New York Magazine journalist Adam Sternbergh wrote an article last April called "Up With Grups," exploring the generation gap, or lack thereof, between today's 30-, 40-, or 50-somethings and the 20-somethings. Sternbergh argued that 21st century adults are "radically rethinking what it means to be a grown-up" and, by all accounts, choosing not to.
Therefore, in some way, the rise in tot-rock is just a manifestation of these hipster parents' desire to remain eternally 25 while still having all the material comforts of adult life: $800 baby carriages, designer jeans, cashmere hoodies, personalized vans and über-trendy tykes to boot. Then, aren't Rockabye Baby! and its competitors just another flash in the pan in a long line of products designed to keep adults connected with the today's youth culture?
Music executives, such as Roth, hope that's not the case. "I hope [these kids] become as big fans as their parents are," she said. As in any businesses, the music industry is looking forward to reaping huge rewards a decade or two down the line when these kids start purchasing music for themselves, their friends, and maybe even their own kids.