OK, we're all seeing it in various research settings – there's something going on among teens, 18-24s and Classic Rock. But then again, many of you don't need research because you have kids who are spending more time listening to Led Zeppelin than they do 50 Cent or Godsmack. So what's the deal? Here are some reasons:
Classic Rock is getting mass exposure in unique places. I'm seeing clusters of national TV commercials that include three or more spots that sport Classic Rock soundtracks. Whether it's the Yardbirds on the Chevy Cobalt spot, the Kinks providing the music for that cool HP photo commercial, or “Dream On” for Buick (go figure), Classic Rock is all over TV.
It's also all over movie soundtracks, exposing even more people to this music in some attractive environments.
New music leaves a lot to be desired. We see this in study after study. So the default for lots of young people is Classic Rock.
- The music's just great. For years, I've associated the growth of the Classic Rock format with that massive audience known as Baby Boomers. But its success goes beyond this notion that there are millions of consumers in that age group. This music is going to be remembered as being as important as any music that's ever been recorded.
For the first time since we created this format in the early '80s, I'm actually beginning to feel there's opportunity to expand the audience – from the younger end. Think about a promotion this summer where stations cut deals with concert promoters where the Classic Rock parent pays full price for a ticket and his/her kid gets in free or for half price. “Take Your Kid to a Classic Rock Show.” It'll sell tickets, and more importantly, begin to build that bridge to attracting a new Gen Y audience.
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