They’re going to bring that out - and that’s pretty cool to see.Ī version of this article originally appeared in the Dec. They don’t care what Pitchfork thought was cool in the early 2000s - they care about what they care about. Talking with all these young artists, they don’t give a shit. Being 19 years old when I, there was still a tradition in alternative music: what should be done and what shouldn’t be done. And an amateur can pick it up and make it sound huge. In the beginning of alternative music, guitar was the easiest way to be like, “OK, an amateur can pick this up and make cool music.” The beginning of the punk scene - even the DIY alternative scene - was that feeling of, “I’m not a professional, I’m not classically trained, but I can play barre chords and you can feel something.” But now with the advent of new technology, you can do anything. What I’m trying to do is show the listener that it’s not all white males in alternative, it’s people coming from all over the spectrum. So there has been a huge push toward pop and hip-hop. People want to dive into music that shares their story, where they see representation. And that’s why I feel like, since the 2010s, it has fallen out of favor. I wanted to build a community for young artists to feel seen, heard and understood - as well as to showcase them, because in general alternative has maybe not done as great of a job as it could have. And what better way to do that than by showcasing artists of color? I’m an Indian lead singer and have always been the extreme minority within the traditional view of what “alternative” is, which tends to be relatively homogenous.
Sameer Gadhia, frontman, Young the Giant host, Point of Origin (SiriusXM’s Alt Nation, Pandora): I wanted Point of Origin to build a community for what I think is the truest essence of alternative artists - artists who provide a different opinion, a different narrative on where current music is. Maybe when they’re burned out on 15-second TikTok videos they’ll want to get into something a little more substantial.Ĭhartbreaker: 24kGoldn is ‘Post Malone Meets Will Smith,’ With a Smash Single To His… I scratch my head constantly thinking, “What is it? What going to be that thing, that one band to come along and really change the dynamic and make a giant impact in that world?” I don’t know if it’ll be something like Slipknot or something that’s more melodic that speaks to what kids are ready to hear. At which point that happens and which band forces that - we’re out there searching. It’s challenging to find the next thing that’s going to catapult heavier, more guitar-driven rock music back into the forefront. I think it shows how broad the music can get, if given the opportunity. The biggest Elektra alternative artist would be twenty one pilots, but we also have Panic! at the Disco, we have Young the Giant, who live more in the indie space, and we have White Reaper, which is a bit more throwback. It has definitely shifted, but in a good way. Mike Easterlin, co-president, Elektra Music Group: Alternative has taken on more of a pop lean than a grungier, guitar-driven style, which seems to make it more accessible to a broader audience. Iann Dior Is Strategically Blurring Pop, Rock and Hip-Hop It acts as a one stop shop for any of our listeners that have alternative-leaning tastes. If you are a Gen Zer looking for what’s popular or interesting in alternative pop, we have those playlists. The idea was to have a destination that encapsulates all of the different “alternative” possibilities: If you grew up in the ‘90s with alternative rock and you’re looking for that catalog or the next wave of alt-rock artists, we have those playlists. We launched our Alternative Hub earlier this year in order to unite all of our alternative programming into one dedicated space. As a result, there is an amalgamation of genres that make up modern “alternative” sounds. Fast forward to 2020, where hip-hop, pop and Latin are the titans of genre, and you’ll find that the class of artists defying what’s expected are doing so within these genre spaces. In the ’90s, rock music was still very much at the core of popular music culture, and as a result, “alternative” guitar-driven in sound. Laura Ohls, senior editor, folk and AAA, Spotify: I’ve always thought of “alternative” as referring to any artist creating music that challenges what’s being popularized in the mainstream, across all genres. Taylor Swift's 'Evermore' is a Rewarding Journey Deeper Into the Woods
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