I recently had lunch with a market manager who oversees a highly successful cluster in a big market. This is one of those guys who knows how his stations sound, despite their format diversity.
And as the waiter delivered our salads, he asked me “the question” that always makes me stop and think before I flip off a prepared answer:
“So, Fred, what’s new with Classic Rock?”
It may sound like a trick question, but it’s not. For a format that’s now fully established in the radio broadcasting industry after nearly 35 years of success, Classic Rock still has its unique struggles in the ratings and in sales departments all over the country.
As Nielsen continues to remind us, the Classic Rock format continues to excel in the 25-54 “money demo” – many stations are Top 5 – the “demographic cliff” (as Ted Ruscitti calls it) continues to get closer, as more and more format fans age out of these stations.
(Actually, it’s more correct to say these listeners aren’t leaving the format – radio is leaving them, because of its myopic focus on the same 30-year age target it’s been frantically chasing for decades now.)
And in sales department, the challenges are profound, even when Classic Rock stations have desirable ratings. Many media buyers are in their 20s, not exactly in the heart of the format’s epicenter. The conversation is likely to be more about Billie Eilish and Cardi B than it is about when the Stones’ tour will resume.
That’s a reminder to all of us involved in programming and overseeing Classic Rock stations that there’s an ongoing need to remain “current.” As consultant Rick Peters explained to me many years ago, when a radio station doesn’t have that infusion of new music every week, it has to manufacture its “currents” – its imaging, personalities, promotions, and contests.
And the good news is that just in the everyday routine of the news and entertainment cycle, Classic Rock garners more press and buzz than it did back when the music itself swept the world back in the ’60s and ’70s – if you look for it.
Today’s post will answer that question, “What’s NEW with Classic Rock,” with three big stories that continue to help keep the music, its artists, and the lifestyle fresh:
1. Rocketman
ICYMI the new Elton John music biopic opened last weekend. And just to be clear, it will not be as successful as Bohemian Rhapsody. It’s a tougher story than Freddie Mercury’s (if you can believe that), there’s a bit more self-pity, and it’s a musical. That’s right. Unlike the Queen movie, a brilliant actor, Taron Egerton (Kingsmen), plays Elton – and sings all the songs.
The film is more like La La Land than Bohemian Rhapsody. It is flamboyant, fun, and yet very sad at times, But it works.
I love making Oscar predictions nine months before the 2020 awards show, but I’m betting Egerton is nominated for a Best Actor statuette. And the film should earn nominations for its costumes, choreography, and other assorted honors. This video captures some of the magic of his talents – a duet with Elton John performing “Tiny Dancer” at his annual AIDS Foundation viewing party:
So, if you’re a Classic Rock morning show, did you have something planned for this morning to capture the immediate buzz? Did you make sure that at least one of your cast members actually saw Rocketman over the weekend?
Did your station sponsor the premier and/or have you bought out a local theater to stage your own showing of Rocketman this coming weekend? Did you (or will you) pop a little more Elton back in rotation, even if he is no longer a core artist? (Remember what happened to the Queen catalog after the film hit its stride.)
If you work in Classic Rock, this is your “automatic add” this week.
2. Mick’s back
We talked about Mick Jagger’s heart valve replacement in a post a couple months back. At that time, arguably rock n’ roll’s most famous, resilient lead singer had to postpone the North American leg of this year’s “No Filter” tour. Most of us know someone who’s in their mid-’70s who has had serious heart surgery. You just never know how it will affect them.
Unless, of course, you’re Mick Jagger. To make the point, he took to Twitter a couple weeks back, posting this video – leaving no questions about his readiness to hit the road with the Stones:
— Mick Jagger (@MickJagger) May 15, 2019
Note the tweet used zero words. The video said it all about his health and the band’s immediate future.
3. Aerosmith’s Vegas residency
Like many bands, the idea of going off the road and playing a long series of shows in Las Vegas is becoming more and more popular. These residencies are easier on an 
aging band, and as importantly, allows for complete and total technical consistency from night to night.
A recent story in Digital Trends by Parker Hall – “Dream on: The concert of the future is in Vegas, and Aerosmith leads the charge” – showcases how the band is setting new standards for the concert audio experience.
