Growing With Your Audience

They have sold over 26 million DVDs, earned several multi-platinum albums, performed in Madison Square Garden and toured the world to a global adoring fan base. And now they are getting back together for a series of limited concert stops.

The Wiggles

That’s right. The original line up of The Wiggles is hitting the tour circuit again . . . but this time in pubs!

Is it possible to grow up in Australia without seeing The Wiggles? It would be pretty difficult to get through your entire childhood without being influenced by the great musical classics ‘Hot Potato, Hot Potato’ and ‘Big Red Car’. (And admit it, you are singing them now in your head!).

Well, the audiences who originally grew up with this iconic Australian band are now well into their twenties. And unlike the pop sensations of today such as Miley Cyrus and Taylor Swift who have grown with their audiences, The Wiggles have been satisfied with a constant new stream of infants ready to dance and sing. Until last week when original Wiggle, Anthony Field, made a comedic announcement on Twitter that the band would be returning with a one-off pub gig.

The response was so overwhelmingly positive that this joke announcement has become reality with The Wiggles team getting back in their Big Red Car and planning a multi-city pub tour. Of course, the old favourites will be rolled out again with special Wiggle twists on other Australian songs that are as iconic as the band itself.

But why does an idea like this work? On its face it seems completely outlandish. A beloved children’s band is getting together to sing their same songs at pubs around Australia to a bunch of indie and hipster audiences in their late-twenties. Any concert promoter would have called you crazy before this idea received so much social media traction. So what is behind this success?

Nostalgia.

There is something sacred about our childhood. It was a time before we had any really troubling life commitments. Before any work deadlines or relationship dramas. When kids could simply be kids and all you had to worry about was beating your neighbour on Super Mario Kart. And amidst all the craziness of our current lives, the ability to return to a simpler time through some nostalgia marketing is incredibly popular.

Even though they aren’t children’s groups, the same phenomenon occurs when AC/DC or the Rolling Stones get back together. These events are hot property because they give audiences a chance to get away from their current lives and return to simper times.

But it is more than a bit of regression. The reason that nostalgia marketing works so well is because it is innately relatable. The experience of watching The Wiggles is relatable to everyone. It wasn’t a unique children’s group which never got much traction, everyone remembers the joy that they experienced as a child watching The Wiggles. And that connection between The Wiggles and happiness is hard-wired into our psyche because it has been in existence since we were children.

Ticket information hasn’t been released yet, but make sure you keep an eye out at the Espy or the Corner Hotel for some brightly coloured performers throwing a spanner in the indie line up!

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