​The Aesthetics of Alternative Rock

Butterflies stuck on hair, a body covered in paint, a face submerged underwater, long claw-like fingernails – these are some of the stark, intense images from alternative electronic rock outfit PVRIS’s music video for the song “You and I”. The band has released a music video for every single song on their first and most recent full-length album, White Noise, as well as the bonus track “You and I”.

The music videos utilize powerful imagery and visual effects, linking up and creating parallels to one another, through images of white noise, umbrellas and mirrors. The White Noise videos have allowed PVRIS to cultivate a very specific aesthetic – it’s hard to think of them without thinking of black and white and vintage mirrors. PVRIS’s identity is as tied into their unique, genre-inventing sound as it is to their distinct, pristine look, but they are far from the only band in the alternative rock scene to have incorporated and emphasized the visual in their music.

Rock music was always associated with a certain look – leather, denim, lots of black – but the current integration of visual and audio has led to something more than just a specific style of dress. While the scene still goes through its various fashion trends, bands have cultivated a look that’s somewhat like a brand or identity. And it’s not just through clothing and photoshoots, but album artwork, music videos, tour posters and social media pages.

For example, the rapidly rising UK punk band Creeper has a very specific look, complete with an eery logo , signature back patch and color scheme, which is unusual for musical groups. Creeper’s colors are purple and black – an uncommon color combination that features prominently in their outfits and music videos. The use of black and purple is really strong in their latest music video for the song “Suzanne”, the first single off their upcoming debut album, which helps to strengthen and solidify their identity as a band as they make the jump from EPs to full-length. It lets the fans know that this is a continuation and an evolution of Creeper’s music and while there will be changes and shifts, this is ultimately the same band they’ve been listening to for three EPs. It also shows a confident band who have fully embraced their own visual and musical identity.

And then there’s The 1975, who have a strong enough aesthetic to joke that the British government stole it for their EU referendum voting ads . The 1975 used their neon-sign-punctuated aesthetic as a way to reinvent themselves and signal a major sonic and artistic shift when trading in black and white for white and pink between albums.

It’s not just about the music anymore; our social media culture has led to an increase of emphasis on the visual. Platforms like Snapchat and Instagram have encouraged people to take and share more photos as well as to aestheticize their memories. Tumblr also has played a huge role, through the proliferation of lyric edits as a way to not only visualize but aestheticize music – something that is only made easier with the help of these bands’ own visual identities.

Artists know how instrumental social media is to their success and to cultivating their fanbase. It’s evident that visually artistic moves and powerful aesthetics are more than just wardrobe choices or marketing strategies – they’re part of an increasing knowledge of how artistic engagement transcends audio.

And engagement seems to be the goal. Pierce the Veil’s distinctive and complicated artwork for their most recent album Misadventures has not only been replicated on t-shirts and on their cover for Alternative Press Magazine but also in the form of a giant mural in their hometown of San Diego, which fans could stop and take pictures in front of. The 1975 had pop-up shops in New York and London to advertise their album – complete with bright pink neon signs, artwork, prints, band merchandise and an opportunity to meet the band.

Rock music stresses the present, with bands often emphasizing their live shows as the focus of their efforts. Bringing in visuals helps fans to stay engaged and present and counters the alienating effect produced by social media culture and the internet. It’s not about getting more people to listen to your music – it’s about getting people to immerse themselves in music. Music is supposed to be a full experience. Pairing visuals with music allows artists to create an immersive experience, to strengthen their message, and to make themselves unmistakable and unforgettable in the eyes, ears and minds of their fans.