ROCK ISN’T DEAD:
IT’S JUST A KID AGAIN.
“Fighting to Stay Free” #194...July 2015
And
now, ladies and gentlemen…
…at
the place I’m currently getting physical therapy, I overheard a conversation
between another therapist and the parent of an eight-year old being treated for
a football injury, who happened to be wearing an AC/DC shirt similar to the one
shown above. The gist of that conversation was that acts like AC/DC, Bon Jovi
and Bruce Springsteen have become family rites of passage, from listening on
car trips to rocking out at live shows.
It wasn’t the first time I’ve seen or heard
this. The more I observe, the clearer it is that for millions of kids of the
current generation of parents, anthem rock is now the next step up from nursery
rhymes and Sesame Street. Put another
way: “I’ve Been Working on the Railroad” has been replaced by “Crazy Train” (although
I’m not certain there was ever a kids song expressing the same feelings as Twisted
Sister’s “We’re Not Gonna Take It”).
On the surface, the idea of mostly 80s metal
as kids fare seems odd. After all, wasn’t it our parents who hated that music
and did whatever they could to keep it out of the house? Most of us remember
the PMRC and Tipper Gore (that’s right, Al’s wife) trying to squash hard rock
like a bug in that era, instead giving it the publicity it relished. But when
you think about it, every generation of parents is simply sharing the music
they loved with their kids (I reached back for 1950s-60s hits such as “Doo Wah
Diddy Diddy” and “Splish Splash” for mine), and now that music has an edge. I’m
old enough to recall being spoon-fed classical music: today the three Bs are no
longer Bach, Beethoven and Brahms but Bon Jovi, Bruce and Bon (or Brian,
depending on which AC/DC era you favor).
Metal
mania starts early.
The rock act that discovered and tapped this
market early on was, of course, the machas of marketing and merchandising, (see, I can’t even reference them without
using the logo). Even though much of their material isn’t suitable for kids,
that didn’t stop them from promoting themselves as a ‘cradle-to-grave’ (literally,
if you’ve seen the “KISS coffin”) obsession. As evidenced by the t-shirt
wearing tyke up top, it’s worked. When all’s said and done, everything about
the band is summed up in one generation-spanning anthem the chorus of which has
become such a mantra that I don’t even have to tell you what it is.
It’s hard to confirm, but it’s likely that
other bands with just as wide a reach followed the KISS model. After all, all
you need is one anthem. With Back in
Black, AC/DC’s got two, including the title track (while I may not
think the under-12 market is ready for American thighs, the parents of America
beg to differ). Ozzy’s got one, Bon Jovi’s got at least one (have Tommy and
Gina replaced Dick and Jane?). Springsteen’s songs, while often casting doubt
on the American dream, seem to make great kid material nonetheless: if you can
sing “Born in the U.S.A.,” you’re in.
What does radio have to do with the
kid-ification of rock? Just about everything. If the classic rock format is
your thing – which it has been for millions of double-income parents with young
children – then you’ve noticed its ‘creamy center’ move from the Beatles and
Stones in its earliest years (the mid-to-late 1980s) to AC/DC, Ozzy, Def
Leppard, Guns N’ Roses and other harder acts of the 1980s. It’s the natural
evolution every format goes through based on the changing tastes of its target
audience, which explains how adult contemporary has gone from Tony Bennett to,
ironically, Lady Gaga.
In rock’s case, though, it’s not just radio
but the lack thereof. As rock and the rock band as we know it have gradually
diminished from contemporary radio, selling the ‘classics’ to their kids is
about all older adults can do to hold on to this music (short of leaving
terrestrial radio for other choices, such as Sirius XM and Pandora). In fact,
it’s been so long since rock and not R&B was the cornerstone of
contemporary music that the traditional rock band has become cliché, the mark
of which has always been the greater use of the cliché genre in commercials,
movies and TV. We’ve certainly seen that a lot lately, from the Chevy Colorado commercial
using “Back in Black” to “We’re Not Gonna Take It” in the Extended Stay America
spot. And that’s just the beginning.
For many of us who have been around awhile,
it’s interesting seeing once-edgy music become “safe” for everyone. So if
you’re thinking rap and alternative classics will never be the stuff of
minivans…think again.
MEANWHILE, BACK ON THE RADIO: That
Thing with Rich Appel is counting down the Top
100 Summer Hits of the 60s and 70s all summer long, courtesy of Dann Isbell and
Bill Carroll, authors of the books Ranking
the 60s and Ranking the 70s.
They compiled this survey based on the charts used in these books, and along
with That Thing, we’re giving
away a book a week from now until Labor Day weekend.
If you’d like to win one of these books,
here’s what you do:
1 –
Send your full name and mail address to ThatThing1@verizon.net.
2 – Listen
to That Thing either Sundays at 6pm Eastern on
Rewound Radio or Saturdays at 7pm on WOLDradio.com.
3 –
Each week, we’ll draw a winner. If you hear your name, either post in That Thing’s Facebook page (https://www.facebook.com/ThatThingRichAppel)
or email to tell us you heard your name.
And that’s just one way to win; we’ll
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Rich Appel is a talented and experienced writer about the
radio and music industries. He's written Hz So Good since 1996, and written for
Billboard since 2011. His services are available for your publication or
website. Contact Rich at richappel@verizon.net.