Chapter Eleven Summary and Analysis

In 1996, music industry executives discover that cynical, edgy music does not sell anymore and the search begins a new type of music to offer teenage listeners. Howe and Strauss attribute this shift to the break between Generation X and Millenials and argue that the late-1990s are the first tremor of the shift toward Millenial music.

Howe and Strauss point to music producer Lou Pearlman, who creates boy bands such as the Backstreet Boys and 'N Sync, as an example of someone who understands Millenials' desire for simpler, sweeter music. While there are still musical acts that seek to shock and play angry music such as Eminem, Kid Rock, and Marilyn Manson, Howe and Strauss believe they are simply holdovers from Generation X. The authors predict that Millenial tastes in music will completely dominate the market by 2010.

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