The industry is in round-the-clock panic about attracting younger listeners. However, let me tell you something: RockTernative isn’t struggling with teenagers at all. I took my 13-year-old daughter and two of her friends to see AC/DC and The Pretty Reckless in the Bay Area — three hours of high voltage energy in a packed stadium of multiple generations. Notably, the kids were more fired up than I ever was at their age.
How Teens Discover Music Today
Hannah found out about the show herself. Certainly, it wasn’t from radio or an ad or social. Instead, she hunted it down because she wanted to see AC/DC “before it’s too late.” She’s a self-made rocker whose favorite artist changes weekly, this week it’s Ozzy. Her personal playlists bounce from genre to genre.
For me, the night out was going to be a proud Dad moment — and a chance to gather intel.
I’m a walking focus group. Typically, when I’m around anyone with opinions on RockTernative music, radio, morning shows, or social content, my moderator alarm goes off. It’s like we’re being attacked by the Russians, and I go into overdrive — into intel-gathering mode.
But I couldn’t go full-court moderator. Otherwise, Hannah would’ve bailed out the window. So I did as much listening as asking. Importantly, this isn’t quantitative or qualitative data, but I don’t care — there’s something here.
What These Teens Actually Want
Despite not being in the 25-54 demographic, these three girls are exactly the kind of RockTernative fans radio dreams of. If they showed up at station events, staffs would plaster their photos on one-sheets just to prove it’s not all geezers and oxygen tanks.
But more importantly, they know the music. They want the stories. They go to shows, collect vinyl, wear the band shirts. All three play instruments. Two are in a punk band. One is an admitted Swiftie. And all three are headed into 8th grade.
I remember 8th grade — radio was a best friend. Not for these girls. Notably, radio is only for when their parents put it on. That may not shock you, but there’s more to this:
They don’t dislike radio. They’re not “too cool” for it. They’re not tired of “the hits.” They just already have “the hits” in their pocket. The problem? They’re not seeking out radio because the medium isn’t giving them anything they don’t already have. That’s the key.
The Real Opportunity
They’d seek out radio if it gave them something they cared about — and something they can’t get from their phones. Specifically, they want discovery (Gold and New), personality, storytelling, community, and a tribal identity. If they feel invited and think it’s worth their time — they’ll listen (on an app, of course).
My mission isn’t to turn teenagers into weeklong P1s. While that would be nice, today’s programmers would settle for a few check-ins or a specialty appointment each week. But most believe radio won’t ever convert the younger generation. They think it needs to go commercial free or become the obscure songs medium. That’s wrong.
Attracting younger demos isn’t impossible. Furthermore, it doesn’t require saying goodbye to 35+ listeners. Brands just need to find the right levers, but they won’t be found unless the right questions are asked. When was the last time you actually spoke to teenagers about radio?
What Their Music Choices Revealed
But here’s what really resonated that night. The drive to the show was an all-AC/DC playlist and they knew every song. On the way home, I let them pick any songs they wanted at max volume. I was prepared for an indie music explosion, but their choices said everything:
- No Doubt – Just A Girl
- The Pretty Reckless – Death By Rock & Roll (triggered by the concert)
- ABBA – Dancing Queen
- The Cure – Boys Don’t Cry
- Bratmobile – I’m In the Band
- Billy Idol – Rebel Yell
- RHCP – Can’t Stop
- Damone – What We Came Here For
- Rolling Stones – Start Me Up
- Dorothy – I Come Alive
- Offspring – Come Out and Play
Is that the perfect hour on your station? No. On any station? No. But it was the perfect hour for them.
Put ABBA and the Stones aside — any RockTernative programmer can see how some of their peanut butter can be mixed with your chocolate, in the right setting.
What This Music Selection Means
Not one of those songs is too old, too new, too niche, or too mainstream. In fact, notice they didn’t even choose one “current.” These kids are less concerned with the hottest new thing. Instead, they’re more about vibe, authenticity, a song’s personality or message, and what they can sing along with.
RockTernative music isn’t losing teens — but radio did lose teens by ignoring them. And if nothing changes, the upper demo won’t be far behind.
Give them a real reason and they’ll be dancing in the aisles just like they did at Levi’s Stadium. These teenage girls dragged ME to AC/DC — and they’ll drag themselves to radio too, if radio gives them something worth dragging toward.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.