Genre - Alternative

Definition: a style or category of literacy, art, music or film

This genre of music came from the independent music underground of the 1980s and then became more mainstream by the 1990s. This genre is characterised mainly by bands who have a 'do-it-yourself' or non-conformist attitude. The types of bands that have been apart of this genre include R.E.M, The Strokes, Franz Ferdinand, Jane's Addiction and New Order.

"The 'alternative' definition refers to the genre's distinction from mainstream rock music, expressed primarily in a distorted guitar sound, transgressivelyrics and generally a nonchalant, defiant attitude. The term's original meaning was broader, referring to a generation of musicians unified by their collective debt to either the musical style, or simply the independent, D.I.Y. ethos of punk rock, which in the late 1970s laid the groundwork for alternative music." - Wikipedia article 'Alternative Rock'

Lyrical Content

The typical lyrical content/themes of alternative songs:

• anger
• heartbreak
• being an outcast
• general discontentment
• sex
• being different
• feeling isolated
• rebellion
• moral outrage
• saving the world
• philosophy/morals
• right and wrong
• political feelings

The lyrics tend to be about strong emotions whether they are love, hate or anger or something else. The lyrics also connects with teenagers and young adults due to these strong emotions and the feelings of isolation and being different as this is something that young adults and teenagers generally think about more than older and younger people.

Musical Style/characteristics

The musical style/characteristics of this genre was to be different to what the people in the 80s was used to. Usually synthesizers and mixed music wasn't used in this genre and the music is usually softer than hard rock was. The music in this genre is influenced a lot of the time by punk, grunge, goth indie and even classic rock so it will have elements of these styles of music as well.

Representation of the bands/artists

Alternative bands seem to be represented in a similar way. The band members stand in a casual sort of way with the lead singer in front and the rest of the bands behind them. The shot type is a mid shot and they seem to be quite close together suggesting closeness between the members. Their expressions are quite serious and represent the type of music the genre does quite well.

 

 

Ideology

The ideology of the performers of this genre is to be 'anti-mainstream' and against the norm, to have a DIY attitude and be non-conformist to what is mainstream. Basically to be avante-garde and throw what is considered to be normal or average out of the window and create something different or if possible new.

Target Audience

The target audience of this genre is typically teenagers and young adults of both genders as they relate to the lyrics more than people older and younger than they are.

• Age: 12-29 - Teenagers and young adults
• Gender: Male and Females
• Background: Typically working/middle class backgrounds
• Class: More typically working class and some middle class