As one considers the word alternative what comes to mind? Does it solely represent the supposed “alternative” rock music scene of twanging guitars laced with teenage angst? Or does it simply represent anything nontraditional and unconventional? The latter is proven to be true. Clearly, music enthusiasts have begun to explore this new territory causing the industry’s seemingly perfect “establishment” to shudder and quiver at its base. Currently, many North Americans have abandoned the “cookie cutter” American music scene and remolded that “dough” to experience the wide variety of intoxicating beats and rhythms that international countries have to offer.
Evidently, technology has allowed this musical metamorphosis to take place. With video sharing websites such as YouTube at our disposal we can expand our musical horizons and experience true talent. Recently, YouTube has welcomed a flood of videos revealing the variety of talented and ingenious artists that come from a variety of curious sources. One of the most evident and surprising sources is South Korea. Many North Americans are oblivious to the fact that South Korea has a rich and vibrant music scene. Home to a style known as K-POP, the genre is recognized for its catchy beats and sharp lyrics. These artists meld ballads, rapping and prime lyrical content expertly. The result is striking and unique. Despite the fact that these groups are not North American, and may never debut in Canada or the USA, their words are universal. The hook of “Stay Together” by Korean group 2NE1 is a perfect example of this lyrical genius: “I said I’d definitely forget/I promised goodbye but/ When I see you, I still tremble/ We gotta stay together/ I can’t sleep? Is it the same for you?” These words reflect a raw human emotion. Globally, listeners can understand this striking message of heartbreak and undying love, despite the language barrier. Their words rhyme effortlessly, their meaning may bring tears and realizations as some may realize that these words speak directly to their heart.
Assuming that the Koreans bring raw and intoxicating lyricism across the ocean, it is the South Asians who bring the spice and flavor. Previously, techno music consisted of solely synthesized beats and auto tuned voices, however, recently South Asian beats have been infused. Intense and rapid drumming, invigorating chants and ethereal sounds now flood our airways in place of repetitive synthesized beats. One could call this new style a “spicy” techno. This technique breathes new life into the increasingly stale music scene. With a vast amount of radio airplay, millions have been introduced to South Asian Culture and its effect has most definitely spread. Without this vast radio support, festivals such as Desi Fest (which has been held annually at Yonge and Dundas square) would not have as much public support and impact.
As one can see, international artists have taken North America by storm. The inclusion of different sounds, rhythms and beats has given an innovative edge to the global music scene. Technology has provided the opportunity for the public to welcome these unconventional yet astounding artists into their playlists. The internet and radio has allowed these international artists to expand their fan base without even entering North America. By integrating these artists into our daily dose of music, we can shatter the cookie cutter image of “good” music portrayed by artists such as Britney Spears, Lady Gaga, and Miley Cyrus, whose lyrics often lack sustenance and intensity. We can create a new mold by including artists who have incomparable and unprecedented style and flavor. In the end it is the music listeners who have the power to dismantle the current establishment and replace it with a foundation of unconventional yet astounding style.
