The document discusses the concept of 'indie' culture, highlighting its roots in independent art forms like music and film, and emphasizing individuality and anti-corporate values. It notes the expansion of indie ethos across various industries and mentions the emerging significance of 'second cities' for creative communities. Specific reference is made to Athens, Georgia, as a hub for indie culture and sustainable local businesses.

6. Indie is not just music.
The term "indie" traditionally refers to independent art –
music, film, literature or anything that fits under the
broad banner of culture – created outside of the
mainstream and without corporate financing.
Indie culture attempts to put focus on individuality and
uniqueness. It originated in the music and film industries
where talented artists worked to create their own
publishing platforms to produce and disseminate their
movies and albums free of corporate restraints.
Across almost every industry, the core of indie is a Do It
Yourself ethic. It has since spread to nearly every retail
and commercial industry and has become an idea and a
movement which represents self-starting, self-
ownership, artist and artisan friendliness, and anti-
corporate values.
Indie industries include…
• Music
• Film
• Books
• Bookstores
• Fashion
• Restaurants
• Technology
• Games
• Entertainment
• Beauty

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10. Indie meccas
Now is the time for ‘Second Cities’ – charming, laid back,
less touristy places that have high quality of life and are
well-connected.
Lower rent for more space. Why pay more for rent and
be stuck with one window, in a loft in a building far away
from happy people. Have a bigger office you ride your
bike to. Have bright light and a piazza where people
interact and collaborate. With the wall technology has
thrown between us, we need common space for human
interaction.

12. Indie in Athens.
Athens has long been known for its burgeoning culture
and arts. Early on it was marked by the success of bands
such as REM, the B52’s, and Pylon. A second wave of
success followed with Neutral Milk Hotel and the bands
of the Elephant Six Collective. But the independent
mindset in Athens doesn’t end with the music scene.
Athenians have embraced sustainable local industries
across the board. From venues, to restaurants,
bookstores, record stores, breweries, recording studios,
groceries, coffee shops, fashion and festivals… Athens
has embraced businesses born here and shown them
preference and loyalty in the face of corporate
alternatives.