Entertaining the Youth, As Taught by the Pioneering Rock Labels of the 1970s

Ever wonder why your dad still refuses to listen to anything but Lynyrd Skynyrd or Steely Dan? Or why rock and roll became synonymous with 1970s teenage culture? To answer these questions, we have to step back and observe the masterminds behind the youth marketing revolution: rock record labels of the 1970s.

So- what exactly did these labels do? And how did they become so successful? Stay tuned and find out.

Fostering Artist Creativity and Authenticity

In the decline of drug-induced, community-focused psychedelic rock from the 1960s, record labels were looking for something new. Rock music satisfied the craving for narcissism during the 70s, also known as the “me decade.” Music labels knew allowing artists and bands to dictate their social images through total creative control was the key to success. 

For instance, KISS’s iconic otherworldly makeup was used as a tool to differentiate the band from other popular rock groups. The individualistic, gender-fluid elements of KISS resonated with younger fans seeking authenticity, ultimately creating a ripple effect for extreme creativity amongst the personas of 70s rock artists.

Leveraging Visual Storytelling

Over 50 years ago, visuals were everything. Billboards and album artwork were the spaces where a label could partner its band or album with a single image, logo or even color scheme. Take Pink Floyd’s The Dark Side of The Moon, for example, released by Capitol Records in 1973. The immense success of the record permanently paired the musical group with the image of the iconic triangular prism refracting light into a spectrum of colors. What once began as just an album cover became a brand identity, utilized on billboards, posters, magazine advertisements and merchandise.

Innovative Marketing Tactics

To further appeal to the youth, record labels went straight to the source. With the use of magazines such as Rolling Stone, labels were able to issue written content though media coverage and visual promotions through paid advertisements. FM radio was also a huge tool of the 70s, with radio DJs fulfilling a similar role to social media influencers. They knew what was popular, what was up-and-coming and just exactly why teenagers wanted to hear it.

The most impressive factor of these publicity efforts comes not from the immense creativity or research behind these campaigns, but because each album, artist or tour was able to be successfully marketed without social media. By tuning in to subcultures and reading the pulse of youth culture, music professionals were able to create marketing strategies that resonate today. So, the next time your dad cranks up “Sweet Home Alabama” in the car, take a moment to appreciate that his undying love for 70s rock isn’t just about the music—it’s also a testament to the brilliance of the publicists and record labels who turned these songs into cultural phenomena.