November 25, 2006

The Shifting Music Market Target [6:18 pm]

Music - AARP

AT 52, Martha Stinson is not quite sure where to turn when it comes to new music. The local Tower Records in Nashville, where Mrs. Stinson is an owner of a general contracting company, is going out of business, and she never did figure out how to load music onto the digital-music player she bought a couple of years ago.

But she may soon receive an overture from a source not known for its musical savvy: AARP. She is the kind of consumer that the association is targeting with a sweeping marketing campaign that it hopes will entice millions of new members, as the first kids weaned on rock ’n’ roll turn gray.

[...] “I hope that we make this thing so relevant and so cool,” said Tena Clark, a music consultant helping to devise the group’s marketing strategy. “I would hope that one day in the future that my 20-year-old daughter would want to borrow my AARP card to get into a concert just like she tries to borrow her sister’s I.D.”

Consumers like Ms. Stinson may not be the only skeptics however. For musicians, a deal with AARP is a different matter than a deal with a hip coffee house or a fashion retailer. No matter how hard the group may try to change its image — even with the likes of Paul McCartney and Susan Sarandon on the cover of its magazine — some people still associate it with the Saturday-night-bingo set. And many musicians may want to keep their distance, even if it means sacrificing enormous sales.

[...] Now they control too much disposable income — and live too long — to be ignored. And nowhere is the shift in attitudes more pronounced than in the beleaguered pop music business, which desperately needs their money (who do you think is buying all those $750 Barbra Streisand tickets?) and shares their aversion to illicit music downloads.

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