I caught this re-run of Frontline last night also. Watching the show, it was
hard not to think of the Ford marketing campaign with regard to Techno.
There were many parallels between what marketing firms do with regard to
selling to teens and how Ford is marketing the Focus.
It would be interesting to see the results of the focus (no pun intended)
groups Ford conducted with people in their late teens and early 20s to
determine what is 'cool.' Seemingly, they discovered the techno/electronic
music/rave/dance scene.
They have a great marketing plan with sponsoring the DEMF and Moby tour.
Considering the type of people who attend these types of events along with
other 'rave' type events are mostly white, upper-class kids in their late
teens and early 20s who can afford a Focus.
A Focus is after all, the lowest class of car Ford makes. The best thing
Ford can do is make it appealing to those who can afford it.
Marketers are the best sociologists.
Cheers.
From: Ian <[EMAIL PROTECTED]>
To: The Music Institute <313@hyperreal.org>
Subject: [313] Interesting Insight
Date: Wed, 02 May 2001 00:39:20 -0400
Mildly offtopic, and I apologize in advance....
http://www.pbs.org/wgbh/pages/frontline/shows/cool/
Documentary on the feedback loop between what 's "cool" and what marketers
use to be "down" with teens.
Conclusion is that Detroit's own ICP is ripe for being co-opted. KISS2
anyone?
I'm thankful that true Detroit techno escaped by virtue of its happening
early enough, and under the radar.
What I wonder though:
Detroit has a tradition of musical innovation, which might be subject to
greater attention in the near future.
What other "scenes" are still virgin and raging?
--
There4IM
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