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The 1990s was the beginning of the democratization of American music. From Grunge to Indie labels to Alternative rock to Hip-hop, music was no longer the sole property of giant record companies and Top40 radio. Thanks to the infinite talent of the artists, it worked out pretty well.
(DISCLAIMER: Okay, so I know what you're thinking: "the late 1990s was all about the Spice Girls, Backstreet Boys, and 'N-Sync - what's all this 'talent' nonsense?" Relax. Notice how little of that you hear anymore? The cream is already rising.)
Once Nirvana made it okay to put a garage band on the radio, all hell broke loose. Alternative stations sprang up - or regained popularity - in every major city, and the charts were infiltrated with new sound.
By the late nineties, the Internet had taken hold. Napster was everywhere, and record companies were panicking over lost sales. For a full decade, they stuck their heads in the sand and hired lawyers. They missed the point: the information age got people excited about music again; they were just no longer interested in being told what to listen to. After that, the music industry was turned on its head - now people would drive what was hot, and who was cool.
This new generation were fearless, creative, bold, sexy, confident. And, as it turns out, there's a market for stuff people haven't heard before.
Think about it: Tupac, Gwen Stefani, The Red Hot Chili Peppers, Alannis Morrisette, Cheryl Crow, LL Cool J: today, all legends or super-stars. Back then: we chose them.
Doin' It - LL Cool J (1996)
Just A Girl - No Doubt (1996)
Building a Mystery - Sarah McLachlan (1997)
California Love - 2Pac (1997)
Crush - Jennifer Paige (1998)
What It's Like - Everlast (1998)
Mambo No. 5 - Lou Bega (1999)
Smooth - Santana Feat. Rob Thomas (1999)
Scar Tissue - Red Hot Chili Peppers (1999)
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