The New Yuppie Music Buyer

A recent NY Post story rather unflatteringly profiled a new kind of music fan that music marketers need to pay attention to: "Meet the new yuppie: the urban striver who listens to "O.C."-approved indie rock, checks the right blogs to find out about "secret" rock shows, considers white iPod earbuds the ultimate fashion accessory – and is a lawyer with a mortgage and a baby on the way."

"Whereas once a yuppie was defined as being part of the establishment – think the ’80s corporate drone who wore power suits, watched "thirtysomething" and loved the soundtrack to "The Big Chill" – today’s yuppie strenuously identifies with all things counterculture."

"The strain was first identified a few weeks ago by Vice Records label manager Adam Shore, who derided what he called the newly created "indie-yuppie establishment" in an interview with the Columbia Spectator."

"He tagged offenders as anyone who identifies themselves through their love of what he considers the ultimate in polite, passive alternative rock: bands like the Shins, the Arcade Fire and the Postal Service that he derides as "comfy music."

Read the full article here.