In the mid 1990s the favorite sport among my hipster friends was catching out corporations and products that dared to masquerade as "indie." What at first glance might appear to be a simple economic truth--is the entity in question owned by a major corporation or not?--often became a debate about aesthetics and loyalty. I remember long arguments parsing the ready-made thrift-store chic of Urban Outfitters, the cloying bubble-gum pop of Veruca Salt (started at Minty Fresh, moved to Geffen) and the off-the-rack irony exhibited in Reality Bites--our authenticity jealously guarded. Or it was, until the corporations stopped caring about it. I'm sure that somewhere in Williamsburg, Brooklyn, there's a 22-year-old Wesleyan graduate thundering away on his blog against the evil that major record labels do--I hope to buy him a microbrew someday.
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Stealth Media
Corporate Media & Consolidation
Ana Marie Cox: Corporations used to disguise their attempts to masquerade as "indie," but now they've become invisible to the naked eye.
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