The Infinite Dial

There once was a time when music strongly defined demographic boundaries and represented distinct lines between young and old--but in recent years those boundaries have become increasingly vague. In the 60s, rock was considered the music of those who wanted to rebel, for angry teenagers and those who fell outside the circle of safe and sweet pop. Once the most unpopular music, rock is now common ground for parents and their kids and has a foothold as the most listened to format, according to Pew Research Center's Social & Demographic Trends Project.

This study, which surveyed adults 16 years and older, identified 65% of respondents as listening to rock "often" or "sometimes." Compare that to a 1966 Harris Survey of adults 21+ that reported just 4% to be rock partisans and a whopping 44% saying they disliked the format!

Even examining individual artists, there is still plenty of similarity among those who are 16-29 and 30-49. The Beatles, Rolling Stones and Jimi Hendrix--all icons associated with the tumultuous 60s--did well in the younger age cell, with 45% responding that they like the Beatles "a lot" compared to 42% of those 30-49. Going one step higher to the 50-64 age break, the Beatles jump to 63%.

So why is there so much closure in that musical gap, and how has rock evolved into something for all to enjoy? Certainly, one practical observation is that many of the people who opposed rock in the early days - the conservative grandparents and parents of our parents - are no longer around.

Secondly, what is now "pop" is a mix of all formats including rock, hip-hop, country and rhythmic. In the 60s, formats were more readily defined with not much crossover. Now what used to be rebellious (rock) or strictly urban (hip hop) is considered mainstream--it is the Top 40.

Perhaps the most compelling reason is the surge of rock music into the family living room. From video games like Guitar Hero and the Nintendo Wii to TV shows like American Idol, music is finding its way more and more into family activities. Marketing gurus are capitalizing on the dynamic that is built around family time, which means more exposure to new music for both parents and kids.

A good example would be the recently released The Beatles: Rock Band video game, which is sure to bring in true Beatles music fans as well as their kids, who are a new generation of music video gamers. Together they will enjoy the music and the gaming experience.

American Idol also plays a huge role in this sharing of musical tastes. Watching the show is a family affair in many households. Often, the first listen that a teen gets of "an oldie" is when a contestant covers it on the show. What is nostalgia for mom and dad becomes something new and fresh for the kids (and this is currently also happening with the resurgence of Michael Jackson records on the radio as well.)

Disney also seems to have the formula down pat for attracting the younger without turning off the older, though their inclination is more towards pop music than rock. With their pop starlet Miley Cyrus and teen-dream Jonas Brothers each cranking out music and TV shows, Disney has a lock on the tween set, but more importantly, they can still infuse just enough "catchiness" to not only keep it tolerable but make it enjoyable for the grownups as well.

One cannot overstate the effect of this exposure of tween/teen music on adults. We've seen many AC music tests come back with Idol contestants and Miley Cyrus all on the front page. Now, the Pew study shows us that the same can be said in the other direction--younger demos are embracing the music from an earlier time. Forty years from now, which of today's crop of artists will become icons for the generations to come? Do we already have another Beatles or Michael Jackson who can stand the test of time?