The most common topic of discussion surrounding Classic Rock involves how long the format can continue.
We all know about the demographic cliff with core fans of the music aging out of the 25-54 demo, which is the only demo radio can sell at all effectively. We’ve also talked a lot about how younger generations continue to discover, enjoy, and adopt this body of music. We’ve talked about how they are finding it on streaming services and are being introduced to it by their parents. What we haven’t spent much time discussing is how Classic Rock frequently appears out in the wild.
Just in the last few weeks, I have come across three examples of Classic Rock continuing to show its strength and appeal in different places, all of which are outside of our stations or any streaming service.
Billy Joel “And So It Goes”
I must admit when I first came across the new Billy Joel documentary on HBO Max, my first thought was, “another one?” It seems like not that long ago, the documentary “Hired Gun” went in-depth on how Joel mistreated long-time band members. But now, as I write this, I am halfway through the new documentary and have learned a lot about the Piano Man that I never knew. And being a Playtone Production, apart from being a little too easy on Joel, it’s well done.
More importantly, this is a heavily promoted show about a Classic Rock artist on a major streaming platform. Once again, this stands to show us how music from the format can grow in appeal beyond just being played on our radio stations.
AC/DC Turntable
Announced about six months ago and just now getting ready for release, the only word to describe Pro-Ject’s limited edition AC/DC turntable is “wow!” For sale later this month, it is a beautiful piece of equipment. Both the base of the turntable and the tonearm are lightning bolts. Add in the red light in the base that makes both glow, and this thing just screams Highway to Hell. Nothing I write will do this justice, so please take exactly one minute to watch this video.
According to Robert Bruce, the National Sales Manager for Pro-Ject Audio Systems in the United States, the band approached the company about creating this special piece. The group had seen some of the other artist-specific turntables (check them out here) and wanted one of their own.
Bruce says because the item is a limited edition, there will probably be around two hundred units earmarked for sale here in the U.S. At $1699 each, he expects them to primarily be snapped up by the band’s biggest fans.
While this won’t have the mass impact of the Billy Joel documentary, it’s a great reminder of how dedicated Classic Rockers are to their favorite acts and the lengths they will go to seek them out.
Rolling Stones Action Figures
NECA, which makes collectibles and action figures, recently announced it would be releasing eight-inch-tall action figures of Mick Jagger and Keith Richards. Stylized to look like the band members did back in 1975, each comes with several special accessories. Mick has a microphone and stand, and an action figure-sized Sticky Fingers album with sleeve. Keith, of course, has his Fender guitar and a Let It Bleed album with sleeve. Each can be pre-ordered for $37.99.
This is not the first time NECA has memorialized Classic Rockers. Looking around their site, I found AC/DC, Elton John, Freddie Mercury, Iron Maiden and Bon Jovi action figures in their collection. But it is interesting that, as the format centers more on the ’80s and slides further into the ’90s, they chose to produce members of a band whose heyday was the ’70s. It’s just one more illustration of the enduring appeal of iconic Classic Rockers.
So, what can we take away from these sightings of Classic Rock in the wild?
First, we need to celebrate these opportunities on our stations. I’m sure many air talent have talked about these releases in passing, but even I’m remiss in not suggesting more stations create some level of Billy Joel promotion around the release of the documentary. And while I realize most stations do not have the budget to give away a $1700 turntable, a $75 pair of action figures seems like it should be something we can pull off.
Second, let’s be encouraged for the future. The more places we spot Classic Rock in the wild, the better we can feel about the staying power of this music and our format.
PS: If you see any Classic Rock in the wild, please let me know. Mike@jacobsmedia.com.
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Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
