At my job, first thing I do is review the websites of various advertising and marketing magazines. This morning I read how the AARP has hired a company called DMI Music and Media Solutions to come up with a strategy to make make sound & music part of AARP's brand identity. If a musical cue works for Intel, or "Law & Order", the reasoning goes, it will help AARP stregthen its bond with current members, and of course, the huge number of potential members represented by the Baby Boom generation. The boomers are turning 60 this year, including President Bush and former president Clinton, have been getting a lot of attention for it. But they, and many others are undoubtedly already members; one can join AARP at 50.
Besides incorporating music into its marketing, AARP is also looking at developing a music festival, CDs, an online music site, and more. Since AARP already offers all kinds of financial, travel, legal, and medical services (among others) directly or through partnerships with other companies, it has the potential to make quite an impact in coming years. You can read more here.
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Now, this is interesting, but I've been joking for years that the next thing the station should do is "XPN Assisted Living", since the station's general demographic skews older.
Actually, it only makes sense for AARP to do this, but I can't imagine they're going to pick up on the artists that AAA stations do.
What really scares me is that they're going to brand this in the way that Starbucks *brands* artists.
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