You might think nothing about the beer you guzzle at gigs. But your choice may reflect indie's rejection of bourgeois values
While alcohol is rejected in hardcore punk it is celebrated in indie. Why? And why does indie favour certain brands (I'm thinking Red Stripe, which seems to be the indie band drink of choice since the 90s)?
Adam, via email
Did you ask this question because my Twitter account says "I'm the anthropologist of everything fun except beer"?
Music genres often express strong attitudes towards altered states of consciousness. As straight edge manifested the most strident Protestantism, all forms of hedonism or anything that would inhibit sobriety were rejected. Reggae is deeply connected to Rastafarianism. For reggae, the drug of choice is cannabis (referred to as ganja). Alcohol and preserved or chemically altered foods are to be avoided. Rastafarianism rejects Babylon, an idea that western civilisation is corrupt and materialistic in contrast to a spiritual Zion. Ganja, is seen as a sacrament that aids in a relationship with God (Jah). When one considers the apathy engendered by smoking cannabis, you can see how well ganja dovetails with the rejection of a Protestant work ethic and capitalism's drive towards material acquisition.
Alcohol, however, is the drug of choice for the indie community. But why Red Stripe in the UK or Pabst Blue Ribbon in the US? I haven't found a definitive answer, but I have several hypotheses that correspond to explanatory paradigms in the social sciences. The first would be a Marxist interpretation of economic motivations. Both Red Stripe and Pabst Blue Ribbon are relatively inexpensive. As indie audiences tend to be younger, less expensive options are preferred. However, there are several inexpensive beers to choose from, so the Marxist approach seems only partially satisfactory. Another explanation is historical particularism. This theory, associated with Franz Boas, posits that historic incidents, culture contact and the environment are the chief determining factors in cultural manifestations. Indie's antecedents can be found in post-punk . The Clash were famously pictured drinking Red Stripe. The influence of Jamaican music in areas where punk emerged ? such as Ladbroke Grove ? made drinking the lager a way to express affiliation with other oppressed groups and movements in opposition to British imperialism.
Additionally, Red Stripe was sold at the London Astoria, a major venue for touring indie bands in the 90s. The beer served at a favoured venue is taken up as a favourite by the bands that play there, by fans drinking there or fans emulating the artists. The companies selling the product embrace the clientele. Red Stripe sponsors a breakthrough artist award and associates its brand with music in marketing campaigns. In the US, Pabst Blue Ribbon regularly advertises on All Songs Considered, National Public Radio's music wing that despite its title is strongly skewed toward the contemporary indie aesthetic. What the historic antecedents are for Pabst Blue Ribbon I wouldn't know, but it was originally brewed in Milwaukee, a city viewed as hardy and working class. It was also a dollar a can in the 90s, which appealed to low-income drinkers. The brand capitalised on its perceived working-class identity by funding contests between bike messagers in Portland and skateboarding exhibitions. This association with the perceived authenticity of the non-bourgeois has meant that Pabst Blue Ribbon is no longer the least expensive brand, but it's still the lager of choice for American gig-goers.
Another intriguing possibility is the symbolic approach. Both brands have simple designs featuring national colours ? red, white and blue for the US, and red and white for England (sorry, Scotland and Wales). Simplicity is a dominant motif in indie practices. Indie's puritan foundations lie in rejecting embellishments and a return to the basics of worship. Both brands have simple lines and colour schemes making the products mirror the sonic aesthetics of purity and simplicity. Both are lagers, the weakest of beer. The tastes are often characterised as "basic". It's as if the notions of "effete" and "back to basics" had been reproduced in the beverage itself. Rarely have I heard someone say they think Red Stripe or Pabst Blue Ribbon tastes the best, but rather something like "Pabstenance", the basic necessity that one needs to survive on beer. I am sure there are other theories that may explain the phenomenon. Feel free to share your insight. I'm still not the anthropologist of beer, but if you want to know anything about cheeseburgers or the culinary proclivities of indie bands, just ask.
Ask Wendy about cheeseburgers or anything else indie-related by commenting below or emailing theindieprofessor@gmail.com
Source: http://www.guardian.co.uk/music/musicblog/2010/nov/29/indie-professor-red-stripe
Rhona Mitra Kelly Rowland Danica Patrick Josie Maran Leighton Meester
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