The popularity of the two of the greatest rock and roll music artist and groups respectively differed massively. The Beatles were highly popular in the US and their native country England, because of their indulgence and contributions to the rock and roll music genre. On the contrary, Elvis was only famous in the US because his music was limitedly marketed outside the country (Swystun, 2015). Their popularity comparison can also be made under the criteria of their influences on the music industry. After introducing the rock and roll genre among US music lovers, Elvis received massive resistance and was widely unpopular in the music industry. The main reason for his widespread unpopularity was because the genre was still not familiar among the US crowds. However, after establishing himself and familiarizing the crowds with the genre, Elvis grew more popular. On the contrary, the Beatles’ popularity in the US market was influenced by their overall performances through televisions and radios in the US.
In terms of marketing, the two teams adopted fashion and style as their primary marketing strategy. For the Beatles, their producer, Brian Epstein, introduced the concept of matching suits, shoes, and hairstyles as a part of their marketing style. By adopting this advertising style, the group was able to harness the massive potential of the youths in the UK and the US. Appearances on televisions, music concerts, and fashion shows made the group more popular across the world. Preparation for the American market was also a key marketing strategy that the Beatles used in winning popularity in the American industry. In this case, the group understood American values and likings for music; hence, making it easier for them to create thrilling moments with the crowds (Swystun, 2015). They also use movies and films as part of their advertisement by appearing in shows aired across the US. For Elvis, the main idea of marketing was based on his fashion and style of play. In this case, Elvis was always presented as a fashioned individual, thus attracting the masses to listen to his music and to attend his concerts. Elvis also used his voice to sing like a black man to win the attention of the diverse American society.
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The two groups also influenced the US mass culture massively. For Elvis, his style of play and sound influenced diversity in the music industry. In the end, he changed the racial and social barriers that dictated the American music industry making it more diverse (Fuhg, 2021). For instance, he integrated country music, blues and rhythm, and gospel to create a rock that carried diverse impacts on the US masses. The Beatles, on the other hand, made the American music market love British rock and roll. Through their influence, the Beatles made it easier for future British groups and bands to join the American market.
The marketing strategies adopted by the Rolling Stones and the Beatles were widely different. Contrary to the similarities witnessed between the Beatles and Elvis, the Rolling Stones adopted an entirely different marketing approach. The Beatles used the anti-materialistic approach, whereby they appeared as a humble group, guided by morals and ethics in the music industry. Contrarily, the Rolling Stones appeared as “bad boys,” whereby they brought the image of hardness in the music industry (James, 2021). For the Rolling Stones, the best approach to win the American market was by appearing grungy, contrary to the beliefs by the Beatles that decency would win them the market. The Beatles also adopted the marketing strategy of priding in writing their songs, contrary to the Rolling Stones’ approach of using covers to market themselves easily.
The Rolling Stones “bad boy” image was derived from the brutality against drug abuse upheld by the British police. The British press had also upheld the concept of bad boys by constantly showing it on television and in films (James, 2021). In the end, the Rolling Stones had to adopt this image as it was more popular in the British music market. In essence, the band did not always have this image because they adopted it due to its popularity in the media. The difference between the Rolling Stones and the Beatles influenced the latter rivalry between the Mods and the Rockers. However, in this case, the difference between the latter groups was due to their different approaches to unruliness and the desire to appear more “bad boyish” (James, 2021). The Rockers wore denim jeans, heavy boots, and leather jackets. On the contrary, the Mods wore pants, suits, and pointy shoes. Another difference between the two groups is that the Mods rode scooters while the Rockers loved Triumph motorcycles.
The struggling middle-class baby boomers had a massive influence on ethos in the music industry. In essence, the boomers struggled to establish themselves as a distinct generation. Consequently, this led to unethical practices like the “bad boy” image (James, 2021). The situation is also similar to that adopted by African American artists who adopted cultural, racial, and social divides in music. In essence, the desire to show establishment in the wake of struggle influenced the two classes to make a difference in the existing music cultures. The desire by the two groups to access different music from their predecessors created a new musical culture.
Apart from the Rolling Stones, the Beatles, the Mods, and the Rockers, there were several other music groups whose popularity was caused by the British Invasion and the baby boomers of the British middle class. For instance, “The Who” built their career around the portrayal of their public image. In this case, they focused on portraying themselves dressed in costumes (Licari-Guillaume, 2021). The Kinks, on the contrary, were more obsessed with the British lifestyles and culture. Their name reflected mischief, which was a more adorable trend in the British public. Their concerts and shows were also characterized by disobedience and danger.
References
Fuhg, F. (2021). Making Britain Great Again: Popular Culture and the British Invasion. In London’s Working-Class Youth and the Making of Post-Victorian Britain, 1958–1971 (pp. 207-243). Palgrave Macmillan, Cham. https://link.springer.com/chapter/10.1007/978-3-030-68968-1_6
James, R. (2021). When boomers rule the world- again. The Atlantic. https://www.theatlantic.com/sponsored/raymond-james/when-boomers-rule-the-world-again/262/
Licari-Guillaume, I. (2021). “What is it with these Brits?”: British culture and the “British Invasion” narrative seen through letter columns. Comicalités. Études de culture graphique . https://journals.openedition.org/comicalites/5585
Swystun, J. (2015). Brand invasion: Marketing lessons from the Beatles, the Rolling Stone, the Who, the Kinks, and the Animals. Business 2 Community. https://www.business2community.com/branding/brand-invasion-marketing-lessons-beatles-rolling-stones-kinks-animals-01243276
