Indie rock began in the 1980s in the United States and United Kingdom as a genre of alternative rock that was diverse with many subgenres. Prominent indie rock record labels were founded in the 1980s that represented bands dedicated to remaining independent. In the 1990s, grunge became mainstream while indie rock continued evolving with new subgenres through the 2000s. Some bands in the early 2000s helped indie rock achieve mainstream success and led a back-to-basics version of guitar rock to enter the mainstream. By the late 2000s, the influx of indie bands was referred to as "indie landfill" as digital technology advanced various indie-influenced genres like indietronica.