Saturday, November 25, 2006

Market for Hipsters-in-Training

Music Market for Hipsters-in-Training
 
Published: November 26, 2006

CASEY BONHAM LETO, age 5 months, wasn’t to blame. Neither were his parents. Right down to his rock ’n’ roll middle name — a tribute to Led Zeppelin’s drummer, John Bonham — everything had been done to bestow him with rock-kid credibility at the earliest possible age: On the floor of the puff-cheeked baby’s living room in Jersey City were toy guitars and a set of Metallica nesting dolls. On his powder-blue onesie pajamas, in gothic script, were the words “My crib rocks.”

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Photo illustration by Tony Cenicola/The New York Times

The Los Angeles label Baby Rock specializes in sweetened, softened versions of music that young parents are likely to consider cool. The label is part of a growing trend towards hipper music for the youngest listeners.

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Yet when his father recently unwrapped a new CD of ’80s British alternative rock reimagined expressly for babies, Casey was indifferent. As “Rockabye Baby! Lullaby Renditions of the Cure” played on the stereo, he kicked fitfully in his bouncy seat. He appeared not to recognize the wordless glockenspiel-and-vibraphone rendition of the Cure’s “Boys Don’t Cry.” Within seconds he spit up.

His parents, though, liked what they heard.

“This is hilarious,” said his mother, Pam Leto, a music publicist who works with bands like My Morning Jacket and Eagles of Death Metal.

“It’s actually really soothing,” said her husband, Dave Leto, the tattooed drummer for the indie rock band Rye Coalition.

It was the kind of reaction — hook the parents, never mind the kid — that Lisa Roth was looking for when she founded Baby Rock, the Los Angeles label behind the kiddie Cure album and lullaby tributes to Metallica, Radiohead, Pink Floyd, Nirvana, Led Zeppelin, the Beach Boys, Tool and Coldplay released this year.

Almost the reaction, anyway.

“I’d love for the parents to say, ‘Wow, this is really funny,’ and for the baby to fall asleep,” said Ms. Roth, 48. “It would also be great if it was like Rock 101 between parent and baby. A steppingstone.”

To be a parent in 2006 — especially a coastal, well-heeled, contemporary-minded one — is to be blasted by possibilities for nurturing impeccable musical taste in one’s offspring. The commercial successes, like Disney’s “Baby Einstein” series of albums, have been widely noted on the Billboard charts and in Wal-Mart shopping carts. But they overshadow a hipper niche of kid music that is encouraging a curious form of parental connoisseurship, where “High Fidelity” meets high chairs.

That this ballooning genre is meant as much for the parents as the children, and probably more, is readily acknowledged by some of those producing and buying it.

“Parents are looking at music as a gift you give your children, as something you discover with them,” said Kevin Salem, a rock record producer in Woodstock, N.Y. “Sharing it is a way of making sure music stays in good hands.”

With his wife, Kate Hyman, Mr. Salem formed Little Monster Records in part to guarantee that their 4-year-old daughter, Emily, is exposed to what her parents consider to be good music, like the label’s “All Together Now,” a Beatles tribute featuring Steve Conte of the New York Dolls, the Bangles and others that is being sold exclusively through Barnes & Noble. Its placement in time for the holidays is so far paying off: “All Together Now” landed at No. 84 on Barnes & Noble’s list of top sellers the day of its release.

“Sesame Street” can probably be credited with (or blamed for) helping to create the modern idea of kids’ music as a socially loaded part of a parent’s developmental tool kit. Pop science too. “Baby Einstein,” begun in 1997, prompted new parents to engage infants musically in the name of healthy brain building; based largely on word of mouth, sales figures reached the multimillions by 2001, when Disney bought the company. Fueling the trend are mass-media tie-ins like this year’s “Sing-A-Longs and Lullabies for the Film ‘Curious George’ ” (Brushfire/Universal), the Jack Johnson project that made its debut at the top of the Billboard album chart.

According to executives with a rash of new indie labels and children’s music blogs like the Lovely Mrs. Davis (lovelydavis.blogspot.com), this kind of music really took off in 2002, when Dan Zanes, formerly of the roots-rock band the Del Fuegos, reimagined what worthwhile children’s music could sound like. His CD “Rocket Ship Beach” (Festival Five), recorded in his Brooklyn basement with friends like Suzanne Vega, sneaked up on parents with likable, sharable songs and a homespun sensibility. Mr. Zanes clearly struck the right chord, and has created a kiddie-entertainment empire that includes videos, concerts and even a partnership with Starbucks for this year’s “Catch That Train!” (Festival Five).

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