Plenty of US-based answers. I first heard the Cure, the Smiths and Joy Division on John Peel’s evening radio show on BBC Radio 1. They all subsequently appeared on the very commercial “Top of the Pops” at 7:30 in the evening.
I think the main difference from non-alt groups was that they were not ***aiming*** to fit in with the commercial pop bands. Their success was not due to trying for a conventionally successful sound.
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