Dick Clark's legacy: Interactive teens

By John McGory

“It’s got a beat and you can dance to it.” That phrase summed up the brilliant career of one of America’s great showmen, Dick Clark. He passed away last week at the age of 82.

Clark took over a local Philadelphia teenage music television program, Bandstand, in 1957. 

The national television networks were looking for programming and Clark pitched Bandstand to ABC. The network picked it up and changed the name to AmericanBandstand.  The program first aired August 5, 1957.

Clark’s easy-going style harnessed the power of the young to change popular culture.  He played a key role in merging television, advertising, music, dance and teenagers.

What can modern day advertisers and social media gurus learn from the media-savvy Clark?  What did he do that made American Bandstand a national sensation?

Clark’s biggest plus was not to get in the way. American Bandstand was not about Dick Clark. He wore conservative suits, smiled oh-so politely and introduced new music and culture with a simple wave of the hand.

The show’s highlights were new music, new dances and new clothing styles. Teens in small-town America could see what was hip in Philadelphia and later Los Angeles. The show allowed teens to be interactive.

He asked for their opinions on music and dance. The “Rate-a-Record” segment allowed teens in the studio and at home to judge new music. The phrase, “It’s got a beat and you can dance to it” came from teens judging records that appealed to them.

Clark gave some advertising advice in an article he wrote for Advertising Age in 1972 that still applies today. 

“Make sure commercials are believable.”  One suggestion for believability he had was through the “judicious use of the vernacular of the day.”  He warned not to be caught using out-of-date phrases such as “groovy.”

This advice seems obviously simple.  But take a look at today’s advertising.  Many advertisers are straining their credibility through the use of seemingly hip phrases and stunts that quickly grow cold with overuse.

Youth drives culture. Dick Clark understood that and didn’t try to be a part of the new culture. He said he couldn’t dance and, more importantly, didn’t want to dance. He was a reporter who gave the facts by showing teens as they wanted to be seen. The teens said it had a beat, not Clark.

  

Clark said this about the young. “They’re more fun. They’re not jaded, they keep you young. I’ve seen them lead the way—not only in sociological and political aspects, but out there on the street of commerce.”

Dick Clark’s ability to keep his dignity while still showing the newest trends and styles allowed him to prosper for decades. He didn’t get outdated because he never got sucked into changing along with the culture.    

Today’s marketing and advertising ego-driven world tries so hard to be hip and cool.  Unfortunately, they often end up looking lame.  Clark’s American Bandstand had a simple yet edgy strategy.  He let teens interact and got out of the way.   The world could learn a lot from Clark’s unassuming, hands-off style. 

John McGory is a partner at Webface, an original content creation company.   Let us help you reach your customers in cool ways.