The document discusses alternative rock music and related topics. It provides information on subgenres of alternative rock like Brit pop and grunge. It also discusses several influential music magazines including NME and Kerrang! which helped popularize alternative rock. Biographies are given for notable alternative rock bands like Kings of Leon, Alice in Chains, Oasis, Of Monsters and Men and Mumford & Sons. Demographics and popularity of the genre are examined.

2. Alternative Rock
 Alternative rock is a broad genre and underneath it
are many other sub genres such as;
 Brit pop
 Rock - pop
 Grunge
 Post – grunge
 Punk rock
 New wave
 Folk rock
 Indie rock
 Noise rock

3. Different music magazines
 NME
 Artrocker
 Kerrang!
 Q
 Mojo

4. NME
The New Musical Express, popularly as NME
was created by Theodore Smythson. It is
published weekly since March 1952. It
started as a music newspaper, and
gradually moved toward
a magazine format during the 1980s. It
was the first British paper to include a
singles chart and in the 1970s it became
the best-selling British music newspaper.
It became closely associated with punk
rock through the writing of Tony Parsons.
An online version of NME, NME.com, was
launched in 1996 and is now the world's
biggest standalone music site, with over 7
million users per month.
The NME gave the Sex Pistols their first
music-press coverage in a live review of
their performance at the Marquee in
February, 1976.
They covered artists such as Nirvana and
Pearl Jam in the 90s.

5. Kerrang!Kerrang! is a UK based magazine devoted
to rock music published by Bauer Media
Group. Kerrang! was initially devoted to
the New Wave of British Heavy Metal and the
rise of hard rock acts. In the early 2000s it
became the best-selling British music
newspaper.
In 2000, EMAP launched Kerrang! as
a digital radio station across the United
Kingdom, playing a back-to-back sequence of
rock and alternative music. The radio has a
number of specialist programmes dedicated
to the many subgenres of rock music.
In 2001 EMAP launched Kerrang! TV. The
television channel covers the more
mainstream side of the rock music as well
as classic rock bands
like Aerosmith and AC/DC, and classic heavy
metal bands such as Guns N'
Roses and Metallica. Kerrang TV is now a
joint venture between Bauer Media
Group and Channel 4.
During the 1980s and early 1990s the magazine
placed many thrash and glam metal acts on
the cover like Metallica, Poison, and Venom
but later discarded them when grunge acts
such as Nirvana rose to fame.

6. Artist research
Kings of Leon;
They are a Grammy
winning American
rock band composed of brothers – Anthony
Caleb Followill, Ivan Nathan Followill, Michael
Jared Followill. They started their music with
genres such as southern rock and blues but lead
into alternative rock. They were formed in
Nashville in 1999. They decided to name their
group after their grandfather Leon from
Talihina, Oklahoma.

7. Alice in Chains
They are an American rock band who
formed in Seattle, Washington 1987.
They are widely associated with grunge and the band’s
sound incorporates heavy metal and acoustic
elements.
They have released 4 studio albums, 2 EPs, 2 live
albums, 4 compilations and 2 DVDs.
They are known to have a distinct vocal style which is
harmonized with Staley and Cantrell’s vocals.
Due to concerns over the female bondage issue, the
band originally named it Alice ‘N’ Chains, however
reverted back to their original idea of Alice in Chains.
They are considered a legacy.

8. Oasis
Oasis are an iconic band
which formed in England
1991. They were originally named The Rain but
decided on Oasis. It was formed by Liam
Gallagher, and his brother, Noel Gallagher joined
and wrote their songs. They were hugely
popular in the 90s and became legendary for
their music. In 1999 they formed their own label
called Big brother which released their songs
and albums. Oasis were heavily influenced by
The Beatles. Many other artists and bands have
taken influence from Oasis, such as Arctic
Monkeys, Maroon 5 and Lily Allen.

9. More recent music
Of Monsters and Men
Their style of music is
Alternative folk rock music. They
were formed in Iceland in 2010,
which allows their music to be
traditional yet with a modern twist.
In 2011, Of Monsters and Men released
an EP entitled Into the Woods. The
band's debut album My Head is an
Animal which was released in
2011, peaked at No. 6 on the US Billboard
200 album chart, No. 3 in the UK and also
reached other European charts.
Its lead single “Little Talks" was an
international success, reaching the Top 20
in over five countries and No. 1 on US
Alternative songs.

10. Mumford and Sons
Mumford & Sons was formed in December 2007
The band name originates from the fact
that Marcus Mumford was the most
‘visible’ member as he organised the band
and their performances. Lovett indicated that
the name was meant to invoke the sense of
an "antiquated family business name".
Their debut album was released on 5 October
2009 with "Little Lion Man" as the lead single.
In December 2010, Mumford & Sons
earned Grammy Award nominations for Best
New Artist and Best Rock Song ("Little Lion Man").
While they did not go on to win an award,
the band performed their single "The Cave" at the
Grammy ceremony.
In February 2011, they received a European
Border Breakers Award for their international
success.

11. Audience/ Demographic
 Young rebellious teenagers
 Most likely 16 – 24 year olds would listen to upbeat rock, whereas people who
are older would typically listen to soft rock.
 It is aimed for both genders and is typically known to be defiant and bold.
 Most of the audience of this genre would like to consider themselves not
mainstream as Alternative rock is different and unique. They prefer to enjoy
something with a bit of edge rather than the traditional pop songs.
 This shows that I would have to make my magazine appeal to an audience of
both genders and an age group between 16 – 24 year olds, as they would be
hitting the typical rebellious phase.

12. Record Labels
 Oasis formed their own record label ‘Big Brother’.
 Kings of Leon originally signed to RCA, however in 2009, they
launched their own record label, ‘Serpents and Snakes’.
 Coldplay is signed to EMI.
 Of monsters and men are signed to Republic Records.
 Generally alternative rock artists dislike big record labels due to
the fear of being industrialised and turned into mainstream
artists.

13. Mainstream music?
 Alternative rock is not mainstream music
as that tends to be pop or hip
hop, however people tend to say they
are rock fans when they only like one
band or artist’s music, such as Coldplay.

14. Is Alternative rock music
popular?
 As Alternative rock music emerged in the 1980s as a
source of independent music, it was fairly unknown.
However in the 1990s, it became widely popular and the
underground artists gained mainstream recognition.
 Record companies were confused by this genre of music
but as it became a trend, they were eager to sign up
underground artists who fitted the criteria. This led to the
excessively admired grunge music which consisted of
bands such as Nirvana and Pearl Jam.
 Towards the late 90s, there was a decline in
popularisation. Despite this, many alternative rock artists
are still popular in the modern day such as
Coldplay, Radiohead, Mumford & Sons and The Script.

15. Advertisement/Acquisition
 TV shows such as The X Factor and The Voice have been
produced for entertainment but they also have another
ability. They are used to search for talent in order to keep the
music industry in business. Talent scouts and producers
such as Simon Cowell have their job made slightly easier for
them as instead of discovering talent the conventional way –
going to clubs, gigs and open mic nights – the talent comes
to them! It also saves them the hassle of advertising and
promoting the artist as the shows let them gain their own fan
base without endorsement.