The Beach Boys Are Timeless, But Time Flies – Deadline

Ben Selvin. Harry Richman. Ruth Etting. Don Azpiazu and his orchestra from the Havana casino. Take a random survey of your average person on the street, and you’re unlikely to find anyone who can tell who they are or why they were famous.

Yet they were the top four pop music hitmakers of 1930, just 91 years ago. Admittedly, communications in mass media fell far short of what today’s world of streaming, satellite radio and digital reading offers in terms of exposure. But fame is fame, and for that moment in time, they were on top of the mountain.

It’s relevant due to a deal that was announced this week. The legendary Beach Boys have partnered with the iconic artists of music and management entrepreneur Irving Azoff, who bought an interest in the group’s future. The objective is to preserve and develop the heritage of the group even after the death of the last of the group.

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Terms of the deal were not disclosed, but include a controlling interest in the intellectual property (IP) of The Beach Boys, including their sound recordings, branding, certain musical compositions and memorabilia. Members of the Beach Boys and their heirs will retain an interest in their assets to participate in the rise Iconic expects to create by actively marketing and promoting the Beach Boys.

Brian Wilson, Mike Love, Al Jardine and the band’s Carl Wilson estate released a statement explaining the rationale for the deal.

As we look forward to The Beach Boys’ upcoming 60th anniversary, we wanted a partner to help expand opportunities for our brand, while continuing to uphold our tradition as a band whose music transcends the test of time. We are confident that Irving and Iconic are the ideal partners and are confident that the Beach Boys’ continued legacy is in good hands. We are very proud of what we have achieved as The Beach Boys and how our songs continue to resonate with our fans.

Azoff called the group “an American treasure. I am honored that the Beach Boys have entrusted Iconic with the care of preserving and developing their heritage. And I’m thrilled the Beach Boys want to stay invested in growing the incredible cultural brand they’ve created.

Now comes the hardest part. While the Beach Boys have produced some of the most memorable music of the past seven decades, will the power of their music and image stand the test of time? On the plus side, the ability to reach large audiences is constantly expanding, and Azoff is a proven genius in development.

But pop culture is fickle and evolves faster and faster, especially in the age of social media.

You do not believe me? Ask a random 13-year-old to name three Beach Boys hits. The answer can be as difficult for them as identifying Ben Selvin is for most adults.

Come back in 91 years for the definitive answer.

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