OLD FOLKS HOME ON CHARTS

Consumers entering record stores to purchase the latest release by NSYNC for their children are also picking up Eric Clapton & B.B. King's "Riding with the King" or Sting's "Brand New Day." This impulse buying, coupled with mass TV advertising that uses material from the veteran rockers, talk-show appearances and VH1's focus on upper demographics have sparked impressive numbers from the senior class, some of whose albums have been in release for a year or more.

Sting's Grammy-winning "Brand New Day," which was released in September 1999, has recently been moving 75,000 units a week and is approaching 2 million. Meanwhile, Clapton's latest continues to do similar numbers, nearing the 1 million mark. Santana's 10 million-selling breakthrough, "Supernatural," continues to do a solid 50,000 a week, while Don Henley has passed 500,000 units and Steely Dan is closing in on a million.

Only Santana has been Top 40 radio-driven from the start, but many attribute his continued sales to older buyers finding it late.

According to Bob Bell of Wherehouse Music, TV exposure has been a major factor in these upper-demo success stories: "Whether it's advertising, talk shows, VH1 or PBS, it's really about reaching that mass media and not just relying on conventional radio airplay.

"It's a fairly recent phenomenon, in terms of the labels really starting to harness the power the media," Bell added. "For example, getting music into commercials isn't frowned upon like it once was. Labels are getting better at being able to exploit alternate avenues to the marketplace."

"The latest RIAA survey says the 25-plus aged audience now accounts for 65% of all records sold, or $9 billion of the $14.5 billion yearly record business," said VH1 chief John Sykes. "Those same figures say that 15-19-year-olds account for 12%."

Said Steve Berman, head of sales and marketing for Interscope Geffen A&M: "Alternative marketing, like TV commercials, has led us to Top 40 radio with the Sting record. The Jaguar commercials certainly helped keep the album out there and jarredradio's interest."

VH1 can rightfully claim some responsibility for propelling the adult sales boom.

"What was once a one-dimensional business has become two vital industries—the kids business, and grown-ups who have refused to let go of pop culture," Sykes said. "They are rewriting the rules of the record business. Now we have a 25-plus aged audience that buys more records than teenagers and are driving the sales. Twenty years ago, adults meant nothing—today they dominate the marketplace. Because of this, record companies have to be in both businesses.

"This adult audience is extremely powerful," Sykes continued. "They watch videos, but they also watch ‘Behind the Music' and ‘Storytellers,' and these shows can be more powerful than videos. The consumer can walk away from a one-hour special and buy the current album as well as the whole catalog. The adult buyer is more savvy and has credit cards to spend more money."