The demographics are a’changing:
The British Music industry; the megacorps are whining harder. Machine-produced perkypop has to rely on the fickle fadish audience of female under-12s. 90s formula dance-music is rapidly loosing the interest of the crowd that grew up with it. But that doesn’t mean that British music is going down the tubes. Far from it. Tastes are changing in the film-going world too; documentaries are cool again and available in greater numbers. Forget the self-aggrandising deceits of Micheal Moore; look out for newly released art films like Rivers and Tides which explores the work of Scottish environment artist Andy Goldsworthy. Are these symptoms of something? Perhaps. On one side of the affluent section of the 25 to 35 age group are the Geezers (see 8th June), on the other the double-income, no-kids group who marketers call the DINKIEs – within which there’s the Me-sers. The student loans have been paid down, the salaries are rising, they got on the property ladder a few years ago with a cheap mortgage – but they’re time-poor and past money problems have left them wary of spending beyond their means. They don’t read Hello!, but they’re aspirational in a different way; clever and looking for individual values. But the Me-sers are above all wary time-misers; so when they do occasionally spend large amounts of cash, they want quality and yet also a bit of challenge (Glastonbury, documentaries). Perhaps their tastes have also been shaped by baby-boomer parents, more so that the generation which grew up in the 70s & 80s. They may be willing to pay for more than just ‘the ticket’, they may want an enhanced service; which could run all the way from pre-event route-planning to post-event access to a web-site which gives updates about the documentary’s subject, or exclusive live MP3 recordings of their favorite Glastonbury sets. Well, that’s my theory.