At that time it was referred to as rock ‘n’ roll, and was marketed specifically to teenagers. In 1950s, teenagers got help from their parents financially. The economy boomed and teenagers were supported to complete…
Rock ‘n’ roll transformed teenagers into a marketing concept. On 13th October 1958, pop singer Jo Stafford commented that “Rock ‘n’ roll is an economic thing” (History-of-rock.com, n.d.). Teenagers were considered as the first generation to become a sufficient market for rock ‘n’ roll because they were given enough money by their parents to buy music in large quantities that can influence the music market.
Rock ‘n’ roll music got the attention of youth since 1952. The economy had allowed them to owned radios and televisions. Because ‘n’ and roll was becoming popular, radios and televisions played it regularly (History-of-rock.com, n.d). The music was easy to dance to, appealing mainly to teenagers who saw fun in dancing. The music was therefore played for dance in the inner-city, especially black schools, and parties for white schools.
The income channeled to music in 1950s also benefited the increasing range of advertisers targeting teenagers (Campbell and Brody, 1999). Teen-oriented radio stations and television programmes (e.g. American Bandstand) were also developed to meet the increasing teenage demand for rock ‘n’ roll music. Teenagers also purchased rock ‘n’ roll music records as a way of rebelling against adults in order to assert their generational identity.
In the subsequent decades, the strategies for marketing rock music changed as technologies and recording studios became an avenue for marketing music in 1960s and 1970s (Campbell and Brody, 1999). New generation record producers such as Smokey Robinson and Brian Wilson had a commercial challenge to widen the concept of music beyond rock ‘n’ roll, and to target a wider sphere of teenage ...
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