Research:Hebdige's subcultures

Introduction:

There are different subcultures in music that have to be Identified.


Meaning of subcultures
Subcultures like; Hippies, chavs, skinheads etc. Subcultures of their own accord are a group of people who come together and form an Identity, because they share the same attitudes and values. These subcultural groups are people who are united through common values, systems and tastes. This could be through fashion, politics, music etc. They are a group who are positioned outside culture.

How they are evident in the music industry:

They are evident in the music industry because there are genres that are not mainstream which will therefore make them subcultural. Punk music is a example of a subculture that had strong following outside the mainstream. Punk music is listened to by people who follow the punk culture which includes a spiked hairstyle nose piercings and rebellious behaviour. The same thing with Uk rap music which is usually listened to by 'chavs' this provides a culture of rebellious behaviour, a fashion of hoodies and brand designers.

McCraken:

The postmodern world is full of diversity, dynamism and creativity. If we look at the array of values and ideologies then we cannot say all subcultures come from one culture.

Hebdige:

Even though subcultures appear to be different, deep down they are the same. 'Subculture'  are little cultures as they all do the same thing of resistance. 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 use their interests and views become a subculture.

This theory suggest subcultures, I which people with similar tastes and interests have a different tastes in music due to their social background etc.

Subcultures and History:

`.1950's: Rock n rollers, Beatniks and Teddy boys.

.1960's: Surfers, rude boys, mods, hippies and bikers

.1970's: Skinheads, soul boys, Rasta's, glam rockers, funksters and punks.

.1980's:Heavy metal, hip-hop, casual,Goth's, rave and clubber styles.

Pop stars are constructed to appeal to specific markets with specific values.

The audience are so unpredictable in their likes and dislikes that record companies can never truly know how to target them. X factor is a way in which pop stars are targeted.

In relation to Dyer's Theory:
Subcultures partly relate to Dyer's star theory in the sense of the subcultural niche musician having a lasting significance even though their genre is subcultural outside of the mainstream. Nirvana were a perfect example of a subcultural band that had lasting significance until Kurt Cobain's death.

Nirvana = care free live life to the full, take risks, resisting against commercialism.

Conclusion:

 I will be target my music video towards a mainstream audience that listen to RnB.