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Today's kids don't know Elvis? Ya gotta be kiddin
Latest Updated by 2006-12-30 09:25:41
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The King of Rock 'n' Roll a tough sell? Ya gotta be kiddin' me.
 
But Paul Jankowski, chief of marketing for Elvis Presley Enterprises, says he's not kidding, because today's kids don't know rock's orginal rebel Elvis is -- was -- cool.

"I can't try to sell somebody Elvis who doesn't know who he is ... that he's not just some guy who's been gone for 30 years," lamented Jankowski.

Actually, it's a bit difficult to shed "Rock Around the Clock"-odile tears for Jankowski. Forbes magazine says Elvis, one of the top grossing dead celebrities, brought in 42 million U.S. dollars during the past year.

But the King's longtime fan base is growing older, and Jankowski is searching for a new wave of younger fans. He hopes to find it on the Internet. Next year, more film clips, photos and other material from the vast Presley archives will show up online.

"Our opportunity demographic is really going to be 12 to 34 (years old), with a sweet spot around the 18-to-24 area," Jankowski explained. "We will take our MySpace page and we will focus on expanding our number of friends on MySpace, that kind of thing.

"There's all kind of Elvis content on YouTube, things that we put up, things that fans put up," he continued.

But making Elvis cool again won't be easy. For most kids, Elvis is the music of their parents' -- or grandparents' -- generation.

"Probably in today's world, like, he wouldn't be as cool, but back then he probably was," said Aaron O'Connell, a 17-year-old from Virginia, who was visiting souvenir shops at Presley's home, Graceland.

Elvis Presley Enterprises has more than 200 licensees producing souvenirs and signature products, and new ones for 2007 will have a youthful focus, like a peanut butter and banana cream candy bar from Hershey with the King's picture on the wrapper.

A Harley-Davidson dealer, with plans to open an office at Graceland, is coming out with a limited line of 30 custom-made motorcycles -- just like the ones Elvis rode.

"We want to reinvigorate our core demographic and grow it," Jankowski said, "while we introduce the icon to the next generation."

Editor: Donald

By: Source:China View website
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