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  • Indie began with music – but now it’s in every industry
  • Indie began with music – but now it’s in every industry
    Ben K Adams, Creative Commons (2014) ©
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What happens when 'indie' goes mainstream?

Despite its humble origins in punk music, indie is now huge. From quirky film Juno, which had an indie aesthetic but made over $230 million, to art-house ads commissioned by an ice cream giant, what does indie mean today? And how can big brands successfully tap into it?