INDEPENDENT LABELS AND MUSICIANS DECONSTRUCTING GENDER
To the contrary of big record labels, small record labels offer the music world and society a different view of gender and sexuality. When the goal is art for arts sake instead of profits, a very different product emerges in music and music videos. These independent music videos are not made to please the general public. Many of them challenge the public; therefore do not gain widespread popularity. The average music video viewer wants to watch something comfortable and entertaining. Artistic music videos that reject social norms and gender constructions are uncomfortable to the viewer. Weather they embrace that or deny it separates the mass from the few.
Works Cited
Click, Melissa A. and Kramer, Michael W. Reflections on a Century of Living: Gendered Differences in Mainstream Popular Songs. University of Missouri-Columbia. Popular Communication, 5(4), 241–262 Copyright © 2007, Lawrence Erlbaum Associates, Inc.