Touch Me I’m Rich: From Grunge to Alternative Nation
The grunge scene originally developed in Seattle as an amalgam of the sounds and styles of punk and metal during the late 1980s. Like the initial punk subculture of the 1970s, grunge spoke to alienated young people growing up in a time of economic dislocation and social discord. But in the early 1990s, grunge suddenly catapulted to the top of the charts and made an enormous impact on mainstream music, fashion, and culture through the success of bands like Nirvana and Pearl Jam. The appropriation of grunge by commercial popular culture can only be understood as part of a larger transformation within late capitalism that facilitated the commodification of a wide range of formerly “alternative” or “underground” subcultures. Various commercial forces sought to capitalize on the perceived authenticity of grunge in a moment that demanded innovative methods of stealth marketing to “Generation X.” However, this threatened the enduring oppositions between art and commerce and alternative and mainstream that define “subcultural capital,” and was met with a backlash from young people. This chapter examines the rise and fall of grunge within the context of these larger dynamics of late capitalism.