The news last week that rock n’ roll icon Mick Jagger turned 70 years-old once brought up that age-old (sorry) question about how to position these milestones on Classic Rock stations.
Back when everyone was turning 50 in the ‘80s, it was sort of a curiosity that rock’s old guard was somehow reaching this pinnacle. And as Gail Collins reported last weekend in The New York Times, Jagger told People back when he turned 31 that he would “rather be dead than play ‘Satisfaction’ when I’m 45.”
So much for that.
Today, the Stones are still touring, and their contemporaries are, too. And fans continue to gladly pay for the privilege to see their classic favorites play live, even as some of the bands have lost various members (such as the Who and Springsteen).
But for a format that is flirting with the “demographic cliff,” is it smart to draw attention to these types of round-numbered events? As in, “It’s Mick Jagger’s 70th birthday today – so call in the fire marshal when you light those candles – and here’s a three-fer from the Stones.”
Or is it wiser to acknowledge the event generically, sans the big ass number?
Or does it even matter?
Do Boomers – who are now 49-67 years of age – look at a guy like Jagger and a band like the Stones and feel a sense of pride about his agility and vitality? And perhaps feel a little more spring in their step.
Or does it make them feel even older when they hear the news?
And does it really matter that your station slyly avoids the issue and plays that three-fer when the audience is going to hear the story on a myriad of sources, as well as see it multiple time online?
So maybe it’s much adieu about a rock star aging at a time when young petulant teen heartthrobs like Bieber are perhaps bigger reminders that the classic rock of the ‘60s and ‘70s truly will stand the test of time.
And somehow, guys like Jagger, Richards, Townshend, Daltrey, and Clapton continue to fight the odds and remind us of their greatness. Even as members of AARP.
Rock on, guys.
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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