Steven Tyler turned 60 last year. That’s like 140 in rock star years. But it occurs to me that Aerosmith, or at least their management and marketing teams, have done a fantastic job of remaining relevant and hip to younger generations.
They are like the wizened old newspaper reporter who starts a blog and shoots and edits his own video while colleagues half his age complain about having to post stories to the Web. Proof positive that age is just a number.
Way back in 1986, when rap was in its infancy, Aerosmith teamed up with Run D.M.C. for a rap-rock version of ‘Walk This Way’ that broke down walls and tore up the charts.
In 1999, they partnered with Disney to launch the ‘Rock ‘n’ Roller Coaster’ at MGM Studios in Orlando… a kick-ass ride that does as good a job of promoting their music as it does delivering thrills. And the pre-ride video contains Tyler’s immortal reading of the line “I love that idea.”
Then in 2008, the band loaned its image and music to a new release of Guitar Hero, guaranteeing a whole new generation would rock out to their classic tunes. Sheer genius.
Here’s a great Aerosmith song that I’m sure you’ve heard on an XBox, Wii or roller coaster near you. Or maybe even a radio!
Meet Me In Montauk 
I actually am not as familiar with this song as others. My friend Mark was/is a big Aerosmith fan. He would play me the old stuff from the 70’s. I don’t know how much exposure you have to those songs (other than perhaps Dream On and Sweet Emotion), but many of them are really just great blues songs. The band’s sound has definitiely evolved in an interesting way. And, I agree, their marketing is pure genius.
Aerosmith and U2 are the best examples I can think of in the music world of aging groups who have remained relevant over time. They “reinvent” themselves for new generations of listeners without ever losing that thing that makes them who they are. It’s excellent!
And the fact that these guys (as opposed to U2) have lasted as long as they have – despite their numerous brushes with overdose and general mistreatment of their bodies – makes them even more amazing.
Thanks for the “oldie but goodie” from a classic band.
You forgot to mention their brilliant contribution to Armageddon, simultaneously attaching themselves to a blockbuster film and creating a symbolic connection (made even more explicit at the end of this video) b/w Bruce Willis and Steve Tyler as the Daddy looking over the very young, very beautiful, very relevant Liv Tyler. Didn’t like the movie; loved their musical contribution to it. They can’t seem to make a wrong move.
And, yes, “I love that idea” earns enough good will to last well past his 70th birthday.
They even managed to inspire the most recent American Idol (David Cook) to cover “I Don’t Want to Miss a Thing” during one of the final weeks of the competition. Don’t think he did a great job with it, but I’m sure it drove up Aerosmith’s sales that week nonetheless.