Research: Subcultures

Subcultures 

What are subcultures?

Subcultures are groups of people who share a same common value, ideas and tastes such as music and clothing. Most of the time these subcultures views would differ from viewed by society as a whole and may have different ideas that may conflict with mainstream culture.

How are they evident in the music industry?

Subcultures are evident because of the alternative appeal to niche genres of music that isn’t mainstream. For example, Rockabilly, Emo, Indie Rock, Punk, Goth, Steampunk, Hippie, Gangsta, Hip hop, Reggae, Bhangra and salsa which may have an alternative or won’t follow conventions of the mainstream genre.

Example of subcultures of music. 

• Hippies – Bob Dylan 
• Punks – Sex pistols, The clash
• Reggae- Bob Marley
• Rock – ACDC
• Heavy Metal – Slip Knot.

What did McCracken say?

McCracken another music theorist has talked about how the postmodern world is full of diversity, dynamism and creativity and how to affect diverse music culture moreover how its created an understanding of various subcultures. Another point that McCracken has talked about the array of values, and ideologies then we can’t say all sub cultures come from one culture.

What did Hebdige say?

Hebdige has also discussed subculture and has talked about some people think subcultures appear to be different, deep down they are the same. Moreover 

“Consumption is an active process in which different audiences read into the same cultural product

Many groups are involved in protest and resistance against the mainstream… 

People can resist mainstream culture and will resist it and become a ‘subculture” Hebdige

For example, punk actively revolutionary movement at the time rejecting the ideology of consumerism and mainstream ideas. This was reflected by setting up their own labels and not using large record labels such as Capital or EMI. Partly because large companies will try to control the star image and brand. An example of a punk artist who self-published was Poly Styrene who has released several solo albums as swell as under the punk rock band x-ray specs. She was also not a conventional idol in that genre because she wore glasses and braces. This would have subverted the idea of what is attractive as a star image in a star in the mainstream music industry. “People can resist mainstream culture and will resist it and become a ‘subculture”

An example of this is Madonna who emerged at the end of the punk as seen as the acceptable level of punk by mainstream culture and society. She had clothing that closely resembled punk style, however, was more mainstream in her marketing strategies and therefore evident of how subculture eventually become mainstream culture.

Subcultures and historical times in relation to music.

During certain periods they was distinctive subcultures and music that stand out this could because of changes in political, economic or social climates. They could be viewed in positive or a negative way.

1950s |Rock & Roll

1960s |Mod culture, Hippies and bikers and surfers.

1970s |Punk rock, Rasta, soul and glam rockers

1980s | Heavy metal, hip hop, goth and rave

How does the industry now target audiences?

The X-factor is a talent shows that showcases in a way of production line and they try to give them technique from voice coaching to stage performances in audiences who may become fans. This shows creates an audience for the target product to convince the audience why they should be interested in her.

Current day in relation to Hebdige

What people listen can differ from person to person and will listen to what they like as well as listening something that may be different to what they listen to. In today society music is easier to listen to and attitudes have changed and people aren’t as part of one mass culture. This would mean that subcultures still exist however it isn’t as prominent as it was 20 years ago since because of everyone tastes and social backgrounds are different.

Current day in relation to Dyer’s theory 

Dyer's theory is about stars and the representation of cultural and shared attitudes in promoting ideology. Fans are more likely to agree with someone who has the same ideas such as a star. Dyer theory was meant for movie stars however, this can be applied to music artists and superstars as well since the audience may aspire to be like the stars themselves. Since subcultures are less likely since most subcultures focus more on individuality rather than personality and stars. Because of this and the fact that music that belongs to a subculture will self-publish rather than go with a record label because the artist will be more likely constrained to what label what is aiming for and try to get them to aim at a more mainstream audience which would go against the ideology of that group. This would mean dyer theory wouldn’t apply to subcultures however it would apply with dyers other theory with ideologies and culture and how artists they try to promote themselves to the subculture.

Conclusion

The Final Product is going to be aimed at a mainstream audience rather than aiming at a particular subculture. This is because the music I am currently looking may have little to no interest to various subculture and the music video is more aimed at a wider and more mainstream audience rather than a subculture. I also do agree with Hebdige theory on how everyone has their own individual tastes as well as social backgrounds and hobbies. And this would reflect on they choosing of music and how some people may choose music that are associated with various subculture. The problem is aiming for a wider audience is also that allow less freedom on how the artist is portrayed since how general conventions that are presented in mainstream culture.