Are Tweens The Next Hot Music Demo?
July 12, 2007 at 8:51 AM (PT)
Faced with a protracted sales slump, record labels are now tapping into the tween scene, after WALT DISNEY CO has become the unlikely hitmaker with chart toppers like "Hannah Montana" and "High School Musical," reports REUTERS
"A lot of entertainment companies are trying to figure out how to replicate DISNEY's formula and crack the tween code since it's one of the market's few sweet spots," said entertainment lawyer FRED GOLDRING.
After mostly ignoring tweens, kids aged 6 to 12, music labels from SONY BMG MUSIC to WARNER MUSIC GROUP and EMI GROUP are now signing or distributing tween acts.
"I predict in the next 12 months, you'll see a lot of these companies chasing the tween market and I think they'll do it pretty well," said GOLDRING, noting that tweens and their parents are among the consumers still buying physical CDs at a time when many music fans are increasingly downloading songs single songs from stores like APPLE's ITUNES.
But many acknowledge DISNEY is a tough act to follow. "I'd be surprised if labels don't try, but they don't have the multiple platforms. DISNEY CHANNEL has been an incredible incubator and that's something our competitors may never have," said DISNEY MUSIC GROUP GM DAVID AGNEW.