In detail, Hall talks about how Team Aerosmith is using smartphones and earbuds, combined with THX sound and French speaker manufacturer L-Acoustics to create an immersive audio experience.
We’re used to seeing concerts in stereo – especially iffy for those sitting on either side of an arena or concert hall. This is Aerosmith’s 50th anniversary, and for these shows at MGM’s 5,400 seat Park Theater, the band set out to create a unique audio experience using the latest software and a gargantuan speaker system.
It’s a new story how a Classic Rock band is using the occasion off a residency to upgrade its audio experience beyond what other bands have done. And it speaks to the notion that Classic Rockers want to enjoy new experiences with their favorite bands.
Bonus: “Rock This Town”
The life and times of concert promoters during rock n’ roll’s glory years are stories that involve radio. I was fortunate to attend a talk here in Detroit 
with Jules and Fran Belkin, Cleveland’s premier concert promoters. As PD of WRIF, I worked with Belkin Productions, and the late Phil Ober. They were a together, honest operator. When you worked on co-promotions with Belkin, you knew what you were getting and what you weren’t.
Fran Belkin has written a book, Rock This Town, detailing her family business with an emphasis on “swag.” I didn’t know the full extent, but for the key bands they promoted, the Belkins worked hard to create custom clothing, bags, and other stuff for the bands and their organizations. It was a form of public relations, but also a sign of respect for the artists and their crew members.
The book’s subtitle is “Backstage in Cleveland: Stories you never heard & swag you never saw.” As you might expect, it’s loaded with great photos of these exclusive wearables as well as the stories behind them.
One of the best was a “Belkin presents” during Bruce Springsteen’s seminal “River” tour. Bruce was always a Cleveland favorite, thanks in no small part to the support the band got from WMMS. So, the Belkins knew they wanted to make a memorable piece of clothing to commemorate the tour, and Bruce’s return to Cleveland. No expense was spared for the making of this personalized swag – hand-stitching, embroidery – any touch that would make the item stand out and be embraced and appreciated by the band.
The shirt you see pictured here is what the Belkins came up with – a very cool article of clothing that any of us would love to have in our rock n’ roll swag collection.
But when Fran showed it to Springsteen’s manager, he politely informed her Bruce hated to be called “The Boss.” As she notes in her book, “Our custom embroidered shirt probably didn’t impress.”
The book is loaded with amazing photos of all this unique swag – stuff you’ve not likely seen before – as well as great stories from bowling to Van Halen (’86) to KISS’ financial struggles (’77) to French maids costumes for the Who (’82).
So, that’s the answer to the question:
What’s NEW with Classic Rock?
Programmers and personalities don’t have to work especially hard to find things to talk about to make their Classic Rock stations sound “current.” It is truly remarkable that decades and decades after this music was originally popular, it continues to be celebrated by the media, fans, and of course, radio.
Thanks, Stacey Sherman.
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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Thanks Fred, great information as always.
Billy, thanks for reading it.
One of (the many) keys to a successful Classic Rock station is making the same songs played everyday sound fresh, it’s a lot of work but it’s the best way to stay relevant and interesting. Short form storytelling about our rock heroes separates good stations from great ones. A well researched list of 350 songs is no longer enough with so many platforms exposing Classic Rock, many of them largely commercial free.
Right you are, Scott. Keep making it sound interesting.
There is something about the music. Yes, I applaud and support anything a station that plays old music can do to sound fresh and fun. But that applies to oldies, country gold and old R+B. And when was the last time any of those formats cracked the top five 25-54?
Classic Rock should be done, over and walked, with the help of a cane, to the scrapheap of formats with audiences that are too old to matter. But it isn’t – and all of the people running those other formats have certainly tried to keep them relevant and interesting too.
There is something in classic rock that endures and is passed down. Who could have imagined that when they cut class and rocked out to Zeppelin through a speaker faced out a dorm room window on the first warm day of spring?
Completely. In my wildest dreams, I never expected the Beatles, Stones, and the Who would have captured this amazing, multi-generational audience. We will look back at “Sgt. Pepper’s,” “Who’s Next,” “Beggars Banquet,” “Let It Bleed,” and “Dark Side” at the same way devotees now view Beethoven symphonies and Brahms concertos. I am always thankful I grew up when I did. And thankful I’ve had this career that’s helped keep the music on the radio. Thanks for the remarks,s and it was sure fun working WROQ with you.
