Since I became Classic Rock’s “front man” back in the ‘80s, the “Death Star” rumors about the format have never entirely gone away, still swirling around more than three decades later.
In those early years, there were many fears about Classic Rock’s mortality. The most frequently mentioned was that the collection of music that became known as Classic Rock would burn out. People would get tired of hearing Zeppelin, the Stones, Skynyrd, and Aerosmith. But alas, that didn’t happen. In fact, enthusiasm for the music continues to be strong. Ask any radio researcher about how Classic Rock continues to score in perceptual studies and music tests. To this day, there is rarely much “burn.”
Then there was the rash of Classic Rock songs being used in movie, TV, and commercial soundtracks. Some thought that overexposure in other media would detract from the music’s appeal. But, in fact, the use of these iconic songs all over films and television have introduced Classic Rock to new generations of fans. And the smart selection of anthems in TV spots has helped make brands. Think about how Cadillac resuscitated themselves in 2001 with Led Zeppelin’s “Rock And Roll” as the soundtrack.
And of course, the “Demographic Cliff” – the never-ending fear that as Classic Rockers turn 55 years-old and fall out of the coveted 25-54 advertiser sweet spot, they will not be replaced by younger consumers. But Nielsen continues to show 18-34 year-old record-setting ratings for the format, once again defying the odds.
But the one area where I’ve fretted about is the concert arena. I have long theorized that part of Classic Rock’s good health as a radio format is attributable to how many bands are still viable touring acts. Many legendary bands have continued to tour, often among the leaders every year in box office revenue. Last year, the successful Desert Trip shows at Coachella reaffirmed core artist strength. In markets big and small throughout North America (and the world), Classic Rock bands continue to tour, delighting millions of original fans, as well as many new ones.
But 2016 was a tough year for Classic Rock fans, because of the passing of icons like David Bowie, Glenn Frey, and of course, Prince. And thinking down the road, what happens when a key member of great Classic Rock bands passes on?
Apparently, nothing.
The Who is a case in point, losing Keith Moon in the late ‘70s, and then in 2002, bassist John Entwistle passed away in a hotel in Las Vegas. Throughout it all, the band has continued to successfully tour, using different drummers (including Zak Starkey, son of Ringo) and bassists.
And how has Queen been able to keep performing live despite the death of its incomparable lead singer, Freddie Mercury, in 1991? First Paul Rodgers, and now Adam Lambert have successfully filled in, delighting fans. The fact that Queen is one of the best-testing Classic Rock bands among all demographic groups is due at least in part to its touring, as well as its Broadway show, aptly titled “We Will Rock You.”
And could the E Street Band possibly survive the loss of “The Big Man” – Clarence Clemons – who passed away in 2011? Yup, he was replaced by his nephew, Jake Clemons, who continues to tour with Bruce Springsteen to this day.
Journey has survived the loss of its signature lead singer, Steve Perry, with several replacements, including Arnel Pineda who they found on YouTube. Whether Steve Perry shows up for the band’s induction in the Rock & Roll Hall of Fame next month, is almost irrelevant. Journey has done just fine with and without him.
And so when Glenn Frey passed away just over a year ago, those dark thoughts about the end of the Eagles as a touring act materialized. Yet, rumors abound there will be festivals this summer featuring the Eagles and Fleetwood Mac.
As Pollstar recently asked, “Who will play Glenn?” That’s a great question because along with Don Henley, Glenn Frey was the backbone of that band. The story suggests the possibility of Jackson Browne (friend of the band and writer of “Take It Easy”), as well as Duncan Frey, Glenn’s son.
Perhaps the most interesting rumor, however, is Vince Gill. The Country legend performed “Peaceful, Easy Feeling” at the Kennedy Center late last year, and also recorded “I Can’t Tell You Why” for an Eagles tribute album. As Pollstar also points out, Gill was inducted into the Guitar Center Rock Walk by none other than Eagle Joe Walsh.
