Trend Report PHOEBE MERRIMAN
The Return of the Groupie
Focus
There is a rising lifestyle trend that is developing in a glorious manner. With a nostalgic and rebellious essence, a certain age group are taking a step back in time to the ‘good old days’ to experience their youth once again, just this time they are aged between 50 and 70 years old, with more time, more money and more opportunities to relive their teenage years. “People are living longer.
They are retiring later – or not at all. They are healthier. And also they simply don’t look, act or feel old.” (van Gilder Cooke and Buchanan, 2014) They also want to engage in what is happening today, through new music and new artists, they may be growing older but they are not just reliving their youth, but living for today.
This demographic have done it all before, so why not again, and make it even better. Through music, arts, events and fashion the Baby Boomer demographic, are rightfully growing old cool, “these are the men and women who tuned in, got high, dropped out, dodged the draft, swung in the sixties and became hippies in the Seventies.” (Wallop.H 2014) Their carefree attitude is reflected in the lifestyle choices they are now taking, these are the men and women who are choosing music festivals over knitting classes, mixing with like minded individuals, creating this new tribe.
e h t n i o J e b i r T
“Ageing is no longer a dirty word�
(Bell.A 2015)
The chance to escape from the everyday tasks of a middle aged professional or ‘glam granny’ through music has become increasingly popular, they are a rebellious generation whose anti authoritarian attitude is in their blood, they are the fans and groupies who have never lost heart for the music monumentals of the 60’s and 70’s, who are now appearing once more in the highest number ‘comeback tours’ the music industry has ever seen. “The flower children of the 1960's are using the same principles and priorities to reshape the concept of old age, attending outdoor music and art festivals and advocating a later-life sexual movement” (WGSN, 2016) The over 50’s are forming a new tribe and there's no way in if you don't have the grey hairs to show.
Origins
The term ‘groupie’ first derived during the rock n roll era of the American music scene, and as its musical influences spread across the Atlantic and landed in the hustle and bustle of 1960’s London, the original British groupies were born, alongside the most monumental rock artists and bands to ever grace music. They were adored by a generation of rule breakers, “It was a decade defined by both a new realism and a new escapism” McCormick, N. (2012) this was the time for rebellion.
Musicians such as the Rolling Stones, Guns and Roses, Led Zeppelin and David Bowie, had some of the largest following of fans, many of which were young girls who would religiously follow the artists every move, making them into ‘sex symbols and ‘heroes’ of the era. They would fall at their feet, in the the hope of 5 faithful minutes with them in a backstage dressing room between shows.
Lori Maddox, the symbol of everything young girls desired to be at the time, saw herself linked with David Bowie at the age of 13, where rumours surfaced about the actions of 26 year old Bowie, however in a time of wild parties, underage sex and general rebellion this was acceptable and gained Maddow celebrity status within the rock scene. As she admits, “who wouldn’t want to lose their virginity to David Bowie?”. (Waring, O.2016)
The Rolling Stones