Independent Music's Hottest Topic
...ed of teenagers who practice in their basement is only a mouse click away. With one internet search and through the coincidence of a misspelled or common word used in a song title or band name, looking for one artist or song can result in hundreds of unique search outcomes; as a result, anyone – especially internet savvy teens – can discover and learn about previously unknown songs, styles of music, or artists. This music knowledge boom has lead to a growth in the interest of underground music like never before and has resulted in attempts by large corporations to find ways to cash in on ground that previously was a secret of small and independent record labels or operations. Many involved with underground music feel threatened by Hot Topic’s practices, what it represents, and fear the company’s influence; this fear is the direct result of the store’s concentration on only what can be marketed with little or no acknowledgement to the history or many ideals held within the independent music community. Founded in 1989 by now retired Orv Madden, the Hot Topic retail chain opened its doors for the first time as a single store in suburban Los Angeles. At first the sales were slow, but during, and as a result of, the boom of grunge music and then the post-grunge popularity of bands such as Green Day and The Offspring, the store grew exponentially. By 2003 the company had nearly reached the number of stores its 10 year expected growth plan had predicted in 1997; this is the result of more teenagers on a quest for an Alternative look to reflect their musical tastes or to wear garb similar to that of their favorite musicians. Hot Topic has capitalized on the desires of teenagers and achieved great corporate growth due to extensive observation of teen music culture through attention to music video channels such as MTV, regular attendance at teen orientated concerts to observe trends, and having in-store questionnaires for customers. CEO Elizabeth McLaughlin declares “”If Gwen Stefani of [the band] No Doubt is wearing plaid pants, then we will have plaid pants in the stores”” in demonstration of the attention her company pays to potential fashion trends that can be created or capitalized on (QTD in Weintraub, 84). As the musical taste of teenagers cannot be visually represented, accessories must be purchased to prove interest in, or allegiance to, an alternative lifestyle related to music: this is where Hot Topic steps in. While the store sells the music that these teens want, the company actually uses that interest in music to sell accessories to teenagers who want to show off a style of dress that is felt complimentary to specific musical tastes. This choice of accessories is done through a teen’s own decision or by the store’s suggestion of what is considered stylish or acceptable for a specific subculture through the use of the “What’s Your Scene?” questionnaire on the company’s website and in person. According to studies by marketing company TRU approximately 17% of Americans in high school think of themselves as Alternative; this emerging teen group is Hot Topic’s target audience and is known officially in marketing as the Non-Conformist population, one of four groups advertising expert Elissa Moses has broken teenagers into (Tkacik, B1; QTD in Quart, 9). Alissa Quart explains the realization of this new market in Branded: The Buying and Selling of Teenagers and how what could have been considered at one time the nonconformity of certain teenagers as “a defense against consumer capitalism” has now only become “a sliver of a market to be pandered to” for companies looking to cash in on subculture (Quart, 9). The company has become a widely deb...