What happens when 'indie' goes mainstream?
REPORT
3 Nov 2014
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?

Darren Loucaides

Darren Loucaides is a travel writer and music critic for the BBC. He’s lived and travelled in Italy, the Middle East and Latin America, and has become obsessed with the parallels between cultural and political trends.