120 minutes

Definition

120 minutes refers to the significant increase in airplay time allocated to alternative music on mainstream radio, particularly during the 1990s. This shift highlighted the growing acceptance and popularity of alternative music genres, allowing artists outside the traditional rock and pop scenes to gain exposure and reach wider audiences. The term is often associated with specific radio programs that dedicated lengthy airtime to these genres, effectively changing the landscape of popular music.

5 Must Know Facts For Your Next Test

1. The concept of 120 minutes became prominent with specific radio shows like '120 Minutes' on MTV, which showcased alternative bands and their music videos.
2. This shift allowed previously underground artists to achieve commercial success, transforming the music industry by breaking down barriers between alternative and mainstream music.
3. Major alternative bands like Nirvana and Pearl Jam benefited from this increased airtime, leading to a wider cultural impact beyond just music.
4. The term also reflects the changing tastes of listeners during this period, as audiences increasingly sought out music that challenged societal norms and expressed authentic emotions.
5. By dedicating significant airtime to alternative music, radio stations contributed to a broader cultural movement that embraced diversity in musical expression.

Review Questions

• How did the introduction of 120 minutes programming impact the exposure of alternative music artists in the 1990s?
  • The introduction of 120 minutes programming significantly boosted the exposure of alternative music artists by providing them with a platform on mainstream radio. This shift allowed many underground bands to reach larger audiences who previously might not have encountered their music. As a result, artists like Nirvana and Radiohead gained popularity, transforming them into household names and reshaping public perceptions about what could be considered mainstream music.
• In what ways did MTV's '120 Minutes' influence youth culture during the rise of alternative music?
  • '120 Minutes' on MTV had a profound influence on youth culture as it introduced new musical styles and cultural movements that resonated with young audiences. The show featured a variety of alternative bands, presenting them as credible alternatives to mainstream pop. This exposure encouraged viewers to embrace diversity in their musical tastes and seek out independent or underground artists, fostering a sense of identity among youth that prioritized authenticity and self-expression.
• Evaluate how the increase in airtime for alternative music represented broader social changes during the 1990s.
  • The increase in airtime for alternative music during the 1990s reflected broader social changes such as a growing disillusionment with consumer culture and a desire for authenticity. As listeners gravitated towards genres that challenged conventional norms, it indicated a shift towards valuing unique perspectives and voices in society. This transition was not only musical but also cultural, as it aligned with movements advocating for greater representation and inclusivity in various artistic expressions, highlighting how art can mirror societal values.

Related terms

Alternative Rock: A genre of music that emerged in the 1980s and became widely popular in the 1990s, characterized by its diverse sound and resistance to mainstream conventions.

MTV: A cable television network that played a crucial role in promoting alternative music in the 1990s, significantly influencing youth culture and music consumption.

Grunge: A subgenre of alternative rock that emerged in the late 1980s and gained massive popularity in the early 1990s, characterized by its heavy use of guitar distortion and themes of disillusionment.