became their independent nature and passion for what they create. Creative process of mutual assistance among communities, become the way to show their music at that time.
The Internet has significant influence for indie culture, since the bloom of the movement also being the time when internet felt its first spotlight. It became a place to promote their “original creative rebellious”. A place for fans to find original music and a place for independent artists distribute their own music.
Websites like MySpace and iTunes become their own personal distro, a vending machine. Artists distribute their singles, informed the gig, update every activity they carried out to their fans and makes fans feels much closer to artists. Suddenly, like a magic spell, internet makes indie artists recognizable. They’re success at making strong community and transforming to be quite invincible.
Today the movement is bigger than they used to be. They have a “voice” and become an icon for the youth. Indie spirit is influencing every single thing and become a lifestyle. They make more than a movement, they make a revolution. And they already make a change.
3 June 2010 · Comments
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