Alternative rock emerged from independent music in the 1980s and became popular in the 1990s. It is a broad genre consisting of music that varies widely in sound and regional roots. Typical instruments include vocals, guitar, bass, drums and keyboards. Many alternative rock bands originally released music independently but later signed with major record labels as the genre became more mainstream. A related genre called indie music also became popular in the 2000s.

1. HISTORY OF GENRE
Alternative Rock Music
• The cultural origins are the late 1970’s and early
1980’s.
• Alternative Rock music is a genre of Rock music
that emerged from independent music from the
1980’s.
• Alternative Rock music became popular within the
time period of the the 1990’s. Although, the history
of alternative rock goes back further.
• The typical instruments used are vocals, electric
guitar, bass, drums and keyboards.
• Alternative rock is a broad umbrella term consisting
of music that is greatly different in terms of sound,
social context and regional roots.
• Many alternative Rock bands leave their
independent record labels and sign to major record
labels (Sony, Universal and Warner)

2. • Alternative Rock music changed from being individual, but currently it is
mostly mainstream now.
• A new genre of alternative rock was created known as indie music which
has a softer and calmer sound than alternative rock. This resulted in
becoming really popular with bands such as The Kooks and The
Libertines.
• There was no coverage of alternative rock music during the 1980’s, and
the music was unrecognizable to the audience, before the awareness of
the genre started to spread.
• In the 1990’s, there was a huge change, as bands had moved from
playing small venues to big time concerts, this was the beginning of
commercialism (excessive emphasis on profit) and popularity.
• Originally, alternative rock artists were signed to a small independent
label or no label at all (1976). Now they are mainly signed to major labels
(2014).
• Also, beforehand alternative rock was loosely arranged, and a
genre/movement that just existed on the sidelines of music.

3. Conventions of Genre
Mise- en –scene
•Usually set somewhere spacious
•Sometimes, like a normal street or abandoned area
•The clothing is dark colors
•There is usually a small element of performance
•A strong storyline is included (men performing and women included as actresses within the
narrative)
Sound
• Usually musical instruments are involved within the song
• Helping the performance element of the music video
• The lyrics are usually quite repetitive
• The lyrics fit in with the theme of the storyline
Editing
• Blurs
• Slow motion
• Flashbacks
• Slow paced editing
• May increase to fast paced editing
• There is not anything such as dancing in this genre, therefore there is no
need for editing of a quick speed
Cinematography
• Dark lighting
• Lots of close-ups to show emotion
• Two shot if a relationship is being highlighted, as this is conventional
• Tracking to show the journey of a person
• Panning and establishing shots to allow the audience to recognize the location