During the first half of the 1990s, alternative rock, led by grunge bands such as Alice in Chains, Nirvana, Soundgarden and Pearl Jam, broke into the mainstream, achieving commercial chart success and widespread exposure. Shortly thereafter the alternative genre became commercialized as mainstream success attracted major-label investment and commercially-oriented or manufactured acts with a formulaic, conservative approach. With this, the meaning of the label "alternative" changed away from its original, more counter-cultural meaning to refer to alternative music that achieved mainstream success and the term "indie rock" was used to refer to the bands and genres that remained underground. One of the defining movements of 1990s indie rock was the lo-fi movement spearheaded by Guided by Voices, Pavement, Sebadoh, The Grifters, Liz Phair, The Elephant 6 Recording Co., and others, which placed a premium on rough recording techniques, ironic detachment, and disinterest in "selling out" to the mainstream alternative rock scene.