One of the things I love about long weekends is they give me a chance to chill out and add new tunes to my iPod. This weekend was no exception. I added about 50 new "old" songs, then played some of them loudly as I drove back to Atlanta from our lake house.
As I was downloading some Steely Dan, Elton John, Billy Joel, Allman Brothers, Jimmy Buffet, and Ray Charles I got to wondering if I was the exception or the rule when it comes to Boomers downloading music onto MP3 players. Turns out AARP offers "Music for Grownups." It's a fun site that encourages Boomers to get back to their musical roots, but also explore music we've never tried. It's great!
Later, I learned from Yankelovich research that consumers 45+ accounted for more than 25% of music sales in 2005, compared with a 12% consumption share for older teens. What's more, because Boomers tend to love music and we have money, we're prime candidates to pay for what we download. Why spend the time trying to figure out how to get it for free or, heaven forbid, pirate copies from others when it's so easy to pay less than a buck to get a legit high-quality copy of what we really want? By the way, the research also showed that Boomers are more likely to download entire albums rather than select just a song or two, which is what Gen X and Gen Y tend to do.
I also find it interesting that AARP is sponsoring a tour of Tony Bennett, who, of course, has many Boomer and Mature fans and is also gaining new, younger ones, thanks to his recent appearance on American Idol. I couldn't help but wonder why we don't see more concerts sponsored by AARP and other brands associated with "older" consumers. I suspect it's partly because not a lot of artists are clamoring to be associated with brands that people associate with aging, as if one's taste for music changes drastically or is lost as we get older. What a load of bunk.
I hope to see more artists, Boomer and otherwise, align themselves with marketing efforts aimed at Boomers. I think they might be surprised at how many "old" fans would be ready to fork over bucks and bring a new generation of fans with them.
How about you? Do you download music? If so, who are your favorites? What's age got to do with it? What brands would you like to see partner with "Boomer bands"?
