Music Industry - Nirvana Industry Issues 2 - 26.3

Nirvana - Industry Issues

Production

Background/Context 

Marketing/ Promotion 

Regulation 

Global Implications 

Distribution/ Exhibition

Digital technology has been hugely important for three piece Grunge band Nirvana. When their album 'Nevermind' released in 1991 (Geffen Records), people did not have access to the modern technology that we have today such as the internet. This means that the band had to rely on live performances and 'word of mouth' to spread their popularity and ideology. 

The main form of digital technology that Nirvana used when their album was released was the live TV performances such as performances on Jonathan Ross and Top of the Pops. For these live performances they pulled 'PR stunts' as to make a huge impact on the audience and therefore become more popular via word of mouth. A example of this is their performance on Jonathan Ross where they were meant to play their song "Lithium", their most radio friendly song but instead they played they played "Territorial Pissing" there most radio unfriendly song. This stunt was sure to drum up a lot of attention and portrays the grunge ideology of rebellion and anti-estiblishment. 

Now in modern times we have access to many more forms of digital technology that were not available in the 1990's, such as youtube and iTunes. These 'on demand' services mean that the target audience can view and listen to Nirvana's songs/ music videos where ever and when ever they want. This contrasts to the 1990' where the music was only available on CD, radio and Tv channels (MTV). Itunes allows new generations to find older music because the technology is quick, simple and could be referred to as 'impulse purchases' . The fact that the music is readily available to the masses 20 years after the release ensures the longevity of the band.

Nirvana also have a large number of Fan sites all over the internet and social networking sites and this also ensures that the longevity of the band. The relative new appearance of social networking may not be as important for Nirvana as it is to Lady Gaga, but it still has a huge impact. It means that the fans of Nirvana, both past and present, can meet like minded people virtually and engage in social interaction with them and this means that the band/ablum stay as a topic of conversation 20 years after album has been released. 

Was Grunge the Last American Musical Revolution?

The year 1991 saw the releases of Nirvana’s Nevermind and Pearl Jam’s Ten. Those albums put Seattle on the musical map and flannel and army boots in every sullen American teen’s wardrobe. Adolescent angst was back in vogue and came soundtracked with a brand new anthem, Smells Like Teen Spirit.

However, the 20th anniversary of grunge is an uncomfortable reminder that music hasn’t given us anything “new” on such a grand scale since then. This generation still awaits its musical revolution.

We have, however, experienced one of recorded music’s greatest revolutions in regards to how music is delivered and marketed. The beginning of the 20th century saw sheet music and piano rolls. The phonograph forever changed music in that it now became about hearing actual performances from artists. Over the decades, radio, juke boxes, eight track and cassette tapes, and compact discs all played important roles in letting the music reach the masses.

However, none of those forms had the reach and impact of the Internet. In just over ten years, the way people access music has been permanently altered – for better or worse. A few clicks of the mouse or one’s mobile phone and any song imaginable is there for the listeners’ pleasure. However, much to the chagrin of the record companies, illegal downloads have ravaged their business while also giving consumers more control than ever before.

Perhaps it’s precisely because of the digital revolution that we have not seen a generation-defining genre since grunge. For one genre to so completely saturate the market perhaps requires a music industry with immense control over the market. 

Downloading can be said to have destroyed the hope for any new genre domination?