I don’t usually post about entertainment figures, because I don’t work in the industry. However, the passing of Tom Petty brings up a salient point about marketing: he’s one of the last musicians from the era when radio mattered.
Image courtesy of Wikipedia
Commercially and critically successful, Tom Petty earned some scorn from rock cognoscenti because, they felt, radio had made him more popular than he deserved to be. Whatever that means.
However, this criticism (fair or not), points to a conspicuous absence: radio can’t do that anymore. Radio will no longer crown pop princesses like Madonna or Britney. It will no longer unleash the Monsters of Rock. Hip hop seems to have maintained a local radio tradition and maybe country has, too.
Sure, mass distribution of a sort exists in the form of YouTube and music streaming, not to mention satellite radio and alternate channels such as movie and TV soundtracks. However, these channels have fragmented. You never have to hear Tom Petty even if you like a lot of similar acts such as the Allman Brothers or Bruce Springsteen. A high schooler today could live out the old joke of not realizing that Paul McCartney had been in a band before Wings.
We no longer have the social contract that radio wrote: you listen to music that someone else chooses and, every once in a while, you’ll be exposed to something new that you’ll like. As marketers, Tom Petty’s death reminds us of a channel that offered distinctly emotional human connections for brands.
I offer apologies if this post comes off more as a Jeremiad than the usual “Everything Is Awesome” posts on LinkedIn (and, yes, I realize that in the world of “The Lego Movie,” that song was a radio hit). I just want to call something out that we, as music lovers and marketers, have lost.