In 1991, the Grammys added alternative as an award category. Alternative was the category recognised by official industry bodies. Grunge was its most successful public face. Many of the college music directors making these decisions became members of the American corporate music industry.Īs college rock became more successful it started to be called alternative, modern rock or, occasionally, underground. The nature of label ownership had nothing to do with it. They were just as likely to play Neneh Cherry, Camper Van Beethovenor the Gin Blossoms as the Replacements, Black Flag or Jane's Addiction.
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College radio stations were free to choose their songs. College rock was a playlist-based classification, a radio format constituted by the varied and erratic tastes of a network of college radio music directors.
It was a college music chart that would be included in Rolling Stone and the other media outlets as the alternative to Billboard's comprehensive chart. It had its own chart and magazine, College Music Journal (CMJ). Initially, this less conventional music was called college rock. In the US, however, the independent sector was nurtured and fostered by college radio. As independent labels primarily used independent distribution, this definition presented a convenient loophole for major labels to exploit. The British rule, steeped in controversy, was independent distribution, not independent label. In the UK, indie was a formally recognised genre with its own chart and rules for inclusion and exclusion. There are dramatic differences between the way indie evolved Stateside and its development in the UK.
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