independent bands from the underground with the term Garage Rock: The underground of contemporary Garage Rock continually asserts notions of rebellion against capitalists constructions of conformity and success. By doing so alongside bands that have achieved what is considered mainstream capitalist success, they have championed the existence of mainstream ideals alongside underground notions of music. This seems contradictory, but in doing so, Garage Rock has continued its successful ascent into music society, and allowed underground networks and bands to remain and play within conceptions of success. Many bands have championed both mainstream and underground spheres of Garage Rock, and these bands have become successful based on their determination to communicate underground ideals within the mainstream sphere. (ABBEY, 2006, p. 134) A single can turn on a hit as any other art expression can get its high excellence level, like a poem, for example. Shakespeare got a high excellence level in literature, but his writings were not considered fashion just because they were good enough for a wide repercussion. The same happens to music. The sense of hit is a status that a song is good enough to reach both underground and mainstream. In other words, it is universally excellent. The fact is that the media just monopolizes the concept of hit by official musical parades, creating fashion in order to profit, once the media has the mass power and that is why people are more attracted by music of the mainstream. So, fashion is part of the media system that cares about its capitalist interests, like an organ of the medias body. This part of the media is what tries to take advantage of singles that can be hits or not, inside the mainstream. Besides that, the media is also looking for hits inside the underground as another profit source. The Power of Advertisement inside The Mainstream There is a big question that has to be considered: Does the media have influence in what people listen, or listeners influence the media according to their musical tastes? Considering that, the specific concept of communication here established has to be detailed: the advertisement is what maintains the strength of the media, as it is a way of manipulation. The advertisement is also a mass resource that has the function of persuade people to have a specific action toward something presented by the ad (advertisement). Follow the quotation of advertisement below, according to Francis Scott Fitzgerald and Michael Everett Nowlin: The main economic base of [...] media is advertising. For commercial radio and television stations, it is by far their most important source of revenue, whereas newspapers and magazines depend on a combination of newsstand sales, subscriptions, and advertising. [...] In selecting media, advertisers consider whom they want to reach, what kind of message or information they want to communicate [...] Advertisers try to reach the largest number of people in the target audience. [...] Given all the advertising industry knows about you, your needs, your consumption patterns, your media behavior, and the forms of persuasion you are susceptible to[...] (STRAUBHAAR; LAROSE; DAVENPOR, 2008, p.