The teen market for pot


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The teen market for pot

  1. 1. The Teen Market
  2. 2. Marketing to a Generation <ul><li>The word “teenager” can be traced back to approximately 1951 </li></ul><ul><ul><li>“ Teener” used in the late 19 th century. </li></ul></ul><ul><li>The marketing idea was to distinguish adults from children and capture the large teen market </li></ul><ul><ul><li>50s & 60s teens were more independent </li></ul></ul><ul><ul><li>Had more freedoms that past teens </li></ul></ul><ul><ul><li>Did not want to listen to the music of their parents </li></ul></ul><ul><ul><li>Experienced a prosperous post World War economy </li></ul></ul>
  3. 3. Dick Clark <ul><li>America’s oldest teenager </li></ul><ul><li>Hosted a new television format in Philadelphia which presented local high school students as they danced to pop hits </li></ul><ul><ul><li>Bandstand </li></ul></ul>
  4. 4. Dick Clark <ul><li>American Bandstand -1957 when it was televised nationally </li></ul><ul><li>He brought a new respectability to rock and roll </li></ul><ul><ul><li>Boys = Jacket and tie or sweater and tie </li></ul></ul><ul><ul><li>Girls = no pants, right sweaters, shorts, or low-necked tops </li></ul></ul><ul><ul><li>No smoking, no hats, no gum chewing </li></ul></ul><ul><ul><li>Banned certain sexually suggestive dances </li></ul></ul><ul><li>The goal was to reassure parents of this new music and this new breed of teenager </li></ul><ul><li>American Bandstand remained on air until 1989 </li></ul>
  5. 5. Payola <ul><li>Literally “pay for play” </li></ul><ul><ul><li>A common practice since vaudeville in the late 19 th century </li></ul></ul><ul><li>Began with television game shows </li></ul><ul><ul><li>Contestant admitted he was given answers </li></ul></ul><ul><li>Congress wanted to eliminate rock music </li></ul><ul><ul><li>Claimed R&R would not last without payola </li></ul></ul><ul><li>Many DJs lost their jobs and entire careers </li></ul><ul><ul><li>Alan Freed “What they call payola in the disc jockey business they call lobbying in Washington.” </li></ul></ul><ul><li>Dick Clark remained clean, at least on paper </li></ul>
  6. 6. Don Kirshner (1934-2011) <ul><li>After the payola investigations songwriters gained a greater spotlight </li></ul><ul><li>Kirshner wanted to shape rock music through the songwriters </li></ul><ul><ul><li>Aldon Music </li></ul></ul><ul><ul><ul><li>Neil Sedaka, Carole King - songwriters </li></ul></ul></ul><ul><ul><li>The Brill Building </li></ul></ul><ul><ul><ul><li>An office building housing music industry producers, writers and studios </li></ul></ul></ul>
  7. 7. Girl Groups <ul><li>Kirshner modeled girl groups in the doo wop teen style </li></ul><ul><li>The first major rock/pop style for women </li></ul><ul><ul><li>Began with groups in the 50s - rarities </li></ul></ul><ul><ul><li>60s an explosion of girl groups </li></ul></ul><ul><li>Girl groups provided a voice for a generation of women </li></ul><ul><ul><li>Songs addressed </li></ul></ul><ul><ul><ul><li>Romance </li></ul></ul></ul><ul><ul><ul><li>Heartache </li></ul></ul></ul><ul><ul><ul><li>Search for true love </li></ul></ul></ul>The Shirelles
  8. 8. Girl Groups <ul><li>1961 The Shirelles </li></ul><ul><ul><li>The first girl group to top the singles charts with “Will You Still Love Me Tomorrow” written by Carole King and Gerry Goffin </li></ul></ul><ul><li>They became role models for successful girl groups to come </li></ul>
  9. 9. Phil Spector <ul><li>Phil Spector – record producer – created a distinct “wall of sound” for Aldon Music’s girl groups </li></ul><ul><ul><li>Huge echo sound </li></ul></ul><ul><ul><li>Full instrumentation – doubling </li></ul></ul><ul><ul><li>Special echo chambers </li></ul></ul>
  10. 10. The Ronettes <ul><li>Produced by Phil Spector </li></ul><ul><ul><li>Sang Aldon Music songs </li></ul></ul><ul><li>Members came from a gospel background </li></ul><ul><ul><li>Lead singer Veronica Bennett married Spector </li></ul></ul><ul><ul><ul><li>Changes name to Ronnie Spector </li></ul></ul></ul><ul><li>“ Be My Baby” captures the early Spector wall of sound </li></ul>
  11. 11. Girl Groups <ul><li>The Shangri-Las provided a voice of angst and melodrama </li></ul><ul><li>“ Leader of the Pack” hit number 1 in the U.S. - 1964 </li></ul><ul><ul><li>Its melodramatic theme of death caused it to be banned in the U.K. </li></ul></ul><ul><li>There image was radical for the time </li></ul><ul><ul><li>Instead of matching dressed they wore streetwise, hip clothing </li></ul></ul><ul><ul><ul><li>Pants, go-go boots, “tough” look </li></ul></ul></ul>