Get New Music Ideas From ... The AARP?

It seems that every business in North America wants to sell music to their customers. Enormous coffee retailers. Airlines. And now ... the American Association of Retired Persons.

The New York Times reports that the AARP is launching a "sweeping" marketing campaign that will sponsor tours (starting with Tony Bennett), provide an online music recommendation service, and promote exclusive versions of CDs at a major retail chain.

Almost everyone wins:

The record companies get to sell relatively profitable CDs, which older people buy instead of relatively unprofitable downloads ...

The AARP gets to change perceptions that it's only for the bingo set, and in turn (it hopes) boosts membership ...

AARP members get discounted music prepared just for them ...

The artists ... well, there's the problem. They're the first group whose perception the AARP needs to change. One agent told the NYT's Jeff Leeds that "The problem is going to be getting the artists to allow, next to their name, those four feared initials." That may be a particular problem for up and coming musicians seeking radio airplay and media exposure; if they lose their cool factor, they're toast.

Thoughts on the AARP's plans are generally not positive. A sampling:

"... many bands will be loathe to have their names associated with a group better known for Medicare lobbying than, you know, rocking." - Big Action

"All this really explains why I saw Elvis Costello on “Regis and Kelly” a year or two ago, I suppose." - Pandagon

"The problem isn't that senior citizens are listening to rock 'n roll, the music of youthful rebellion. Nobody should be worried that Grandma is jamming to the Strokes. Rather, the problem is that Grandma isn't jamming to the Strokes or any music made since she was 20." - One-Way Street

I think they're off target. People have plenty of opportunities to engage with the artists of their youth; the summer concert schedule in any large metro area looks like a radio playlist from 1975. What they want is to discover new music they'll like without a large time investment. The partnership with Pandora is a one step in the right direction, if it gets new music in front of older people. Promoting Elton John is two steps back.