As I observe the slug-fest that is today’s evolving retail environment, I am encouraged by the willingness of independent music dealers to engage in exchanging creative ideas. The tones of the discussions are wide-ranging, but the main reoccurring theme revolves around one question: Does it feel more like 1964 or 1929?
Opinions may vary, owner to owner, but there is a glimmer of hope beginning to evolve. When the votes are tallied, most owners feel like the tea leaves suggest 1964. That’s a good sign, because there was a seismic shift in 1964: interest in pop culture exploded.
The sixties were an exciting time for pop music. One of my favorite movies is “That Thing You Do!” written and directed by Tom Hanks. The movie accurately captures the power of pop music, and the excitement teens felt about their new idols at this time. The turning point that took place in pop music in 1964 took us from artists like Pat Boon and Elvis Presley – with their clean-cut looks, slicked back hair, and Elvis’s signature twist – into The British Invasion, Mod styling, and hairstyles made more for “Blowin’ in the Wind,” and all it took was one TV show on a Sunday night.
Sunday February 7th, 1964 changed everything about the way we consume music and pop culture forever. It was time for the Brits to invade America. By August 1964, The Beatles’ Life Magazine cover had put everything in perspective – The Beatles were larger than life, and 1964 was indeed to be a good year for music.
The opposite was true in October of 1929. It was the year the American stock market crashed, kicking off The Great Depression. This was a different kind of cultural event, but one which also changed life in America overnight.
If you think about it, the 1929 event is eerily similar to what many experienced after COVID. The long term effects of the shutdown can be debated, but if you speak with most any school teacher, they will tell you that we are not yet remotely close to where we were before the pandemic in terms of education. We can try to sugarcoat it, but the test scores speak for themselves.
With the exception of high-profile online music retailers, the devastation COVID caused for music education businesses is still being felt today. COVID was devastating for local retailers, and the overall economy was the second shoe to drop. Just as folks were beginning to trust that life could be returning back to normal, you heard the sound of that second shoe: inflation.
Only families with the means to endure the pain of inflation with grace elected to continue paying the extra cost of private music education. This has severely hurt independent music stores, and those with education programs the most.
The good news is, as fuel prices drop, you can begin to feel a change rumbling. As inflation balances out, consumers are once again actively seeking in-person education.
So, my gut tells me that it could be 1964 all over again, and that we are on the cusp of better financial times.
Another reason I believe that we are turning a corner: Resistance builds strength. I see it in families that keep multiple children in private music education, even amidst inflation. To them, cost be damned, because high-quality education matters, and it’s their priority. And because of that held belief, their children thrive!
So if we are mirroring the economic positives of 1964, what will the new trends be?
Families are now coming out of shock, and they are frustrated that their normal ease of life has been interrupted. So, it’s my belief that going forward, we will enter a period very similar to the post-World War II economic boom.
There is a reason I feel that way…
Families have been squeezed hard, and they have made many sacrifices in the last few years. Any sign of relief will feel like a breath of fresh air, causing them to seek new enjoyments. It’s my take that gas prices falling, or food prices dropping, will provide a refreshing sense of trust among communities. Most importantly, the trust that it is ok to come outside again, and find peace and enjoyment in our hobbies. I also believe that the more we hear about dropping test scores, the more families will get back into extracurricular education.
In closing, it’s time for the arts to lead the discussion, and because creativity has been stifled, smart families will seek high quality private music education to make up for lost opportunities. I have already witnessed the green shoots, and I believe there are many more to come. You guessed right – it’s 1964 all over again!
Menzie Pittman is the owner and director of education at Contemporary Music Center in Virginia (CMC). Following a performance and teaching career spanning more than 32 years, he founded CMC in 1989 and continues to perform, teach, and oversee daily operations. He has 50 years of musical experience as a drummer and drum instructor. Menzie is a frequent speaker at NAMM’s Idea Center, the writer of MMR’s “Small Business Matters” column, and author of the recently released book, The New Musician.
