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![“[W]e no longer live in a world of the Mainstream
and the Counterculture. We live in a world of
multiple mainstreams and countless counter-, sub-
and counter-sub-cultures.”
Walker, R. The Brand Underground. 25](https://image.slidesharecdn.com/indiefinalpresorhorton-120523113649-phpapp02/85/Indie-final-preso-r-horton-25-320.jpg)
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Indie final preso r horton
Indie music has significantly impacted and innovated the entertainment industry over time. It began with innovators in the 1950s-1960s, grew with early adopters in the late 1960s-1970s, became mainstream with the early majority in the 1980s, and was nearly ubiquitous with the late majority by the 1990s. Today, indie influences have spread far beyond just music into other creative industries and subcultures. Indie music has demonstrated attributes of an innovation by having relative advantage over major labels, compatibility, trialability, and increasing observability over decades as it diffused through society.
Indie final preso r horton
- 1. Indie Music: An Entertainment Industry Innovation Rebecca Horton 23 May 2012
- 2. Independence means not having to answer to anyone, really-that’s what it means in my mind. -Geoff Travis, founder and director of Rough Trade As cited in King, R. 2012 2
- 3. Why Study Indie? • Modern relevance • Broad-sweeping impact • Rootedness in local, start-up communities 3
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- 5. What is Innovation? Simplyput, an innovation is a lever of change within a larger system. Relying upon the foundations of systems theory and actor-network theory this definition supports the notion that ideas never exist in a vacuum, and it is the combination of forces surrounding those ideas that ultimately make them prosper or fail. 5
- 6. What is Technology? Technology is not a thing, or an outcome; rather it’s a “process of development.” Based upon the work of Feenberg, A. 6
- 7. A BIT OFCONTEXT... 7
- 8. Indies Vs. Majors Music labels with a small, Music labels that own their devoted fan base that are own distribution channels. not heavily focused on sales but rather are focused on the craft of music. 8
- 9. Power Grip Of the Majors 9
- 10. Untethered Indies 10
- 11. “As soon asa major label opens it wallet, all this rebel independent stuff goes out the window.” -Jim Nash, President, Wax Trax Records, 1990 As cited in Popular Music 11
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- 13. Diffusion Timeline Innovators Early Early Late Laggards Adopters Majority Majority Rogers, E. The Diffusion of Innovations 13
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- 24. Underground goes mainstream 1980s Today 24
- 25. “[W]e no longerlive in a world of the Mainstream and the Counterculture. We live in a world of multiple mainstreams and countless counter-, sub- and counter-sub-cultures.” Walker, R. The Brand Underground. 25
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- 28. Innovation Attributes Low High Observability Trialability Complexity Relative Advantage Compatability Adapted from Rogers, E. Diffusion of Innovations. 28
- 29. CONCLUSION 29
- 30. Indie is theNew Norm But what does that mean for the professional musician who needs to make a living? 30
- 31. Indie is Nolonger Just about Music... Its tentacles have spread into art, fashion, the DIY/maker movement, and more 31
- 32. Bibliography • Bower, J. & Christensen, C. Disruptive Technologies. Harvard Business Review, 1995. • “Billy Corgan Rants About ‘Posers’ at SXSW.” Rolling Stone, 2012. • Feenberg, A. Critical Theory of Technology. 1991. • King, R. How Soon is Now: The Madmen and Mavericks who made Independent Music 1975-2005. Digital release, Faber and Faber, 2012. • Nash, J., 1990. As cited in Popular Music. • Oakes, K. Slanted and Enchanted. Holt Paperbacks, 2009. • Rogers, E. Diffusion of Innovations. Free Press, 2003, 5th ed. • Walker, R. “The Brand Underground.” 30 Jul. 2006, New York Times. http://www.nytimes.com/2006/07/30/magazine/30brand.html? pagewanted=2&_r=1 • “What Is Indie?” Movie Trailer. http://www.youtube.com/watch? v=5rLLqdnGwqQ
- 33. Image Sources • sketch_biphop via flickr • jkgroove via flickr, • Dana Slaymaker, 1970 via Artstor • Style.MTV.com • The macinator via flickr • Pitchfork Magazine • Wildner via flickr • Toniblay via flickr • ListenMissy via flickr • Shiftingpixel.com • Youtube.com screenshot • Vogue Magazine • Jima via flickr • Declann jewel via flickr
- 34. I think inthe music business you have to give up on making money…marketing is the new money in music, if you can get the right partners in the internet to work with you and use their marketing power, that is the new money. You’re not gonna make it selling a CD more than likely. -Billy Corgan Corgan, B. Interview with Rolling Stone, 2012. 34