Alternative Pop is a sub-genre of pop music that incorporates traditional, pop musical elements with unconventional or experimental sounds and a more DIY approach. These may include acoustic elements, genre-bending influences, and a focus on lyricism and storytelling.

Alternative and indie are used interchangeably and they often overlap, although their definitions are slightly different. Alternative is by definition non-mainstream, often having a somewhat unconventional sound, while indie only means independent music from unsigned or small-label artists.

Artists:

• Lana Del Rey
• Lorde
• Of Monsters and Men
• CHVRCHES
• MGMT