Monday, July 7, 2008

New Kids on the Block


One day a group of music executives sat around and thought collectively, "How can we make some dollars? What sponge haven't we squeezed for the last drop."

After watching the first sixty seconds of New Kids on The Block's latest attempt at a music video creatively titled "Summertime" we have our answer. Fortunately there is an entire generation that was too young to give a damn about this group when they were actually deemed relevant.

As they travel across North America I wonder how many half empty stadiums and canceled shows before the music higher-ups understand this may have been a poor reinvestment? In fact they could have just watched This is Spinal Tap, and saved themselves the folly.

There target audience of women age 28 to 35, give or take a few years, are not going to get behind this video because it fails to showcase a natural masculine progression toward manhood. The marketers rather make a failed attempt to recapture a moment in time when their target was young and fickle. We can assume that this target may have adjusted their tastes in the last fourteen years since NKOTB's last album was released. (1994)



This is just laziness on the part of who's job it was to package this act. No matter how shitty they are this music video should not have portrayed these grown men indulging in young, hot, pretty girls. Their fans have grown with age for better or worse, and this sends a message that these stars are not interested in a 28 year old mother of two with college debt trying to remind herself why she married the guy sleeping next to her. Complete alienation of the base.

If they wanted to reach out and indoctrinate a younger base they didn't understand that a teen need only go so far as Youtube and type "Step by Step" to remember that this band is a corporate manufactured piece of shit.


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