The Rise of Alternative Music in the 90s
In todays music industry, alternative artists generally do not receive the same mainstream success that bands like Nirvana or Oasis did in the 1990s. However, there does remain a thriving alternative scene, particularly with the creation of more and more boutique music festivals and small, independent music labels. Radio stations such as Triple J in Australia focus on playing artists that mainstream radio stations do not and community stations like Triple R magnify the importance of remaining independent. Festivals such as Mountain Sounds and Strawberry Fields, also in Australia, are located at parklands and farms, usually bordered by immaculate wilderness and focus on creating communities and forming relationships between patrons and the event. Where previously, people attended festivals on account of the big name line-ups, today it is more about the music, allowing many small, alternative bands a chance to play to large numbers of people, gaining valuable exposure. The trend of alternative music also evolved into the trend of releasing music without a label. This then extends to artists choosing to sign with smaller independent labels over major labels. The do-it-yourself ethos of the 90s alternative scene continues today, perhaps at an even greater magnitude. Platforms like YouTube and Soundcloud allow artists to release their own music and utilise the power of social media to gain a fan base. Where previously, artists relied on major labels to garner success in the music industry, a large number of bands and solo artists today are finding success on their own, suggesting the irrelevance of majors. YouTube has also offered a second life for a number of artists who thrived in the 90s alternative scene, displaying just how impactful those artists are. Anyone and everyone can become an artist today thanks to technology, social media and perhaps most pertinently, the fundamentals laid by the alternative music trend of the 1990s.
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