We need a new alternative to indie

In this article, Jian Gomeshi argues that it is time to retire the term “indie” from common discourse. Gomeshi states that the term has been recycled to the point where it completely lost its original meaning. The term was coined in the 1990’s and intended to distinguish alternative music from pop music. “Indie” music was defined as music produced by small, independent producers and known only to a small group of dedicated fans. Over the years, the term has been popularized and the bands that are now called “indie” no longer correspond to the original criteria. Gomeshi gives several examples of modern “indie” bands that are distributed by gigantic corporations and are well known everywhere. Furthermore, Gomeshi states that “alternative”, a term used in music industry with similar meaning, was similarly corrupted in the 1990. Furthermore, both “indie” and “alternative” have been expanded by consumer society to apply to other commodities such as clothes and corporate “attitude”.

Several organizations giving out music awards have created a separate category for “indie” performers. Yet again, such popular performers as Leslie Feist and Tom Cochrane have been awarded in this category. Neither of the two performers would correspond to the original criteria for the term. Gomeshi concludes by proposing that we as consumers stop using the term due to the fact that it is now obsolete. He argues that the meaning of “indie” was not changed as much as widened so much that it is no longer clear what is implied when something is called “indie”. The term became a part of common discourse when it was created by the consumers. Consequently, it was drawn upon by the media and continuously recycled, with its meaning gradually changing with every “cycle”. Gomeshi demonstrates a clear will for consumer agency by attempting to impact the content of common discourse, and inviting us to do the same.

National Post, March 17, 2008