Alternative music originated in the late 1970s with bands like Pink Floyd influencing the genre of alternative rock. Subgenres like prog rock and glam rock emerged from alternative rock. Artists like David Bowie made alternative music more fashionable. While alternative music was originally considered non-mainstream, bands like Fleetwood Mac helped popularize the genre by making their music more accessible to mainstream audiences. Advances in technology like the internet have also allowed alternative music to reach wider audiences. Artists are now able to self-produce and distribute their music online. Television shows that allow audiences to vote on musical talent, like The Voice, have also helped change alternative music by focusing more on the music itself rather than the artists'

1. Jack Ellingham

2. Alternative music originated from the late 70’s, with bands such as Pink Floyd who influenced the genre of
alternative rock. Other sub genres like prog rock and glam rock branched off of this genre, and artists like
David Bowie made alternative music more fashionable and outlandish.
The sub genre of folk rock was originally classed as
alternative as it wasn’t mainstream until the late 70’s. The
band Fleetwood Mac revolutionised alternative music in
the sense that they made their music mainstream and in
turn, the genre became more well known. The photo to the
right is of Fleetwood Mac in front of the iconic Hollywood
sign. This photo shows their success as Hollywood is
renowned for it’s movie studios and Hollywood stars and
is the place to be if you want to be successful in the mass
media.
Alternative music has always been around, however, it was never classed as mainstream.
Artists, as stated above, like Fleetwood Mac, made the genre more accessible and popular. This is
because, in recent years, there have been huge advances in technology which have allowed the
once understated genre to become more mainstream. These advantages are;
iPods, televisions, radio, and the internet (more on next slide).

3. Internet version 2.0
The new version of the internet allows us, as consumers, to become producers. This concept allows consumers to share pieces of media on
Facebook, follow someone on Twitter and upload a film/short video onto YouTube. In the music industry, web 2.0 has allowed people to produce
their own music on programs such as garage band or audacity and then upload a video of them singing/playing an instrument online. By doing
this, anyone with access to the internet can potentially view this video, and by using internet version 2.0, they can comment and share criticisms
about it. Artists such as Justin Bieber became a YouTube sensation, and with the millions of views and positive comments he received, a record
label gave him a record deal because they knew that people already liked him, and would therefore buy his songs –making them more money.
This has changed alternative music by making the genre more mainstream, as the majority of consumers have access to the internet. It has also
allowed prosumers to make alternative music, this modernises the genre as different people have different takes on the genre and they will include
the micro elements they like, for example, the same instruments, however, may change the way they dress to something that is more personal to
them. This moderation changes the macro element of alternative music as it affects the way they are being represented.
Television
TV shows such as X factor and The Voice, give wannabe musicians and singers a chance of getting a record deal. The shows are talent
contests, where the public (consumers) vote for their winner through a selection of stages. They have been proven successful because the
consumers are voting for who they like and who they would buy songs off/go and see them live. This means that the winner is most likely to make
the most money and, in turn, the record label that signed them. By watching these shows, audience members are self gratified as they share the
journey of the contestant and feel like they have experienced their ups and downs. This allows them to indentify with the program. These
shows, particularly The Voice, have changed alternative music as they work on the basis that it doesn’t matter what you look like, abolishing the
mainstream ideology that pop music (which is the most mainstream genre) is an elite genre, where the artists have to look, sing and be represented
in the ‘correct’ way, making them ‘superior’. They give this power to the audience and makes them decide what they like about the contestants
(instead of moulding them into a pop star that the producers think the consumers would like). It has changed alternative music as audience
members appreciate the artists self expression through their hairstyle and fashion sense and it becomes more about the music, rather than what
they look like. This also gives the audience hope that they can achieve their dreams if they feel that their looks (ethnicity, gender, weight) hold
them back.

4. Representation in the media
Alternative bands/artists don’t get a lot of publicity in the mainstream media, this is what makes them alternative.
However, they are most commonly found on music magazines such as Q and AP. On the front cover of the magazine AP, the
band are being represented as superior and officious, this is because the main image has been taken at a long angle, making
them appear domineering. This representation is signified to the audience and can been perceived in two ways. The first way
would make the audience in awe of the band as they are being portrayed as high and mighty, however, the second way might
scare the audience as they could come across as aggressive and bureaucratic. The sell lines are also jumbled up and not in a
straight line, this can portray the band as either messy and not bothered or too cool to care about what the page looks
like, and in turn, what they look like.
Representation of Alternative music in the media
The representation of the band all lies in the hand of the beholder. Alternative bands, as
stated above has never been in the mainstream media before now and they are being
represented to audience members are quirky and different. This representation has
brought about the 70’s and 80’s revelation, where skinny jeans, aviators and tight
clothing have come back into fashion (more on next slide). Although this is a micro
element, this trend is seen in the genre of pop as artists like Lady Gaga have been
inspired by 80’s icons like David Bowie and Madonna.

