"What makes indie such an odd example of a subculture being sold back to the masses is that, in practice, its main selling point is its uncoolness. Its presence in an ad doesn’t imply rebelliousness like alternative-culture tropes were once meant to...It features mannered ingenuousness, an embrace of small moments, narrative randomness, situationally amusing but not hilarious character juxtapositions ... and unexplainable but nonetheless charming character traits,” he wrote. “Quirk takes not mattering very seriously.”
“To insist that underground music be snarly and abrasive is to subscribe to a hidebound cliché, which is ironic since the whole idea of the music is to dispense with hidebound clichés,” he says. “Underground music stands against and apart from mainstream culture in order to offer an antidote to it. In eras past, mainstream culture was blandly, blindly complacent, so underground music was angry and dissatisfied. [...] But now, mainstream culture isn’t complacent, it’s stupid and angry; underground culture reacts by becoming smarter, more serene..."
is indie dead? by rachael maddux