Marketing to Veteran Rockers

Please take a read...Wrote it a few years ago — it talks about the then emerging, now emerged upper demos of Rock

There’s a “Baby Boom” trend that is emerging as a mainstream news item, and it IS huge. A massive population hub entering the later years. I guess I’m closing in on that age….soon. But an interesting thing about this demographic is that so many are healthier, hipper and more engaged that prior “upper demos”.

There was once the “Great 25-34 scare of ‘78”. All of these FM radio stations that owned 18-24 year olds back then we’re buying into the panic that the baby boom was over and soon there would be no teenagers left on earth by 1980. And these 18-24 targeted stations would be left with no listeners as the typical 18-24 rocker, would wake up on his or her 25th birthday and say “To hell with Led Zeppelin…I’m 25-34 now…bring on The Captain & Tennille and Bread oldies.” Never happened. Goes back to the fact that 16-20 are the musically formative years…the music you are into then, sets the stage for your musical life. I’d chuckle at big name radio guys suggesting back then that Hendrix and Dylan were “fads”…

I went flying with Skip Finley, a radio mogul, one time client and all around good guy. He’s about 60 going on 30. There are a lot of those out there that cancel out the traditional view of the demographics and lifestyle. mental age and physical age has never been more diverse.

Ever watch those Time-Life informercials hawking the “Summer of Love” CD’s? Induces severe nausea as there’s the obviously paid “star” of the 60’s” interacting with very un cool people fawning about how “If you’re Going to San Francisco wear Some Flowers in Your Hair” was the voice of the generation and ‘changed their lives’. If THAT song changed their life, they are not finished changing.

Quality is what creates timelessness. Junk fades. Quality isn’t an economic or demographically defined term. I think “The Chipmunks” were quality. Done very well. Lovable rodents that stand the test of time. I’m glad to see that their film is doing well and that their Christmas song still gets played. I used to take a Chipmunks 45 and slow it down to 33 to see how they REALLY sounded. They’re better fast.

When I watch the Time Life thing, I want to scream out: YOU FOOLS! You can buy an i-pod and download the songs…or get an XM and actually HEAR and re-discover ALL and MORE of the songs. Symbolizes how few marketers understand how 50+ thinks. Whether it’s those goofy Fidelity ads with Rock Stars or the trivializing of the culture back then…most “Baby Boom” marketing efforts are laughable. Missing the purity and essence. Bob Dylan’s radio show talks to the mindset better than anyone—because it’s natural. Not forcing it. And undeniably authentic. Pure soul. Brilliant marketing by being the anti-marketing.

We used to have a term called “The Weekend Hippie”. Coat & Tie Monday-Friday, then jeans and mild partying on the weekend. You can’t tell mental age by looking at people.

A massive market opportunity is not very sexy, but VERY rewarding—Old people who still think like kids. BIG.

Musical acts whose debut recordings were made three decades ago dominated the North American concert business recently with half of the top 20 grossing performers having started their careers in the 1970s. When the new media powerhouses figures out tapping into this audience…look out!