It's a rock music subgenre. It's a way of life. It's an ethic that eschews corporate consumerism.
Short for "independent,"indie wasn't always so tricky to define. In the pre-Internet days of the pop music world, it simply meant operating outside the realm of the major record labels.
These days, indie is "an unstructured genre with no boundaries or limitations," said Kelly Ogle, vice president of creative services at Norfolk Festevents, the organizers behind Saturday's ETC Indie Music & Arts Festival at Town Point Park.
Back for its second year, ETC, which stands for "Embrace the Culture," returns as a celebration of all things, well, indie. That means more musicians who don't have major-label deals or power-player publicists. More chefs who operate out of non-franchise kitchens. More artists and vendors selling things that were made by hand.
Jon Jameson, bassist for Delta Spirit, playing at 8:30 p.m. Saturday at Town Point Park When I was a kid there was Britney Spears and The Strokes. One was cool and one was a pop product. It's a little harder to tell the difference these days. Now it's acceptable for an indie band to sell a song to a car company for a commercial. Frankly I'm kind of glad about that because publishing is a way for bands like us to make money. A few of us were once signed to major labels when we were in other bands, and it didn't work out very well. When we started Delta Spirit it was with the ethos to control as much as we can ourselves. I mean, it's cool that someone can write a really good song, record it on a laptop and two weeks later it's viral. I think it's a lot more egalitarian and honest.
Luke Hartman, singer/songwriter, playing at 5:30 p.m. Saturday at Town Point Park DIY (Do It Yourself) culture means taking the reins and putting the power in your own hands to make something happen without relying on a corporation. I produced my own EP, put the artwork together, manufactured it and sold it at gigs. Artists have a lot of power these days.
Debra Persons, executive producer of "Hardcore Norfolk," which screens at 11:30 p.m. Saturday at the Naro Expanded Cinema Our movie defines indie underground culture. From my experience it includes artists, musicians, chefs, filmmakers, photographers, and they all support each other. I mean some people are trying to make money and some people are trying to get famous, but there's always going to be a group of outsiders with a different motivation; which is to get their art out there. That to me is indie.
Kylene Alvich, Roses Ridge Farm Natural Skin Care, a vendor at Town Point Park on Saturday As a crafter and entrepreneur, indie for me stands for handcrafted, high quality and unique. We began with a need to cure our son's eczema, and it has blossomed into a business, run out of our farmhouse in Chesapeake. I think independently owned businesses like ours make products with much more heart and soul than you can buy at a department store.
Logan Vath, singer/songwriter, playing at 2:45 p.m. Saturday at Town Point Park Everything I do is self-managed and self-promoted. Every show I get, I've worked for. I am pushing for everything, and that makes it more fun. Once you've convinced certain ears that your music is worthwhile, they will stand by you. At this point in the game I wouldn't even want to be on a large label. You lose a lot of freedom.
Evan Harrell, owner, Panavoir food truck
Indie is about being creative because you are and it makes you feel good. It's supporting other people's goals, ideas and ways of expressing things. Indie is truth in labeling. We are the little guys who live in and love our communities.
