There’s a Gap Between Kids’ and Teens’ Music

Marketing music to young children is serious business. At its best, music for kids younger than 8 entertains and educates, enlightens and enriches, uplifts and supports. It gives kids a sense of belonging, speaks to their world and their needs and helps them develop self-esteem. To do anything less is to do a disservice to children in their formative years.

But doing less seems to be exactly what’s happening. The Dec. 2 Sunday Calendar cover story by Jeff Leeds, “That Awkward Phase,” contained some disconcerting comments and attitudes about marketing music to young children. The article discussed stretching the careers of such teen stars as Britney Spears, ‘N Sync and the Backstreet Boys by extending their demographic reach all the way down to 5-year-olds.

“The beauty of what has happened with these pop artists is they’ve gotten kids into buying CDs and concert tickets earlier than they had heretofore,” said Barry Weiss, president of Jive Records. “ ... What Radio Disney and Nickelodeon [have done] is brought kids [to those artists] earlier. I think that’s a fantastic thing.”

This is not children’s music; it is marketing teen music to children. And parents should be angry.

This type of music, though entertaining for its core audience, is not only inappropriate for 5-year-olds, it is also not designed for them. Attempting to market this music to children that young is ill-conceived and proves nothing except perhaps that corporate executives can be considering only short-term profits in thinking this is “a fantastic thing.”

You will get these kids soon enough; after all, they grow so fast. Let them be kids a bit longer.

There is a wealth of music created especially for young children. It is amazing music by singers/songwriters/performers who have dedicated their lives to this craft. The music is every bit as sophisticated as any other musical genre--in fact, children’s musicians typically explore a variety of musical genres within the confines of a single recording. In one sitting, kids can be exposed to rock, pop, jazz, rap, blues, reggae, calypso, zydeco and country. The artists who create this music are world-class in their musicianship, arrangements, instrumentation and songwriting.

There is no shortage of such performers: Ella Jenkins, Raffi, Bill Harley, Trout Fishing in America, Jessica Harper, Tom Chapin, John McCutcheon, Cathy Fink & Marcy Marxer, Red Grammer, Parachute Express--the list could go on for pages. None has a if-you’ve-heard-one-you’ve-heard-them-all sound.

If the industry built around teenage artists oozing sex in their lyrics and stage performance is shaky as the artists’ age (20! God forbid!) and proliferate, then perhaps the music executives and the artists themselves should look inward rather than downward (age-wise). If the music is of the quality that will stand the test of time, then an artist turning 20 shouldn’t present a problem.

This can’t be clearer than now, when we are mourning the loss of George Harrison, who was not much older then today’s teen stars when he hit it bigger than anyone could possibly have dreamed. Thirty-five-plus years later, the Beatles were once again catapulted to the top of the charts with last year’s best-selling recording “1.” Better music means a longer shelf life.

And how long are teen artists going to keep their fan base if their concerts are full of 5-year-olds? What 15-year-old wants to be sitting next to a kindergartner while enjoying the blouse-ripping excitement on stage?

It is entirely possible to create quality products for children and make money at it; they are not mutually exclusive. If the outlets that reach kids would dig deeper and explore the wealth of children’s music already available, they would be pleasantly surprised.

Kids respond to music, so why not give them music they like that is also good for them? If Britney and the gang of teen stars are good, they will still be there when the kids hit 8.

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Regina Kelland, president of L.A.-based Kelland Consulting, has been marketing and selling children’s music for 18 years.