Redefining Your Audience and Winning

Are you competing for the same audience every other group in your genre is attracting? If you’re a country artist, who is your target audience? If you’re an indie rocker, I’ll bet I can tell you the profile of your demographic base.

Though I’ve said this a million times, the New Year compels me to say it again: Baby Boomers are the largest demographic sector in the US and they built this empire on country music and rock and roll.

Oh, wait. You don’t think the Boomers are hip enough to dig your music? It may surprise you most of the biggest names in music are Baby Boomers or older. Ringo Starr and Paul McCartney are in their 70s…gasp! Could they possibly understand what your music is about? Bruce Springsteen is 63. Trent Reznor is just one year out of the Boomer generation. The biggest country star of all time is a Boomer. Garth Brooks is the big Five OH…soon to be 51.

One of the most important things you can do to promote yourself this year is to create content–lots of it, in a variety of formats, and consistently.

Collectively Boomers are the most wealthy generation in this country. They have more time, assets, and a great  interest in discovering new music.  And from their rocking chairs out on the front porch [insert sarcasm here], Boomers are doing exactly what you do every day. They’re searching Google for great content.

Music happens to be one of their favorite pastimes.

They go to shows. They collect music. They love vinyl. They buy merch, not only for themselves, but friends and family too.  They are investors.

So what if you stood way away from the crowd and did something totally different? What if you did something so revolutionary even the major labels have never had the vision to implement? What if you create content and market to the largest and richest music audience in this country? What would your business plan look like?  Would your social marketing plan be a little more astute than shotgunning endless lists of fan names across the universe?

Give this a little thought and let me know what your plans are. I’d love nothing more than someone to run with this. All you have to do is send a post on Twitter @Scout66com and say: #Winning!

Bruce Springsteen2-20120716-89

About scout66

2017 marks the 33rd year of Janet Hansen’s career as a music marketing specialist. With three Grammy award-winning campaigns to her credit, Hansen has also contributed to the legacy of two of history’s most popular songs. “Classical Gas” by Mason Williams is the most-broadcast instrumental tune in history; and “Louie, Louie” by The Fabulous Wailers is the most-recorded rock song in history. In 2009 Hansen launched the unique music platform Scout66 to encourage reviews of live shows from the ticket-buying public. You may contact Janet at for information on consulting, campaigns, and tour support. Please follow us on Twitter at
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5 Responses to Redefining Your Audience and Winning

  1. kadja1 says:

    You hit the nail on the head but the same holds true for the movie industry, which largely ignores the boomers…The boomers want movies with plots, substances and characters they can relate to or at least THINK could exist–not the crap they keep marketing to teens and ‘tweens. If the indie market in the movie industry combined with musicians that think like you do, the world could be taken by storm again, by this generation. I believe it. I’m 50! Great article and I’m sharing it! Thank you SOOOOOO much!


    • scout66com says:

      Thank you for getting it! I’ve been talking about this for the
      past several years. The music and movie industries are not broken, they
      are antiquated. The biggest target audience which of course is “created”
      by Nielsen is just that. It’s not a real measure of what’s happening now,
      it’s a measure of what was happening when we were growing up. Being female
      there are just more women in our age group…the Boomers. We were and
      remain the largest voice for consumers in this country. All I can do is
      continue to suggest how people can use this in their marketing. The entertainment
      industries need to catch up…and quickly I’d say.


  2. Let me know if you fancy a review or guest post on my new book “The Music of Business” Janet


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