What Would Have Our World Looked Like Without Dick Clark?

Radio Disc Jockeys don't normally earn tributes. In 1956, a very young Philadelphia DJ was given the opportunity to take his high school dance show nationwide and American Bandstand was born. Dick Clark become a regular in our Saturday television viewing. His contributions to our American culture cannot be overlooked.

In the 1950s, popular music was not integrated. In fact, most charted hits were recorded and produced by both white and black artists and marketed separately under different labels. It was Dick Clark that opened the opportunity for that decade's black artists to go mainstream. From Chubbie Checker to Gladys Knight, Clark's open-mindedness and courage changed the color of music from that point on.

Before Dick Clark, artists and record promoters most effective promotion was the bus tour across the country. Driving from town-to-town, musicians would make an appearance on the local radio station and then perform live that evening. Dick Clark is responsible for developing the music industry that we know today. By producing a television show targeted to teenagers and featuring music and artists that were previously only promoted on radio, he evolved the entire music industry and assisted its phenominal growth that was witnessed in the 60s and 70s.

Most importantly, Dick Clark defined the teenage market. Before American Bandstand, marketers ignored the under-21 audience believing that there was no consumer market unless you reached legal age. Marketers soon realized that American teenagers are key purchase decision-makers, do have disposable income and are the essential innovator segment for many trends --not only fashion and music trends, but even today as reflected in technology adaption.

If we were to rate Dick Clark's career and his contributions to our culture based on his Rate-A-Record segment, we give Dick a big "Thumbs Up". Dick, you were "easy to dance to and had a nice beat". Your legacy and marketing insight will live for many years to come.

For now...Dick Clark....so long.