Nostalgia is probably the most powerful emotion in the human experience. We have a tendency to paint our past with rose coloured glasses, as a simpler time. 

When harnessed, it floods our senses and can persuade us to fork over billions of dollars to Disney to watch live action remakes, or contemplate calling our ex during a lonely night after one too many glasses of wine ;) 

This article will break down the two different types of nostalgia that are most relevant to artists, and how to use them to unlock a whole new level of connection with your fans.

The 20 Year Cycle - Cultural Nostalgia

Everything that’s old comes back in fashion again. Consciously or not, you may have suspected there’s a cycle to it - you would be correct. The 20 year cycle, typically ranging from 20-25 years crosses all aspects of our culture - from media genres, to hit songs, to the fashion we wear.

The reason for this spacing is when a generation grows up and enters their thirties, they begin long for a simpler time - and our late childhoods / early teens are arguably the time in our lives when pop culture means the most to us.

As of writing this article, it’s 2020, which means that the late nineties and early oughts are back. Keep this in mind if staying aesthetically relevant is part of your brand.

Knowing Your Audience - Counting Backwards

Now, if your fanbase isn’t in their 30’s, the 20 year cycle isn’t as impactful. Instead, you want to take your audience’s generation, and count backwards until you reach their early teens.

Performing for senior citizens at a nursing home? If they’re about 80-90 years old, play songs from the 1940s. (2020 - 80 = 1940)

Targeting 60 year olds in your advertising? Consider researching cultural references from the 1960’s. (2020 - 60 = 1960)

If you need help looking for inspiration, flip through older relatives’ high school yearbooks, take a peek at your most cringeworthy posts in Facebook Memories, check the Billboard year end charts, or take a Buzzfeed quiz.

I’m 23, so my early teen years - the time when pop culture trends are arguably the most important to people - would be just 10 years ago. If anyone wanted to hit me and my friends with a nostalgia bomb of emotion, they would pull out club-boom pop music, #YOLO, and Dystopian YA novels. 

Hope this article sparks a trip or two down memory lane, and helps you connect with your fans on a deeper level.

Stay Colourful, 

- Clarence