Apple, backed by Sir Paul McCartney, are remarketing The Beatles as an edgy, young band after discovering that the younger fans are their most lucrative market. Marketing researchers at Apple have discovered that today one in three Beatles fans are under the age of 24.
Since the release of 1, The Beatles multi-platinum greatest hits album in 2000, the rate of purchase of the album by young buyers has risen from 19 to 33% .Before the album was released in November 2000, only 18.5 per cent of buyers of Beatles records were aged under 24. Since the album, which went to number one in 34 countries and has sold more than 25 million copies, the proportion of Beatles record-buyers under 24 has increased to 32.7 per cent. According to Sir Paul's spokesman, Geoff Baker, Apple was surprised by the number of teenagers in audiences during the album's promotional tour in the United States. For this reason, the re-release of Let it Be, is being repackaged to appeal to younger fans. In the United States, it will be promoted during children's television programs and in in trailers before teenage films at the cinema. MTV will feature the album on its school-age Total Request Live program. A spokesman for Apple states:
"As the release of Let It Be ... Naked is coinciding with an increase in demand for guitar-based rock and quality pop, it is hoped that this new appeal to the young will be enduring."
During his recent world tour, Sir Paul was surprised by the number of young fans who attended his concerts. According to his spokesman, Geoff Baker:
"Paul reckons it's the songs. It cannot be nostalgia because they are not old enough to have any memories of the Sixties."
Meanwhile, The Beatles have unveiled the cover of Let It Be ... Naked which will be released on November 17 . It features the original cover shot but as a negative in black-and-white mounted on a gray background. The art work has been altered in much the same way as Phil Spector's orchestration production work has been striped from the musical tracks. Both Sir Paul and Ringo are pleased with the results. In a statement , Sir Paul has said, "If we'd have had today's technology back then, it would sound like this because this is the noise we made in the studio. It's all exactly as it was in the room. You're right there now." Ringo adds, "When I first heard it, it was really uplifting. It took you back again to the times when we were this band, the Beatle band."
A bonus 20-minute CD will be released with the album featuring extracts from the original sessions together with a booklet of historic photographs of the sessions.
Michael Jackson will also be releasing his greatest hits album on November 17. However, don't look for his duet with Sir Paul on the album. The 1983 chart-topper, Say Say Say will not be featured on the 18-track CD and 15-track DVD.
(kindly submitted by PLUGGED correspondent Joan M. Hopkins)
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