That move would do more than revive the Eagles. It would cement the marriage of Country and Rock N’ Roll, a relationship that artists including Bon Jovi, Metallica, Kid Rock, and Bob Dylan have all explored. At a time when Country could use a steroid and Classic Rock always enjoys bigger tents, the Vince Gill as Glenn Frey rumor is a tantalizing one.
And whether it becomes a reality or not, it is safe to assume that long-time Eagles manager and impresario Irving Azoff will find a way to keep the band in the forefront, having navigated and negoatiated myriad crises over the decades.
And in some ways, the Eagles’ resourcefulness and survival instinct may serve as a metaphor for the entire format that we now know as Classic Rock.
When the Who’s Pete Townshend penned one of the most famous lyric in music history, “I hope I die before I get old,” he could not possibly have fathomed the reality that while he has indeed gotten old, the Who’s music never will.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Rock & Roll will never die! I was in high school loving the late Herb Oscar Anderson’s “Hour of Gold” 9-10am on 77 WABC. Jersey Boys has a great run but “Dawn, Went Away.” Those from the ’70s still perform in their 70’s. Classics are the Soundtrack of our lives. Audio Recall is huge! Go sing some favorite lyrics or commercial jingle from your formative years. Curation is key and Boomers are the connected catalyst for radio renaissance. Thank you, Fred. Clark in Boston. http://www.broadcastideas.com
Many thanks, Clark. As they say, rock on!
But the classic rock stations now seem to be edging forward in time like oldies radio. I know I’m old, but I don’t like it. I miss the true classic rock sound. I miss the true oldies radio sound. I’m glad for the demise of “Good Time Oldies.” But I miss the 50s/60s sound of oldies radio. Now, I’m hearing 90s songs on classic rock. Um. No. That is decidedly not classic. Sure, it’s old now, but it’s not a classic. I don’t like it. Yes. I’m old.
Funny thing, Chris. Lots of your Xers and even Millennials like their Classic Rock free of Grunge and ’90s music. Classic Rock stations that have gone that route risk losing their essence. But as I learned years ago, there are a lot of ways to do Classic Rock. Stick to your guns – and find a Classic Rock station that reflects your tastes. Thanks for the comment.
I do agree. I know that is why those stations do it, and luckily for us, there is the Internet. I don’t have to listen to my local station if they go to the “new” classic sound. I’m still old. 😉
Only as old as you feel. 🙂
This is coming right into my line of thinking.
Fred, when you wrote “ask any radio researcher about how Classic Rock continues to score in perceptual studies and music tests. To this day, there is rarely much ‘burn'” my thought was that this is the same reason my gut tells me that Classic Hits (“Oldies”) will stay 80’s-focused for much longer than ten years, because that decade produced a lot of songs that remain listener favorites, 30 years or more later.
And I know Fred recognizes how much of the Classic Rock high-testers from that decade are also playing on Classic Hits.
Fred’s answer hits the mark for both his specialty and mine: Both of the “Classic” formats’ audiences don’t want to hear songs from the 90’s and beyond. And the research bears that out … unless the station tries to compete with CHR for younger ears and skews the test group younger, which is where I think those “newer classic” stations are making their big mistake.
Ah, but the ratings will tell in the long run, won’t they?
KM, the ratings – flawed as they may be – if studied over time usually tell the tale. It’s always fascinating to talk to younger people outside of the core demographic – Millennials and Xers – who insist that Classic Rock stations keep it pure. Thanks for the comment.
I don’t have any complaints about the format. I listen sometimes. If you play good music and have interesting personalities then it’s good radio.
Well-said!
Studies that I’ve seen show that Classic Rock radio audiences don’t believe Grunge is part of Classic Rock. The major touring acts continue to bring in big money, others (like Blue Oyster Cult and Eddie Money) play to smaller crowds, but still make a living.
I’m intrigued… PLEASE do not read as an attack of any nature, these are real questions that I’ve asked myself, my GM, and my consultant.
