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What is the “Underground” Really?

We often see promoters, music fans, blogs, news outlets and artists use the word “underground” in the context of electronic music, yet the meaning of the word can vary depending on the context used.

More often than not, the connotation attached to the term is that akin of a stamp of approval, signifying that the sound/music in question is pure, genuine and stands on an honest backbone of creativity that has not been marred by any type of commercialism. But in some circles the word “underground” is used to refer to music played at non-legal venues, while the same type of music by the very same artists can be found at mega-stages and parties somewhere else in the world, leading to confusion as to what truly constitutes the “underground”. On the other side of the coin, and in more commercial circles, the “underground” label can be attached to a scene that is out of touch with the rest of the world, a scene that is seen as unpolished, un-professional, dangerous and, in some cases, even “dirty.”

In this article we examine some of the positions adopted on the subject:

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Chemical Brothers Video

Pepsi’s Controversial Ad Featuring Kendall Jenner is a Rip-Off of a ’99 Chemical Brothers Video

In case you missed it, Pepsi made a 2-minute 39-second ad featuring Kendall Jenner giving a can of Pepsi to a policeman during a protest rally. In the commercial, the policeman accepts the can to the cheers of the protesters and the “fighting/protest” ends.

Since its release, the video has since been dragged and tarred through social media: Wired.com says, “The message is clear: All those Women’s Marches, Black Lives Matter protests, and demonstrations outside Trump Tower would be much more effervescent—and effective!—if someone had just brought some soda.” Slate.com, on the other hand, posed an interesting question: “Is it Pepsi’s view that the act of handing an armed police officer a can of soda should be the millennial generation’s version of putting a daisy in a rifle barrel?” NBC News on the other hand reported that “Pepsi was trying to project a global message of unity, peace, and understanding.”

But what caught the attention of dance music fans such as ourselves, was how similar this Pepsi ad was to a Chemical Brothers video from 1999.

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