The Underdogs: Living Large on Kids Music
SXSW panels
Reviewed by Dan Oko, Fri., March 20, 2009
The Underdogs: Living Large on Kids Music
Austin Convention Center, Friday, March 20
While Disney dominates the retail market for kids music with properties including They Might Be Giants, hipster parents are creating a new genre of "family music" that should look to punk as a model for attacking the establishment. That's according to Tor Hyams, who founded Kidzapalooza and schedules Austin Kiddie Limits at the Austin City Limits Music Festival. "It's music parents can listen to 17 times in the car," Hyams explained, swerving to build a more inclusive message. "In my opinion, the best kids band ever was the Beatles, because they sang about love. And what else would you want to teach your family?" According to panelists, who included veteran Disney A&R man Ted Kyrczko, with retail sales crashing and the Web allowing those same hipsters to access entertainment, it's touring acts as much as television stars that make money in the brave new economy. "After 15 years struggling as a serious songwriter in bands, it surprises me how quickly this has taken off," said musician Adam Levy, whose children's act Bunny Clogs is a study in contrast to the soul band he plays in called Hookers & Blow. (He was also a SXSW showcasing artist with the psychedelic folk-jazz of the Honeydogs.) "I'm going to have to change that name if I am going to have any credibility in kids music," he joked.