Classic Rock. MY “format” of choice, as a listener. It’ll NEVER grow old, because these are MY songs. MY albums. MY memories.
So a note to “Classic Rock” stations: Please don’t play Foo Fighters. Or Radiohead. Or Nirvana. Hell, these are amazing groups…but they’re NOT my ‘classic rock’. If I wanted these groups, I’d listen to another station. Yeah…I get it. I absoulutely see WHY you’re doing it. You wanna make your demos younger. Not gonna work. Nirvana fans may love Seger & Zep, but not necessarily the other way around. My local “classic” station was bastardized and I can’t even listen to it anymore. So I’ve found streaming stations to listen to.
After all, would you order a burger at a sushi place?
JC, you’re speaking for a lot of people with this comment. And what’s been fascinating to me is that your sentiments are often expressed by the youngest Classic Rock fans. Invariably, they want to hear the Who, the Doors, the Stones, Zep, and Floyd – pure 100% Classic Rock. Appreciate the comments, as always.
Thanks, Fred. Love your blog, as always. Morning coffee wouldn’t be the same without it
Just don’t read it while drinking Bloody Mary’s.
Fred, Thought of you Friday when I found myself in an unexpected but interesting conversation with Intern John here at ML. Intern John is 22.
Intern John labels himself a blend of Millennial and Gen Z.
When I asked him his favorite type of music he said “classic rock.”
I replied, “You know my former boss created the format? Like 35 years ago or so.”
He began Googling you – He thought that was the coolest thing.
Intern John may have some young-minded views about radio, but he’s now your biggest fan!
BTW – Loved Elton John this weekend. No doubt it’ll end up as a Broadway show! -Lori
Thanks for the Intern John story. I love these real life moments. It’s young people like him who have kept the format on the radio. And you are spot on about Broadway. “Rocketman” was made for the stage. Thanks for the comment.
As I was enjoying lunch at the bar of a Mexican restaurant adjacent to the Grounds of Univ of Virginia on Friday and I said to the college age bartender “this is really cool they’re playing While My Guitar Gently Weeps. It was popular when I was here in college 50 years ago.” She was non-plused and just looked up and said “yah this is really a great radio station”. I’m not sure classic rock is even classic anymore Fred. What we did out on W. Lawrence Highway has become mainstream. These kids don’t even think of it as classic. By the way, to put an exclamation mark on the Aerosmith story;
The Park MGM Theater actually seats 5400 people not 540. I think there’s a typo there. Keep up the great work as always.
Great story & thanks for catching that typo (fixed). What a crazy world, right?
Fred,
Nice to see you mention the Belkin book! Those of us who worked through classic rock’s glory days have some great tales to tell, and fans want to hear them. I know because my own book, “Babysitting A Band On The Rocks” is receiving rave reviews and is steadily selling despite being self published and not currently available on Amazon. (I sell exclusively online at LTCDS.com, the webstore of Looney Tunes Records On Long Island, trying to do my small part to keep them alive.) It revolves around a year spent with the Boston bad boys at their lowest point, with side trips involving a wide variety of that era’s icons and looks backstage at what all it takes to set up concerts and tours. Your point about stations missing opportunities like mine to speak to their listeners is well taken: I’ve sent review copies of “Babysitting A Band On The Rocks” to several Classic Rock stations in markets integral to the stories and I received nothing but radio silence.
I hope that you and they Google it to see what they’re missing!
It takes a lot of work, prep, and Googling to help keep Classic Rock fresh and “current.” Good luck with the book & hopefully, you’ll get some bookings.
Fred – Thanks for the good wishes and I love to send you a copy if you’d give me the appropriate mailing address.
GDP
Appreciate that:
c/o Jacobs Media
30300 Telegraph Road
Ste. 240
Bingham Farms, MI 48025
Fred – Hope that you received the book back in June and that it provided some good beach reading. Any suggestions on how to get classic rock radio to take notice of BABYSITTING A BAND ON THE ROCKS and to get involved? My sales have proved to me that the fans are interested!
Best,
G.D. Praetorius