PRODUCT LIFE CYCLE OF NEW TRADITIONALIST COUNTRY MUSIC BEGINNING IN 1980S

Emily Schreck

The product is promoted to create awareness. (Originally intended to describe country's return to its roots.)

Competitors are attracted into the market with very similar offerings. Like the combination of traditional country and rock

At this point the market reaches saturation. Garth Brooks retires negatively affects genre.

For example more innovative products are introduced or consumer tastes have changed. People lost taste around 2000 but came back after a few years.

New Country

NEW TRADITIONALIST COUNTRY

New Traditionalism looked to the elders of country music for inspiration and led to the more New Country.

http://countrymusichalloffame.org/styles-of-country-music

“Love of country music says to the world that you are authentic, that you don’t like learned people, and that your attitude imbues you with a special kind of virtue.”

http://dailycaller.com/2011/06/22/the-decline-of-country-music/#ixzz2gfx29d6z

MARKETING “Ricky Skaggs, a picking prodigy who

took his inspiration from Bill Monroe and Ralph Stanley went against the tenor of the time and helped bring country back home to its roots.”

http://countrymusichalloffame.org/styles-of-country-music

OTHER NEW ARTISTS Garth Brooks Shania Twain

mid-1980s.

GROWTH “Country music's big renaissance blossomed

in the '80s when Garth Brooks, Travis Tritt, Randy Travis and Clint Black became household names.”

http://www.billboard.com/articles/list/473831/top-25-country-artists-1985-2011

MATURITY Garth Brooks

Integration of rock elements brought success unlike other country artists at this time.

Brooks' live concerts have been extremely successful. An August 7, 1997, concert in New York City drew around 1 million people.

He played baseball as well which could have contributed to popularity.

http://www.biography.com/people/garth-brooks-9542125

MATURITY The Dance

Looking back on the memory of the dance we shared 'neath the stars above; For a moment all the world was right. How could I have known that you'd ever say goodbye? And now, I'm glad I didn't know the way it all would end, the way it all would go. Our lives are better left to chance; I could have missed the pain, but I'd have had to miss the dance. Holding you I held everything. For a moment wasn't I the king If I'd only known how the king would fall, Hey, who's to say - you know I might have changed it all. And now, I'm glad I didn't know the way it all would end, the way it all would go. Our lives are better left to chance; I could have missed the pain, but I'd have had to miss the dance. Yes my life is better left to chance I could have missed the pain but I'd have had to miss the dance

“In 1990, it was titled both Song of the Year and Video of the Year by the Academy of Country Music.”

http://en.wikipedia.org/wiki/The_Dance_(song)

DECLINE 2001 until 2009 Garth stopped

preforming and country lost popularity and money. His retirement affected the whole genre negatively. http://en.wikipedia.org/wiki/Garth_Brooks

DECLINE Others believe we are in a current

decline over the last 10 years.

“If you like to drink beers, tell your boss to shove it, and think Brooks Brothers is a honky-tonk, then you love country music.”

http://dailycaller.com/2011/06/22/the-decline-of-country-music/#ixzz2gfy1WBfU

FAVORITE SONG Check Yes or No #1 - 'Strait Out of the

Box' (1995) Marketed on the radio Marketed to 1. white2. women 3. 25 - 54 age

SECOND FAVORITE SONG Product- 'I Ain't No Quitter‘ By Shania

Twain from the album Greatest Hits Place- Marketed on the television on

country music awards program Promotion- Targeted to white men and

women between ages 25 - 54 Price- $6.50