5. Appearance
As said in the previous slide, fashion has changed the
face of music. Nowadays, how a person dresses, from
their clothes to their hairstyle, is how the consumers
identify with artists and encourages self expression. As
said before, many artists dress a certain way for attention
and publicity as people are more inclined to buy music
of someone that is really well known and famous. This
tends to apply more in the genre of pop as Madonna was
renowned for her unique outfits. In alternative
music, appearance is less of an issue, however, is this
what they want you to think? Nowadays, people are
dressing in a minimalistic way as it is fashionable. This
style has derived from alternative/indie music because
their music is more relaxed and casual. This micro
element is very important, as, especially for alternative
artists, it creates verisimilitude. It is used as a reminder
that these people are real, which allows their fans to
connect and relate to the artists as they are seen as more
human. The micro elements of my genre have to be
correctly representated on my magazine, this way the
audience won’t misconstrue alternative music. For this
to happen, I will have to create a realistic house style, to
do this I can put my model (for the main image) in
clothes that relate to the genre. Use different fonts that
the audience identify as alternative and to use semantic
language so the audience knows that the magazine is
about alternative music.

6. Music to Media
Does music influence the media? In some ways yes. You can argue that if a world wide artist had a number 1 hit, they would
be on the front cover of a music magazine like Q or Kerrang, depending on their genre. However, as time goes on, the music
industry changes , to expand; Rihanna, a famous RnB singer collaborated with the Coldplay, an alternative band. Their
song, Princess of China reached number 4 in the UK charts. This collaboration brought great success as they were asked to
perform together at the closing ceremony of the Paralympics 2012. This was broadcasted all over the world and gave them
both a large amount of publicity. Alternative music has influenced pieces of media like fashion magazines and the clothes
people where nowadays. To expand, everyone likes to dress in their own way and it has now become very fashionable to be
quirky and different in the way you dress. This has stemmed from alternative music as artists such as David Bowie made it
‘cool’ to be different.
Media to Music
Although you can argue that the music industry influences the media, the same argument can be used for the reverse. Some
aspects of the media, for example TV and Film, cast famous singers to be part of a film/TV show or to take part in an
interview. For example, on the 26th October 2012, the alternative band Of Monsters and Men performed on the Graham
Norton show. The guests on that particular show were the cast of the new James Bond film. The show, because of the
guests, became very popular and had a lot of viewers. This increases the publicity of the band and also represents them as
suave, respectable and professional as they had been chosen to perform along side Daniel Craig and Dame Judy Dench.
Although this representation may not be true, it gives the audience the impression that they are worthy of A list celebrities.

7. Appearance Instruments
The band are wearing clothes that look like they have This band use a variety of different musical
been thrown together in a rush. This is their own style instruments that you wouldn’t put together. They
that people identify them with. The girl is wearing bright have an acoustic guitar, trumpet and an accordion.
pink shoes that are fashionable at the moment along with This vast mix create a unique sound that is original to
patterned leggings and an oversized jumper. All these the band which is what makes them alternative. Also
clothes are fashionable at the moment, however, she has the idea of their sound being original and one of a
been dressed in a way kind is appealing to audience members as it makes
that makes her look approachable and them feel special, and that the music was
‘normal’. made for them directly.
Her hair style is very
edgy and individual.
This also allows their
fans to identify the
band as the one with
the girl with the shaven
head. It is also a fashion
statement that makes her
This band is Of Monsters and Men and they are
stand out in the world of an alternative (alternative pop/indie) band that
music; her hairstyle may have just recently become mainstream in Great
even influence other girls Britain. Their music is upbeat and cheerful, which
to have the same hairstyle. is portrayed by the clothes they wear and their
unique hairstyles. Micro elements such as the
instruments used and a persons appearance
contribute to the macro elements of music as they
affect how the public portray them. This is
important because they don’t want to be
represented negatively. This way, no one will buy
their music and there record label won’t make ay
money.