If grunge or “newer” 90s artists aren’t “wanted”, what about new music from CR artists? In my situation, I’ve found reviews (from listeners) very mixed on the issue. Metallica is about the only 1 that comes to mind that my CR audience has asked for. Over the last couple years I’ve presented; Def Leppard, Santana, Cheap Trick & all were met with a thud. But, I constantly get requests for Smashing Pumpkins, Monster Magnet, Nirvana, Foo Fighters and the previously mentioned Metallica.
This may be a YMMV, and a difference in regions too.
Reed, you raise a good point – one that researchers, consultants, and programmers have grappled with for some time. Some would argue that new stuff from old guys simply isn’t as good as their original music. Maybe that’s a convenient excuse for not taking a chance on these new releases. But the other impediment perhaps has more to do with rotational limitations. Classic Rock stations, at best, would only spin a new Stones song, for example, a couple times a day – typically not enough for that song to establish itself as a hit. Remember, radio played “Satisfaction” every 75 minutes across multiple stations back in the ’60s – the way most people heard it first.
I encourage stations to use their website as a “testing ground” for new music from classic artists. A chance for the audience to hear a new song, vote on it, and react to it. Not sure that’s an adequate answer to your question, but that’s the way this has typically worked. Thanks for the comment.
Grunge on a Classic Rock station often forces the issue. Some stations in less competitive situations are able to pull off a hybrid approach. But for the most part, your core Classic Rocker would rather go without. Thanks, Mike.
Great article Fred. Thanks for writing it as the format needed to wrap up all of its successes in a nice tight bow. As the exclusive classic rock station in radio market #1 we constantly point out that classic rock can be heard in so many commercials, at sporting events and of course the biggest concerts on earth are still being performed by classic rock artists. My wife and I often can hear Led Zeppelin, ACDC and other classic rock artists and songs coming from our 16 year old sons room. 50% of the walk up songs on his high school team (songs chosen by the boys) are classic rock songs. Again, thanks for writing the article. From a proud GM of LA’s exclusive classic rock station.
Peter, you have a lot to be proud of. Always great to see you teen embrace Classic Rock. Thanks for commenting.
Good stuff!
I think the format is a very good one, but the ability to sell it can still be an issue with minds who aren’t as open. In my part of the country it’s still viewed as the “bad boy” format that the advertiser will listen to, but can’t be heard on. It’s just another challenge that I fight every day.
Someone mentioned 90’s and grunge, which I totally feel belongs in the format b/c I was always taught that you can’t get old with the audience and that you need to be forward moving in life too. Most of it has aged enough, and texture wise the grunge stuff fits very well. Not all, but definitely some of it.
I believe the outlying “problem genre” isn’t the newer 90’s stuff, it’s your softer “Classic Hits” (a growing format) and actual “Oldies” (a dying format). As you pointed out enough of the core artists are mainstream enough that a Classic Hits station wouldn’t mind playing SOME… SOME Pink Floyd or the Rolling Stones… but a Classic ROCK station playing the Beach Boys or Jimmy Buffet isn’t going to happen. So you have the Hits stations giving an audience a topical layer of songs, but not digging deep into an artist’s catalog, like I believe most ROCK listeners/fans want.
Just my 2 pennies worth.
My only sour note on this, Fred, is the notion that “country needs a steroid” because this opens up the debate on today’s country and “country music” – oh the headaches…….. Vince Gill is an artist I only came to appreciate after his monumental 4 disc release of several years back. That cemented him with me as one of a kind. But Zac Brown can sell out Fenway Park for 3 nights without one recognizable hit song. That is, to a non-country radio crowd. Vince is trapped in between genres and currents, and as a fan of his, I would never pay to see him do Eagles songs all night. Sometimes, more is less.
Perhaps so, Tai. And hard core Eagles fans might reject the idea of anybody filling in for Glenn Frey. But the novelty of seeing the Eagles with a new front man is a tantalizing one. And the opportunity to meld Country and Rock is juicy, too.
