When There Was No Alternative
Among all the fleeting genres that show up briefly as a blip on the popular culture radar screen only to quickly fade away, there are a few that really manage to stick, and ultimately define a sub-culture or even a generation. We’ve seen it to varying degrees with genres like punk, heavy metal, or rock n’ roll itself; all essentially made up terms that went on to mean everything.
For better or worse, another one that stuck was “alternative.” Initially, an outcrop of the grunge scene, alternative went on become an all-consuming pop culture multi-beast; taking hold of not just music, but cinema, fashion, and art as well. Alternative was everywhere, which begged the question: to what exactly is this an alternative? It was a brand, a marketing gimmick that was consumed – no, devoured – by the mainstream.
Yet beyond the irony of it all, it also represented a relatively heroic period in popular music whereby genuinely awesome bands ruled the radio. Pop culture, the mass media, and most of all, kids, were actually listening to good music. It was one of those rare times in modern music history where to some extent, the best bands were also among the biggest, most famous, and widely listened. READ ON for more from Ryan…
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