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
The rock music scene was heavily influenced by political and social factors which led musicians to become pioneers of the true ‘rebellion era’. Mick Jagger of the Rolling Stones used fashion, to emphasise his political stance towards authority. His regal outfits were rich in red and gold colour and heavy embroidery, and were worn in a way that placed Jagger in the female gaze, in which he was the ultimate sex symbol of the time, parading the stage in extremely tight trousers and open buttoned shirts. “50 years later they are still one of the most revered rock 'n' roll bands in the world.” Niven, L. (2016)
music monumentals
Punk
"It was such a huge catalyst for change," (Alexander, E.2016) is stated by many who found themselves in the Punk scene. This movement of “creative energy enabled so many of us to become what we really wanted to be, because we could just get up and have a go”(Alexander, E.2016) The punk subculture emerged in London in the late 1970’s, particularly enticing the younger ages of the baby boomer generation. Waves of vulgarity and rebellion moved throughout London, much of which was seen through the fashion and style choices, many of which were pioneered by Sex Pistols manager Malcolm McClaren and fashion designer Vivienne Westwood. Their King's road store, was the epi-centre of London Punk fashion, and “By 1974 the shop had been renamed Sex, a shop ‘unlike anything else going on in England at the time’ with the slogan ‘rubber wear for the office.” (Westwood.V. 2016) The punk subculture, “were outrageously dressed, and delighted in disgusting people by doing Nazi salutes and vomiting in front of photographers.” (Youngs, I. 2002) This famous era is still celebrated today with many looking back in a nostalgic manner - “It was punk and glitter, grit and glamour, yet these were not so much opposite ends of the creative spectrum as part of the same deflationary dynamic.” McCormick, N. (2012)
Punk Icons
Malcolm McClaren, London
BE REASONABLE DEMAND THE IMPOSSIBLE
Vivienne Westwood
Welcome the
BABY BOOMERS
revivial
free spirit
festival goer
young again
Demographic
The Baby Boomers- “ a useful label because, initially, it described those born in the immediate years after World War II, when there was – thanks to soldiers returning home – a significant spike in births, both in America and in Britain.” (Wallop, H. (2014) The Baby Boomers are a demographic of high importance, described as “ the original generation” (Wallop.H 2014) they have and continue to be one of the largest demographics in the world, with their spending power and wealth continuing to rise. “Baby Boomers have always had an outsized presence compared with other generations. They were the largest generation and peaked at 78.8 million in 1999.” Fry, R. (2016) For this Macro lifestyle trend, the target market is the Baby Boomer, aged 50 plus, who now have this reignited youth spirit inside them to step back in time and relive, especially through music and the nostalgic tunes of their adolescent years. “For the generation that came of age in the 1960's, challenging the status quo is not new.” (WGSN, 2016) Their ability to do so, has shifted dramatically from years previous they now have the spending power to do what they want, when they want, with no one to tell them different as “Many have already retired on generous, copper-bottomed final salary pensions.” Wallop, H. (2014) Both males and females of this particular demographic recognise the events occurring around them, and want to take part. Not only are they emerging themselves in events specifically targeted at their demographic but they are mixing with younger generations, including their children and even their grandchildren. The mosh-pits of rock concerts in local arenas now have a wide mix of people, mums and daughters, dads and sons, this has become normal to see, with many recognising aging has become ‘cool’.
Mick Jagger, Glastonbury aged
70
2013
,