Nice version of Peaceful Easy Feeling – Vince Gill can still sing. My takeaway here is that the coming years will see a lot of rock stars passing as they’re getting older and partying not like, but as a rock star isn’t the best prescription for longevity.
The Eagles can survive without Glen Frey and there are some other examples you cited. But without Joe Walsh and Don Henley they’d just be an Eagles tribute band…and the Who is hanging it up for good.
Millennials – if you’ve discovered this great music and love it – go see some of your favorite bands while you still can. Arctic Monkeys and Arcade Fire will still be around next year, but some great iconic bands may not. Some suggestions – Bruce has a set list of over 200 songs, doesn’t need the money and still tours because he loves the music and his fans. Paul McCartney moves around like a teenager, most nights his voice is still really good and he was a BEATLE!
Many of these bands won’t be around much longer and if you love their albums, wait til you see them live – the clock is ticking….
It is, but let’s not rule out holograms! 🙂
Or Zombies – I think Vegas has the odds of Keith Richards eating only raw meat at just over 20%….
Wait … The Zombies are touring again?
Great! I was hoping to someday hear a live concert version of “She’s Not There” … LOL
It’s the one genre that will likely outlast the rest even when our generation is long gone.
You can’t support a radio station on just 80s tunes. I mean how many times can you listen to Kim Carnes sing “Bette Davis Eyes”. No question you had to live that decade to appreciate tunes like Lauper’s “She Bop, Nina’s “99 Luftballons” or Falco’s “Rock Me Amadeus”. And even “Sweet Child O’Mine” doesn’t have the staying power of “Sweet Home Alabama”. And the 90’s? … outside of the Grunge scene which took its roots from Classic Rock with bands like Nirvana, Pearl Jam and Green Day, the rest is most forgettable. Ninety’s top 100 tunes like “Baby One More Time”, “U Can’t Touch This” and “I’m too Sexy” will best be remembered on Trivial Pursuit cards. Even the more endearing vocals of hits like “Mr. Jones” wear on today’s teen. It’s worth noting that you turn on a little Toad the Wet Sprocket, Weezer or Cracker and you get “Really?” but replace that with some Doors, Zeppelin or Hendrix and some kid invariably yells. “Awesome – Turn that sh*t up!”
The new millennium hasn’t produced much either except numerous one hit or one album wonders. When’s the last time someone asked you to play some Maroon 5, Jay-Z, or even Queen-B ~ Beyonce? It’s all so faceless. Nothing dynamic. No … “I can name that tune” in the first 5 notes. No personality. No endearing riff. No identity.
Classic Rock will survive because of its individuality and the unique sounds of its writers and performers: The Beatles! Aerosmith! Led Zeppelin! The Stones! Queen! Pink Floyd! The Who! Sabbath! Bowie! Neil Young! The Allman Brothers! The Doobie Brothers! Clapton, The Kinks, The Doors, Skynyrd, Yes, Kansas, and the Eagles. You can hear the first stanza of anyone of their songs and know exactly who the band is … and likely sing along.
To test the theory I just turned on “The Chain” only playing the first 15 seconds. I asked “Does anyone know this band?” I heard “Is that Taylor Swift?” “No its Georgia Florida Line” and out of the mouth of my 15 year old … “Nope “That’s Fleetwood Mac!” And THAT is Classic!
Some good observations here. And I love the story at the end. That’s one smart teenager. I believe today’s music isn’t as vacant as you suggest, but I appreciate your perceptions. Part of the issue is that people experience music on SO many different sources, unlike the way Classic Rock was exposed, almost entirely on radio and your roommate back in the dorm. But then there’s the reality that so much of Classic Rock era music is, in fact, heads above so much of what came before it and came after. It was truly a golden age.
Thanks for taking the time to think about it and comment.
I am 11 years old and I love classic rock such as Led Zeppelin, Pink Floyd and all those kinds of music. But all of my friends like different types of music such as rap and hip hop so I feel that rock is dying.
Max, let’s hope that’s not the case. You have great taste in music. Thanks for writing in.